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Client Lifecycle
Universal flow — applies to every client regardless of services purchased
1
Automated onboarding pipeline
Trigger
Sales Rep fills onboarding form
Everything below flows automatically from that one action
Manual steps
3 of 17 steps require a human
Steps 4, 12 & 16 — highlighted below
Full onboarding sequence
Sales Rep fills onboarding form — Select the correct office form: California office | Nashville office. This is the trigger for everything below. Fill it out completely.
Contract created in PandaDoc — auto-generated from form data
Client spreadsheet updated — Do not touch this manually
⚠ Manual — PandaDoc contract signed — Contract sent to both Ander and client for signature. Work does not begin until both signatures are in.
Monday.com boards created automatically — project boards provisioned for all purchased services
QuickBooks customer created — client billing record auto-created
New client notification sent — AM, PM, and COO all notified simultaneously
QuickBooks invoice created — first invoice auto-generated from contract terms
Client folders created — Internal folder (team-only) and External folder (shared with client) both provisioned
Contract uploaded to internal folder — signed contract auto-filed
Welcome email sent to client — automated, sets expectations and introduces the agency. Includes a Leadsie link (auto-generated per client) for access collection.
⚠ Manual — AM schedules strategy call — Account Manager reaches out to schedule kickoff. Target: within 5 business days of contract signing.
Invoice paid — payment confirmed before any work begins
Slack channels created — Internal (team only) and External (client-facing) both auto-created
PM added to Slack channels — Project Manager auto-added to both
⚠ Manual — PM adds relevant team members — PM reviews purchased services and adds correct dept leads to each channel
Work begins — all departments proceed per their service SOPs
Policy: Some preparatory work may begin once the contract is signed. However, no campaigns go live and no deliverables are published until platform access is confirmed and the invoice is paid.
2
Strategy call
Agenda — timed
5 min — Welcome and agency intro
20 min — Client business deep-dive: sales cycle, best customers, competitors, seasonality. Let them talk.
15 min — Walk through purchased services, deliverables, timelines, and approval process
10 min — Confirm KPIs per service — what does success look like in 90 days?
5 min — Communication rules: channel, cadence, who contacts who
10 min — Next steps and homework from client
10 min — Q&A
Post-kickoff — within 24 hours
Send written recap: decisions made, action items, owners, deadlines
Finalize and share Client Master Brief with all service teams
Brief every department on client context — goals, voice, competitors, KPIs
Log all strategy call notes in CRM
Client master brief — required fields
Business overview: industry, service/product, geography, unique selling proposition
Target audience: demographics, psychographics, buyer personas, primary pain points
90-day goals: specific and measurable — e.g., 50 new leads/month, 20% revenue growth
Tone & brand voice with examples they like and dislike
Top 3 competitors — what the client admires and wants to differentiate from
Content do's and don'ts — topics, imagery, and language that is encouraged or prohibited
Approval chain — who has final sign-off on content, ads, and emails
Seasonal priorities — key promotions, launches, or events on the client's calendar
3
Strategy & setup
No department begins execution until the Client Master Brief is complete and distributed. Strategy before execution — always.
Delivery calendar built within 7 days of strategy call — decided in internal team meeting (AM + PM + relevant dept leads)
Content shoot date (if applicable)
Blog publication dates — Week 3 and Week 4
Social posting grid — which content type posts which day
Email send dates
Ad campaign launch and refresh dates
Monthly report delivery date — target by Day 5 of following month
Monthly check-in call date
4
Active delivery
Monthly — state of the accounts meeting (end of month, AM + PM + entire company)
Review all active accounts — statuses, wins, and upcoming priorities
Multi-service clients reviewed in full — all departments report on their service
Single-service clients handled separately — PM and relevant dept lead only
Flag any at-risk deliverables, quality issues, or client concerns
Share any new client intelligence received since last meeting
AM monthly rhythm
Days 1–5
Collect all dept reports. Compile unified client report.
Day 5
Deliver report + written summary to client. Schedule review call.
Days 7–10
Monthly client review call — 30 minutes, AM leads.
Day 15
Proactive mid-month check-in. We call them; they don't chase us.
Day 20
Internal strategy review. Flag performance issues before month-end.
Day 25
Confirm all next-month deliverables are calendared and assigned.
5
Monthly report
Report sections — remove non-applicable services for single-service clients
Executive summary — 1 paragraph: key wins, what happened, what's next. Plain language.
SEO — keyword ranking movement, organic traffic, blog performance, technical health
Paid advertising — impressions, clicks, CTR, conversions, ROAS, budget pacing (Google and Meta separately)
Website — uptime, page speed scores, updates completed, security status
Content — assets delivered, shoot recap, distribution performance
Social media — reach, impressions, engagement rate, follower growth, top 3 posts
Email marketing — open rate, click rate, revenue attributed, list health
Integrated observations — cross-channel insights. What did one channel reveal that should change another?
Next month's focus — confirmed priorities and any strategy pivots
6
Quarterly business review (QBR)
Review last 3 months of performance vs. goals set at kickoff — show the data
Strategy assessment: what's working, what needs to change, what we'd do differently
Competitive landscape update — what's changed in their market
Set next quarter's priorities and KPIs
Service expansion discussion — identify gaps in the client's marketing that a new service addresses (data-backed only)
At Month 12: renewal — present 12-month roadmap and pricing
Upsell protocol
Any dept logs upsell opportunities in the CRM as they spot them during delivery
AM presents them at QBRs — never mid-month and never without data to back it up
Every upsell pitch must tie directly to a stated client goal
Account management
Owns the client relationship, strategic direction, and client satisfaction. AM sets direction — PM enforces timelines and processes.
Overview
Weekly Rhythm
Owns relationship & directionSingle point of contactClient retention & upsellPM owns timelines & processes
AM vs. PM — the clear split
AM owns
Client relationship · Strategic direction · Client satisfaction · Approvals · Upsell & renewal
PM owns
Timelines · Process enforcement · Deliverable tracking · SOP compliance · Final internal QA
Core responsibilities
Maintain and update the Client Master Brief whenever goals, strategy, or contacts change
Share client intelligence with relevant departments as soon as it is received
No department launches a major deliverable without AM approval — AM is the internal gate before anything goes to the client
Set strategic direction: define goals, priorities, and what success looks like for the client
Escalate quality concerns to dept heads before they reach the client
Co-lead the end-of-month State of the Accounts meeting with PM — entire company attends
AM does not own timelines or process enforcement — that belongs to PM
Monday AM
Internal sync — review delivery calendar, flag blockers, schedule shoots. Share any new client intelligence immediately when received.
Tue–Thu
Client comms, content and ad approvals, deliverable reviews, proactive strategy updates.
Friday
Confirm all weekly deliverables completed. Note any client feedback or concerns for the following week.
End of month
Co-lead State of the Accounts meeting — entire company, all accounts, statuses, wins, and upcoming priorities.
Project management
The "How" and "When." Owns task delegation, deadlines, resource management, and deliverable quality across all services.
Overview
Monday.com & QA
Rhythm & Onboarding
Owns all timelinesSOP enforcementMonday.com workspace ownerFinal internal QA
AM owns
Client relationship · Strategic direction · Client satisfaction · Approvals · Upsell & renewal
PM owns
Timelines · Process enforcement · Deliverable tracking · Resource management · SOP compliance · Monday.com architecture · Final internal QA
Core responsibilities
Timeline ownership: every deliverable has a due date, an owner, and a current status in Monday.com — PM is accountable for this at all times
SOP enforcement: PM ensures every department follows this playbook. Deviations flagged and corrected immediately.
Deadline rule: if any team member knows a deadline is at risk, notify PM immediately. PM resolves internally; escalates to AM only if client delivery is impacted.
Capacity management: monitor Timeline View weekly. Flag over-capacity to COO and AM as soon as identified.
Be made aware of all cross-department handoffs — PM doesn't manage each one but must know they're on schedule.
Internal execution issues stay within PM — does not surface to AM unless client is affected.
Monday.com architecture — enforced on every board
Status columns
Every task labeled at all times: Working on it, Stuck, or Review. Unlabeled tasks = PM failure.
Ownership
No task left unassigned. Every item must have a clear owner and a due date. No exceptions.
Timeline view
PM monitors weekly for over-capacity. Flag and resolve before it becomes a missed deadline.
Client feedback
Feedback from Email/Slack logged as a new task if within original SOW. Out-of-scope flagged to AM.
