Unfortunately, you can’t forecast on luck. That’s why every single opportunity your agency generates is unpredictable, and you cannot forecast the revenue at the end of the day.
Now let’s take a step back and discuss why it’s so hard to win high-ticket agency or consulting gigs… from the client’s perspective.
When you create a new opportunity, you are dealing with people who don’t know you (and, probably) don’t trust you yet.
Even if somebody referred you, or the prospect came from an inbound channel, they have no experience of working with you.
And here is the hardest and the most difficult part:
A majority of your prospects don’t have a marketing background! That’s why they might not clearly understand what solution they need. Or what solution would be the best fit for their business.
Whenever they hire a vendor for “demand generation”, “branding”, “growth marketing”, “SEO” or anything else, they have only one goal:
Growing their revenue.
And if they don’t see in your offer how you’ll help to make at least 2 cents out of every cent spent with you, they are going to ghost you.
Here is a brutal truth: they take a huge risk with you.
First, they take budget risks, not you. You ask them to spend 5-6 figures with somebody they have no track record with. They want to make sure this budget will be invested wisely and generate ROI.
Second, they risk time and in-house resources. If you screw up the project, they not only lose the budget but also the time their team could use differently to grow the business. While money could be returned, nobody can return months spent on an unsuccessful project.
This creates a dilemma.
Your potential client wants to see a clear solution, simply explaining how your service can help grow their business with a compelling ROI and the payback timeline.
At the same time, you don’t want to undervalue yourself and you want to charge what you’re worth without spending countless unbilled hours on discovery calls and business analysis to craft a personalized proposal that might not win the project.
What if you could predictably win more deals, charge what you are worth, and get paid for discovery and analysis while delivering highly personalized offers your prospects would happily pay for?
Right now, it takes a lot of time to run discovery calls, learn about customer needs, describe your processes, prove your value and estimate the scope of the project and the necessary budget to achieve your client’s goals.
And because you are not paid for this, you or your sales team are probably rushing the estimate to hit the revenue quota. Which becomes a major friction point.
Marketing audit and roadmapping is the key to changing this, winning more projects, delivering exactly what your clients need, and helping them predictably grow their revenue.
We started selling marketing audits at Fullfunnel.io in early 2017. Since then, our win rate increased to 75%, while ACV grew 3X.
So what exactly is marketing audit and roadmapping?
It’s essentially a small, easy to sell, fixed-price engagement that delivers great value to a client, while preparing them to invest in a much larger engagement.
With an audit, your client discovers: