The Proposal Problem: When Client Processes Dictate Agency Success
Small to medium creative agencies often find themselves trapped in inefficient business processes. Troy Dean, founder of Agency Mavericks, observed this pattern across thousands of agencies worldwide. Most relied heavily on word-of-mouth referrals, lengthy discovery sessions, and time-consuming proposals that potential clients rarely read.
“I’m not sure at what point digital marketers and web designers and service providers decided that we would let our clients dictate our business process to us,” Troy reflects. “It was a decision that was made a long time ago, but enough is enough.”
The Digital Roadmap Revolution: Reclaiming Control of Agency Processes
The turning point came during COVID when Troy and his team had a revelation about streamlining business processes for creative agencies. Rather than continuing the traditional approach of free consultations and lengthy proposals, they developed the Digital Roadmap strategy—a paid workshop that provides clients with a comprehensive 12-month digital plan.
“You just don’t have to work that hard to get someone to sign on,” he explains. “You just have to have a bit more of a direct conversation with them and be confident in your abilities to help them. We should actually try and remove steps from the critical client flow that are unnecessary.”
Implementation: Streamlining Agency Workflows
- Agencies replace free discovery sessions with a brief qualification “triage call” to determine client fit
- Instead of proposals, agencies sell a Digital Roadmap workshop (typically $1,500-2,000) as the initial engagement
- Agencies utilize risk reversal strategies like “If you invest in the digital roadmap and decide to work with us, we’ll credit your investment against the first month”
- Between calls, agencies share relevant long-form content (videos, case studies) to build trust and showcase expertise
- AI tools pre-fill workshop documents and generate executive summaries, making the process highly efficient
Results: Higher Conversions and Streamlined Operations
The impact of these optimized business processes has been remarkable. Agencies implementing the Digital Roadmap approach are converting at an average of 85% from roadmap sessions into ongoing recurring revenue growth plans—significantly higher than traditional proposal-based methods.
“The agencies that are using digital roadmaps are converting at an average of 85% from digital roadmap into an ongoing recurring revenue growth plan package,” Troy shares. “That’s the magic because obviously the clients already got some skin in the game, and they appreciate that you understand their business better than anyone.”
Key Lessons: Transforming Agency Processes for Growth
- “If you look at this screen now, that top left square, word-of-mouth, everyone’s hanging out there. The only opinion that matters is the opinion of the customers who are paying you money.”
- “You don’t have to write proposals. You can say to a client, ‘We don’t write proposals. They’re a waste of time.'”
- “We’re using AI to kind of pre-fill a lot of the answers to the questions that we’re going to be asking… AI has been a real game changer for us over the last sort of 12 to 18 months.”
- Build trust through content marketing: “The fastest way to build trust with a prospect and turn them into a client is to sit in a room with them… The next best way is to make a video.”
- Focus on repeatable, scalable processes rather than relying solely on personal networks and referrals
The transformation of agency business processes isn’t just about efficiency—it’s about positioning. By implementing a more direct approach with structured roadmaps rather than proposals, agencies position themselves as authorities who lead their clients, not the other way around.
“When you go to the GP, or a medical professional, you don’t get to negotiate on their process,” Troy notes. “You don’t get to say, ‘Well, you know, Doc, can you send me a proposal?’ No, I can remove your kidney stones or you can go home in pain.”
Ready to Revolutionize Your Agency’s Processes?
Struggling with inefficient workflows and low conversion rates? Take the first step toward transforming your creative agency through effective business processes. Get access to our free resources today and discover how SYSTEMology can help you optimize your critical client flow, just like Troy Dean and Agency Mavericks have done for thousands of agencies worldwide.
