• How to Create a ROWE™ at Your Agency: Q&A with Michael Reynolds

    By | October 13, 2014
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    Michael Reynolds (@michaelreynolds) is president and CEO of SpinWeb, a digital agency in Indianapolis that specializes in website design, inbound marketing and app development.

    In this Insider Series, he discusses the benefits of a Results-Only Work Environment™ (ROWE™), and his experiences implementing one at SpinWeb.

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  • The Quest for a Unified Client Services Theory

    By | October 9, 2014
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    “What do you do?”

    For those in the marketing agency world, it’s a loaded question. At Inbound, Robert Solomon (@RJSolomon), author of The Art of Client Service and founder of Solomon Strategic, opened his session with an answer he’d often tell his mother: “Mom, I do lunch.” Doing lunch means being there for clients, and getting the chance to build an actual relationship with them.

    Yes, it’s sometimes hard to describe “client services” amongst the continual flow of client strategy, production work (writing, social media, PR, design, etc.), measurement and account management. Yet, Robert’s second response to the question offers a catchall glimpse: “We do the simple things necessary to help clients achieve their goals.” During his presentation, Robert shared his thoughts on what’s at the heart of client services.

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  • How to Gain Buy-In with Client Decision-Makers

    By | September 23, 2014
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    You’ve won the business, delivered awesome work, exceeded expectations, and built a great relationship with your main client contact. Next thing you know, a new president is announced, who decides to slash marketing budget, and your agency is kicked to the curb.

    Sound familiar? Too many agencies find themselves in this position; pushed out when the going gets tough, run ragged reacting to ill-advised business strategies, or siloed delivering a particular service and unable to grow the account.

    As Paul Roetzer (@paulroetzer) explains, “Growth is the easy part. Retaining it, and making it profitable, is the real challenge for agencies.”

    Part of the problem these agencies face is their marginalization within the client’s organization. They simply don’t have a seat at the table. Comparatively, other agencies are yoked with their clients, enjoying long-range strategies, acting as strategic marketing and business partners, and feeding off each other’s success. How do they do it?

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