Why the agency needs to see the numbers
Today, once again, we faced a refusal to show revenue or give feedback on financial indicators (as if it were something obscene). At the same time, a non-disclosure agreement and a contract had already been signed.
Of course, after a long explanation, the client analyst smiled because we'll take away the headache of many calculations, but this objection is so common that you can include an explanation instead of a greeting on the call.
There is a fear that the agency will overcharge. We can't speak for everyone, but the cost of our services is firmly fixed in the contract before we ask for access to figures.
Why shouldn't you be afraid to give figures to an agency?
First of all, asking for figures is already an indicator that distinguishes a team interested in your growth from those who just draw pictures.
It should be understood that any action can affect the average check, the number of customers, the frequency of purchases or conversion. Even if you are working on 1-2 channels, and not in terms of integrated marketing, any optimization "blindly" can lead to both lower customer value and lower profits.
2. Profitability. Whether the agency limits itself to ROMI or breaks down the profit formula is not particularly important. Marketing should pay off, not just drain the budget.
3. budgets and KPIs. A few posts above we wrote about the formats for calculating the marketing budget. Let's add KPIs that can be assigned to an agency (or that are offered by the agency). Not everyone agrees to this, but for us, for example, it is important to stabilize the indicators and grow further based on KPIs.
And it is easier to talk in the language of numbers with the owner.
But only talk about financial indicators if you see in the contract a list of confidential information and sanctions for breach.
How to make the marketing and sales departments work together
The feud between marketing and sales. This is the most common thing we see when we come to companies, and today we will think together with you how to reconcile them. Maybe the New Year's Eve atmosphere will help with that
Where do you start to systematize your marketing?
From understanding the numbers. The first thing a manager must do is to create a transparent reporting system in the marketing department. Our work on complex projects starts with this, otherwise the work can be immediately considered a failure. Optimization is impossible without numbers, but there should not be a lot of them.
How to properly drain your marketing budget
Follow the approach taught by business consultants from outside the marketing world:
You allocate 3-5% of the shaft, the company stagnates;
6-7% - it's already growing a little bit;
8% or more - you're growing like a quiver!
