How Clients think: From SMB to Enterprise

How Clients Think?
From SMB to Enterprise
Robin Leonard
CEO & Co-Founder, AFDigital
www.allfamous.com
@robin_allfamous

01 Introduction
02 Why does it matter?
03 Small to Mediums
04 Mid-Market
05 Enterprise
06 Summary
07 Q&A
Agenda

Introduction
Robin Leonard
CEO & Co-Founder of AFDigital
@robin_allfamous
● AFDigital is a Marketing Tech Services company founded 2011
● Operates across APAC with offices in Sydney, Singapore and
Philippines.
● Salesforce Marketing Cloud Partner
● Approx 60 full time employees.

Let’s go deep inside the thinking of our clients
Ken, Mens Barbershop Owner Kate, Marketing Director, ABC Loans Mike, Chief Digital Officer, XYZ Telecom
SMALL TO MEDIUM MID-MARKET ENTERPRISE

Challenges facing digital agencies
http://www.bandt.com.au/marketing/australian-digital-marketing-agencies-see-strong-growth-competition-ahead
Running a digital agency has
a vast array of challenges.
While it seems like it’s the
easiest business to start as it
just requires time and skill.
It’s really not.

What are digital agencies planning to do next year?
http://www.bandt.com.au/marketing/australian-digital-marketing-agencies-see-strong-growth-competition-ahead
21% plan on changing their
CMS/Digital Marketing
system
20% planning on outsourcing
more work
17% planning on acquiring
another company

Why does it matter?
● Get to the NO faster
● Stop being opportunistic
● Stop wasting time selling the
wrong thing to the wrong client
● If you have lots of different types
of clients, your delivery process
will be difficult

Ken, Mens Barbershop Owner
I have built a unique brand that my customers love.
My business is busy, but I’d really like to get more bookings.
I’m happiest doing my core job - cutting hair.
SMB Definition
● Staff: 1-50
● Revenue: $50k-$2m
● Monthly Digital Marketing Budget: $500-$2k

Small to Medium
Client Challenges

SMB growing fear is international competition
Source: 2016 Deloitte SMB survey (505x Australian SMBs with 5-95 employees)
Clients most worried about these

SMBs plan for more digital sales and new channels
More than 50% plan more
digital sales and/or new
channels

Finding new customers is what SMBs want from tech
What tech helps you find new customers?
● Content
● Advertising
● Social
● CRM
● Marketing Automation

SMBs with CRM enjoy double revenue growth
Duh..

SMB marketing automation = higher revenue growth
● Marketing automation has
tangible ROI associated
● The sales process is
relatively easy to
automate now with tech
A capability = one automation e.g. Welcome Email

Top All-in-One Digital Marketing Tools for SMB
● Pick a platform that does 90% of
what you need it to do
● Avoid creating services that use a lot
of different tools or logins
● Create services around best practice
use of the platform

Small to Medium
What to offer?

Established companies are offering SMB services

We made a volume SMB play in 2012 in the Philippines
The problem is - all the Telcos and
Domain Hosting Companies are
providing this service already.

What do you get for $500/month
If I do all the work:
● What is my rate/hour ($30/hour)
● How many hours do I need to spend per client each month? (16/month)
● I can handle approximately 10 clients max ($5k/month)
If I have a team do all the work:
● Which skills are required to handle one client? E.g. Writer, Designer, Account
Manager (3x @$50k each = $12.5k/month)
● How many clients can one person handle? (Max 10)
● How many clients are required to break-even? (25)
Having skilled staff is a top
issue for digital agencies.
Staff are the biggest agency
cost and are hard to find.
The skills and max clients varies
based on package. To increase
max clients per team, offer an
automated technology
solution.

What to offer SMB?
1. Wrap your Service around an “All-In-One” Tool e.g. Social + CRM + Marketing
Automation software that is easy to setup and manage for the client.
2. Advertising is the fastest and easiest way to get direct ROI with minimal effort.
3. Get exact on the hours and tasks you will do for each client each month
4. Average Freelancer rates: monthly retainer contracts start from $251, and their
project-based fees, from $5,000. Hourly rates range between $50 and $100.
5. AT ALL COSTS AVOID SMB unless you are a SOLO FREELANCER, have a
SCALEABLE SOLUTION or have access to a LARGE DATABASE

