Frequently Asked Questions
Interactive FAQs for process and procedure support.
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Google Drive
Google Drive is our central working and storage platform for all client work. It houses project briefs, proofs, final deliverables, client update presentations, results reports, lead tracking files, and any assets provided by clients.
All client folders live inside the master folder named “Jairus Clients.” Every team member should star this top-level folder for quick access.
Yes. Google Drive is the single source of truth for all versions — including working drafts, proofs, and final approved files.
Each client folder is divided into two major sections:
- Marketing Strategies — all marketing work and deliverables
- Onboarding & Planning — all onboarding documents, planning files, and client resources
All work products, including project briefs, proofs, final files, update presentations, QBRs, and results reports.
All foundational client information, such as discovery notes, background briefs, SOWs, MSAs, planning documents, and client-provided assets.
It is broken down by year, and within each year, by project type, such as:
- Email Marketing
- Organic Social Media
- Content
- Landing Pages
- Paid Media
- Audience Building
- Events
- Lead Tracking & Results Reports
- Website Projects
You can learn more about folder structure and Google Drive organization in our Google Drive Playbook.
Completely synergize resource taxing relationships via premier niche markets. Professionally cultivate one-to-one customer service with robust ideas. Dynamically innovate resource-leveling customer service for state of the art customer service.
Efficiently unleash cross-media information without cross-media value. Quickly maximize timely deliverables for real-time schemas. Dramatically maintain clicks-and-mortar solutions without functional solutions.
Landing Pages
Example of key landing pages that Jairus creates for clients include:
- Social Media Lead Generation
- Social Media Thought Leadership (For Gated Content)
- Paid Search Landing Pages
- Webinar or Event Registration Landing Pages
- Retargeting Landing Pages (which may be lead generation or thought leadership).
Our best practice is to host campaign landing pages on clients’ main website domains, especially for paid search campaigns. When we don’t have access to a client’s main site, we have a few alternatives for hosting landing pages, including High Level (GHL) or WordPress. Occasionally, clients will utilize a separate landing page platform, such as Pardot. We prefer to avoid building our pages on Pardot, but there are times when it can’t be avoided.
- Hero section with clear purpose and CTA
- Form (top or bottom with anchor buttons)
- Supporting content (product info, pain points, testimonials, data)
- Navigation (inherited or minimized)
- Footer (inherited or minimized)
Regardless of what, the goal of all landing pages is to generate leads. To support that purpose, all landing pages must have a form. Often, the form is tied to the Client’s CRM (such as Hubspot). If that is not available, discuss the option of using Jairus’s preferred third-party form builder (Jotform).
Yes — all landing pages need a thank‑you page or confirmation page. This provides an extra layer of confidence in assessing campaign results, including definitively identifying specific channels generating leads.
Usually no. Copy, design, and development are completed internally before the landing page proof, as a staging link, is provided to the client. This allows the client to experience the landing page’s design and functionality simultaneously, saving time at the revisions stage.
No — duplicated/adapted pages may only need imagery updates. Once we have an approved landing page for a client, subsequent pages should be based off that first landing pages as a template, adapted based on the campaign but not starting from scratch. This means full design usually isn’t needed, only asset generation from the design team. Then the web development team duplicates the existing landing page and updates copy and imagery.
The account team must test desktop, mobile, and form submission before sending to the client. Typically, the Account Manager oversees QA testing for landing page proof links, then passes the page to their AD for final review before client proofing.
On Google Drive, in the Client Folder → Marketing Strategy → Year → Landing Pages → Landing Page Type
Jairus clients see success with lead generation form placement at the top of page OR bottom with anchor buttons linking down throughout page content. When possible, A-B testing form placement and other landing page elements can help evaluate what specifically will produce the best results for your specific client’s target audience.
Landing page forms can vary based on the client’s existing form provider. Typically, we utilize the Client CRM forms (i.e. Hubspot). Our preferred third-party form provider when client form access is not available, is Jotform. We may also use Gravity Forms in some cases.
