# Client Onboarding System: B2B Digital Marketing Agency > **Status:** Draft playbook foundation. All timelines, owners, and procedures are **recommendations** until confirmed (see [Open Questions](#-open-questions--items-requiring-confirmation)). Items in `[brackets]` are placeholders to customize. No contractual, payment, security, or compliance terms are assumed. --- ## 🤝 Client Onboarding System Overview | Element | Definition | |---|---| | **Business Context** | Small digital marketing agency with a lean team (Account Manager, Project Manager, Content Strategist). Tools in place: Google Workspace, Notion, ClickUp, email, and an existing onboarding questionnaire. | | **Client Profile** | Small and midsize B2B service companies that have accepted a proposal and signed a service agreement. | | **Services Covered** | SEO, content strategy, website messaging, ongoing marketing support. | | **Onboarding Objective** | Move each client from signed agreement to a confident, well-informed kickoff and a complete internal handoff, so strategy and delivery work starts with no missing information and no duplicated client requests. | | **Process Owner** | **Account Manager (AM)**. Owns the client relationship, the onboarding timeline, and the overall completion of onboarding. *(Recommended; confirm.)* | | **Starting Trigger** | Signed service agreement received and marked as confirmed in the agency's records. | | **Target Duration** | ~5 business days from trigger to onboarding completion, **when client responses are timely**. Client-side delays pause the clock (see Exceptions). | | **Completion Definition** | All items below are true: (1) Required intake items received and reviewed, (2) kickoff call held and recorded, (3) Handoff Packet accepted by the PM, (4) first delivery tasks created and assigned in ClickUp, (5) client has received the onboarding completion message with next steps and dates. | ### Design Principles Applied | Principle | How it shows up | |---|---| | One source of truth | Notion holds the client record; ClickUp holds tasks; Drive holds files. Each is linked, not duplicated. | | Ask once | Every data point is collected one time, in one place, and reused downstream. | | Required vs. optional | Intake items are tiered so a missing nice-to-have never delays kickoff. | | Visible ownership | Every task has one named owner role and a due day. | | Gates, not meetings | Quality is enforced through short readiness checks, not extra meetings. | --- ## 🧭 Client Onboarding Journey Map | Stage | Client Experience | Client Feels | Internal Activity | Touchpoint | Owner | |---|---|---|---|---|---| | **0. Confirmed** | Signed agreement; waits for next step | Excited, slightly uncertain | AM confirms agreement, opens onboarding record, internal alert to PM and Content Strategist | None (internal) | AM | | **1. Welcome** | Receives warm welcome with timeline and exactly what is needed | Reassured, oriented | AM sends welcome, shares client folder and intake link, proposes kickoff times | Welcome email | AM | | **2. Intake** | Completes questionnaire, uploads assets, grants access | Busy, needs clarity | AM monitors progress, answers questions, sends reminders | Intake form, access instructions, reminders | AM (+ CS for content questions) | | **3. Review** | Little to do; may get a clarification question | Confident work is underway | AM, PM, CS review intake against readiness checklist; gaps logged | Short clarification email if needed | AM / PM / CS | | **4. Kickoff** | Attends kickoff call; meets the team; agrees on goals and next steps | Aligned, heard | AM leads, PM covers delivery, CS covers content/strategy inputs | Kickoff call + confirmation email | AM | | **5. Handoff & Close** | Receives recap, first deliverable dates, and communication norms | Clear on what happens next | AM completes Handoff Packet; PM accepts and builds delivery plan in ClickUp | Onboarding completion email | AM → PM | **Handoff points in the journey** | # | Handoff | From → To | Artifact | |---|---|---|---| | H1 | Sales/agreement → onboarding | Whoever closed the deal → AM | Signed agreement, proposal, scope summary | | H2 | Intake → internal review | AM → PM + CS | Completed intake in Notion + Drive | | H3 | Onboarding → delivery | AM → PM | **Handoff Packet** (Notion page) | | H4 | Planning → execution | PM → CS (and others) | First-30-day task list in ClickUp | --- ## ⚙️ Phased Onboarding Workflow > **Day numbering:** Day 0 = day the signed agreement is confirmed. Days 1–5 are business days. Recommended timing only. ### Phase 0: Engagement Confirmation & Internal Setup (Day 0) | Field | Detail | |---|---| | **Trigger** | Signed agreement received. | | **Internal Actions** | Verify agreement is complete; create client record in Notion from the template; duplicate the ClickUp onboarding list template; create Drive folder from standard structure; notify PM and CS of new client, services, and start date; copy scope summary (services, deliverables, term) from the agreement into the Notion record. | | **Client Actions** | None. | | **Responsible Role** | AM | | **Required Inputs** | Signed agreement, proposal, named client primary contact, services purchased. | | **Expected Outputs** | Notion client record, ClickUp onboarding list, Drive folder, internal new-client notification. | | **Completion Checkpoint** | Notion record exists with scope summary filled in; ClickUp list created with owners and due dates; PM and CS acknowledged. | ### Phase 1: Welcome & Expectation Setting (Day 0–1) | Field | Detail | |---|---| | **Trigger** | Phase 0 complete. | | **Internal