Friday by 4pm
All project statuses updated to reflect current status and any potential hurdles. Non-negotiable.
QA gate — PM is Gate 3
PM performs the final internal check on all deliverables before AM presents to the client
Gate 1: Creator self-review → Gate 2: Dept Lead → Gate 3: PM → Gate 4: AM to client
Nothing reaches the client without passing all four gates in order
Weekly — PM & AM
Review Stuck items and At Risk deadlines so AM can manage client expectations proactively.
Daily
Monitor Monday.com. Unblock teams. Chase overdue or Stuck items. Update statuses.
Friday by 4pm
All project statuses updated on Monday.com — current status and any potential hurdles.
End of month
Co-lead State of the Accounts meeting — entire company attends. All accounts, statuses, wins, blockers, and upcoming priorities.
Onboarding responsibilities
Creates Monday.com project space for each service dept at contract signing
Once AM completes onboarding and strategy call, translates all client details into Monday.com tasks
Auto-added to internal and external Slack channels (Step 15 of automated onboarding)
Manually adds relevant team members to Slack channels based on purchased services (Step 16)
Leads internal scheduling meeting with AM and dept leads within 7 days of strategy call
Escalation path
Execution issues → PM resolves with Dept Lead directly
Unresolved issues or capacity problems → escalate to COO
Direct client-facing impact → notify AM immediately
Search engine optimization
Gets the client found on Google organically. Long-term compounding returns.
Overview & Setup
Monthly Rhythm
Report Checklist
2 blog posts/month1 SEO report/month600–800 words min per blog
Month 1 setup
Technical audit — crawl for errors, broken links, page speed, mobile usability, Core Web Vitals. Document and prioritize.
Keyword research — master keyword map by service, location, audience, competitor gaps. Group by intent: informational, navigational, transactional.
Content gap analysis — identify topics competitors rank for that the client doesn't.
On-page audit — title tags, meta descriptions, header structure, internal linking, content quality.
Local SEO (if applicable) — Google Business Profile, citation list, NAP consistency.
Baseline report — current rankings, organic traffic, domain authority as Month 0 benchmarks.
Share keyword map with Content and Advertising teams immediately.
Handoffs
→ Ads: top organic keywords monthly
→ Social: promote every blog within 48 hrs
→ Email: both blogs in monthly newsletter
→ Web: technical fixes tagged in Monday.com (Critical/High/Low)
Week 1
Pull ranking + traffic from GSC & Analytics
Pick 2 blog topics from keyword map
Brief writer: keyword, 600–800 word min, internal links, CTA
Week 2 — All blogs
Write both blogs for all clients
SEO optimize both
AM review → submit for approval
Publish both upon approval
Week 3 — Offsite & Tech
Fix technical items from audit
Update internal links
Competitor link analysis
Outreach to niche-relevant sites
Guest post writing per link target
12 citations for local clients
Week 4 — Reports
Pull end-of-month data
Compile SEO reports for all clients
Share ranking data with Ads team
SEO report must include
Keyword rankings: tracked keywords vs. prior month
Organic traffic: sessions, users, top landing pages
Technical health: crawl errors, index coverage, Core Web Vitals
Content performance: blog views, time-on-page, clicks from search
Backlink summary: new links acquired, toxic links removed
Conversion data: form fills, calls, purchases from organic traffic
Observations and next-month priorities
Digital advertising — Google & Meta
Paid campaigns on Google Search, Display, YouTube and Meta (Facebook + Instagram).
Overview & Setup
Monthly Rhythm & Report
Min. $1,500/mo management feeAd spend billed separatelyGoogle + Meta
Month 1 setup
Account audit (existing) — review prior performance, identify wasted spend, document top performers.
Account structure — Google Ads via MCC. Meta: Business Manager → Ad Account → Pixel → Catalog (e-comm).
Pixel & conversion tracking — GTM, Google Ads tags, Meta Pixel, custom conversions. All must fire before any campaign launches.
Campaign strategy doc — campaign types, targeting, budget allocation, bidding strategy, 90-day goals. Client approves before launch.
Creative brief to GD — static specs: 1080×1080, 1200×628, 1080×1920. Video brief to Content: 15–30 sec Meta, 6–15 sec YouTube.
Campaign build — using SEO keyword data for Search. Internal QA before go-live.
