How Marketing Agency, Synx, Now Provides Its Clients Better Visibility into Their Performance

“从我的背景来看，我知道报告并不是浪费时间。这确实很重要，但是您必须收集正确的信息。

I actually didn’t do reporting off the bat. Pre-Databox, I just didn’t do reporting.

Most of our clients now have access to Databox. We implement HubSpot with most of our clients straight away, so Databox has been a game changer for them, as it opens up visibility into their business.”

-Charles McKay，首席执行官Synx

[youtube https://www.youtube.com/watch?v=xF03H9yTMPI]

建立数据毒品之前的生活是什么样的？beplay体育appios

I actually didn’t do reporting off the bat. We implement HubSpot with most of our clients straight away, so that is really a game changer for them. That opens up visibility into their business.

But pre-Databox, I just didn’t do reporting. It would be: Implementation, Project Plan, etc. We would just cover simple metrics without getting too deep.

How has life changed since you started using Databox?

Most of our clients now have access to Databox. Like most technology, user adoption is the hard part. But, we’ve set it up internally for all of our retainer clients. We have client-facing dashboards and we have some internally facing dashboards as well.

Brian introduced me to leading/lagging measurements. Now, we’ve internally deployed leading indicators and then our clients see the lagging indicators because that’s all they care about, as much as we try and focus on leading indicators. So when they go, “Why is traffic down?”, we say, “Your leading indicator says you’ve only published one blog this month or you only have a few ads running.” So that’s how we split it up now.

How do you set the priorities in the sales process?

I actually found that we were trying to set goals far too early with the client. That actually can become a problem because if they’re not used to it, there’s no point forcing them into things that they’re not used to. I try to educate and empower rather than push what we want.

Generally, we will go in and deploy as many quick wins as we can. And then once we introduce those, we’ll also have deployed Databox and have the data to present. Then we can generally work towards a goal. So once we’ve got that baseline metric, we can then look forward and reverse engineer the goal to set these quarterly goals in place.

我们根据个人客户确定目标。很少是“我们想要新的游客。”或“我们想要更多的潜在客户”。

更有可能“网站不执行”或“领导指标的访客是错误的”或“导致客户指标是错误的”或完整的漏斗指标。这是最终的目标 - 我们想查看从第一次触摸到客户的旅程，即通过漏斗的所有指标。那么，将某人通过这些阶段需要什么活动？

你通常使用什么指标设置实验ectations?

这部分现在进一步缩小了过程。现在还为时过早。

我们对数字进行反向工程。因此，一旦他们提出了一个数字或数字，我们就会取消他们的数据。这使他们的眼睛大为震惊，然后他们开始更多地相信这个过程。他们意识到我们必须首先做一些这些基本面。您需要专注于这些部分，然后才能开始全面需求产生和类似的东西。

假设他们的销售过程被打破了。让我们解决这个问题。如果销售人员没有输入数据，那是一个基本问题。如果您想做这些事情，我们需要让每个人都正确地输入数据。这是一个非常普遍的。

我们的许多工作也是“种子和成长”客户。通过小型活动来解决他们的问题，然后建立信任并继续用新的做事方式喂养他们。销售团队始终是一个有趣的挑战，这实际上是我对HubSpot CRM的热爱：它首先是用户友好的。不是首先管理。您实际上可以让人们使用它，这很少见。

How do you help them understand the full marketing funnel?

“You can lead a horse to water but you can’t make it drink.” Until you get a client to actually understand that there’s a problem, it’s really hard to help them. We’ve been working internally on some simple things to get clients to understand that there’s a problem and that needs to be worked on rather than us telling them that this is a massive problem.

我喜欢将其视为机会，而不是问题。就像，“我们有什么机会？”然后，我们也为客户建立了一个路线图，他们开始看到它被打勾了。

How do you guys decide what to work on first?

