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The Balanced Digital Scorecard: A Simpler Way to Evaluate Prospects

Last Updated: March 3, 2017

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Posted by EmilySmith[Estimated read time: 10 minutes] As anyone who’s contributed to business development at an agency knows, it can be challenging to establish exactly what a given prospect needs. What projects, services, or campaigns would actually move the needle for this organization? While some clients come to an agency with specific requests, others are looking for guidance — help establishing where to focus resources. This can be especially difficult, as answering these questions often requires large amounts of information to be analyzed in a small period of time. To address the challenge of evaluating prospective clients and prioritizing proposed work, we’ve developed the Balanced Digital Scorecard framework. This post is the first in a two-part series. Today, we’ll look at: Why we developed this framework, Where the concept came from, and Specific areas to review when evaluating prospects Part two will cover how to use the inputs from the evaluation process to prioritize proposed work — stay tuned! Evaluating potential clientsWorking with new clients, establishing what strategies will be most impactful to their goals… this is what makes working at an agency awesome. But it can also be some of the most challenging work. Contributing to business development and pitching prospects tends to amplify this with time constraints and limited access to internal data. While some clients have a clear idea of the work they want help with, this doesn’t always equal the most impactful work from a consultant’s standpoint. Balancing these needs and wants takes experience and skill,…

Article Source: The Balanced Digital Scorecard: A Simpler Way to Evaluate Prospects

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Lalatendu Routray

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