Client Success Matters (Jo Rogers)

In this conversation, Jo Rogers speaks with Lucy Knox, founder of Alpha Alae, about the critical role of financial acumen in client services within agencies. They discuss the importance of training client services teams to understand financial processes, the impact of revenue recognition on agency profitability, and best practices for collaboration between client services and finance. The conversation emphasises the need for clear communication, accountability, and trust between departments to ensure the financial health of the agency. Takeaways

• Client services must understand financial implications for agency success.
• Training in financial acumen is essential for client services teams.
• Clear processes and accountability improve collaboration between teams.
• Revenue recognition is crucial for accurate forecasting.
• Client services should provide timely information for invoicing.
• Understanding client payment terms is vital for cash flow.
• Finance should be involved before contracts are sent to clients.
• Trust between client services and finance is built over time.
• Effective communication prevents misunderstandings and blame games.
• Client services play a key role in the agency's financial health.

Simple answer… answer the brief!

Max Gordon, Senior International Marketing Manager from Tanium uncovers his biggest learnings from moving agency side to client side.

We discuss:

• Biggest take away from working with agencies
• What are you looking for in an agency
• How to get your response to brief hitting the mark
• Untapped opportunities
• Agency War story

On today's episode of Client Success Matters podcast I have with me Carla Leighton, Senior Marketing Manager, Fujitsu who moved over to Texas, USA at the beginning of this year.

Carla shares her insights on transitioning from the UK to the US market, highlighting key differences and strategies in global marketing and delves into the cultural and business differences between the two, providing valuable perspectives on how these differences impact marketing strategies and customer engagement.

Carla also shares her insights into what she looks for in an agency... no shock to hear that the first thing she said was ...'I'm looking for expertise and value add...'

Follow me on LinkedIn for more insights on enabling client success.

In this conversation, Jo Rogers speaks with Bella Hegarty, Director of Client Experience & Operations and Kev Milnes, Founder of Liberandum about the importance of mental health and stress management for agency founders.

They discuss the challenges faced by agency leaders, the impact of burnout, and the benefits of taking time off to reconnect with oneself.

The discussion highlights the need for open communication within teams and the role of leadership in fostering a healthy work culture.

They also explore personal growth through experiences like the ReConnect weekends, emphasising the importance of slowing down and listening to oneself and others.

https://reconnectweekends.com/

In this episode, I’m joined by Jonathan Leafe, a growth consultant who helps agency owners build better businesses and find financial freedom.

We dive into the tricky growth stage between 10 and 25 employees — what Jonathan calls the “fear of 13” — and why getting your processes and systems in order at this stage is crucial.

We explore the balance of hiring, the importance of realistic forecasting, and why sustainable growth comes from looking after your existing clients, not just chasing new business.

Jonathan also shares insights on becoming a strategic advisor to your clients and why retention is the key to long-term success.

Plus, we touch on the challenges agencies will face in 2025 and why staying proactive and strategic will help you thrive.

I have the wonderful Remeny Armitage from Brilliant and Human on the show today.

Remeny has a passion for supporting businesses in understand what their clients and teams really think about them, with the goal of turning their clients into advocates.

We discuss:

• Why agencies shy away from asking their clients what they think about them?
• Benefit of using an outside organisation to conduct these calls
• What to do with these insights once they have been collated
• Biggest takeaways that you have learnt through interviewing clients

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Today's episode is packed full of insights from Andrew O'Sullivan, Creative Director at Transmission on how to build a seamless briefing process.

From how to start the process of changing the briefs, what to include, to alignment across departments, ensuring the CS team understand how and why to fill out the brief properly and finally rolling it out.

This is such an important podcast to listen to if briefs cross over your responsibility in any way.

For more insights visit - clientsuccessmatters.co.uk

https://www.linkedin.com/in/jorogers-marketing-consultant/

On today's episode I was joined by Rosie Barker, Head of Client Services at Footprint Digital

They are doing some amazing things at Footprint, ao I was really keen to get Rosie on to share what brilliant initiatives they have in place to ensure that their team are provide strategic guidance to their clients to ensure long lasting relationship.

We cover:

The strategic role of Relationship Managers: Rosie takes us through the role of relationship managers at Footprint, who act not just as liaisons but as strategic advisors. This involves them deeply in the crafting and execution of strategies for clients, distinguishing their approach from other agencies where such roles might be more administrative.

Educational initiatives and team growth is huge at Footprint: Rosie highlighted the extensive educational programs and growth frameworks implemented at Footprint to ensure that the team members are well-equipped to offer strategic advice and take ownership of their projects. This includes learning across different departments, shadowing, and internal education sessions.

Client Relationship Building: The emphasis on building strong, personal relationships with clients was a recurrent theme. We discuss how these relationships extend beyond professional boundaries, helping in creating trust and a better understanding of the client's needs and expectations.

Footprints values of openness and honesty both internally and with clients: The conversation also touched upon the foundational values of being open, honest, and fair both internally among team members and externally with clients. These values create a culture of psychological safety where constructive feedback is encouraged.

The importance of client engagement and onboarding processes: We discuss the importance of the first hundred days of client engagement, describing strategies to ensure clients are "sticky" and fully integrated into the service model of Footprint. This involves continuous communication, educational content, and strategic alignment sessions.

This is not one to miss. If you are interesting in learning how you can adopt some of these strategies into your agency, drop me a DM on LinkedIn.

In this episode, I sit down with award-winning marketing leader and fractional CMO, John Lyons, who brings over 25 years of experience working with global brands like The LEGO Group, Deutsche Bank, and Manchester United. With a unique perspective from both agency and client sides, John shares invaluable insights into what makes client-agency relationships thrive.

We explore how empathy, trust, and aligning agency work with business outcomes can transform transactional interactions into strategic partnerships. John also reveals practical tips for understanding client challenges, navigating organisational politics, and leveraging small opportunities to build long-term success.

Whether you’re an agency professional or a client-side marketer, this episode is packed with lessons you can immediately put into practice. Tune in for a masterclass in building better relationships and driving real results.

I Don’t Want An Agency To Be Too Big To Care

Joanne Chidwick, Snr Marketing Director shares her insights into what contributes to a long lasting agency relationship.

We explore:

• How Joanne chooses an agency
• What she looks for in an agency
• Implications of expectations not being met
• How to create a collaborative environment with your agency
• Agency War story

Today Natasha Gay, a Senior Account Director joins me to discuss how to build sustainable, long lasting relationship with your clients and the benefits that come from it.  

Not only does having a good relationship with your client increase your chances of retaining them and growing them, it also enables you to be able to have hard conversations about project deliverables, or invoicing or asking them to create a case study or asking for a testimonial.

Jess White, a fractional Marketing Director who is an experienced, senior marketing & events specialist joined me on the podcast today to discuss her view on agencies/ client relationships.

Having worked with both clients and agencies, she has a unique insight into what works best and what are the pitfalls that many agencies are falling into.

We discuss:

• Things agencies fail to understand when it comes to their clients?
• Consequences of poor communication
• How to add extra value
• The value of face-to-face meetings
• Importance of having a client centric mindset throughout your agency

Key takeaway:

"your job is to make them look good and make their job easier"

Procurement is one of the biggest pain points for agencies - often seen as a cost-cutting machine that makes winning and growing client relationships even harder. But what if you could work with procurement, not against it?

In this episode, Jo Rogers sits down with Stuart Dunk, a former marketing procurement leader at global brands like Nike, Danone, Reckitt, and Betfair. Now running Don’t Forget to Look, Stuart helps agencies navigate procurement negotiations, pricing, pitches, and retention strategies.

Together, they break down:

• The real role of procurement—and why it’s not just about slashing budgets
• How agencies can differentiate themselves and escape the price race
• The secret to winning over procurement and turning them into an ally
• How to handle supplier reviews and avoid being cut from a client roster
• Why agencies should nurture procurement relationships—even after winning a pitch

If you want to win more deals, negotiate smarter, and build lasting client relationships, this episode is a must-listen.

🎧 Tune in now!

For support on how to build a best-in-class client-services team, visit - clientsuccessmatter.co.uk

I Believe in the Power of the Brief

James Kissell, Global Head of Agile Marketing at Fujitsu joins me on today's episode. He has recently just judged Campaign Magazine’s Agency of the Year Awards 2020-2023 for Asia Pacific and has a wealth of experience with agencies. Today we discuss:

• What are the key qualities that make an agency stand out above others?
• Do you think clients are also responsible for getting the best out of their agency? And if so, how do you do this?
• Future growth opportunities for agencies
• Campaign war story

Communication is key in any relationship, especially when you want to build trust with a client and when handling difficult situations.

Today I cover off 6 key skills that will help you with clients and in everyday interactions:

• Active Listening
• Paraphrasing
• Asking open-ended questions
• Mirroring
• Validating and
• Empathy

45% of agencies cite referrals as the most effective way of picking up new clients, BUT a huge 66% of agencies haven’t implement a systematic strategy to increase the number of referrals.

Today I speak with David Plunkett of Collaboration Junkie to discuss:

• How to make it not feel icky
• The importance of building a culture of referrals
• Where can referrals come from
• What to do if the answer is no!
• Top Tips on how to start!

This is one not to be missed if you are serious about growing your agency.

In today's episode I will be discussing why the process of onboarding your clients is so important and the steps you should take to onboard your clients effectively.

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I had the wonderful Ellie Hale, Director of People and Partnership at Ecce on this episode of the podcast and this episode gives all the feels. What an incredible women Ellie is and I feel very privileged to have had her on the show.

In the wake of International Women's Day this conversation couldn't have been more timely. 

We discuss:

• The Importance of Women in Leadership Roles
• Championing Women in Agencies
• Competition Among Women in Leadership
• Gender Imbalance in Agencies
• Flexibility for Working Mothers
• Importance of Diversity in Agencies
• Addressing the Gender Pay Gap
• Advice for Future Women Leaders

In today's episode I will be discussing:

• What is Client Servicing
• How it’s relevant to growing your business
• How that function looks particularly in an agency
• What to look for when hiring someone for that role