The Client Partner & Reporting

After closing the deal, it’s important to introduce the client to the Client Partner that will be managing the account. This is a part of a proper onboarding process and sets up the account for success.

CONNECTED KPIS & THE CLIENT PARTNER

Connecting the KPIs to Return on Ad Spend (ROAS) lays the foundation for the Client Partner to prove our the KPIs and thus ROAS multiple. At the end of the reporting period the CP can take the achieved KPIs, apply the conversion percentages established at the pilot start and apply the average transaction size to get to revenue generated from campaign, compare it to the cost to get the ROAS multiple.

BACKGROUND

The presale EAE coauthors ROI model, solution, KPIs and attribution in order to prove it out and the post-sale Client Partner works to prove out the model. The analytics from the coauthored ROI model will provide the estimate of revenue generated from the campaign which can then be compared to the cost to get to the ROAS projected from the campaign over the time period. The coauthored KPIs and ROI model during presale will also provide the terms of the upgrade provided that they are met or exceeded.

The EAE then communicates the KPIs and coauthored ROI model with the CP, allowing the CP to confirm these analytics with the client. As leads come through, we can apply an agreed probability to them to get to number of sales and then apply the lifetime value of a client to that transaction to get a full picture of the economic benefit of the clients generated.

This ROAS computation is done at the end of the agreed upon reporting period in order to build the business case for the upgrade. All that is done from there is the coauthored ROI model is now updated per the descriptive data from the campaign and then the model can be sensitized for cases displaying different levels of spend for the path forward in the partnership.

CLIENT PARTNER BEST PRACTICE

Set reporting expectations with client along with KPI, KPI goal, ROI and attribution methodology to get that data (terms of the upgrade)

Confirm timeframe for reporting and evaluation of pilot

Track and optimize performance in Admin during pilot period

Reporting - Pull Time Range Report (TRR) to compile and analyze data from the pilot. From there, put together reporting slide deck, and build the business case for renewal and ideally an upgrade based upon KPIs hit and ROAS generated (LTV applied to number of clients generated)

THE TIME RANGE REPORT (TRR): Report to manage and analyze and programs. Used to then organize, analyze, and tell a story with the data (analytics).

ACCESSING THE TRR: Go to payment acct for the account in SFDC-> related, payment accts, admin link -> time range or custom, one tab per metric, summary first tabs, then metric tabs, gray bars for KPIs

CP REPORTING CALL BEST PRACTICE:

1. Why you decided to pilot (the opportunity) - why we started working together

2. Campaign recap

A. KPIs looking to hit (original goals) - wanted to drive ___ (campaign goals) - success would be represented by ROAS level or CPA level

B. what product to hit them - in order to drive (campaign goals), we used our xyz solution and featured/customized _____

C. whether we hit them - using our agreed upon % conversion on calls, mapped directions, web site clicks and average transaction value of $____, the campaign generated x ROAS multiple on x invested.

3. Reporting slides - graphing out ROAS build up with leads generated by type, ROAS model (2 to 3 slides here)

4. Path forward - recommended upgrades since hit KPIs/proved out ROI - if adding different products, mockups for the products and roadmap timeline slide

PERFORMANCE ANALYSIS:

After the agreed upon pilot period is complete, we are now going to need to pull a performance report and put together a slide deck summarizing whether or not our pilot KPIs were satisfied. Provided that they were, we can then begin to make the case for a larger rollout.

In most tech sales orgs there is going to be a client partner that is in charge of the post sale relationship. There may also be a blended pre and post sale position where the AE becomes an Account Director.

ADMIN FOR MONITORING:

Pull Time Range Reports (TRR) in order to analyze the performance of the pilot.

REPORTING:

REPORTING AGENDA:

Review latest campaign results

Discuss next quarter strategies

Next steps

CLOSING THE UPGRADE:

After reviewing the performance of the pilot, it is now time to expand the engagement and scale up the relationship. This may involve an increase in locations or responsibility including different products.

ROI MODEL:

What is click to lead conversion vs projected? 2. What is % of customers from assumptions in ROI model? 3. What is number of customers? 4. What is LTV of customers from ROI model? 5. What is total revenue associated with customers acquired? 6. What is cost to revenue ROAS multiple?

REPORTING NOTES

● Metric story - continued partnership, regular reporting with KPI metrics - weekly to prove out ROAS model and progress towards the terms of the upgrade - in pilot meet once a week to build out ROAS report to then increase rollout/upgrade => what ROI do you need to see to upgrade (ex. 3:1) with mutually agreed upon KPIs projecting a 3.5x return

● Securing renewals and upsells from current clients

● Admin for performance reports and updates/other tasks are important

● Treating each deal as special and important needing to be set up for success

● Clarify reporting expectations

● Managing the success of a campaign in admin with keywords, bidding, etc (need to get comfortable with admin)

● Admin: CS can see if its live, CP confirm campaign was setup properly in admin

● ABR - account business report, program by location, biz ids and program type

● Time range report

● Typically with larger clients there will be weekly/monthly reporting calls in order to provide insight into the performance of the campaign.

After the term has been completed of the upgrade, there will need to be renewal.