Who should I sell to?
Job Title: Owner, Founder, C-Suite
Staff: 1-99
Budget: $500-$2,500
Example Companies:
● Real Estate Broker
● Plumber
● Hair Salon
● Small Accounting firm
● Startup
Painpoints:
● My online presence is stuck in the 90’s
● Social media feels like time-wasting when I could be working
on my actual business
● I have no idea where to start
Need:
● I don’t want to have to do anything
● I should be able to switch it on and check it occasionally, or
be notified when there is a problem and have somebody
help me
● I have unrealistically high expectations
How to get new SMB Leads?
1. Friends and family
2. Facebook Lead Ads & Instagram Ads
3. LinkedIn (don’t be a dick)

01 Introduction
02 Why does it matter?
03 SMB
04 Mid-Market
05 Enterprise
06 Summary
07 Q&A
Agenda

Kate, Marketing Director, ABC Business Loans
1. I have a ridiculously tiny budget
2. 80% of my experience with digital agencies has been painful
3. I need partners to make my job easy, and make me look good
4. I want tangible, quotable ROI
5. I know that our tech isn’t up to scratch... we need advice
6. Questioning whether we should do digital in-house
Mid-Market Definition
● Staff: 10-500
● Revenue: $2m-$100m
● Monthly Digital Marketing Budget: $3k-$20k

86% of CMOs
surveyed believe
they will own the
end-to-end
customer journey by
2020
“

Mid-Market Challenges / Fears
This is the big gap that
an agency can fill

Who owns digital strategy?
https://blogs.oracle.com/marketingcloud/uncovering-cmo-insights-on-their-journey-t
o-digital-agility

Mid-Market Tools - Marketing Automation
Watch this space
Top 3

Mid-Market Tools - Marketing Automation
More serious Corporate Marketing Automation

Marketing Automation is difficult

What are other people offering?
SERVICE BASIC BUSINESS PRO
Customer Success Manager Weekly Customer Success Call Weekly Customer Success Call Weekly Customer Success Call
Website Management
• Monthly Website Audit (SEO/CRO)
• Ongoing Page optimization
• 20 Web Dev / Designer Hours
• Weekly Website Audit (SEO/CRO)
• Weekly Website Audit (SEO/CRO)
Social Page Management Facebook, Twitter, Google+ Facebook, Twitter, LinkedIn, Google+
Facebook, Twitter, LinkedIn, Google+,
Instagram, Pinterest
Social Posts
• 2-3 posts per day
• 10 Tweets/day
• 20 Tweets/day
• 30 Tweets/day
Social Lead Generation 20 interactions/day 30 interactions/day 50 interactions/day
Blog Creation 1 Blog / week 3 Blogs / week 5 Blogs / week
Email Marketing 1 per month 2 per month 1 per week
Social Media Artworks 2 images per week • 5 images per week • 7 images per week
Reporting
• Client Dashboard
• Weekly/Monthly Web & Social Reports
• Weekly and Monthly Web/Social
Reports
• Monthly social listening report
• Weekly/Monthly Web & Social Reports
• Weekly social listening report
RECOMMENDED PRICE $4,500/mo $6,500/mo $8,500/mo
Paid Advertising
(Recommended Additional Spend)

What do you get for $5,000/month
What is skills are needed to run your service?
● Account Manager
● Writer
● Multimedia Designer
● Advertising Specialist
● Email Specialist
● Social Specialist
How many hours do I get for $5,000?
● $5,000 divided by $50/hr = 100 hours
● 100 hrs divided by team of 6 = 2 days effort per person per month
How many clients can my team handle?
● A team of 6 staff could cost (6x @$50k each = $25k/month)
● How many clients can one team handle? (3-5)
● How many clients are required to break-even? (5)
These skills are in high
demand and expensive
This breaks when people get
sick or resign
New client onboarding and
campaign support can be
intensive, and distract staff
from other clients
More clients = reduced quality

What to offer Mid-Market?
1. Wrap your Service around best of breed paid tools. See
Hubspot, Marketo, Salesforce, Microsoft, Sprout Social.
Seek Partner status.
2. Create digital marketing packages ranging between
$2,000 - $10,000 per month. E.g. Beginner, Intermediate,
Professional - as an alternative to an in-house team.
3. Don’t offer services you are not good at. If you are great
with video content but terrible with websites, don’t offer
websites. unless you have a trusted partner that can do this
for you.
4. Create a robust onboarding process to set a clear plan so
there is no confusion during execution.
5. Track project P&L carefully

How to win new Mid-Market
clients?