Compliance check — all ads meet platform policies before submission.
Handoffs
→ GD: static ad creative briefs with exact specs
→ Content: video ad creative briefs
→ Social: winning ad copy for organic direction
→ Email: sync lists to Meta Custom Audiences
→ Web: alert if any landing page goes down or slows
Daily
Monitor performance — flag unusual spend, drops, or policy issues
Watch budget pacing
Weekly
Bid adjustments (CPA, ROAS, CTR)
Negative keyword review (Google)
Rotate A/B test variants
Mid-month
Budget pacing review
Creative refresh if Meta freq > 3.0
Snapshot to AM for client update
End of month
Full performance report
Document learnings
Share audience insights with Social + Content
Report must include
Google vs. Meta side-by-side breakdown
Impressions, Clicks, CTR, CPC, Conversions, CPA, ROAS, Total Spend
Budget pacing: planned vs. actual
Top and bottom performing ads with creative thumbnails
Audience insights: top-performing segments
Conversion summary: leads, purchases, calls
Month-over-month comparison + next month recommendations
Website maintenance
Keeps the site fast, secure, live, and updated. The foundation everything else runs on.
Overview & Setup
Monthly Checklist
Uptime monitoringSecurity scansPerformance checks
Month 1 setup
Confirm CMS admin credentials, hosting access, and domain registrar access.
Create and test full site backup. Store in two separate locations.
Document platform, theme/builder, plugins, hosting, SSL status, known issues.
Security baseline: install/verify security plugin, enable 2FA, run malware scan.
Serves these departments
← SEO: execute all technical fixes tagged in Monday.com
← Ads: fast, mobile-ready landing pages
← AM: homepage promos/banners as directed
Alert protocol: Notify AM immediately of any site outage, significant error, or security breach.
Core updates
CMS core updates
Theme + plugin updates
Remove unused plugins/themes
Performance
PageSpeed + GTmetrix scores
Cache clear if degraded
Security
Resolve security scan flags
SSL certificate expiry check
Verify GA4, GTM, Pixel firing
Content
Update homepage promos/banners as directed by AM
Fix 404s + redirect chains
Execute technical SEO fixes tagged in Monday.com
Content creation — photo & video
One shoot feeds the entire machine. Every department receives assets from every shoot.
Overview & Pre-shoot
Shoot & Post-production
6–8 videos per shoot65 photos per shoot3 aspect ratios per videoCaptions on all video
Pre-shoot — starts 2 weeks before
Content brief — AM coordinates with all departments for what each needs: SEO visual support, Ads creative specs, Social formats, Email headers.
Shot list — hero brand shots, product/service, team/culture, B-roll, UGC-style clips, direct-response video hooks for ads.
Client approval — share shot list for sign-off. 48-hr turnaround. Minimum 5 business days before shoot.
Confirm talent, location, and permits with client.
Style alignment — review brand guide with production team before shoot day.
Post-approval distribution
→ Social: social-formatted videos + photos with copy direction
→ Ads: ad-spec assets — correct dims, no text in safety zones
→ Email: header images and email-specific graphics
→ Web: blog feature images and web-optimized photos
Shoot day
Arrive 30 min early for setup and lighting/sound confirmation
Check off shot list as captured — do not wrap without completing it
Content Lead reviews captures during shoot before wrapping
Raw files backed up on two separate drives before leaving location
Post-production — 7–10 business days to first delivery
Select and edit 65 photos — color-corrected, exported in web and print resolution
Edit 6–8 videos: hook in first 3 seconds, captions, brand color grade, exported in 9:16, 1:1, and 16:9
Organize all assets by format and platform in delivery folder
AM reviews all content before client sees it
Client gallery sent — 48-hr turnaround requested. 1 round of revisions included.
Social media management
Consistent, on-brand presence across all platforms. Every week without exception.
Overview & Setup
Monthly Rhythm
1 Reel/week1 Carousel/week1 Graphic/week (GD)12–13 posts/monthReply within 4 hrs
Month 1 setup
Platform audit — all active accounts: bio optimization, link in bio, historical performance.
Brand voice guide — tone, vocabulary, emoji usage, hashtag strategy per platform.
Content pillars — 3–5 pillars aligned to business goals: Education, Behind the Scenes, Social Proof, Promotion, Community.
