Start with the basics. This helps us put everything else in context before we meet.
Agency name
How many people work at your agency?
Full-time staff, not including contractors
How do you primarily charge for your work?
What services does your agency offer?
Select everything that applies
How many active client relationships do you have right now?
What does a typical client engagement look like for you?
Section 2 of 9
How your team is organized
Agency structures vary enormously. Understanding yours helps us understand how work actually moves — and where it tends to get stuck.
How would you describe your team structure?
Who is typically the main point of contact for a client?
When a new client starts, how does your team get up to speed on them?
Select all that apply
Where does institutional knowledge about your clients actually live?
Think about what would happen if your main account person left tomorrow. Where would their replacement go to get up to speed? Select all that apply.
How many client touchpoints does a typical account have per month?
Calls, check-ins, status updates — any regular contact
Section 3 of 9
Your clients and how you work with them
Understanding who your clients are and how they engage with you helps us understand what's realistic to improve.
What industries do most of your clients operate in?
Select all that apply
How do your clients typically give feedback and approve work?
Select all that apply
How many people on the client side are typically involved in approving work?
Do clients have visibility into work while it's in progress, or do they mostly see finished deliverables?
Where do day-to-day client conversations happen?
Outside of formal meetings
Section 4 of 9
How work gets kicked off and delivered
We want to understand the full journey — from when work is assigned to when the client sees it. This is often where the most time is hiding.
How does work typically get kicked off at your agency?
Walk us through what happens between "we got the brief" and "the client sees it."
Who touches it? Where does it go? Who reviews or approves it internally before it leaves your shop? Give us the honest picture.
How do you handle reporting to clients?
What does a client report look like when it leaves your shop?
How long does it typically take your team to put together one client report?
Include time spent pulling data, not just writing
Do you use a standard template for client reports?
Section 5 of 9
Content production & new business
For most agencies, content and proposals are among the most time-consuming things to produce. We want to understand how yours get made.
Thinking about last month — roughly how many pieces of written content went out the door?
For your agency or your clients combined. Blog posts, emails, social copy, white papers, etc.
Who typically writes the first draft?
Do you have documented brand voice guidelines for your clients?
How long does it take to build a new business proposal from scratch?
Do you work from a proposal template?
What's the biggest bottleneck in your proposal process?
Section 6 of 9
Where time actually goes
Every agency has work that takes longer than it should. We're not here to judge — we're here to understand. The more specific you can be, the more useful our conversation will be.
When something takes longer than it should, where does it usually get stuck?
Select all that apply
Before your team can analyze results or write a report, how much time do they spend just gathering the numbers?
Which of these take the most person-hours in a typical week?
Select your top two or three
Walk us through how your biggest time-consuming task actually gets made.
Pick the deliverable above that takes the most time. Who does what, in what order?
If you could hand one thing off tomorrow and never do it again, what would it be?
Section 7 of 9
The tools your team uses every day
Just the core tools your team leans on most. Your best guess is totally fine — we'll dig into the details when we meet.
Email and calendar
Team communication
File storage and document collaboration
Project management
Time tracking
CRM or pipeline tracking
How you track new business opportunities
Meeting recordings or transcription
Tools that record or transcribe client or internal calls
Design tools
Section 8 of 9
Marketing and analytics tools
The platforms you use to run, measure, and report on work for your clients. Best guess is fine.
Website analytics
How you measure website traffic and behavior for clients
Lead tracking and conversion measurement
How you track form fills, inquiries, or other conversions for clients
Email marketing platforms
Select all you actively use for clients
Paid advertising platforms
Select all you actively manage for clients
Website CMS
The platform(s) client websites are built on
Section 9 of 9
AI & new tools
We're not here to judge where you are with AI — we're here to meet you there. Honest answers here make the biggest difference in how useful our conversation will be.
How is your team using AI tools today?
Have you tried to integrate AI tools into your workflow before?
How does your team generally feel about using AI in your work?
Does your agency have any guidelines around using AI in client deliverables?
Some agencies have policies about whether and how AI-generated content appears in client work — others haven't gotten there yet.
If your agency were going to adopt new AI tools, who would need to be on board?
Anything else you want us to know before we meet?
Done
Thank you.
Here's a summary of what you shared. When you're ready, download a copy — we'll have ours before we meet.
Complete the sections above to see your summary here.