Actions** | Send welcome email (same day if possible); share client folder; send intake form link; propose 2–3 kickoff time slots (for Day 4–5); log send date in Notion. | | **Client Actions** | Acknowledge email; confirm primary contact and any additional stakeholders; pick kickoff time. | | **Responsible Role** | AM | | **Required Inputs** | Primary contact details, kickoff availability from team calendars. | | **Expected Outputs** | Client has the timeline, the intake link, and the kickoff proposal; kickoff slot reserved (tentative). | | **Completion Checkpoint** | Welcome email sent; client acknowledged or confirmed a kickoff slot; Notion status = *Welcome Sent*. | ### Phase 2: Information & Access Collection (Day 1–3) | Field | Detail | |---|---| | **Trigger** | Welcome email sent. | | **Internal Actions** | Track intake completion daily in Notion; send reminders per the sequence (Day 2, Day 3); answer client questions; route content/strategy questions to CS; log each missing item with owner and chase date. | | **Client Actions** | Complete questionnaire; upload requested assets; grant platform access using the secure method provided; name decision-maker and approver. | | **Responsible Role** | AM (CS supports on content questions) | | **Required Inputs** | Intake form, asset list, access instructions. | | **Expected Outputs** | Completed questionnaire, assets in Drive, access confirmed (or logged as pending). | | **Completion Checkpoint** | **Gate 1:** all *Tier 1 (Required)* items received or have a documented, dated plan. | ### Phase 3: Internal Review & Readiness Check (Day 3–4) | Field | Detail | |---|---| | **Trigger** | Gate 1 passed, or Day 3 end (whichever first, then gaps handled via Exceptions). | | **Internal Actions** | AM reviews intake for completeness; CS reviews messaging, audience, and content inputs; PM reviews scope against agreement, access, and capacity; team runs a **15-minute async or live readiness check** and records gaps; AM drafts kickoff agenda; AM sends one consolidated clarification message if needed. | | **Client Actions** | Answer any consolidated clarification questions (single email, not piecemeal). | | **Responsible Role** | AM (lead), PM, CS | | **Required Inputs** | Completed intake, access status, scope summary. | | **Expected Outputs** | Readiness checklist completed, kickoff agenda, consolidated gap list. | | **Completion Checkpoint** | **Gate 2: Kickoff Readiness.** Checklist passed or exceptions approved by PM. | ### Phase 4: Kickoff Call (Day 4–5) | Field | Detail | |---|---| | **Trigger** | Gate 2 passed; kickoff scheduled. | | **Internal Actions** | Send kickoff confirmation with agenda 1 business day prior (or earlier); hold the call; record decisions, goals, and open items in Notion; confirm communication norms, approval flow, and reporting cadence *(as agreed with the client)*. | | **Client Actions** | Attend with decision-maker(s); confirm goals, priorities, constraints, and approver. | | **Responsible Role** | AM (host); PM (delivery plan); CS (strategy and content inputs) | | **Required Inputs** | Agenda, intake summary, scope summary. | | **Expected Outputs** | Kickoff notes, confirmed goals/priorities, confirmed approver, updated open-items list. | | **Completion Checkpoint** | Kickoff held; notes posted in Notion within 1 business day; client-confirmed goals and approver recorded. | ### Phase 5: Handoff & Onboarding Close (Day 5) | Field | Detail | |---|---| | **Trigger** | Kickoff complete. | | **Internal Actions** | AM completes Handoff Packet in Notion; PM reviews and accepts (or returns with specific gaps); PM creates first-30-day plan and tasks in ClickUp; AM sends onboarding completion message; AM closes onboarding record. | | **Client Actions** | Review completion message; confirm any final items. | | **Responsible Role** | AM → PM | | **Required Inputs** | Kickoff notes, intake summary, access log, scope summary. | | **Expected Outputs** | Accepted Handoff Packet, first delivery tasks in ClickUp, client completion message sent. | | **Completion Checkpoint** | **Gate 3: Handoff Accepted.** PM sign-off recorded; Notion status = *Onboarding Complete*. | --- ## 📝 Client Intake & Information-Gathering Framework ### Intake Tiering | Tier | Definition | Rule | |---|---|---| | **Tier 1: Required** | Work cannot responsibly begin without it. | Must be received (or have a dated plan) before Gate 2. | | **Tier 2: Needed for specific deliverables** | Required before a named deliverable starts, not before kickoff. | Collected during onboarding if possible; tracked in ClickUp with a due date tied to the deliverable. | | **Tier 3: Optional / Helpful** | Improves quality but is not blocking. | Requested once; not chased. | ### Core Intake (All Clients) | # | Item | Tier | Format | Notes | |---|---|---|---|---| | 1 | Company legal and brand name, website URL | 1 | Form | | | 2 | Primary contact and role; day-to-day contact (if different) | 1 | Form | | | 3 | **Decision-maker and approver** (who gives final sign-off on deliverables) | 1 | Form | Prevents approval bottlenecks. | | 4 | Other stakeholders and their involvement | 2 | Form | | | 5 | Business overview: what you sell, to whom, and how you win business | 1 | Form | Existing questionnaire | | 6 | Top 3 goals for this engagement and how success is judged | 1 | Form | Use client's own words. | | 7 | Target audience / ideal customer profile; key buyer roles | 1 | Form | | | 8 | Top competitors and how you differ | 2 | Form | | | 9 | Core offerings and priority services/products to promote | 1 | Form | | | 10 | Brand