Job Title: C-Suite, Marketing Director
Staff: 50-1,000
Budget: $2,000-$20,000
Example Companies:
● Business Loans Company
● Fashion Retail Brand
● Movie Cinema Chain
● 24 Hour Gym
Painpoints:
● Previous agency dramas
● Need to choose/upgrade marketing tech
● Under pressure to prove ROI
● Questioning pros/cons of doing in-house
Need:
● Pick the best agency for my budget
● Migrate, upgrade or utilize our marketing tech
● Be able to govern agency quality effectively
● Tangible ROI
How to get new Mid-Market Leads?
1. Referral from a Software Partner
2. Identify a list of target companies
3. Direct sell / hustle / find decision maker
4. Facebook Custom/Look-a-Like Audiences
Barriers
● Need success stories / references
● Need experience in same industry
● Your own digital marketing is bad

Mike, Chief Digital Officer,
XYZ Telecom
1. Rate of tech change is both exciting
and challenging
2. Responsible for “Digital
Transformation” for next 5 years
3. Migrating marketing budget into
digital channels
4. The structure of the business needs
to change and become more agile
5. I’m talking to IT companies
(Accenture, Microsoft, Salesforce)
about Marketing
Enterprise Definition
● Staff: 1,000+
● Revenue:$100m+
● Monthly Digital Marketing Budget: $300k+

Technology disruption is changing customer behaviour at a blistering pace
4 – Smart Customer
Customers use:
• Personal data holds monetary value
• Spend more time in VR than in real life
• Personal robots and home automation
• Omnipresent Sensors and Displays
• Omnichannel Customer Service
• Omnichannel 1:1 Personalization
• Electronic currency (Bitcoin)
• 3D print anything
• Self-driving cars Customers are here now
2020
TechnologyDisruptionHighLow
1990 2000 2010
2 – Analog Customer
Customers use:
• Mobile
• SMS
• Web Search
• Web Chat
• Email
3 – Digital Customer
Customers use:
• Mobile email
• Online purchasing
• Mobile social networks
• Web Search for Content
• Mobile Chat
1 – Offline Customer
Customers use:
• Landline
• TV
• Radio
• Print
• Billboard
• Retail
• Events
Now

Enterprise Challenges
● Localizing marketing content
● ROI measurement across brand and country
● Handling multiple languages
● Enabling all regions to leverage tools
● Providing shared content assets to all markets
● Slow to decide/buy/upgrade Marketing Tech
● Everybody wants digital transformation

Enterprise Challenges / Fears
Increase Increase Increase

THE BIG BUDGET SHIFT
In a 2015 study performed on +$500m companies by Gartner in US, Canada
and the UK, found that more money is being spent on Marketing Technology
than Advertising.
Overall Marketing Budget Spend
● Labor 35%
● Marketing Technology 33%
● Advertising 31%
How is the Marketing Technology Budget Spent?
● Marketing and analytics software purchased as a service (24.4%)
● Infrastructure (e.g., servers, storage, network) to run marketing
software (28%)
● Cross-charges for IT (21.3%)
External services to develop, implement, and integrate marketing
applications (25.2%)
● Other (1.1%)

Top Strategic Marketing Programs

The death of traditional channels?

The Marketing Tech War has just begun

Enterprises are looking for long term cross-cloud SaaS
Budget Sales Service Social
Multi-Channel
Automation
Web Analytics Advertising eCommerce
3rd Party
(App Exchange)
Sales Cloud
Service Cloud
Social Studio
Salesforce
Marketing
Cloud
Cloud Pages Analytics Cloud
Social.com
Active
Audiences
Demandware
Dynamics
Marketing
CRM Dynamics CRM Dynamics
Social
Engagement
Dynamics
Marketing
Sharepoint
Microsoft
Power BI
LinkedIn?
Microsoft
Commerce
IBM Marketing
Operations
- - IBM Social
IBM Marketing
Cloud
(Silverpop)
-
IBM Watson
Analytics
-
Websphere/
Sterling
Commerce
- - - Adobe Social
Adobe
Campaign
Adobe
Experience
Manager
Adobe Analytics
Adobe Media
Optimizer
Adobe
Experience
Manager
Marketing
Cloud
Sales Cloud Service Cloud Social Cloud
Marketing
Cloud
(Responsys)
Commerce
Cloud
Data Cloud
Marketing
Cloud
(Responsys)
ATG
3rd Party
(Allocadia)
- - Social
Marketing
Automation
Personalized
Content
Marketing
Analytics
Digital Ads
Vista Equity
Partners

What is Digital Transformation?