Depending on the client and target audience, we generally ask for name, email, and organization name as a minimum for required information on forms. On Project Briefs, required fields for forms are indicated with an asterisk (*) next to them. Examples of non-required fields might be Telephone Number or Job Title. To better qualify leads, sometimes landing page forms are more detailed and include fields that will help the sales team follow up with the prospect – examples including asking for information on patient or procedure volumes, practice size, prospect priorities or for revenue insights.
Depending on the form provider (i.e. Hubspot vs. Jotform vs. Gravity Forms) landing page forms may include:
- Conditional logic, such as “show/hide” fields based on prior question responses
- Captcha codes to help eliminate spam submissions
- Response fields in the form of dropdowns, multi/single choice fields, uploads, sliders, calculators, rating tables, long/short text
- Multi-page questions with “next” buttons
Note that some form functionality is considering custom and requires special scoping (i.e., calculators)
New Client Onboarding
Leads come from marketing and referrals. The CEO follows up and prepares a sales presentation with recommended strategies and model options.
The CEO and COO create the SOW for new clients using the SOW Formula for pricing consistency and deliverable scoping.
The Project Manager builds out the Google Drive folders for new clients, and places the signed SOW in the Plans & Proposals folder.
The CEO emails the full Jairus team when a new client SOW is signed.
We utilize a Google Sheet template called the SOW Formula for pricing, scoping, and estimating hours for client work. Those estimated tie into the Client’s Scope of Work, as well as into the hours allotted in Teamwork for project execution.
The newest version of the SOW Formula spreadsheet can be found in our Google Sheets Template Gallery, under Onboarding & SOW templates.
A PDF that introduces the Jairus team, sets expectations, and outlines onboarding steps. The Project Manager and Account Manager work together to create the Welcome Kit (which is a Canva file that gets exported as a PDF). To set up the Kit, you’ll need to access the new SOW, a link to the our Discovery Questions template for this client, a link to our Client Contact Form for this client, and the client’s email addresses for anyone who should receive the Welcome Kit. The Welcome Kit is distributed to the Client contacts via a Welcome Email sent through Hubspot.
The Project Manager uses templates to create:
- Discovery Questions Document
- Client Contact Form Document
- Client Background Brief Document
A HubSpot email sent to all client contacts with onboarding details and the Welcome Kit. The email comes from the Account Director, but is set up and distributed by the Project Manager in conjunction with the Account Manager.
The New Client Strategy Presentation is typically presented at the first regular client meeting following the kickoff call for new clients with a full marketing retainer (versus project clients). This presentation allows us to align on everything we learned during the kickoff call, and let the client know what to expect (and when) going forward. It’s based on a Canva template customized by the AD, and typically includes:
- Campaign goals
- Audience overview
- Audience insights
- Prospect types
- Model overview
- Project updates
- Client action items
- What’s next
- Resources
Lead Tracking
Clients expect Jairus to prove marketing ROI. Accurate tracking ensures we can show which campaigns and channels generate leads and, when possible, revenue.
Some Jairus Client have robust CRMs like HubSpot; others have limited tracking. Some channels, such as Ulinc, don’t integrate with CRMs. This is why Jairus maintains a lead tracking spreadsheet for every B2B client.
Lead tracking spreadsheets can be found on Google Drive, in each client’s Marketing Strategies folder → Current Year → Performance Reports sub-folder.
- Business name
- Contact info and job title
- Lead name
- Date the lead came in
- Lead source/channel
- Feedback column
Lead tracking spreadsheets vary based on client needs. Some include fields like practice size, and some have multiple tabs for different internal users.
Typically the Account Coordinator or Account Manager are responsible for ensuring the lead tracking spreadsheet is updated weekly, as part of ongoing monitoring tasks.
Yes. It’s usually linked in client update presentations and may be shared more frequently on request.
- Ulinc
- Cold email
If the client uses a CRM (e.g., HubSpot), leads from channels like paid social, PPC, and organic can be pulled monthly into the spreadsheet.
Client Meeting Notes
Client calls include critical information—feedback, strategy shifts, project direction, and opportunities. Notes ensure the team captures insights, documents decisions, and moves action items forward.
Typically twice per month (every other week). The first meeting of the month includes a results report for the prior month.