guidelines (logo, colors, fonts, voice and tone) | 2 | File | If none exist, note "none". | | 11 | Previous marketing results, reports, or known challenges | 3 | File/Form | Only what the client already has. | | 12 | Past or current agencies/vendors and what to avoid repeating | 3 | Form | | | 13 | Preferred communication channel, cadence, and response expectations | 1 | Form | Confirm at kickoff. | | 14 | Known deadlines, launches, or seasonal priorities | 2 | Form | | | 15 | Constraints (legal/compliance review, claims that cannot be made, internal approval steps) | 1 | Form | Client states; agency does not assume. | | 16 | Billing contact and billing process questions | 3 | Form | Only if relevant to the agreement; do not restate terms. | ### Service-Specific Intake | Service | Item | Tier | Format | |---|---|---|---| | **SEO** | Website admin/editor access (CMS) *(via secure method)* | 1 | Access grant | | | Google Analytics access | 1 | Access grant | | | Google Search Console access | 1 | Access grant | | | Existing keyword lists, rankings, or prior audits | 3 | File | | | Target locations/markets and priority pages | 2 | Form | | | Developer/IT contact for technical changes | 2 | Form | | | Any known site issues, migrations, or planned redesigns | 2 | Form | | **Content Strategy** | Existing content inventory or link to blog/resources | 2 | Link/File | | | Subject-matter experts available for interviews and their availability | 2 | Form | | | Topics to prioritize or avoid; tone and claims restrictions | 1 | Form | | | Sales collateral, case studies, or customer questions the team hears often | 3 | File | | | Content approval workflow and typical turnaround | 1 | Form | | **Website Messaging** | Current site copy / sitemap or page list in scope | 1 | Link/File | | | Value propositions, differentiators, proof points *(client-provided only)* | 1 | Form | | | Customer feedback, win/loss notes, sales call insights | 3 | File | | | Brand voice samples the client likes (and dislikes) | 3 | Link | | | Design/dev contact who will implement copy | 2 | Form | | **Ongoing Marketing Support** | Current channels and tools in use | 2 | Form | | | Access to additional platforms in scope (email platform, social accounts, ad accounts, etc.) | 2 | Access grant | | | Priority requests for first 30 days | 1 | Form | | | Preferred request submission method | 2 | Form | ### Sensitive Information Handling | Rule | Recommendation | |---|---| | Credentials | Do **not** request passwords by email or chat. Request delegated/invited access (e.g., adding the agency as a user in each platform) or use the agency's **approved** password-sharing or secure-transfer method `[confirm which tool, if any]`. | | Storage | Keep access details only in the agency's approved secure storage `[confirm]`, never in Notion pages or ClickUp comments. Log *that* access was granted, not the credential. | | Client files | Store in the client Drive folder with access limited to assigned team members. | | Compliance | Make no compliance claims in client communications unless confirmed by the business owner. | ### Standard Drive Folder Structure ``` [Client Name] ├── 00_Agreement & Scope ├── 01_Onboarding (intake, kickoff notes) ├── 02_Brand & Assets ├── 03_Reports & Data ├── 04_SEO ├── 05_Content ├── 06_Website Messaging └── 07_Approved & Final ``` *(Create only the folders for services purchased.)* --- ## ✉️ Client Communication Sequence | # | Message | Send When | From | Channel | |---|---|---|---|---| | 1 | Welcome | Day 0 or Day 1 morning | AM | Email | | 2 | Information Request (may be combined with #1, see note) | Day 1 | AM | Email | | 3 | Missing Information Reminder #1 | Day 2 end of day (if Tier 1 items are open) | AM | Email | | 4 | Missing Information Reminder #2 | Day 3 midday (if Tier 1 items remain) | AM | Email (+ call if relevant) | | 5 | Kickoff Confirmation | At least 1 business day before kickoff | AM | Email + calendar invite | | 6 | Onboarding Completion | Day 5 (within 1 business day of kickoff) | AM | Email | > **Note:** For a simpler experience, the Welcome and Information Request can be one email. Use two emails only if the welcome needs more space. Keep each email to **one primary call to action**. ### Template 1: Welcome **Subject:** Welcome to `[Agency Name]`, here's what happens next Hi `[First Name]`, Welcome aboard, and thank you for choosing `[Agency Name]`. We're looking forward to working with `[Client Company]`. Here's how the next few days will work: | Step | What happens | Who | Target timing | |---|---|---|---| | 1 | You complete the onboarding questionnaire and share assets | You | `[Day 3]` | | 2 | We review everything and follow up once with any questions | Our team | `[Day 4]` | | 3 | Kickoff call | Both teams | `[Date/time range]` | | 4 | We confirm your first deliverables and timelines | Our team | `[Day 5]` | **Your main contact** is me (`[AM name]`). `[PM name]` will join the kickoff and lead day-to-day delivery, and `[CS name]` will support the strategy and content work. **Your next step:** please complete the questionnaire here: `[link]`. It should take about `[estimated time, confirm]`. A detailed checklist is in your shared folder: `[Drive link]`. **Kickoff call:** could you let me know which of these times works best? - `[Option 1]` - `[Option 2]` - `[Option 3]` If anything is unclear, reply here and I'll help. Best regards, `[AM name]` | `[Title]` | `[Contact details]` ### Template 2: Information Request **Subject:** Action needed by `[date]`: onboarding information for `[Client Company]` Hi `[First Name]`, To start strategy work on the right foundation, we need the items below. They are grouped by priority so you can tackle the essentials first. **🔴 Needed by `[date]` (required before kickoff)** - `[Completed onboarding questionnaire: link]` - `[Name of the person who approves deliverables]` - `[Access to: Google Analytics / Search Console / CMS, per the instructions here: link]` - `[Other Tier 1 items for the services purchased]` **🟡 Helpful before kickoff, but not blocking** - `[Brand guidelines / logo files]` - `[Existing reports or audits]` - `[Content inventory or key pages]` **🔒 A note on access:** please **do not send passwords by email**. Use the access instructions here: `[link]`. If you'd prefer a different method, let me know. If any item doesn't exist yet, simply reply "not available". That helps us plan, and it won't hold things up. If it's easier to talk it through, I'm happy to schedule a short call. Thank you, `[AM name]` ### Template 3: Missing Information Reminder **Subject:** Quick reminder: `[X]` items needed to stay on track for kickoff Hi `[First Name]`, Thanks for the progress so far. To keep your kickoff on `[date]`, we still need: | Item | Why it matters | Needed by | |---|---|---| | `[Item 1]` | `[One-line reason]` | `[Date]` | | `[Item 2]` | `[One-line reason]` | `[Date]` | If it's easier, reply with what you have and we'll start from there. If you're waiting on someone else, tell me who and I'll gladly follow up with them. If we can't receive these by `[date]`, we may need to move the kickoff to `[proposed alternative]` so the first sessions are productive. `[Include only if confirmed as acceptable by the business.]` Thanks, `[AM name]` ### Template 4: Kickoff Confirmation **Subject:** Confirmed: kickoff for `[Client Company]` on `[date/time]` Hi `[First Name]`, Your kickoff is confirmed for **`[date, time, time zone]`** (`[duration]`). Calendar invite and meeting link: `[link]`. **Attendees:** `[Client attendees]` | `[AM]`, `[PM]`, `[CS]` **Agenda** | # | Topic | Time | |---|---|---| | 1 | Introductions and roles | `[5 min]` | | 2 | Goals, priorities, and success measures | `[15 min]` | | 3 | Review of scope and first deliverables | `[10 min]` | | 4 | How we'll work together: communication, approvals, reporting | `[10 min]` | | 5 | Open items and next steps | `[5 min]` | **To make the most of the call, please:** - Have `[decision-maker]` attend or send their priorities in advance - `[Review the one-page summary of what you shared: link]` - Bring any questions or concerns Still outstanding: `[list any open items, or "nothing, you're all set!"]` See you then, `[AM name]` ### Template 5: Onboarding Completion **Subject:** You're onboarded! Next steps for `[Client Company]` Hi `[First Name]`, Thank you for a great kickoff. Onboarding is complete, and we're moving into delivery. **Summary of what we confirmed** | Area | Confirmed | |---|---| | Goals | `[Client-stated goals]` | | Services in scope | `[Per agreement]` | | Approver | `[Name]` | | Communication | `[Channel, cadence, response expectations as agreed]` | **What happens next** | Next step | Owner | Target date | |---|---|---| | `[First deliverable / activity]` | `[Name]` | `[Date]` | | `[Second deliverable / activity]` | `[Name]` | `[Date]` | | `[First check-in or report]` | `[Name]` | `[Date]` | **What we still need from you:** `[list, or "nothing right now"]` **Who to contact:** day-to-day delivery, `[PM name]`; account and priorities, `[AM name]`. Notes from our kickoff are here: `[link]`. Thank you for your trust. We're excited to get started. Best, `[AM name]` ### Optional Template: Internal New-Client Notification (Slack/email) > **New client:** `[Client]` | **Services:** `[list]` | **Start date:** `[date]` | **Kickoff target:** `[date]` > **Notion record:** `[link]` | **ClickUp list:** `[link]` | **Drive:** `[link]` > **Client-stated priorities:** `[1–2 lines]` | **Please:** PM confirm capacity by `[time]`; CS review scope notes by `[time]`. --- ## 👥 Roles, Responsibilities & Handoffs ### Role Definitions | Role | Primary Responsibility in Onboarding | Decision Authority | |---|---|---| | **Account Manager (AM)** | Owns onboarding end-to-end: client communication, intake tracking, kickoff, completion message, Handoff Packet. | Kickoff scheduling; when to escalate delays. | | **Project Manager (PM)** | Validates scope and readiness; builds the delivery plan; accepts the handoff. | Accepts or returns the Handoff Packet; approves readiness exceptions. | | **Content Strategist (CS)** | Reviews audience, messaging, and content inputs; advises on strategy questions; contributes to kickoff. | Identifies strategic inputs that are blocking. | | **Business Owner/Leader** *(if separate)* | Resolves scope, resourcing, and relationship escalations. | Final escalation decisions. | ### RACI (R = Responsible, A = Accountable, C = Consulted, I = Informed) | Activity | AM | PM | CS | Owner | |---|---|---|---|---| | Confirm agreement and open onboarding record | **A/R** | I | I | I | | Welcome and information request | **A/R** | I | C | | | Intake tracking and reminders | **A/R** | I | C | | | Review intake for completeness | **A** | R | R | | | Scope vs. agreement check | C | **A/R** | C | I | | Kickoff agenda | **A/R** | C | C | | | Kickoff call | **A/R** | R | R | | | Handoff Packet | **A/R** | C | C | | | Handoff acceptance | C | **A/R** | I | | | First-30-day delivery plan in ClickUp | C | **A/R** | R | | | Onboarding completion message | **A/R** | I | I | | | Escalated delays or scope conflicts | R | R | C | **A** | ### Handoff Packet (Notion page, owned by AM, accepted by PM) | Section | Contents | |---|---| | 1. Snapshot | Client, primary contact, approver, services, start date, term *(from agreement)* | | 2. Scope summary | Deliverables per service, as written in the agreement (link to agreement; do not paraphrase terms) | | 3. Goals | Client-stated goals and success measures | | 4. Audience and positioning | ICP, differentiators, competitors (from intake) | | 5. Access log | Platform, access type, status, date granted *(no credentials)* | | 6. Assets | Links to Drive: brand, reports, content inventory | | 7. Communication and approvals | Channels, cadence, approver, turnaround expectations | | 8. Kickoff notes | Decisions, concerns, requests | | 9. Open items | Item, owner, due date | | 10. Risks and sensitivities | Client-stated constraints, past issues, stakeholder dynamics | | 11. First 30 days | Agreed first deliverables and dates | ### Handoff Acceptance Rule PM either **accepts** in the Notion record (status + date) or **returns** within 1 business day with specific missing items. Vague returns ("needs more info") are not allowed. State exactly what is missing. ### Escalation Paths | Situation | First Contact | Escalate To | Timeframe | |---|---|---|---| | Client unresponsive | AM | PM → Business Owner | See Exceptions | | Scope mismatch | AM + PM | Business Owner | Same business day | | Capacity conflict | PM | Business Owner | Same business day | | Access blocked | AM | PM (technical workaround) | 1 business day | --- ## 🗓️ Onboarding Milestones & Dependencies | # | Milestone | Target Day | Owner | Depends On | Output | |---|---|---|---|---|---| | M1 | Onboarding record, ClickUp list, and Drive folder created | Day 0 | AM | Signed agreement | Internal setup complete | | M2 | Welcome and intake request sent | Day 0–1 | AM | M1 | Client informed | | M3 | Kickoff time proposed/confirmed | Day 1–2 | AM | M2; team calendars | Calendar hold | | M4 | Tier 1 intake received | Day 3 *(client-dependent)* | Client / AM | M2 | Intake complete | | M5 | Internal readiness review | Day 3–4 | AM, PM, CS | M4 | Readiness checklist, gap list | | M6 | **Gate 2: Kickoff readiness** | Day 4 | PM | M5 | Go / go-with-exceptions / hold | | M7 | Kickoff confirmation sent | Day 3–4 (≥1 business day before) | AM | M3, M6 | Agenda delivered | | M8 | Kickoff call held | Day 4–5 | AM | M6, M7 | Notes, confirmed goals | | M9 | Handoff Packet complete | Day 5 | AM | M8 | Notion packet | | M10 | **Gate 3: Handoff accepted** | Day 5 | PM | M9 | PM sign-off | | M11 | First 30-day tasks created | Day 5 | PM | M10 | ClickUp tasks | | M12 | Onboarding completion sent | Day 5 | AM | M10 | Client message | ### Timing Reality Checks | Consideration | Recommendation | |---|---| | Client-side delays | The 5-day target assumes timely responses. If Tier 1 items are late, shift downstream dates and tell the client the new dates in writing. | | Kickoff scheduling | Propose kickoff times in the **first** email; a kickoff cannot reasonably occur before Gate 2. | | Access requests | Platform access often depends on a third party at the client (IT, web developer). Request on Day 1 and flag early. | | Team capacity | PM confirms capacity on Day 0; if not available, escalate before sending the welcome email. | --- ## ✅ Quality Control & Readiness Checkpoints ### Gate 1: Intake Completeness (end of Day 3) | Check | Pass Condition | Owner | |---|---|---| | Tier 1 items | All received, or each has a named client owner and date | AM | | Intake legibility | Answers are specific enough to act on (not "TBD" or blank) | AM | | Access | Granted and verified, or request status logged | AM | | Approver named | Decision-maker and approver recorded | AM | ### Gate 2: Kickoff Readiness (Day 4) | Check | Pass Condition | Owner | |---|---|---| | Scope alignment | Intake matches the agreement; discrepancies listed | PM | | Strategic inputs | Audience, goals, and messaging inputs sufficient to hold a productive kickoff | CS | | Team capacity | Named delivery owners available for the first 30 days | PM | | Agenda | Drafted and sent to client | AM | | Client attendance | Required attendees confirmed | AM | | Open items | Logged with owner and due date | AM | **Gate 2 outcomes:** ✅ **Go** | ⚠️ **Go with exceptions** (PM documents what is missing and the plan) | ⛔ **Hold** (reschedule; tell the client the reason and new date). ### Gate 3: Handoff Quality (Day 5) | Check | Pass Condition | Owner | |---|---|---| | Handoff Packet | All 11 sections completed; "N/A" explicitly marked | AM | | Source links | Every key claim links to its source (agreement, intake, kickoff notes) | AM | | Client-facing commitments | Everything promised to the client at kickoff is in ClickUp with an owner and date | PM | | Communication | Completion message sent; reflects what was actually agreed | AM | | No re-asking | PM can start without asking the client for information already provided | PM | ### Communication Clarity Test (before sending any client email) | Question | Yes/No | |---|---| | Is there one clear call to action? | | | Is the due date visible? | | | Is it clear who the client should reply to? | | | Does it avoid internal jargon? | | | Are all links working and permissioned? | | --- ## ☑️ Internal Onboarding Checklist **Client:** `[ ]` **AM:** `[ ]` **PM:** `[ ]` **CS:** `[ ]` **Trigger date:** `[ ]` ### Phase 0: Setup (Day 0) - [ ] Signed agreement received and filed in Drive `00_Agreement & Scope` - [ ] Notion client record created from template - [ ] Scope summary entered (services, deliverables, term, **from the agreement**) - [ ] ClickUp onboarding list duplicated from template; owners and dates assigned - [ ] Drive folder created (services purchased only) - [ ] PM and CS notified; PM confirmed capacity - [ ] Any red flags from the sales process noted (promises made, unusual requests) ### Phase 1: Welcome (Day 0–1) - [ ] Welcome email sent - [ ] Intake questionnaire link and Drive checklist shared - [ ] Kickoff time options proposed - [ ] Notion status → *Welcome Sent* ### Phase 2: Collection (Day 1–3) - [ ] Access requests sent (secure method only) - [ ] Reminder #1 sent (Day 2) if needed - [ ] Reminder #2 sent (Day 3) if needed - [ ] Intake tracker updated daily - [ ] Access verified for each platform - [ ] Gate 1 completed and recorded ### Phase 3: Review (Day 3–4) - [ ] AM completeness review done - [ ] CS content/strategy review done - [ ] PM scope check done - [ ] Consolidated clarification email sent (single message) - [ ] Kickoff agenda drafted - [ ] **Gate 2 decision recorded** (Go / Go with exceptions / Hold) ### Phase 4: Kickoff (Day 4–5) - [ ] Kickoff confirmation + calendar invite sent ≥1 business day prior - [ ] Kickoff held - [ ] Notes posted in Notion within 1 business day - [ ] Goals, approver, and communication norms confirmed ### Phase 5: Handoff & Close (Day 5) - [ ] Handoff Packet completed - [ ] PM accepted packet (**Gate 3**) - [ ] First-30-day tasks created in ClickUp - [ ] Onboarding completion message sent - [ ] Notion status → *Onboarding Complete* - [ ] Short retrospective note logged (what was slow or confusing) --- ## 📋 Client-Facing Onboarding Checklist > Share as a Google Doc or Notion page in the client folder. Keep it to one page and update as items arrive. **Welcome to `[Agency Name]`, your onboarding checklist for `[Client Company]`** | ✔ | Step | What we need | Due | Status | |---|---|---|---|---| | ☐ | **1. Confirm your contacts** | Primary contact, day-to-day contact, and who approves deliverables | `[Day 1–2]` | | | ☐ | **2. Complete the questionnaire** | About 20–30 minutes `[confirm]`; link: `[ ]` | `[Day 3]` | | | ☐ | **3. Share access** | `[Google Analytics / Search Console / CMS / others per services]`. Please use the instructions provided; **do not email passwords** | `[Day 3]` | | | ☐ | **4. Upload assets** | Logo and brand guidelines, existing reports, content inventory *(whatever you have)* | `[Day 3]` | | | ☐ | **5. Choose your kickoff time** | Pick from the options we sent | `[Day 2]` | | | ☐ | **6. Attend kickoff** | Please include the decision-maker | `[Date]` | | **What you can expect from us** | When | What | |---|---| | Within `[1 business day]` of your questions | A response from us | | After you submit information | One consolidated follow-up (not many small ones) | | After kickoff | Notes, next steps, and first delivery dates | **Not sure about something?** Write "not sure" or "not available". It's okay. We'll work it out together. --- ## ⚠️ Exceptions, Delays & Escalation Procedures > All response windows below are **recommendations**; confirm before adoption. | Exception | Detection | Response Procedure | Owner | Escalate If | |---|---|---|---|---| | **Questionnaire not returned by Day 2** | Intake tracker | Send Reminder #1; offer a 15-minute call to complete it live | AM | Still missing end of Day 3 | | **Partial questionnaire** | Gate 1 review | Mark gaps by tier; proceed if Tier 1 is complete; send **one** consolidated question list | AM | Tier 1 gaps remain | | **Assets late** | Intake tracker | Proceed with kickoff if Tier 1 is met; tie asset due dates to the deliverables that need them | AM / PM | Asset blocks first deliverable | | **Access not granted / delayed by client IT** | Access log | Offer step-by-step instructions; offer a call with their IT/web contact; sequence early work that doesn't need access | AM / PM | Blocks kickoff or first deliverable | | **No kickoff slot agreed** | Day 2 check | Propose specific times; offer a shorter call; ask for a delegate | AM | No date by Day 3 | | **Client no-show at kickoff** | Call start | Wait `[10 min]`, send a recovery email with rescheduling options; do not "run the kickoff" without the client | AM | Second missed session | | **Decision-maker unavailable** | Intake / kickoff | Record who has authority in the interim; confirm in writing | AM | Approver unclear after kickoff | | **Unclear requirements** | Review or kickoff | Reflect back in writing ("here's what we understood"); request confirmation | AM / CS | Disagreement persists | | **Scope discrepancy** (client expects something not in the agreement) | Intake / kickoff | Do not agree on the spot; note it; PM compares to the signed agreement; AM replies with what is in scope and, if needed, options | AM + PM | Always loop in Business Owner before committing | | **Conflicting stakeholder inputs** | Review | Ask the client to name one final voice; log the decision | AM | Persistent conflict | | **Sensitive information sent insecurely** (e.g., password by email) | Inbox | Do not reuse or forward; notify the client and send secure alternative; follow the business's security procedure `[to define]` | AM → Business Owner | Always notify Business Owner | | **Incomplete handoff** | Gate 3 | PM returns with specific gaps; AM fixes within 1 business day | PM / AM | Not fixed in 1 business day | | **Team capacity gap** | Phase 0 / Gate 2 | PM flags immediately; re-plan start date or resources | PM | Business Owner decides | | **Client changes services/timeline before kickoff** | Any | Pause; confirm with Business Owner whether the agreement needs an update | AM | Always | | **Long delay (client pauses)** | Day 5+ | Send written "pause" notice with status and what is needed to resume; set a re-check date | AM | `[X]` days without response `[define]` | ### Pause & Resume Rule (recommended) | Step | Action | |---|---| | 1 | Notion status → *On Hold: Client*. Record the reason and the blocking item. | | 2 | Send written status message listing the exact blocker and new target dates once resolved. | | 3 | Re-engage on a set cadence (e.g., every `[3]` business days) `[confirm]`. | | 4 | Escalate to Business Owner if the delay affects contractual start dates or deliverable commitments. | --- ## 🛠️ Onboarding Tracking & Tool Setup > Use existing tools only. Principle: **Notion = record and documentation; ClickUp = tasks and deadlines; Drive = files; email = client communication.