How to measure and forecast maturity?

Leverage global learnings and unlock hidden capability
By measuring globally, understand strengths and weaknesses, gain shared learnings and
increase the rate of global maturity.
NZ: 3.9
AU: 3.5
PH: 2.8
MY: 3.9
VN: 2.7
CH: 3.0
INDO: 3.1
INDIA: 2.9
CHI: 2.5 ARG: 2.7
LDN: 3.8
FR: 3.7
NYC: 3.7
SF: 4.2
Global Maturity: 3.2

Set company wide goals for the next 3 years
By setting a baseline, it allows you to set a goal and vision for where your want your
business to be in the future.
1. Deprioritized
• Leadership: No directive from upper
management; no roadmap or budget
• Staffing: Part-time staff or agency, no
ownership, no social media policy
• Playbooks: No social media playbooks
• Education: No social media training,
certification programs, or self-learning
• Listening: No social metrics/KPIs. No
audience, brand and competitor monitoring.
• Community: No community growth,
segmentation, acquisition, engagement
• Content: No content strategy, library, QA
process, agile content. No in-house content
operation.
• Advertising: No media agency, Facebook
native ads only, no remarketing. No clear path
to ROI.
• Tools: Staff use native social network
• Risk: Social not in BCP, no owner of social
risk, no security around access. No crisis
detection
3. Active
• Leadership: Slowly investmenting. Plan
exists with dedicated budget and space.
• Staffing: 2-3 dedicated staff. One team for
entire company. Social media policy training.
Clear job descriptions.
• Playbooks: Procedures and FAQs,
templates, quality guidelines, approvals.
• Education: Onboarding training and testing,
knowledgebase, external training and
certifications
• Listening: Tracking metrics, occasional
monitoring. Regular competitor and audience
reporting. Tickets can be raised in CRM from
social.
• Community: Lead generation campaigns. 2
hour response time and negative mention
engagement
• Content: Full content strategy by channel.
Design templates for re-use. Content
approval. Small in-house content team.
• Advertising: Programmatic advertising,
remarketing, boosting, basic ROI
• Tools: Low cost tools used.
• Risk: BCP considers social. Basic procedures
in place.
2. Organized
• Leadership: Evolving business case,
knee-jerk social activities, some budget
redeployed. Plans for Command Center
• Staffing: 1+ dedicated staff, social owned by
Marketing. Social media policy in place
• Playbooks: We have FAQs, content
templates, basic procedures documented
• Education: Informal or external training,
informal tests, 3rd party online learning
• Listening: Clear objectives, no metrics.
Occasionally listen to social. Basic CRM
integration
• Community: We are growing our community
and understand their demographics. We try
get fans to visit our website. We respond
within a day.
• Content: High level social brand strategy.
Shared drive for content. Spot check QA
after. Slow to create content
• Advertising: Agency manages. Basic
remarketing. No actual ROI.
• Tools: Mostly free tools used
• Risk: Basic crisis plans, crisis owned by
brand, some user access risk. 1 week crisis
detection.
ExtensiveLimited
BusinessImpactHighLow
5. High Performing
• Leadership: 3+ yr roadmap. Dedicated
budget. Seamless command center. C-Level
fully active.
• Staffing: 10+ dedicated staff. Central
governance with multiple teams. Clear owner
per department. Career paths.
• Playbooks: Playbooks in place, regularly
updated and staff trained/certified.
• Education: In-house training, testing and
certification. Online assessments with
multi-level certifications.
• Listening: Metrics & KPIs tied to company
objectives. Constant monitoring and
automated triggers. Data integration.
• Community: Aggressively growing. Persona
targeting. 5 min response SLA and proactive
engagement.
• Content: Full content strategy by channel,
segment. Trending topic monitoring. 100%
social content approval. Full in-house content
team
• Advertising: Latest tech, CRM integrated,
customer journey integrated.
• Tools: Enterprise tools
4. Optimized
• Leadership: 2 year roadmap, dedicated
budget for small internal team and partners.
Basic command center.
• Staffing: 3-10 dedicated staff. Multiple teams.
One clear owner of social. Policy training &
certification. Career paths.
• Playbooks: Approved Playbooks for Service,
Content, Reporting and Sales.
• Education: Formal in-house training, widely
used knowledgebase. Online learning,
assessments and certifications.
• Listening: Metrics & KPIs set. Regular
monitoring of brand, competitor and audience.
Integration with BI.
• Community: Heavy paid advertising for
fan/lead acquisition. 30 min response time.
Proactively engage.
• Content: Full content strategy by channel and
segment. Content library. 100% social content
approval. Full in-house content team.
• Advertising: Excellent media agency using
programmatic platform. Remarketing. ROI
targets.
• Tools: Mid-price tools used.
• Risk: 2 hour monitoring. Publishing control.
2.9
CLIENT
Jan 2017
3.4
CLIENT
Jan 2018
4.5
CLIENT
Jan 2019
4.9
CLIENT
Jan 2020

