Client Onboarding SOP

This document outlines the standard operating procedure for onboarding new clients onto the GOAL platform. The objective is to ensure a consistent, efficient and effective onboarding experience that sets clients up for success, maximizes retention, and establishes a strong foundation for a long-term partnership. It covers the end-to-end process, from the moment a client signs up to the 30-day post-launch review.

The three phases

The onboarding process is divided into three distinct phases.

Phase 1: Pre-onboarding preparation, four steps

Complete all preparatory work before the live onboarding meeting to ensure the call is strategic, efficient and client-focused.

1. Schedule the onboarding meeting

• Contact the client to schedule a 60 to 90 minute onboarding call
• Confirm the attendance of the agency principal and any key team members responsible for lead management

2. Send confirmation and agenda

• Send a calendar invitation and a confirmation email that includes the meeting agenda

This ensures the client is prepared and knows what to expect.

3. Pre-configure the account

Access the client's new GOAL account and pre-configure all possible settings based on the initial sales agreement and industry best practices.

• Build out a baseline Quote Funnel
• Draft initial Creatives
• Set up a template campaign structure

This demonstrates preparedness and saves valuable time during the live call.

4. Initial research

• Conduct a brief review of the client's website, social media and online presence to better understand their brand voice and market position

Phase 2: The onboarding meeting, seven steps

Guide the client through the final account configuration, establish a clear campaign strategy, and align on performance expectations.

1. Introductions and goal alignment

• Begin with introductions and a review of the agenda
• Reconfirm the client's primary business goals, so the campaign strategy is aligned with their desired outcomes

2. Quote Funnel and creative review

• Walk the client through the pre-configured Quote Funnel
• Verify all agency information is correct
• Review the drafted Creatives, the ad copy, and make collaborative adjustments to match their brand voice

3. Campaign strategy: targeting and modifiers

• Define the campaign's Targeting, the non-negotiable criteria such as geography
• Define the campaign's Modifiers, the attributes that adjust bidding such as a desire for bundled policies
• Explain clearly how these settings work together to define the lead acquisition strategy

4. Campaign strategy: day parting

• Discuss and configure the Day Parting schedule
• Align ad delivery with the client's business hours and staff availability, so leads can be handled promptly

5. Technical setup: lead delivery

• Confirm the lead delivery email and phone number
• For Ring Central users, recommend a caller ID prefix such as GOAL for instant lead recognition

Critical

Strongly advise the client to establish a Dedicated Lead Line that bypasses any IVR or phone tree.

6. Technical setup: CRM integration

• Verify the client's CRM and confirm that the integration is active
• If possible, send a test lead to ensure it populates correctly in their system

A seamless workflow is crucial for lead management.

7. Set expectations and next steps

• Explain that the first 30 days are a data-gathering period for calibration
• Review performance benchmarks such as quote rate and sale ratio
• Outline the next steps, including the launch timeline and the scheduling of the 30-day review

Best practice

Emphasize that a robust Follow-Up Process, 8 to 10 calls plus multiple emails and texts, is the #1 predictor of success.

Phase 3: Post-onboarding and activation, four steps

Successfully launch the client's campaigns and transition into a cycle of continuous monitoring and optimization.

1. Send the post-meeting summary

• Immediately after the meeting, send a follow-up email summarizing the key decisions, action items and the agreed-upon launch date

2. Finalize and launch campaigns

• Complete any final adjustments to the campaigns as discussed in the meeting
• Activate the campaigns on the scheduled launch date

3. Initial performance monitoring

• For the first 1 to 2 weeks, monitor the account closely to ensure leads are delivering correctly and campaign metrics are within expected ranges
• Be proactive in identifying any potential issues

4. Schedule and conduct the 30-day review

• Schedule and conduct a 30-day performance review meeting
• Use the data gathered to make informed optimization recommendations and refine the campaign strategy for long-term success