Setting Quarterly Goals for Your Agency with Jill

Summary

In this episode of the Happy Clients Podcast, Dotton Company shares valuable insights for account managers on setting and aligning quarterly goals with agency objectives. Senior department manager Jill discusses the importance of adaptability, performance measurement, and client expectations in goal-setting. She explains how account managers can contribute to the agency's growth by understanding client trends and creating systems that support goal achievement. The episode emphasizes collaboration between account managers and agency owners to ensure realistic, motivating goals that drive success across teams.

Takeaways

• 😀 Account managers play a critical role in both client relations and internal team dynamics within an agency.
• 😀 Cam Community is a membership program designed to support account managers with training, SOPs, processes, and live sessions.
• 😀 Setting quarterly goals is essential for account managers to align with the agency's broader objectives and track performance.
• 😀 Agency owners should involve their teams in goal-setting for better collaboration and adaptability when facing industry shifts or internal changes.
• 😀 Short-term goals are key motivators for teams, providing direction and keeping spirits high during the work quarter.
• 😀 Client expectations need to be considered when setting goals, adjusting strategies for peak seasons and client needs.
• 😀 A three-year plan is important for agencies to prepare for rapid growth, breaking it down into smaller, manageable quarterly sprints.
• 😀 North Star metrics help guide long-term success; agencies need to focus on what drives their growth (e.g., Airbnb’s focus on ‘nights booked’).
• 😀 Account managers must act as the 'glue' within the agency, understanding both client needs and internal processes to ensure goals are realistic and achievable.
• 😀 It’s important for account managers to develop systems and processes that align with the agency’s goals and support smooth execution.
• 😀 A quarterly review process helps account managers reflect on their progress, identify gaps, and set goals for the upcoming quarter to ensure continuous improvement.

Q & A

What is the main purpose of Dotton Company's CAM Community?

The CAM Community is a membership platform designed for account managers. It provides training, SOPs, processes, and live sessions aimed at supporting account managers in their roles, fostering their growth, and helping them succeed in client-facing positions.

Why is it important for account managers to set quarterly goals?

Quarterly goals help account managers stay aligned with the overall objectives of the agency, ensure consistent performance, and foster growth. They also allow account managers to track progress, adjust strategies, and stay motivated throughout the year.

How do account managers align their personal goals with agency goals?

Account managers align their personal goals with agency goals by ensuring their objectives support the larger mission of the agency. This alignment helps create a cohesive strategy that drives agency success while fostering individual growth.

What are some of the benefits of goal-setting within an agency team?

Goal-setting provides multiple benefits, including adaptability to change, improved performance measurement, motivation through short-term wins, and alignment with client expectations. It helps the team stay focused, efficient, and results-driven.

What is a 'North Star Metric' and why is it important?

A North Star Metric is a key performance indicator that guides the long-term growth and success of an agency. It represents the most important metric for the agency, such as customer lifetime value or sales, and helps keep the team focused on achieving overarching goals.

How does the agency measure performance against goals?

Performance is measured by reviewing whether the agency or individual goals have been met or exceeded on a quarterly or yearly basis. This includes assessing specific metrics, identifying areas for improvement, and adjusting goals if necessary to ensure ongoing success.

What role do account managers play in the goal-setting process?

Account managers play a critical role in setting and achieving goals by acting as the 'glue' within the agency. They understand client needs, internal processes, and industry trends, and help ensure that the agency’s goals are realistic, achievable, and aligned with client expectations.

How should account managers handle changing client needs when setting goals?

Account managers should stay attuned to client trends and shifts in client behavior, such as changes in ad spend or creative preferences. These insights should inform goal-setting, ensuring that goals remain relevant and adaptable to meet evolving client demands.

What tools or strategies are used to track and support goal achievement?

Agencies use tools like quarterly Sprint planning and review sessions to track progress and address gaps. Regular check-ins with senior leaders help ensure that goals are realistic, while also offering a platform for account managers to contribute ideas for improvement and solutions.

Why is collaboration between account managers and agency owners important for goal-setting?

Collaboration ensures that account managers' goals are aligned with the agency’s broader strategy. Account managers are often in the trenches, interacting with clients and understanding their needs, so their insights are crucial for setting practical, achievable goals that drive agency growth.