** ### Tool Responsibilities | Tool | Used For | Not Used For | |---|---|---| | **Notion** | Client record, intake tracker, Handoff Packet, kickoff notes, templates, SOP | Credentials, task due-date management | | **ClickUp** | Onboarding task list, owners, due dates, the first-30-day plan | Long-form notes | | **Google Drive** | Agreement, assets, reports, deliverables | Task tracking | | **Google Calendar** | Kickoff scheduling and invites | | | **Email** | All client-facing messages | Internal status (use Notion/ClickUp) | | **Existing questionnaire** | Core intake; update to match the tiering above | | ### Notion: Client Onboarding Database (properties) | Property | Type | Values / Notes | |---|---|---| | Client | Title | | | Status | Select | Not Started / Welcome Sent / Collecting / Review / Kickoff Scheduled / Kickoff Done / Handoff Pending / Onboarding Complete / On Hold: Client | | AM / PM / CS | Person | | | Trigger date | Date | Day 0 | | Kickoff date | Date | | | Services | Multi-select | SEO / Content Strategy / Website Messaging / Ongoing Support | | Tier 1 complete | Checkbox | Gate 1 | | Gate 2 result | Select | Go / Go with exceptions / Hold | | Handoff accepted | Date | Gate 3 | | Days elapsed | Formula | Business days since trigger | | Blocker | Text | Current blocking item and owner | | Client approver | Text | | | Links | URL | Drive, ClickUp list, agreement | **Suggested views:** *Active Onboardings* (board by Status) | *Needs Attention* (filter: blocker not empty or days elapsed > 5) | *Kickoffs This Week* (calendar). ### Notion: Intake Tracker (per client page, table) | Item | Tier | Requested | Received | Owner (client) | Status | Notes | |---|---|---|---|---|---|---| | `[Questionnaire]` | 1 | | | | ☐ Open / ☑ Received / ⚠ Blocked | | ### ClickUp: Onboarding List Template | Task | Owner | Due | Depends On | |---|---|---|---| | Create Notion record, Drive folder | AM | D0 | | | PM capacity check | PM | D0 | | | Send welcome + intake request | AM | D0–D1 | | | Propose kickoff times | AM | D1 | | | Intake reminder #1 (conditional) | AM | D2 | | | Intake reminder #2 (conditional) | AM | D3 | | | **Gate 1: intake completeness** | AM | D3 | Intake received | | CS strategic input review | CS | D3–D4 | Gate 1 | | PM scope and capacity check | PM | D3–D4 | Gate 1 | | **Gate 2: kickoff readiness** | PM | D4 | CS + PM checks | | Send kickoff confirmation | AM | ≥1 day before kickoff | Gate 2 | | Hold kickoff | AM | D4–D5 | Confirmation | | Post kickoff notes | AM | Kickoff + 1 day | Kickoff | | Complete Handoff Packet | AM | D5 | Kickoff notes | | **Gate 3: accept handoff** | PM | D5 | Packet | | Create first-30-day tasks | PM | D5 | Gate 3 | | Send onboarding completion message | AM | D5 | Gate 3 | | Retrospective note | AM | D5 + 2 days | Completion | **ClickUp statuses (recommended):** To Do → In Progress → Waiting on Client → Blocked → Done. Use **Waiting on Client** to make client-side delays visible and measurable. ### Lightweight Tracking Rhythm | Cadence | Activity | Owner | Duration | |---|---|---|---| | Daily | Review *Needs Attention* view; send reminders | AM | 5–10 min | | Weekly | Review all active onboardings and any holds | AM + PM | 15 min | | Per client | Retro note at completion | AM | 5 min | --- ## 💡 Process Improvement Opportunities | # | Opportunity | Problem Addressed | Effort | Impact | |---|---|---|---|---| | 1 | **Tier the intake** (required / needed-later / optional) | Late questionnaires block everything | Low | High | | 2 | **Send intake with the welcome email** and a deadline | Delays from sequential asks | Low | High | | 3 | **Propose kickoff times in the first email** | Scheduling lag | Low | High | | 4 | **Standard Handoff Packet** with defined sections | Incomplete handoffs | Low | High | | 5 | **PM Gate 2/3 sign-off** | PM discovers gaps after the fact | Low | High | | 6 | **Add pre-kickoff scope check** against the agreement | Scope discrepancies surfacing late | Low | High | | 7 | **Pre-fill from public info** (website, LinkedIn) before sending questions | Reduces client effort | Medium | Medium | | 8 | **Save forms and templates in Notion** | Inconsistent messaging between AMs | Low | Medium | | 9 | **Use delegated access instructions** per platform (short screenshots/steps) | Access delays and insecure sharing | Medium | High | | 10 | **One consolidated clarification email** | Client fatigue | Low | Medium | | 11 | **Waiting on Client status** in ClickUp | Hidden client-side delays | Low | Medium | | 12 | **Retro note per onboarding; quarterly template review** | Process drift | Low | Medium | | 13 | **Record kickoff (with client consent) or assign a note-taker** | Lost decisions | Low | Medium | ### Metrics to Track (internal, **no benchmarks assumed**) | Metric | Why | |---|---| | Business days from trigger to onboarding complete | Measures against 5-day goal | | Business days waiting on client | Separates client delay from internal delay | | % handoffs accepted on first pass | Measures handoff quality | | # of follow-up questions to the client after kickoff | Measures intake effectiveness | | Intake items most often late | Guides what to simplify | --- ## 🚀 Implementation & Testing Plan | Phase | Timing *(recommended)* | Activities | Owner | Done When | |---|---|---|---|---| | **1. Confirm** | Week 1 | Resolve Open Questions; confirm owners, tools, secure access method | Business Owner + AM | Decisions logged | | **2. Build** | Week 1–2 | Update questionnaire with tiers; create Notion database + Handoff Packet template; create ClickUp onboarding template; create Drive folder template; load email templates | AM + PM | Templates in place | | **3. Dry run** | Week 2 | Walk a past or fictional client through all phases; time it; find gaps | AM, PM, CS | Gap list produced | | **4. Pilot** | Week 3–4 | Use on the next 1–2 new clients; log time, delays, and feedback | AM | Pilot data captured | | **5. Review & adjust** | After pilot | 30-minute retro; revise templates, timing, and gates | All | Version 1.0 approved | | **6. Roll out** | Following onboardings | Use for all new clients; add to team SOP | AM | Standard process | | **7. Maintain** | Quarterly | Review metrics and templates; update | PM | Review logged | ### Pilot Test Criteria | Test | Success Looks Like | |---|---| | Clarity | Client completes intake without asking what to do | | Completeness | PM accepts the Handoff Packet first time | | Efficiency | No duplicated client requests | | Timing | Internal tasks hit target days; client delay isolated and visible | | Usability | Team uses the Notion/ClickUp setup without workarounds | ### Training (lightweight) | Item | Format | Time | |---|---|---| | Walkthrough of the journey, gates, and templates | Team session | 30–45 min | | One-page quick-reference of who does what and when | Notion page | n/a | | First-use shadowing by the PM or the Business Owner | Live | One client | --- ## ❓ Open Questions & Items Requiring Confirmation | # | Question / Decision | Why It Matters | Owner to Decide | |---|---|---|---| | 1 | Who is the **process owner** of onboarding (AM assumed)? | Accountability | Business Owner | | 2 | Does onboarding start at **signed agreement only**, or must payment/other conditions be met first? | Trigger definition; avoid assuming payment terms | Business Owner | | 3 | What does the **agreement** say about onboarding obligations, client response windows, start dates, and delays? | Reminders and hold language must not contradict contract | Business Owner | | 4 | Is the **5-business-day target** acceptable, and is it a commitment to clients or an internal goal? | Wording in client emails | Business Owner | | 5 | What is the **approved secure method** for sharing credentials and sensitive files? | Sensitive information handling | Business Owner | | 6 | What does the **existing questionnaire** contain, and can it be split into tiers? | Intake design | AM | | 7 | Who handles onboarding if the AM is out? | Continuity | Business Owner | | 8 | Are there **more than one AM or PM** (volume per month)? | RACI, capacity | Business Owner | | 9 | Typical **client response expectations** and your preferred wording on delays | Reminder tone and pause rule | AM + Business Owner | | 10 | Is a **kickoff recording** acceptable (client consent process)? | Notes and privacy | Business Owner | | 11 | Which **platforms/access** are standard per service? | Access lists per service | PM + CS | | 12 | How should **scope changes** discovered in onboarding be handled (contract amendment process)? | Scope discrepancy procedure | Business Owner | | 13 | Does the agency use a **shared inbox, CRM, or e-signature tool** not listed? | Trigger automation | AM | | 14 | Preferred **internal chat tool** for the new-client notification | Template fit | AM | | 15 | Is there a **client-facing portal or branded template** to use for the checklist? | Client experience | AM | --- ## 🎯 Final Onboarding System Summary | Element | Summary | |---|---| | **What this is** | A five-phase, gated onboarding system taking a client from signed agreement to accepted internal handoff in about 5 business days when the client responds on time. | | **Core structure** | Phase 0 Setup → 1 Welcome → 2 Collection → 3 Review → 4 Kickoff → 5 Handoff & Close | | **Quality gates** | **Gate 1** intake completeness | **Gate 2** kickoff readiness | **Gate 3** handoff accepted by the PM | | **Fixes for current challenges** | Late questionnaires/assets → tiered intake, single early request with deadlines, reminders, and "Waiting on Client" status. Incomplete handoffs → standard Handoff Packet and PM acceptance gate. | | **Tools** | Notion (records, handoff), ClickUp (tasks), Drive (files), email (client comms), Google Calendar (kickoff). **No new software required.** | | **Client experience** | One welcome with a clear timeline, one intake request grouped by priority, one consolidated follow-up, one kickoff with an agenda, one completion summary. | | **Safeguards** | No passwords by email; no invented terms or promises; scope questions checked against the signed agreement before any commitment. | | **Before adoption** | Resolve the Open Questions, especially trigger definition, secure access method, and contract-related wording. | | **First step** | Convert the existing questionnaire to the tiered format and build the Notion Handoff Packet template. | *End of playbook foundation. Version 0.1 (draft for review).*