The AM records the call, takes notes, and posts takeaways/action items in Slack. If the AM is out, the AD posts.
Within 1 hour of the meeting unless in back-to-back calls. ADs add direction by end of day.
Typically, the Account Director handles client communication, with the goal of responding within the same business day. If AD is out, the assigned AM may respond. Best practice is to loop in the COO to confirm communication.
No. Notes should include implied meaning, context, recommendations, risks, and action item ownership.
AI cannot interpret tone, emotions, client frustration, risk signals, or implied meaning.
Active listening is a communication technique requiring full attention to understand both verbal and non-verbal messages.
Key steps of active listening include:
- Full attention (no multitasking)
- Empathy
- Understanding meaning and context
- Asking clarifying questions
- Reading verbal and non-verbal cues
- Client name & date
- Meeting purpose
- Results report highlights
- Project updates & feedback
- Recommendations
- Red flags, including any areas of concern or risk, including tone, dissatisfaction, delays, or confusion.
- Action items (agency & client)
- AM ownership assignments
- Information gaps
- Recording link
Account Managers at Jairus should proactively raise their hand to own actions items and client tasks (similar to the Hungry Hippo boardgame…AMs should reach out and “grab” action items vs. waiting to be assigned or asked by their AD. A core part of success in the AM role is recognizing what needs to be done, and moving it forward independently.
Following Client meetings, typically the Account Manager is responsible for post notes and action items in the client Slack channel (within 1 hour of the client meeting, unless there are back to back meetings). In addition, some ADs also request an ongoing notes document on Google drive for tracking notes over time.
Following most client meetings, the AD and AM will often stay on the call to discuss meeting action items and align/clarify next steps. It’s advised to remove any AI notetakers after the Client leaves the call, to avoid recording internal conversations that might accidentally be shared with a client.
The Account Manager is responsible for recording all calls (internal and with clients) unless otherwise discussed with their AD.
Arrive early to meetings early to test your notetaker. If issues occur, coordinate with AD to ensure another recording method.
Our preferred notetaker is Fathom AI – be sure to set up a free account during your onboarding. Sometimes clients have a policy against AI notetakers, and instead allow us to use Google Meet + Gemini transcription. Confirm with your AD before using a note taker.
Client Performance Reviews
Our monthly client performance reviews are Internal meetings to analyze campaign performance, client health, results, and strategic opportunities — not tactical updates such as project status.
AD (leads), AM, AC, Social/Digital Director, Web Director, SEO Specialist, Email Specialist and optionally CEO/COO.
During our internal performance reviews, the team digs deeper into campaign results, identifies implications, recommends strategic improvements, and focuses on how to grow client relationships. The meeting focuses on performance data found in our client health tracker spreadsheets, found on Google Drive within the Jairus Clients folder.
Review campaign data, identify challenges and successes, be ready to collaborate, and participate meaningfully.
Typically the AD schedule the performance calls, which are held monthly before the 10th of each month to review the prior month’s campaign results.
Google Drive → Jairus Clients → Client Account Health Tracker → AD sub‑folders.
No—internal only, though data may be used in our monthly and quarterly client results reports.
Data‑pull tasks must be completed at least 3 business days before the internal meeting to allow the AD time to review results and prepare for the call.
Client Update Presentations
Client Update Presentations are bi‑monthly (B2B) or monthly (B2C) client meetings reviewing agenda, project updates, proofs, action items, next steps, and results.
Update presentations allow us to align expectations, remind clients of our work, hold clients accountable, and celebrate successes.
AM: template setup, agenda, project status, proof links, action items, results data.
AD: review, accuracy check, talking points.
Support team: specialty updates or data pulls.
3 days prior: AM drafts presentation + results.
2 days prior: AD reviews.
Day of: AD shares with client.
On Google Drive, in each client’s Marketing Strategies → monthly folders.
Account Management: Client Requests
Agreeing to anything and everything a client asks for may feel easy in the moment and seem like a quick way to keep clients happy…but long-term, it is BAD STRATEGY because it damages trust, creates operational strain, and undermines the agency’s strategic role.
