Phase 1: Sales
Steps to complete before handing off to onboarding
Fill out our Qwilr proposal and send it to the client for signature. You must receive both a signed agreement and payment before you are able to schedule or set up a Launch Call. Do not move forward without both items confirmed.
Once the deal is signed and payment is collected, reach out to Andrew to get a Client Success Manager assigned to the account. Make sure you provide Andrew with the relevant deal details so the right CSM can be paired with the client.
Send the client an email to set up the Launch Call. Include clear instructions on how they can share access to any tools, platforms, or accounts we'll need to get started (e.g., Google Ads, Google Analytics, website CMS). This sets expectations early and reduces back-and-forth later.
The Launch Call must be scheduled with a minimum of 24 hours notice. This gives the CSM enough time to prepare the customized Launch Call deck and review all deal details before the call. Never schedule same-day.
For every product sold, submit the corresponding intake or setup form in ClickUp. This triggers the fulfillment team to begin campaign setup on the backend. Do not skip any products — each one has its own form and failing to submit can cause delays in campaign launch.
Make sure the deal is properly attached in HubSpot and that the client's HubSpot account record is fully accurate — including contact info, company details, deal value, and products sold. An accurate CRM record is critical for reporting, forecasting, and smooth client handoffs.
Before the Launch Call takes place, schedule and attend a Pre-Launch Huddle with the assigned CSM. Use this time to walk them through everything that was sold, any promises or expectations set during the sales process, the client's goals, personality, and any other context that will help the CSM hit the ground running.
Attend the Launch Call alongside the CSM. Your role here is to provide support, answer any sales-related questions, and reinforce confidence in the relationship. The CSM will lead the presentation using the Launch Call Slide Deck — you are there to back them up and make the client feel welcomed and confident in their decision.
Before handing off fully to the CSM, schedule both a 45-day and a 90-day check-in with the client. These milestone meetings help reinforce the relationship from the sales side, give the client an opportunity to share feedback, and ensure the campaign is progressing as expected early in the engagement.
Phase 2: Onboarding
Launch, setup, and early client experience — owned by the CSM
As the assigned CSM, create the Launch Call Slide Deck customized specifically to the products purchased by the new client. Do not use a generic deck — tailor it to their business, their goals, and the specific services they have signed up for. This deck sets the tone for the entire relationship.
Attend the Pre-Launch Huddle with the salesperson before the client-facing Launch Call. Use this meeting to understand what was sold, what expectations were set, and any nuances about the client's personality or business situation. Come prepared with questions so you have everything you need to present with confidence.
Attend and lead the Launch Call with the client. Present the customized Launch Call Deck, walking them through what to expect, how the campaigns will work, timelines, and what you'll need from them. This is your first major impression — be professional, confident, and energetic. The goal is to make the client excited and reassured about their investment.
The same day as the Launch Call, send the client a follow-up email that includes the Launch Call Slide Deck and a clear request for all necessary logins and account access. Be specific about exactly what you need (e.g., Google Ads access, Google Analytics, website credentials) and set a reasonable deadline for them to provide it so you can start on time.
During the onboarding phase, meet with the client at minimum every two weeks. New clients need frequent touchpoints to feel supported and informed, especially while campaigns are still being set up. These meetings should be structured, agenda-driven, and focused on status updates, next steps, and any questions they have.
Send the client a brief update email every week during onboarding. Let them know what has been done, what is in progress, and what the next steps are. Even if there isn't much to report, consistent communication builds trust and reduces the likelihood of the client feeling left in the dark or anxious about their investment.
Check ClickUp every day to see what campaign setup tasks are pending and whether you need to push anything through to get the campaign live. During onboarding, delays often come from waiting on internal tasks — your job is to stay on top of those so the client's campaign launches as quickly as possible. Be proactive, not reactive.
Early in the onboarding process, clearly define what success looks like for this specific client — in their own words and in measurable terms. Set up consistent performance reporting so they can see results from day one. Drive the execution of all key onboarding deliverables on time, keeping both the client and internal team accountable. The CSM owns this process end to end.
Phase 3: Retention
Ongoing care, communication, and performance management
Before every client meeting — whether it's a monthly call, quarterly review, or a quick check-in — prepare a written agenda. Share it with the client in advance when possible. A clear agenda keeps meetings focused, demonstrates professionalism, and ensures nothing important gets missed. Never wing a client call.
Use Google Tasks to log every follow-up item — who you need to follow up with, what you need to follow up on, and when. Managing multiple clients means it's easy for things to fall through the cracks. A consistent task management habit ensures your clients always feel followed up with and that nothing is forgotten between calls.
Every meeting should add value beyond just a status update. Come prepared with additional insights — what's working, what could be improved, trends you're seeing — and give the client specific action items they can complete before the next meeting. This positions you as a strategic partner, not just a service manager, and keeps the client actively engaged in the process.
