Act fast once you’ve built the dream team
Once your agency achieves the right blend of senior talent, you don't have long to capitalise. Setting your change agenda needs to happen at pace. It's a cliché that an agency's most...
Once your agency achieves the right blend of senior talent, you don't have long to capitalise. Setting your change agenda needs to happen at pace. It's a cliché that an agency's most important asset is its people. And while I'm not wild about the word 'asset', it's certainly true that good CEOs carefully curate the right mix of skills, aspirations and personalities - especially at Board level. Whether you're evolving a single discipline agency or fine-tuning a group offer, finding the diamonds and exiting the naysayers is essential. Once you've achieved that nuanced blend, a starting pistol gets fired. There's a hunger for focus and an impetus for change. Everyone needs to be aligned - from company strategy, down to who's doing what to make it happen. Right now, speed matters. If the moment passes, then new hires' hopes fade, staff develop 'initiative fatigue' and your rocket ship stalls on the launchpad. So with your window of opportunity closing fast, how can you quickly bring strong personalities together to agree an actionable roadmap for change?
Finding deeper differentiationYour goal is sustainable growth and that increasingly relies on differentiation across your entire Customer Experience (CX). So whether that means serious transformation or more nuanced optimisation, you need to define priority improvements across what you do, not just what you say. That’s why Co:definery has partnered with creative leadership specialists Curve to develop the Agency CX Roadmap - a clear, actionable plan for business-wide change.
Creating your CX RoadmapTaking your leadership team through a short series of immersive workshops, the process grades your collective aspirations and progress against five pillars of agency Customer Experience:
- Strategy - e.g. differentiation, internal buy-in, value proposition, purpose, target audience
- Leadership - e.g. collaboration, innovation, culture, delegation, self-care and team care, organisation
- People + operations - e.g. people strategy, employer brand, diversity, inclusion, talent attraction / development, financial health
- Marketing - e.g. thought leadership, consistency, owned media, campaigns
- Sales - e.g. metrics & reporting, client development, share of wallet, partner collaboration, upstream targeting, conversion, pricing.
- Agreed strengths, weaknesses and blind spots
- Achievable priorities
- ranked for importance vs. urgency
- clear owners, actions and deadlines
- clarity on how success is defined.
"The Agency CX Roadmap process was incredibly useful for Engine, giving us a meaningful new focus and energy. By serving up independent, considered and rigorous insights, it sparked frank debate about our future strategy. That impartiality helped us get elephants out of the corner, creating a space of openness and trust where everyone felt comfortable to reimagine or reinvent, without feeling protective of the status quo. I would recommend it highly."
Jim Moffatt, CEO Europe & Asia Pacific, Engine