Pick the low hanging fruit
Align priorities across stakeholder groups with a clear prioritization framework
HighLow
EstimatedBusinessValueHighLow
Difficulty of Implementation
(e.g. Time, investment etc)
BUILDING BLOCKS
LOW HANGING FRUIT DIFFERENTIATORS
BEARS
Business Case
2 Year Roadmap
Dedicated budget
Basic Command Center
Exec Social Media
Training
Leadership
2-3 in-house dedicated staff
Social Media Owner
Social Media Policy
Job Descriptions
Staffing
Command Center
Playbooks
Engagement Playbook
Publishing Playbook
Listening Playbook
Selling Playbook
Crisis Playbook
Social Customer Service
Playbook
Education
Onboarding Training &
Testing
Knowledgebase
External Training &
Assessment
3rd-Party Online Training
Listening
Social Metrics tied to
Business Goals
Brand Listening
Competitor Listening
Notifications
Regular Insights Listening
Integrate Social data with
BI stack
Community
Grow database with latest
advertising tech
Segmented content and
campaigns
Optimized website for
social visitor conversion
30 min response time
(Social Customer Service)
Proactive social
engagement
Content
Content Strategy per
channel, per segment
Design Templates
Social Publishing Approval
Social content
SLA 1-2 days
In-house Content Team
Advertising
Remarketing & Custom
Audiences
Programmatic
Advertising
Regular Boosting
ROI tied to
advertising
Tools
Implement Social Studio
Omni-channel CRM
Risk
Business Continuity Plan
Risk team owns social risk
Historical Crisis Analysis
Legend

Build a Strategic Roadmap
Based on your agreed priorities, it is easy to lay out a strategic roadmap for the next few
years.
Q1
2017
Q2
2017
Q3
2017
Q4
2017
Q1
2018
Q2
2018
Q3
2018
Q4
2018
2.0
(Maturity)
3.0
(Maturity)
4.0
(Maturity)
Business Case
2 Year Roadmap
Exec Social Media
Training
Social Media Policy
Publishing Playbook
Listening Playbook
Onboarding Training &
Testing
External Training &
Assessment
3rd-Party Online Training
Social Metrics tied to
Business Goals
Content Strategy per
channel, per segment
Design Templates
Remarketing & Custom
Audiences
Regular Boosting
Implement Social Studio
Social Customer Service
Playbook
30 min response time
(Social Customer Service)
2-3 in-house dedicated staff
Social Media Owner
Basic Command Center
Selling Playbook
Crisis Playbook
Knowledgebase
Brand Listening
Competitor Listening
Notifications
Regular Insights Listening
Integrate Social data with
BI stack
Grow database with latest
advertising tech
Segmented content and
campaigns
Optimized website for
social visitor conversion
Proactive social
engagement
Social Publishing Approval
Social content
SLA 1-2 days
In-house Content Team
Programmatic Ads
ROI tied to
advertising
Omni-channel CRM
Business Continuity Plan
Risk team owns social risk
Historical Crisis Analysis
Dedicated budget
Job Descriptions

Implement “Agile Digital Transformation” Thinking
Technology is changing faster than businesses can keep up. The only solution is an “Agile”
approach - which focuses on iterative change.
Transform
(4-6 weeks)
Operate
(3 months)
Strategic Roadmap
Sprint
(1 week)
Maturity Assessment
Strategic Roadmap
Quarterly Business Review
Transformation Projects
New Channel Setup
New Data Source Integration
New 1:1 Customer Journeys
New Best Practice Playbook
New Training Programs
Marketing Operations
Tech Support
Agile Marketing
Content
Advertising
Reporting
Engagement
Learning
Sprints
Blueprint Requirements
Prototype Dashboard
PoC Integration
User Story X
The Strategic Roadmap should be
reviewed and re-prioritized every quarter.
A Transform project will be run by a small
dedicated, multi-skilled “squad”. Each
project will generally last 4-6 weeks and will
typically be to implement a new feature,
channel, platform or methodology iteration.
The Operate cycle is a business operation
that gets reviewed every quarter and the
output of transformation projects may get
absorbed into the operation as BAU.
QBR

