SOP templates for a marketing agency

An agency’s product is its process. When each account manager runs clients their own way, quality depends on who is assigned. These SOPs cover the core client journey, ordered by stage, with internal time tracking at the end. Replace the [bracketed] values with your own tools and terms.

Lead acquisition: handle an inbound lead

Purpose: Respond to every inbound lead quickly and screen out poor fits early.

1. Log the lead in [CRM] within [2 business hours] with source, company, contact and what they asked for.
2. Check fit against your criteria: [services, budget range, industry].
3. Reply within 1 business day. Qualified leads get a discovery call link; poor fits get a polite no and a suggestion where possible.
4. Follow up twice at [3 and 7 days] if there is no reply.

Lead nurture: run the discovery call

Purpose: Understand the client’s business goals before talking about tactics.

1. Research the company, its website, current marketing and competitors before the call.
2. Ask about business goals, target customers, what they have tried, how they measure results, budget and decision makers.
3. Summarize what you heard and confirm it.
4. Agree next steps and when they will get a proposal.
5. Log notes in [CRM] the same day.

Sales execution: write and send the proposal

Purpose: Propose work tied to the client’s goals, with a scope that cannot be misread.

1. Draft the proposal from the template within [3 business days]: goals, approach, deliverables, timeline, what is not included, price and terms.
2. Review scope with [delivery lead] so the team can deliver it at the price.
3. Present it on a call, then send it with the agreement through [e-signature tool].
4. Follow up at [3 and 7 days] and record objections in [CRM].
5. On signature, request the first payment and trigger client onboarding.

Fulfillment: onboard a new client

Purpose: Collect everything needed and set expectations before work starts.

1. Hold the internal handoff within 2 business days of signature.
2. Send the welcome email with contacts, timeline and the onboarding questionnaire.
3. Collect access to [ad accounts, analytics, website, social accounts] into [password manager], using the client’s own accounts and adding the agency as a user where the platform allows.
4. Run the kickoff to confirm goals, scope, approvals, meeting rhythm and reporting.
5. Send the kickoff summary and set up the project in [project tool].

Fulfillment: deliver and approve work

Purpose: Get work approved in a set number of rounds, without scope drift.

1. Brief the team in [project tool] with the goal, audience, format, due date and brand notes.
2. Review internally before anything goes to the client.
3. Send for approval with a clear request: what to review, how to give feedback, and the date you need it by.
4. Allow [2] rounds of revisions, as set in the agreement.
5. Handle out-of-scope requests by acknowledging them, estimating the time and cost, and getting written approval before starting.
6. Record the final approval in writing before publishing or launching.

Fulfillment: send monthly reporting

Purpose: Show results against the client’s goals and agree what to do next.

1. Pull data from [analytics and ad platforms] by the [3rd business day] of the month.
2. Build the report from the template: results against goals, what was done, what was learned, next month’s plan.
3. Review it with the account lead for accuracy.
4. Send it and walk the client through it on a call.
5. Record agreed changes and any upsell or renewal signals in [CRM].

Company: track time

Purpose: Know where time goes so pricing and staffing are based on facts.

1. Log time daily in [time tool] against the client and task.
2. Submit your timesheet by [Friday at 5pm].
3. Review hours against each retainer weekly and flag clients running over.
4. Use the data each quarter to check pricing and scope for each client.