I recently had the chance to speak to Joe Olsen, founder and CEO of Rova. I wore two hats during our chat—editor of AdPulp.com and founding partner here at Bonehook.
Rova is a new software platform for client service teams that promises to improve an agency’s ability to track their own pipeline, build out client dashboards and more.
Olsen is a strong advocate for a much more methodical approach to offering and tracking strategic insights. As a former agency principal, he knows first hand how an agency’s creative product can be commoditized in today’s marketplace, where production is often housed separately from strategy and creative visioning.
On the Rova blog, the firm describes 5 Mistakes Growing Agencies Make, including not working the sales pipeline in a profitable manner.
Clients aren’t looking for AOR relationships these days. Why be locked into something with such a varied marketplace of niche players and varying prices? Agencies, especially mid-size and smaller shops, are more and more reliant on a project-to-project existence.
…When agencies engage clients in project one-offs, no one wins. It’s impossible to track and transform meaningful data from a one-off project into deep, actionable insight. The kind of ongoing analytics it takes to ensure what’s working and what’s not to determine next steps. Sell your work and justify your agency’s value with this perspective so you can plan for growth.
Rova positions its software as a bridge to deeper client engagements, where the one-off projects are minimized and the ongoing retainer work for the client is emphasized. To achieve this end, agency owners need to prove that their recommendations are working, and Rova’s tool and training support this mission.
Bonehook has yet to adopt the product, but we may in the future. Olsen says that agencies (who don’t want their work to be commoditized) know they need to do something, but they’re not sure what to do. This we do know…sophisticated tools or not, when applied properly data analytics opens the door to not just more work, but better work. When any agency successfully draws a direct line from bold creative work to greater client profits, they’ve on the high road to newfound respect for themselves and for the way marketing is practiced today. To our mind, marketing is an applied art enriched by science.
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