# SOP: New Client Onboarding **Small Digital Marketing Agency | Owner: Client Success Manager (CSM)** Version: 1.0 DRAFT | Last reviewed: [CONFIRM] | Next review: [CONFIRM] > **How to read this draft:** Items marked **[CONFIRM]** are business-specific details (timelines, tools, pricing, names) that must be verified by the agency owner before this SOP is used. Nothing marked [CONFIRM] should be treated as final. --- ## 1. Purpose Give every new client a consistent, organized start so that contracts, access, goals, and expectations are settled before campaign work begins. This reduces delays, scope disputes, and early churn. ## 2. Scope **Starts:** Client has verbally agreed to work with the agency (deal closed). **Ends:** Kickoff is complete, access is verified, and the client is handed to the delivery team with an approved 30-day plan. **Target duration:** [CONFIRM: e.g., 10 business days] ## 3. Required Tools & Resources | Need | Tool | |---|---| | CRM / client records | [CONFIRM] | | Contract & e-signature | [CONFIRM] | | Invoicing / payments | [CONFIRM] | | Project management | [CONFIRM] | | Shared storage (client folder) | [CONFIRM] | | Communication channel | [CONFIRM: email / Slack / WhatsApp] | | Meeting tool | [CONFIRM] | | Reporting dashboard | [CONFIRM] | | Secure password / access log | [CONFIRM] | **Templates needed:** Service agreement, welcome email, onboarding questionnaire, access checklist, kickoff agenda, 30-day plan, client folder structure. [CONFIRM which already exist] ## 4. Roles & Responsibilities | Role | Responsibility | |---|---| | **Client Success Manager (CSM)** | Owns the process end to end; main client contact; runs kickoff; confirms completion | | **Sales / Account Owner** | Hands over deal notes, agreed scope, and pricing | | **Delivery Team (strategist, ads, SEO, content, etc.)** | Reviews intake, confirms feasibility, builds the 30-day plan | | **Finance / Admin** | Issues invoice, confirms payment terms [CONFIRM who does this] | | **Agency Owner / Manager** | Approves exceptions: scope changes, discounts, delayed starts | | **Client Primary Contact** | Provides access, assets, feedback, and approvals on time | --- ## 5. Step-by-Step Procedure ### Phase 1: Handover & Preparation (Day 0–1) **Step 1. Receive the sales handover** - [ ] Get deal notes, signed proposal, agreed services, budget, and promises made during sales - [ ] Confirm start date and contract term - [ ] Identify gaps or unclear promises and clarify with Sales before contacting the client **Step 2. Create the client record and workspace** - [ ] Add client to CRM with contact names, roles, and billing details - [ ] Create shared client folder using the standard structure [CONFIRM structure] - [ ] Create project board with onboarding tasks and due dates - [ ] Add client to the communication channel ### Phase 2: Contract & Payment (Day 1–3) **Step 3. Send the service agreement** - [ ] Verify scope, deliverables, fees, term, cancellation terms, and ad-spend responsibility match the proposal - [ ] Send for e-signature > **DECISION POINT A: Is the contract signed within [CONFIRM: 3] business days?** > - **Yes** → Go to Step 4. > - **No** → Follow up at day 2 and day 4 [CONFIRM cadence]. If still unsigned at day [CONFIRM], escalate to Sales/Owner. **Do not start campaign work or request account access until signed** [CONFIRM policy]. > - **Client requests contract changes** → Pass to Agency Owner for approval. Do not agree to changes yourself. **Step 4. Handle billing** - [ ] Issue first invoice or set up recurring billing per agreement - [ ] Confirm payment method and due date > **DECISION POINT B: Is the first payment received or on schedule?** > - **Yes** → Continue. > - **No** → Notify Finance and Owner; pause access requests and kickoff scheduling until resolved [CONFIRM policy]. ### Phase 3: Welcome & Information Gathering (Day 2–5) **Step 5. Send the welcome email** Include: who the client will work with, what happens next, timeline, how to reach the team, and links to the questionnaire and access checklist. - [ ] Sent within [CONFIRM: 1 business day] of signed contract - [ ] Includes a clear deadline for returning the questionnaire **Step 6. Collect the onboarding questionnaire** Minimum information to gather: - [ ] Business overview, products/services, and top sellers - [ ] Target audience and ideal customer - [ ] Main goals and how success is measured (leads, sales, traffic, etc.) - [ ] Budget (service fee and ad spend, if applicable) - [ ] Competitors and brands they admire - [ ] Brand guidelines, logos, fonts, tone of voice - [ ] Past marketing results, what worked and didn't - [ ] Compliance or industry restrictions - [ ] Approval process: who approves content, and how fast **Step 7. Collect access and assets** Request only what the contracted services need. Typical items [CONFIRM list]: - [ ] Website/CMS access - [ ] Analytics and tag manager - [ ] Ad accounts (agency added as partner, not shared passwords where possible) - [ ] Social media accounts (business manager / admin roles) - [ ] Search Console / Business Profile - [ ] Email marketing platform - [ ] Brand assets, photos, past reports > **DECISION POINT C: Is the client's information and access complete by day [CONFIRM: 5]?