The Marketing Organization of the future
Agile Digital Transformation is not a project, it’s a mindset and an investment.
Marketing
Consultant /
BA
Writer Designer
Quality
Analyst
Tech
Consultant /
Developer
Marketing Operations Manager
Analytics
Manager
Marketing
Manager
Training and
QA Manager
Customer Operations
Digital Transformation
Manager
Solution
Architect
Technology
Architect
Strategic Roadmap / QBR
Social
Specialist
Scrum / Project Manager
Transformation Squad x N
Transform
(4-6 weeks)
Operate
(3 months)
Strategic Roadmap
Sprint
(1 week)
QBR
Creative
Director
Email
Specialist
Writer
Reporting
Analyst
Trainer
Quality
Analyst
Customer Care Manager
Social
Specialist
n Social
Care Agents
Social
Specialist
n Live Chat
Agents
Social
Specialist
n Email
Agents
Social
Specialist
n Voice
Agents
Social
Specialist
n Video/VR
Agents
IT Support Manager
Multimedia
Designer
Advertising
Specialist
Social
Support
Agent
CRM
Support
Agent
Marketing
Cloud
Support
Data
Support
Agent

What do you get for $20,000/month
Will you structure your pricing?
● Managed Services usually means fixed price, fixed scope. Agency responsible
for performance.
● Dedicated Staff means you provide skilled manpower and the client is
responsible for performance - or you have a dedicated Agile team.
How many hours do I get for $20,000?
● $20,000 divided by $200/hr = 100 hours
● 100 hrs divided by team of 6 = 2 days effort per person per month
How many clients can my team handle?
● A team of 6 staff could cost (6x @$50k each = $25k/month)
● How many clients can one team handle? (1-2)
● How many clients are required to break-even? (2.5)
Hourly rate needs to support
overhead of large agency with
50+ staff
Enterprise clients are actually
less demanding, but expect
premium quality

What to offer Enterprise?
1. Wrap your Services around the Enterprise Marketing
Tech they already use
2. Your strategic consulting and RFP game needs to be
strong
3. Sell dedicated consultants over bundles/packages.
4. Clients expect the same delivery quality as Deloitte and
Accenture
5. You need to be able to accredit directly, or sub-contract

How to win new Enterprise
clients?

Job Title: C-Suite, Marketing Director, CTO
Staff: 1,000+
Budget: $20,000++
Example Companies:
● Telstra
● ANZ Bank
● Qantas
● Fonterra
Painpoints:
● Marketing Tech skills shortage
● Under utilizing marketing tech licenses
● Cannot increase headcount easily - dependent on
contractors/partners
● Operationalizing marketing tech into BAU operations across
countries, business units and brands
● Fragmented and overlapping agencies/partners in the
customer journey
Need:
● A digital transformation vision
● One partner, one platform, one solution (e.g. Accenture)
● Consolidate agencies with shared marketing operations
● Maximize license capability
How to get new Enterprise Leads?
1. Referral from a software partner
2. Identify a list of target companies
3. Direct sell / hustle / find decision maker
4. Events / Sponsorships
5. Email / Inbound Marketing
6. Facebook Custom/Look-a-Like Audiences
Barriers
● Success stories / references
● Experience with same tech
● Accreditation

Summary
Ken, Mens Barbershop Owner
Revenue: $50k-$2m
Budget: $500-$2,000
What to sell:
- Wrap service around automated
tools
- Advertising is low effort
- Minimal hours per month
- Avoid unless Solo or Scaleable
Kate, Marketing Director, ABC Loans
Revenue: $2m-$100m
Budget: $3,000-$20,000
What to sell:
- Wrap service around paid tools,
become software partner
- Create packages
- Focus on what you’re good at
Mike, Chief Digital Officer, XYZ Telecom
Revenue: $100m+
Budget: $200k+
What to sell:
- Wrap service around enterprise tech,
become software partner
- Bring a strong Enterprise
consulting/transformation game
- Accredit or sub-contract

Thank You...
Robin Leonard
CEO & Co-Founder, AFDigital
www.allfamous.com
@robin_allfamous

How Clients think: From SMB to Enterprise

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