Check ClickUp at the very beginning and again at the end of each workday. In the morning, review what content or deliverables need to go out to clients that day. In the evening, confirm that everything scheduled was completed and nothing is overdue. Consider blocking these times on your calendar as non-negotiable daily habits. Clients should never receive late deliverables because something was missed in the queue.
Every client email must receive a response within 24 hours — no exceptions. Even if you don't have a full answer yet, acknowledge the email and let the client know you're looking into it. Radio silence is one of the fastest ways to damage client trust. Make daily email management a non-negotiable part of your routine.
Once a week, pull up performance data for every one of your clients. This includes SEMRush for SEO rankings, Google Ads for paid campaign performance, Agency Analytics for overall reporting, and any other relevant platforms. The goal is to stay ahead of issues, spot wins to celebrate, and come to every client interaction informed. Never be caught off guard by a client asking how their campaign is doing.
Meet with every client at minimum once a month. If a client is too busy to meet, do not just skip the touchpoint — send a Highlight Email instead. These emails should contain at least 5 bullet points highlighting campaign wins, key metrics, and any items the client needs to act on. Touchpoints 100% means every client hears from you meaningfully every single month, no exceptions.
Every quarter, sit down with each client to review the overall campaign strategy and make necessary adjustments based on performance. You can submit audits internally for additional support. For clients with higher ad spend where it's required, conduct a formal Quarterly Business Review (QBR) with a full presentation. QBRs must happen 100% of the time for qualifying clients — this is a key retention driver.
Once a year, hold a dedicated meeting with your client to review the full year's performance and collaborate on a strategic plan for the next 12 months. This is a big-picture conversation about where they want to go, what's working, what needs to change, and how we can grow together. It reinforces long-term partnership and demonstrates that you're invested in their success beyond just the month-to-month work.
For clients who are local, make an effort to visit them in person on a regular basis. This could mean stopping by their location, meeting for lunch or coffee, or inviting them to our office. In-person relationships are dramatically stronger than purely virtual ones. These visits build loyalty, create genuine connection, and make it much harder for a client to leave when they actually know you as a person.
Every online client meeting should be recorded using AskElephant. This gives you an accurate record of what was discussed, what was promised, and what action items came out of the call. It also protects you and the company if there are ever disputes about what was agreed upon. Make sure AskElephant is set up and running before each call begins.
When a client hits their anniversary of working with us, send them a thoughtful gift to celebrate and show appreciation. Appropriate gift options include Crumbl Cookies, gift cards to their favorite restaurant or movie theater, or something personalized to their interests. This small gesture goes a long way in making clients feel valued and remembered — and it's a great reason to reach out and celebrate the relationship.
Submit your timecard on a weekly basis without being reminded. This is a basic operational expectation and helps keep payroll, project tracking, and reporting accurate across the team. Build it into your end-of-week routine — every Friday before you sign off.
Complete your Work From Home (WFH) report on a weekly basis. This keeps the team and management aligned on your availability, schedule, and remote workdays. Like the timecard, this should be a non-negotiable weekly habit that you complete consistently without prompting.
Team KPI Targets
Phase 4: Offboarding
Graceful exits, save attempts, and final client communication
If a client has requested a cancellation but you believe there is still potential to save the relationship, do not handle it alone. Loop your manager into the next meeting or email thread immediately. A second voice — especially a leadership voice — can make a significant difference in changing the client's mind. Do not wait too long before escalating.
As a retention tool, you are authorized to offer one free month of service if it has a reasonable chance of saving the client relationship. Use this strategically — not as a first offer, but after you have explored the client's concerns and determined that a gesture of goodwill could turn the situation around. This offer should feel meaningful, not routine.
Once you have confirmed the client is determined to cancel and all save attempts have been exhausted, promptly submit all cancellation information in ClickUp. Do not delay this step — a timely submission ensures the operations and billing teams can take the appropriate next steps. Dragging out the process creates confusion and frustration for everyone involved.
Send the client a professional confirmation email letting them know their cancellation has been submitted. Clearly explain the 30-day notice policy — they will have one additional billing cycle before services fully end. This is because we often work ahead and may have already completed work that needs to be paid for. Keep the tone professional and warm, not transactional.
Within the cancellation confirmation email, include a comprehensive summary of all work completed during the engagement. For SEO clients, send the Strategic Overview. For Google Ads or Programmatic clients, send an Agency Analytics report. Help them see — clearly and concisely — the progress that was made and the value that was delivered. This closes the relationship on a positive note and may even plant a seed for future re-engagement.
Even after the cancellation is confirmed, continue emailing the client with campaign updates throughout the final 30-day notice period. Do not go dark just because they are leaving. This demonstrates professionalism and integrity — we continue doing great work and communicating right up until the end. It also increases the chance they return in the future or refer others to us.