Hashtag library — platform-specific sets by content type.
Calendar setup — monthly template aligned with promotions and shoot schedule.
Scheduling tool — connect all accounts (Later, Hootsuite, or Sprout Social).
Handoffs
← SEO: promote every blog within 48 hrs of publish
→ Ads: share engagement data to surface winning ad messages
↔ Email: cross-promote both channels
← GD: brief GD by Day 20 of prior month for all monthly graphics
Last week prior month
Draft full next-month calendar with copy, hashtags, CTAs
AM reviews → client approves
Schedule all approved posts
Daily
Reply to comments + DMs within 4 business hours
Community engagement 15–20 min/day
Flag viral content or PR issues to AM immediately
Mid-month
Check content pacing vs calendar
Note top posts — share data with Ads
End of month
Pull reach, impressions, engagement, follower growth
Compile social section of report
Email marketing
Highest-ROI channel. Nurtures leads, retains customers, drives repeat revenue.
Overview & Setup
Monthly Rhythm
1 campaign email per send cycleAutomated flows monthly
Month 1 setup
Platform setup — authenticate domain (SPF, DKIM, DMARC). Warm up sending domain if new.
List audit — remove invalid, unsubscribed, and inactive. Document deliverability baseline.
Segmentation — all subscribers, active (90 days), inactive, buyers, leads, VIPs.
Brand template — AM and client approve before use.
Welcome flow (if not existing) — 3–5 emails: brand intro → value content → social proof → offer/CTA.
Email calendar — plan Month 2 sends aligned with promotions and blogs.
Handoffs
← SEO: feature both monthly blogs in newsletter
→ Ads: sync list segments to Meta Custom Audiences
↔ Social: cross-promote both channels
← GD: header images and in-email graphics — brief in Week 1
← Content: photography and video stills from shoots
Week 1
Draft campaign email with subject line and preview text
Request images from GD team
Build in platform — confirm mobile render and all links
Week 2
AM reviews — brand voice, accuracy, offer details
Client approves
Weeks 3–4
Execute sends per calendar
Monitor deliverability within 24 hrs of each send
Flag any issues to AM immediately
End of month
Pull open rate, click rate, revenue, unsubscribes
Review automated flow performance
Compile email section of report
Graphic design
Creates ad creative, social media graphics, and email header graphics. The visual engine that powers Ads, Social, and Email.
Overview & Briefs
Specs & QA
Ad creativeSocial media graphicsEmail header graphicsBriefed by Ads, Social & Email
Who briefs GD & when
Advertising
Brief with exact specs and messaging before campaign launch or creative refresh. Specs: 1080×1080, 1200×628, 1080×1920 static. Include hook, CTA, offer, brand notes, and deadline.
Social media
Brief for monthly graphics (1 graphic/week ≈ 4/month) by Day 20 of prior month. Include content pillar, copy direction, platform format, and deadline.
Email marketing
Brief for header images and in-email graphics per campaign. Provide dimensions, email theme, brand direction, and send date. Deliver during Week 1.
Handoffs
→ Ads: ad-spec static assets, correct dims, no text in safety zones
→ Social: weekly graphics + carousel slides ready to schedule
→ Email: header images, web-optimized, under 200KB
Ad creative specs
Static: 1080×1080 (feed), 1200×628 (link preview), 1080×1920 (Story/Reel cover)
Safety zones: no text/logos within 150px of any edge on Story/vertical formats
Text rule: keep text under 20% of image area for Meta delivery
Format: PNG (static) or MP4 (animated). Deliver both web-optimized and full-res.
Naming: ClientName_Platform_Format_Date (e.g. Acme_Meta_1080x1080_2024-02)
Social graphic specs
1080×1080 static or animated — on-brand, matches the week's content pillar
Carousel slides: consistent template, 1080×1080, readable on mobile
Deliver to Social by Day 20 of prior month
Email header specs
Standard: 600×200px (or 600×300px for feature campaigns)
JPG or PNG under 200KB — email clients don't load heavy images
Deliver to Email during Week 1
QA & revisions
GD self-reviews against brief before delivery: correct dimensions, brand, copy
Receiving team reviews and flags revisions within 24 hours of delivery
1 round of revisions included per asset. Additional rounds escalated to PM.
AM approval required before any creative goes live