首先，我们建立了基础架构。如果他们缺少简单的东西，例如角色，我们必须完成。如果网站真的很糟糕，那么我们将继续修复它。

Then we’ll pull the data in and say, your visitor-to-lead conversion is terrible. You need some more assets. That’s when we go into quarterlies. We will ask:

• What are your goals this quarter?
• What personas is the content for?
• What stage is it for?

理想情况下，您将专注于漏斗的底部。如果这是一个问题，如果他们在那里没有进行转换，我们就从那里开始，然后努力工作。在这里，我们正在使用Databox，使用注释可视化数据，并在董事会上添加高级建议。beplay体育appios理想情况下，他们会根据我们的活动看到这些尖峰。

It sounds like you have three individual goals with the client, is that right?

If we are talking about an annual timeframe, I would expect them to present us the three goals for the year. Then from that, we would make our recommendations for the next 12 months.

Then quarterly we would sit down and review what’s working, what’s not, and whether we need to adjust what we’re doing. We work on these quarterly cycles. Not so much monthly anymore. We can’t get enough done in a month.

Do you have any internal monthly tracking set up for those quarterly client goals?

Every month, we have an internal series of meetings and then a series of meetings with clients. During client meetings, we make sure that we’re moving the needle, getting feedback and that sort of stuff. We also use the scorecard feature in Databox. We can’t put exactly every goal that we would like for every single client in there. But, you can get a good feel.

如果有危险信号，我希望帐户经理能够进入三到四个快速胜利。如果您愿意，称他们为“一个百分点”。当您与客户见面时，我们总是为客户增加价值。我们不仅在谈论已经执行的内容。我称其为“未来起搏”。明年我们可以向前卖什么东西？我们希望通过尝试简化它来始终增加价值，而不是使其成为一项巨大，大，复杂的任务。总有我们可以为他们做的事情。

是什么让您对领导和滞后指标感到如此兴奋？

I played a lot of sport as a kid. I was quite a good runner. I was about 13, 14 and I’d had a bit of success as a young guy. Then I lost a race and my ego was getting into my head a bit. I was probably not training as hard as I should. Anyway, we set a plan and we executed on it and when you look at it, the “leading indicator” is all the training and work you do. The lag indicator is the race and the outcome of it.

So with clients, we do exactly that. I know leading indicators are actually really hard to build out unless you have it on a chalkboard or a whiteboard or something like that. We’ve gotten pretty close by doing it in Databox.

I like thinking about “activities versus outcome”. Simple as that. Most people report on outcomes. They don’t report on the activity and that is generally because of the lack of technology. Or they don’t use the systems properly. If you’re going to be tracking leading indicators, the team needs to be using the systems properly. Once we have problems with clients and we show them the leading indicators, it removes every problem that we have as a business when we didn’t deliver something. It proves that there are internal people issues within the client.

What are some common leading indicators that you guys track?

• Number of contacts in Workflows at one stage
• Number of blogs published
• 广告数量运行
• Impressions

It comes down to the stages of the customer journey. Then we look into the sales process.

• Number of calls,
• SQL的数量，
• Number of meetings
• Deals created

You can’t present all of this in client notes. It’s just too overwhelming. When the client is not getting results, you can actually bring it in as evidence like, “You want to generate $4,000,000 but you’re only investing X. You need to focus some more on this activity and that opens them up to that sort of conversation.”

您喜欢的Databox中是否有任何特定功能？beplay体育appios

Making the data look good is really important and simple to do. I’m really happy with theGoals piece. I went and deployed a whole heap of them and now I’ve got so many in lots of different areas which we’re going to clean up. I really like that you can havea dashboard of all of your clients and their core goalsand where they’re tracking.

I also like the annotations. It’s really handy to annotate when things have been done. For example, we can make a tick when we launch a new website. I think thevisualization,注释, and the goals would be the three things.

想亲眼目睹Synx之类的代理商如何使用Databox来自动化其客户报告，设置客户目标等等？beplay体育appiosSign up for one of our live agency demos.

We host them live every day.