Transform Client Alignment with The Mirren Project Kick-Off Brief
About This Webinar
Transform Client Alignment with The Mirren Project Kick-Off Brief
Clients and agencies are rarely aligned from one project to the next.
Often, agency teams accept vague requests without strategically engaging the client to ensure clarity of objectives and deliverables. After all, no one wants to sound dumb by asking a lot of...
Transform Client Alignment with The Mirren Project Kick-Off Brief
Clients and agencies are rarely aligned from one project to the next.
Often, agency teams accept vague requests without strategically engaging the client to ensure clarity of objectives and deliverables. After all, no one wants to sound dumb by asking a lot of questions. The result: multiple rounds of work, plummeting margins, and frustration on both sides.
Stepping up at the outset of each assignment has become critical:
- Ask specific strategic questions to help each client understand what they really need
- Align those needs with a project scope and agency resources
- Ensure the client is crystal clear and committed
- Then (and only then) begin the work
Ultimately, we’ll outline how to develop a higher level of client alignment – to increase project efficiency (with fewer rounds of work), improve margins, and deepen client satisfaction.
Training Materials
Following the session, along with The Mirren Project Kick-Off Brief, you will receive one week of recording access.
Who Should Attend
This training session is designed for those senior and mid-level team members who play a key role in managing client projects.
Instructors
Cristina Sarnelli
Associate Director, Agency Growth Strategy
Cristina is Associate Director, Agency Growth Strategy at Mirren, a firm that specializes in organic growth and new business training for agencies in digital, PR, advertising, media, experiential, and more. Each year, more than 700 agencies participate in Mirren’s annual conference, training programs, and webinars (www.mirren.com). Their team has trained CEOs and their senior management teams in every region around the world.
Cristina brings senior experience in B2B account management and strategy with a special focus in qualitative methodology. In addition to her agency background, she spent time consulting independently and in partnership with a management consulting firm on business growth strategies for brands in categories including luxury accommodations, SaaS, and industrial manufacturing. Her background in client leadership and qualitative analysis provides tremendous insight to her training.
At Mirren, she empowers agency teams by training on the importance of buyer journeys, true qualitative insight, irrefutable logic trails and their impact on agency growth. “I encourage agency teams to embrace the lost art of qualitative to uncover real target audience insights – some of the most valuable IP an agency can provide its clients. Ultimately, the goal is to understand and drive target behavior to make an impact to the client’s bottom line.”
Cristina spent the majority of her career running accounts agency-side in the B2B and B2B2C space for companies like Cox Automotive, Olam, FujiFilm Electronics, and Smithfield Foodservice. In her previous consulting role, she led research and delivered strategies to optimize business operations, R&D, and acquisition strategy for brands including Daxko, Private Suite (P/S), and Trane Technologies.
Originally from the Chicagoland area, Cristina moved to Seattle in 2022.
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