AgencyPeopleAgencyPeople

“Challenges or Drivers”

Creating an Engine for Success

Richard Houghton

AgencyPeople@rhoughton

AgencyPeople

Slough….a tough client

Come friendly bombs and fall on Slough!

It isn't fit for humans now, 

There isn't grass to graze a cow. 

Swarm over, Death!

AgencyPeople

Successful Agencies and Departments

• Most agencies want to:• Grow fee income• Grow margins• Or growth both

• Most departments want to:• Demonstrate value• Grow budgets and influence• Or both

AgencyPeopleAgencyPeople

Challenges or Drivers?

AgencyPeople

Day to Day Challenges

AgencyPeople

Traditional Industry

• 1960s operations:• Office hours• Works flows• Job titles• Offices

• 25 years:• Starting salaries - £6k• Monthly fees - £3k

• Now:• Starting salaries - £17• Monthly fees - £3k

AgencyPeople

Engine for Success

AgencyPeople

H.P.S.T Loyal Clients

RightPeople

£SustainedRevenue

and Margin Growth

Stand Out Products

AgencyPeople

New Business

93%72%

54%44%

60%

AgencyPeople

Engine for Success: components

• Vision & milestones• Operational plan• Roles & attributes• Collaborative

comms• Resilience

HPST

• Systems & guidelines

• Senior owner• Development

programme• People ROI• Business driver

Right People

• Client analysis• Cluster strategy• Loyalty maps• Behavioural maps• Account

development plans

Loyal Clients

AgencyPeople

Engine for Success: components

• Client needs• Market positioning &

opportunity• Capability• Innovation• Development &

commercialisation

Stand Out

• Financial plan• Sales policy• Resources• Pipeline development• Pitch process• Feed back & learning

New Business

• Financial systems• Monthly reporting• Monthly invoicing• Capacity planning• Debtor days < 50• Over servicing < 10%• Client profitability

Commercials

AgencyPeopleAgencyPeople

Identifying & Applying Success Drivers

AgencyPeople

Success Driver Analysis

People Quality solutions New

businessGrowing

existing clients

Services

Susan Alan Carla Mike Lisa

Quality People

Managing Director

Staff retentionAttractionReviewsFeedback

5/10

Commercial Management

FD

R2 metricsManagement InfoJob cost reportsMonthly accounts

8/10

Sales

New Business Director

Sales reportsSales Tracker

7/10

Client Growth

Project and Account

Managers

% repeat business

6/10

Fuller Offering

Customer feedbackAdditional profitManagement review

5/10

Processes

New Offerings

Management Team

Capex investment and reports

7/10

Creative Director

AgencyPeople

What are Your Success Drivers?

OwnerOwner

Success MeasureSuccess Measure

People Quality solutions New

businessGrowing

existing clients

Services

Susan Alan Carla Mike Lisa

Score

Processes

AgencyPeople

Building your Engine for Success

Positive mindset – drivers not challenges

Prioritise your business drivers in terms of:• Importance for growth• Current efficiency

• How well are you managing them?

Develop practical and pragmatic quarterly plans for addressing them:• Stretching but not out of reach• Single owner for each activity stream• Clear Key Performance Indicators (KPIs)

Review plans monthly • Celebrate successes!

AgencyPeopleAgencyPeople

“Challenges or Drivers”

Creating an Engine for Success

Richard Houghton

AgencyPeople @rhoughton

richard@agencypeople.co.uk