** > - **Yes** → Go to Step 8. > - **Partially** → Send a reminder listing exactly what is missing and why it matters. Proceed with kickoff for completed areas; mark blocked tasks on the board. > - **No response after [CONFIRM: 2] reminders** → Call the client; if still blocked, escalate to Owner and document the delay in the CRM. Note that delays may shift deliverable dates. ### Phase 4: Internal Review & Kickoff (Day 5–8) **Step 8. Verify access** - [ ] Log in or test each granted account - [ ] Confirm correct permission level - [ ] Confirm tracking works (analytics, conversion tracking, pixels) or log it as a fix-first task - [ ] Record all access in the secure location [CONFIRM: password manager / access log]. Never store passwords in chat or the CRM. **Step 9. Internal handoff meeting** - [ ] Brief the delivery team on goals, scope, budget, risks, and client preferences - [ ] Delivery team confirms the plan is realistic > **DECISION POINT D: Is the client's goal realistic for the scope and budget?** > - **Yes** → Proceed. > - **No / unclear** → Prepare to reset expectations at kickoff, or propose a scope change to the Owner. Do not promise results the team cannot support. **Step 10. Prepare the draft 30-day plan** - [ ] Priorities, deliverables, owners, and dates - [ ] Quick wins in the first 2–4 weeks - [ ] Reporting schedule and KPIs **Step 11. Run the kickoff call** ([CONFIRM: 45–60 min]) - [ ] Introductions and roles - [ ] Recap of goals and scope - [ ] Walk through the 30-day plan - [ ] Confirm communication rules: channels, response times, meeting rhythm - [ ] Confirm approval process and who signs off - [ ] Clarify what the client needs to deliver and by when - [ ] Explain how success will be reported - [ ] Q&A **Step 12. Send kickoff recap (within [CONFIRM: 24 hours])** - [ ] Meeting summary, decisions, action items with owners and dates - [ ] Final 30-day plan and request for written approval > **DECISION POINT E: Does the client approve the plan?** > - **Yes** → Go to Step 13. > - **Changes requested** → Revise once within scope; if changes exceed scope, route to Owner as a scope change. > - **No response in [CONFIRM: 3] business days** → Follow up; document the delay. ### Phase 5: Handoff & Close-Out (Day 8–10) **Step 13. Hand off to delivery** - [ ] Move client to active status in CRM and project board - [ ] Confirm delivery team owns the first tasks - [ ] Schedule first check-in and first report date **Step 14. Close the onboarding** - [ ] Complete the quality checklist (Section 7) - [ ] Log completion date in CRM - [ ] Schedule a [CONFIRM: 30-day] check-in and a satisfaction pulse check [CONFIRM] --- ## 6. Decision Point Summary | # | Question | If NO | |---|---|---| | A | Contract signed in time? | Follow up, then escalate; hold work | | B | First payment on schedule? | Notify Finance/Owner; pause per policy | | C | Info and access complete? | Remind, start partially, escalate | | D | Goals realistic for scope/budget? | Reset expectations or propose scope change | | E | Plan approved? | Revise once, escalate scope creep | ## 7. Quality Checks (before closing) - [ ] Signed contract and payment setup are on file - [ ] Scope in contract matches what was sold and what the team will deliver - [ ] Client record in CRM is complete and accurate - [ ] Every required account was tested and tracking is verified - [ ] No passwords stored in unsecured places - [ ] Goals and KPIs are written down and agreed - [ ] Kickoff recap was sent on time - [ ] Client approved the 30-day plan in writing - [ ] Delivery team confirms they have everything needed - [ ] Next meeting and first report dates are scheduled ## 8. Common Mistakes & How to Avoid Them | Mistake | Prevention | |---|---| | Starting work before contract or payment is settled | Follow Decision Points A and B | | Accepting vague goals ("more traffic") | Ask for a measurable target and timeframe | | Over-promising results at kickoff | Review realism internally first (Step 9) | | Asking for too much access at once | Request only what services require | | Clients sharing passwords over email/chat | Use partner/admin invites or a secure tool | | Skipping tracking verification | Test conversions before any campaign launches | | Unclear communication rules | Agree on channels and response times at kickoff | | Agreeing to extra work informally | Route all scope changes through the Owner | | Letting silence drag on | Use a fixed follow-up cadence and log each attempt | | Not recording what was agreed | Send a recap after every key call | ## 9. Completion Criteria Onboarding is **complete** only when all are true: 1. Contract signed and billing active 2. Questionnaire and required access received and verified 3. Kickoff held and recap sent 4. 30-day plan approved in writing 5. Client moved to active delivery with owners assigned 6. Quality checklist fully ticked and logged in CRM ## 10. Items Requiring Confirmation (Owner Review List) - [ ] Target onboarding length and each timeline in this SOP - [ ] Policy on starting work before payment/signature - [ ] Tool names for every category in Section 3 - [ ] Who handles invoicing and who approves exceptions - [ ] Standard client folder structure and templates - [ ] Required access list per service line - [ ] Follow-up cadence and escalation thresholds - [ ] Kickoff length and recap deadline - [ ] Post-onboarding check-in schedule - [ ] Any compliance/data-handling rules (e.g., NDAs, data privacy) --- *Revision log:* v1.0 draft | [CONFIRM date] | [CONFIRM author]