1. Marketing Planning Meeting Periodic Marketing Review
Marketing Management – Periodic Marketing Review
Marketing Planning Meeting
Periodic Marketing Review
Periodic Lead Generation Review
Periodic Social Media Review
Description: This workflow describes all the steps required to conduct a review of the firm’s progress towards achieving the firm’s marketing goals. It is in this review that the firm typically generates reports to track progress and assess whether changes need to be made within the firm or to the overall marketing plan. Best practice is to conduct a Marketing Review on a quarterly basis in coordination with the firm’s annual Marketing Planning Meeting, where the marketing plan is first defined and implemented.
Process Checklist
PREPARE
ROLE
TASK
DETAILS/TIPS
Client Service Associate
Confirm Marketing Reports needed by Advisor
Due: 2 Weeks Before Meeting
Work with the Advisor to identify the types of reports needed for the review
Analysis varies firm-to-firm but typically, the following reports are needed:
Client and business growth report
Marketing activities and budget report
Lead generation report
Revenue impact report
Schedule Marketing Review
When scheduling be sure to take into consideration the amount of time that is required to generate reports needed for this review
Book the room, resources, and attendees for the review
In prep for the review, request attendees log feedback on ways to improve the firm’s marketing activities
Create Marketing Reports & Cover Letter
Due: 1 Week Before Meeting
Typically firms develop automated report templates that can be used to streamline the reporting process every Marketing Review
Utilize the firm's systems to generate the reports identified by the Advisor
Ensure all data being used in the reports is up-to-date and accurate
Review the reports for any errors or issues either due technology or oversight
Draft a cover letter for reports explaining what’s enclosed and key findings
Schedule time to review the reports with the Advisor before presenting it to the team
This allows an opportunity to review the reports to determine whether further analysis needs to be performed to explain any findings to the team
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© 2015 SEI. This information is proprietary.  No further distribution is intended.

2. Marketing Planning Meeting Periodic Marketing Review
Marketing Management – Periodic Marketing Review
Marketing Planning Meeting
Periodic Marketing Review
Periodic Lead Generation Review
Periodic Social Media Review
Process Checklist
CONDUCT
ROLE
TASK
DETAILS/TIPS
Advisor
Conduct Marketing Review
Present the reports and review the team’s progress to goals
Identify firm deficiencies and opportunities based on the report findings
Be sure to celebrate any positive trending data to increase firm morale toward collectively reaching the firm’s marketing goals
Collect feedback from all team members and answer any questions
Determine if overall marketing plan should change based on this review
If changes do need to be made, be specific about:
What those changes are
How they’ll be implemented
Who is responsible for seeing those through
Process Checklist
FOLLOW-UP
ROLE
TASK
DETAILS/TIPS
Advisor
Oversee Tasks to Monitor Marketing Plan
Due: 1 Week After Meeting
Incorporate any changes to the firm’s marketing plan
Redistribute the updated plan to team for reference and file it for record-keeping purposes
Assign any follow-up tasks to team members
Ensure every team member is aware of what role they play in ensuring the plan is executed and implemented
If changed behavior is required of any team members, set reminders to periodically check-in to monitor and ensure appropriate efforts are being made
Launch the "Periodic Marketing Review" workflow again
Typically this is launched on a quarterly basis to continue to track the objectives and goals laid out in the plan
sei.com/advisors
© 2015 SEI. This information is proprietary.  No further distribution is intended.