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Account Reviews & Client ManagementSOP

Account Review SOP

Updated Jul 6, 2026· 6 min read
Applies to
All GOAL account managers managing client accounts and conducting regular performance reviews
Dashboard
GOAL analytics dashboard
Data window
Trailing 30, 60 and 90 days
Cadence
Monthly and quarterly

This document outlines the standard operating procedure for conducting monthly and quarterly account review meetings with GOAL clients (agents). The purpose of this process is to ensure consistent, data-driven account management that strengthens client relationships, optimizes performance, and maximizes client retention.

Key terminology

The KPIs below are the primary metrics used to evaluate account performance. Account managers must be proficient in defining, analyzing and explaining these metrics to clients.

CPA, cost per acquisition
The total marketing spend divided by the number of policies sold, which determines the cost to acquire a new customer. Calculated as Total Marketing Spend / Number of Policies Sold. It measures the ultimate ROI of the marketing spend.
CPL, cost per lead
The average cost paid for each individual lead. Calculated as Total Spend / Total Leads. It tracks the efficiency of lead purchasing.
Contact rate
The percentage of total leads that the agent or their team has successfully contacted. Calculated as (Leads Contacted / Total Leads) * 100. It indicates the effectiveness of the agency's lead follow-up process.
Quote rate
The percentage of total leads that have been provided with an insurance quote. Calculated as (Leads Quoted / Total Leads) * 100. It measures the agency's ability to engage qualified leads.
Close rate, win rate
The percentage of quoted leads that result in a bound policy. Calculated as (Policies Bound / Leads Quoted) * 100. It reflects the sales effectiveness of the agency's producers.
Answer rate
The percentage of inbound calls that are answered by the agency. Calculated as (Inbound Calls Answered / Total Inbound Calls) * 100.
Source
A specific traffic channel or category where leads originate, such as Premium Paid Search, Premium Referral or Social.
Modifier
A percentage-based bid adjustment applied to specific lead attributes, such as gender, device or homeowner status, to optimize for performance. Calculated as (Base Bid * Modifier %).
Toolchest, Lead Swami
A third-party lead tracking and analytics platform used by some agents to measure performance across all vendors.
Perfomology
An Allstate-specific reporting and analytics tool for tracking performance.

Procedure, four phases

The account review process is a cyclical, four-phase procedure: preparation, execution, follow-up and monitoring.

1. Pre-meeting preparation, 30 minutes

Thorough preparation is mandatory for an effective account review. This phase should be completed at least one hour prior to the scheduled meeting.

Data extraction

  • Log in to the GOAL analytics dashboard and navigate to the client's account
  • Export disposition data for the trailing 30, 60 and 90-day periods, including performance broken down by individual producer

Result

A comprehensive dataset for analysis is ready.

Performance analysis

  • Calculate the primary KPIs, meaning CPA, CPL, contact rate, quote rate and close rate, for the specified periods
  • Identify trends by comparing the most recent 30-day period to the previous periods
  • Segment the data by lead source, zip code and producer to identify pockets of high and low performance

Result

Key insights, trends and specific optimization opportunities are identified.

System and environment check

  • Prepare a screen share of the GOAL dashboard, pre-filtered to the client's account
  • Check internal communication channels for any known system-wide issues that might be affecting the client, such as integration downtime

Result

A smooth, professional meeting experience is ensured, and the account manager is prepared to address potential client frustrations proactively.

2. Meeting execution, 45 to 60 minutes

The meeting itself should be a collaborative, workshop-style session, not a one-sided presentation.

Opening, 5 minutes

  • Begin with rapport-building, asking an open-ended question such as, "How have things been going since our last conversation?"

Result

This allows the client to voice their primary concerns, setting a collaborative tone and ensuring their agenda is addressed.

High-level review, 10 minutes

  • Share your screen and review the primary KPIs, comparing current performance to historical benchmarks

Result

Establishes a shared, factual understanding of the account's overall health.

Diagnostic inquiry and deep-dive analysis, 20 minutes

  • If performance is declining, ask diagnostic questions to uncover potential root causes internal to the agency, such as "Has anything changed with your team's staffing or process?"
  • Collaboratively navigate the dashboard to explore the segmented data identified during preparation, drilling down into specific sources, zip codes or producers

Live optimization, 10 minutes

Based on the collaborative analysis, implement incremental optimization actions live on the call. Examples include:

  • Adjusting source bids up or down by 10 to 20%
  • Adding or removing specific zip codes
  • Applying demographic or carrier-based bid modifiers

Result

The client sees immediate, tangible action being taken, demonstrating the value of the GOAL platform and the account manager's expertise.

Closing and action item summary, 5 minutes

  • Verbally summarize all changes made during the call
  • Clearly define and assign any outstanding action items for both the account manager and the client

Result

Ensures alignment and accountability.

3. Post-meeting follow-up, 15 minutes

Effective follow-up is critical to ensure changes are implemented and momentum is maintained.

Documentation

  • Within one hour of the meeting's conclusion, enter detailed notes into the CRM, including a summary of the discussion, all optimizations made and all action items

Result

Creates a permanent record of the account's history and strategic decisions.

Client communication

  • Within 24 hours, send a summary email to the client recapping the meeting, the changes implemented and the agreed-upon action items

Result

Reinforces the plan and provides the client with a written record.

4. Ongoing monitoring

Account management is a continuous process. The account manager is responsible for monitoring the impact of the changes made.

Performance tracking

  • Set a calendar reminder to review the account's performance 7 to 14 days after the meeting
  • Analyze whether the implemented changes have produced the desired effect

Result

Allows for timely course correction and demonstrates proactive account management.

Escalation protocol

If an account displays any of the following red flags, the account manager must escalate the issue to their direct manager within 24 hours:

  • A sudden, unexplained performance drop of over 20%
  • A producer with a close rate below 10% for over 30 days
  • A contact rate consistently below 40%
  • The client is unresponsive or threatening to cancel
  • A technical issue preventing lead flow for more than 48 hours