[...]... of their talent will be the cornerstones of organizations that pursue a higher purpose This is the future of the marketing- services industry A future defined and led by underdogs and innovators You have the opportunity to be at the forefront of the transformation THE ORIGIN In February 2004, I came to a life-changing realization the marketingagency model was broken and had been for years Although I was... traditional marketing firm It also integrates knowledge and resources from the leaders and innovators who are transforming the marketing- services industry 10/31/2011 9:26:18 Page 5 Introduction 5 K K CINTRO THE VALUE IMPERATIVE The Marketing Agency Blueprint, with its supporting resources at www.MarketingAgencyInsider.com, is designed to help entrepreneurs build their agencies and futures, and stimulate... ð$450;000=1;200 hoursÞ 10/31/2011 8:47:5 Page 10 K 10 THE MARKETING AGENCY BLUEPRINT K C01 Assuming there are 1,200 hours of billable work to be done in the year, this formula seems easy enough, and makes financial sense, at least for the agency The problem is that the formula is completely agency driven It is tied exclusively to outputs, not outcomes, and assumes that all agency activities—account management, client... nearly every marketing agency service, then you can standardize the service and assign a set price Although some services, such as website projects and marketing plans, are more complex than others, the vast majority of agency services can be standardized by clearly defining the scope of what is to be done 10/31/2011 8:47:5 Page 16 Sample Standardized Service Standardized services, such as the following... done yet We also need to account for the one hour of a senior associate’s time to edit and revise the original draft, 15 minutes to review the edits with Professional B, 30 minutes for Professional B to make the edits, and another 30 minutes for the senior associate to edit and approve the final version Oh, and the senior associate’s hourly rate is $250 an hour So, the final cost looks like this: Original... up for a software service My theory was that, if clients understood exactly what they were getting and agreed ahead of time what it was worth, then we could remove the mystery from the equation and focus on delivering value and results Transparency would build trust, remove the friction from the client -agency relationship, and make it simpler to sell services to the mass market The problem was that the. .. 20/20 are the breaths of fresh air for which the marketing world has been gasping Although he started his agency to specialize in traditional PR and marketing services, Paul possessed the foresight to see the inevitable shifts of the business world He was brave enough to make the switch to an inbound-oriented strategy early, and executed it perfectly Unlike the mad men of today, Paul became the marketing. .. rather what I believe we, as marketing agencies, have the potential to be The Marketing Agency Blueprint presents 10 rules for building tech-savvy, hybrid agencies that are more efficient, influential, and profitable than traditional firms, and, most importantly, are capable of delivering greater results and value to clients The book explores lessons learned building PR 20/20, and draws on my own experiences... Leaders Must Lead: The LeBron James Parable Chapter 4 Build a Scalable Infrastructure Make Decisions That Fit Your Growth Goals The Realities of Costs, Funding, and Cash Flow Agility, Mobility, and the Cloud Chapter 5 Devise an Inbound Marketing GamePlan The Shift to Inbound Marketing Origins of the Inbound Marketing GamePlan The Foundation: Brand and Website Audiences: Segment and Prioritize Objectives:... optimization (SEO), and web are fighting to remain relevant by grasping for new services, such as social, mobile, and content, rather than focusing on what really matters, including pricing, technology, staffing, infrastructure, processes, and purpose As a result, there are unparalleled opportunities for emerging agencies and consultants to transform, disrupt, and thrive within the developing marketing services . Page 3 the marketing agency blueprint FFIRS 10/21/2011 19:17:59 Page 4 FFIRS 10/21/2011 19:17:59 Page 5 the marketing agency blueprint the handbook for building hybrid pr, seo, content, advertising,. take a risk and evolve my marketing efforts. I am an old- sch ool numbers guy, and the proof is in the results. What Roetzer presents in The Marketing Agency Blueprint is the future of the mar- keting. 10/21/2011 19:17:59 Page 1 Praise for The Marketing Agency Blueprint “When I was a Marketing VP, I paid a PR agency, an ad agency, and a digital agency. Each one focused on building long-term campaigns that