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What the Best Do Differently (Agencies and Brands) by Robert Craven
1. GYDAinitiative.com
The Above Average -
What the best do
d fferently
Robert Craven
Founder, Grow Your Digital Agency (GYDA) Initiative
Author, Grow Your Digital Agency
facebook.com/groups/GrowYourDigitalAgency
@Robert_Craven
3. GYDAinitiative.com
Brexit
Trump, Putin
Costs
Clients going bust
/paying late
Cheap, cheap prices
Effectiveness
Alternative suppliers
Over-crowded market
Low barriers to entry
Poor utilisation
Don’t understand strategy,
marketing, people.
And finance.
What clients really want?
Same as the rest
Pressure on price
Duopoly
Amazon
Platforms manipulate?
Anti-capitalism
Anti-advertising
Craft/bohemian/
alternative lifestyles
The rise of brand
Declining reputation
Using old models to look
at the future
AI, bots
Effective adblockers
Cheap apps
Messaging
Alternative search engines
GDPR
Cambridge Analytica
EU e-commerce legislation
Freelancers
Millennials
Out of touch clients
Out of touch owners
Marketing agencies and
management consultancies
absorbing digital
No playbook
Every distraction…
16. GYDAinitiative.com
Before and After: James Tyrrel
Before
Turnover $2m
Revenue/
Fee-earner
$63k
(31)
% chargeable 60%
$ per hour $85
EBITDA 9%
$180k
17. GYDAinitiative.com
Before and After: James Tyrrel
Before After
Turnover $2m $3.3m
Revenue/
Fee-earner
$63k
(31)
$91k
(36)
% chargeable 60% 79%
$ per hour $85 $105
EBITDA 9%
$180k
24%
$792k
18. GYDAinitiative.com
119 Agencies: 12 months to August 2017
Revenue Up 57%
Revenue/Fee-earner Up 25%
% utilisation Up 16%
Rate per hour Up 27%
EBITDA Up 137%
19. GYDAinitiative.com
Stuck in the Middle
TOP-TIER
Compete on
knowledge.
MID-TIER
Do a lot of stuff.
Compete on price.
BOTTOM-TIER
We do it! We do it fast!
We do it cheap!
The “squeeze”
zone
28. GYDAinitiative.com
1) How good
are you?
2) What do you
want to be?
Purpose
Vision
Mission
Strategy
Milestones
KPIs
4) Dashboard3) Wallpaper
Now
1yr
2yr
3yr
GameChanger
29. GYDAinitiative.com
1) How good
are you?
2) What do you
want to be?
Purpose
Vision
Mission
Strategy
Milestones
KPIs
4) Dashboard3) Wallpaper
Now
1yr
2yr
3yr
GameChanger
30. GYDAinitiative.com
2) What do you
want to be?
Purpose
Vision
Mission
Strategy
Milestones
KPIs
4) Dashboard3) Wallpaper
Now
1yr
2yr
3yr
GameChanger
1) How good
are you?
31. GYDAinitiative.com
1) How good
are you?
2) What do you
want to be?
Purpose
Vision
Mission
Strategy
Milestones
KPIs
4) Dashboard3) Wallpaper
Now
1yr
2yr
3yr
GameChanger
32. GYDAinitiative.com
FINANCE OPERATIONS
Revenue Ave Unit Revenue
GP Utilisation
Direct/Admin Total No Projects
Op Profit Defects
Net Profit Customer Complaints
Cash Net Promoter Score
Retainers Ave chargeout rate
Current run rate pa Revenue per fee-earner
Debtors>60days
Valuation
SALES & MARKETING PEOPLE, CULTURE, GROWTH
New leads to CRM Headcount
Cost per Lead Net Change
New Pitches Starter: Leavers
90-day weighted pipeline Hols o/standing
New Business won Buzz
Order book outstanding Right people, right desks
Cost of Cust Acquisition Training Plans UTD
Ave Proposal size
33. GYDAinitiative.com
1) How good
are you?
2) What do you
want to be?
Purpose
Vision
Mission
Strategy
Milestones
KPIs
4) Dashboard3) Wallpaper
Now
1yr
2yr
3yr
GameChanger
35. GYDAinitiative.com
Full Toolkit
Trajectory GameChanger – FiMO, Cascade, Wallpaper
Big Goals Goal-setting – OKRs, 3+1, one number
Scores Scorecard
Drill down Monthly, Finance, Marketing, Operations, People/Culture
Execute Annual Wallpaper/Scorecard, Qtrly,
Monthly State of the Nation, Mondays, Daily Huddle
Document Processes, Systems and Templates