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⭐ By Jim Babb: In the spirit of collaboration, shared ownership of accounts, and transparency, I’ve outlined our current process and purpose behind Part and Sum’s internal account reviews. Currently, we conduct strategy-focused and growth-focused reviews separately by team. Here is a bit more thinking about their purpose and expectations surrounding them too.
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Part and Sum has two types of reviews:
STRATEGY-LED ACCOUNT REVIEWS
- This is a time for strategists to reflect on the account, client needs, business health, and to plan key activities. Strategists typically need someone to bounce ideas off of and to help then think and prepare for what’s next. This is also time to expose growth marketers to more context, and give them opportunities to contribute to the strategy and create their own action items.
- What it is not: Time to review specific deliverables, do the actual strategic work, or dive into client data.
- Who comes: strategists, senior strategists, and the lead growth marketer. Growth marketers are not required to come to every review, but should come at least once a month.
GROWTH-LED ACCOUNT REVIEWS
- This is a time to discuss the performance of an account that we’re actively running media for. Growth marketers review performance, brainstorm changes or pivots, or plan activities to dive deeper into platforms or data.
- Who comes: Senior growth consultants and growth marketers on an account.
How should someone prepare for these reviews?
STRATEGY-LED ACCOUNT REVIEWS
Strategists and growth marketers should come prepared to discuss:
- The overall strategy. What is it? How do we deliver it? This can include topics like media pacing, benchmarks and revenue, launching on new channels, or discussing testing frameworks.
- How is the client and their mindset?
- What are the next immediate deliverables?
- How is the client’s data and health metrics? (they should be close enough to the data to answer this)
- What is coming next on the roadmap?
- Where could I use some senior support? It’s important to have self-awareness around what you’re stuck on.