# SOP: New Client Onboarding **Version:** 1.0 | **Owner:** Account Manager | **Business:** Marketing Agency **Status:** Active | **Last Updated:** April 2026 --- ## 1. PURPOSE This SOP standardizes the new client onboarding process to eliminate inconsistent handoffs, missed deliverables, and delayed project starts. Without it, account managers improvise timelines and miss critical setup steps, causing client churn in the first 30 days. ## 2. SCOPE - **WHO:** Account Managers, Project Managers, all new client accounts - **WHEN:** Triggered within 24 hours of contract signature - **OUT OF SCOPE:** Ongoing monthly reporting (see SOP-014) ## 3. PREREQUISITES & TOOLS **Required Access/Tools:** CRM (HubSpot), Project Management (Asana), Google Drive, Slack, DocuSign **Knowledge Prerequisites:** Understanding of service scope, pricing tiers, and internal capacity limits ## 4. STEP-BY-STEP PROCESS **Step 1: Create Client Folder Structure** ⚠️ CRITICAL STEP - Create Google Drive folder: /Clients/[ClientName]/[Year] - Sub-folders: Assets, Reports, Contracts, Comms - Verify: All sub-folders present and shared with correct team - Common mistake: Skipping the Assets folder — causes file chaos in week 2 - Time estimate: 5 minutes **Step 2: Send Welcome Email + Onboarding Questionnaire** - Use template: Email-Template-Welcome-V3 - Attach: Onboarding Questionnaire (Form link) - Verify: Email opens confirmed in HubSpot within 2 hours - Common mistake: Sending without personalizing first paragraph - Time estimate: 10 minutes **Step 3: Set Up Project in Asana** ⚠️ CRITICAL STEP - Use template: Agency-Client-Onboarding-Template - Assign all Week 1 tasks with due dates - Tag client Slack channel in each task - Verify: All tasks have owners and deadlines - Time estimate: 15 minutes ## 5. DECISION TREE **IF** questionnaire returned within 48h → **THEN** proceed to kickoff call scheduling **IF** questionnaire NOT returned after 48h → **THEN** send follow-up + flag in CRM **ESCALATE TO:** Director of Client Success if no response after 72h ## 6. QUALITY CHECKS & FAILURE MODES **Pre-execution:** Contract signed ✓ | CRM record created ✓ | Billing set up ✓ **Checkpoint:** Questionnaire received + kickoff scheduled within 5 business days **Post-execution:** Client in Asana ✓ | Welcome email sent ✓ | Kickoff date confirmed ✓ **Top Failure Mode:** Missing kickoff → remediation: escalate same day to Account Director ## 7. RACI | Task | Responsible | Accountable | Consulted | Informed | |------|-------------|-------------|-----------|----------| | Folder Setup | AM | PM | — | Team Lead | | Welcome Email | AM | AM | Director | Client | | Asana Setup | PM | PM | AM | Client | ## 8. REVISION NOTES - Edge case: Client requests NDA before questionnaire — send legal review first - Seasonal note: Holiday periods extend questionnaire response SLA to 72h - Review trigger: Any client complaint in first 30 days → immediate SOP review