Agreeing to everything a client asks for can:
- Lead to overspending
- Create unclear ROI
- Result in poor recommendations
- Undermine our role as the expert
Clients rely on Jairus to provide strategic guidance, not simply execute anything they ask. If the team always agrees, the client eventually questions the agency’s value.
“No” can be a strategic leadership tool, not a rejection and can help:
- Builds trust
- Strengthens relationships
- Protects resources
- Improves outcomes
- Differentiates Jairus as a strategic partner
Saying yes to everything creates chaos – Saying no intelligently creates success.
Sustainable account service requires boundaries. When we constantly say “yes” to every client request, it:
- Overwhelms and overworks the account and support teams
- Damages team ability to deliver their best work
- Causes trickle-down chaos across the account portfolio
- Ultimately leads to client dissatisfaction
Saying yes to work that is outside of existing scope creates:
- Uncompensated additional work → reduced profitability
- Stress on production teams
- Delays in other client work
- Compromised team morale
This directly impacts raises, bonuses, and hiring capacity.
It is appropriate to push back on a client request when:
- The request does not support strategic or measurable goals
- It requires illegal/unethical actions
- Time or resource constraints harm the agency
- It jeopardizes profitability or operations
These are firm boundaries.
Account team members often fear that pushing back on a client request will:
- Damage the relationship
- Appear unhelpful
- Cause friction
But saying yes to the wrong things hurts clients more in the long run. To help navigate these difficult situations, consider:
“Instead of saying NO… don’t say yes.”
The goal is not blunt refusal, but strategic redirection that protects both the client and the agency.
Because understanding:
- Objectives
- Revenue model
- Market realities
- Strategic priorities
…enables AMs to confidently advise the client and say “yes” only to the right things.
Surface-level knowledge leads to reactive order-taking.
Don’t agree until you’ve spoken to our Project Manager to confirm the timeline is doable. You can review our standard turnaround times here. If the timeline isn’t doable, consider:
- Offering alternative timelines
- Setting proper expectations
- Pushing back professionally
- Explaining the workload and quality impacts (example: pushing off another of the client’s projects to accommodate this request).
- Note: Do not mention other clients in context with managing these requests – your client doesn’t care about other clients’ projects that might impact their timeline.
And remember: A rushed “yes” harms both the client outcome and the agency.
When:
- Scope is unclear
- There’s a high financial or operational impact
- Client relationships may be affected
- It risks breaking precedent
- It may shift account strategy
Escalation protects both relationship and agency integrity.
To manage requests from clients that will cause us to exceed allotted hours, consider:
- Explaining the bandwidth issue, reminding the client of their existing priorities
- Offering alternatives (later timeline, reduced scope, or prioritization)
- Suggesting project-based billing if applicable
This preserves client satisfaction while maintaining healthy operations.
Clients differ in maturity, trust, confidence, and expectations. Some will understand and appreciate strategic pushback. Others will:
- Feel threatened
- Think you’re being unhelpful
- Believe you’re blocking progress
- Lose confidence in the team
Telling the wrong client “no” too early damages the relationship. Your AD and COO can help you navigate these situations
Telling a client “no” can:
- Trigger defensiveness
- Sound final and absolute
- Escalate emotion
- Damage fragile relationships
Clients respond better to guidance + rationale than to rejection. Not telling a client “yes” is not the same as telling them no. To help with this, consider:
- Acknowledge the client’s request
- Show understanding of the intent
- Reference goals, strategy, or constraints
- Redirect to a better alternative
- Confirm alignment and next steps
Use process reinforcement, such as:
- “To make sure we don’t miss anything, let’s run this through the regular brief process.”
- “We’ll want to follow the same workflow so the team can deliver accurately or add hours to the project.”
Instead of saying no, consider telling the client:
- “This is outside our current scope, but we can add it as a project – let me get you a quote.”
- “Let’s look at how this fits into our agreement, we may need to swap it out for another deliverable.”
Scope reinforcement maintains professionalism.
Other
This is a common one! It’s Jie-rus (hard “i” sound, like in tie or rye). Jairus is a biblical reference and reflects the origins of the B2B side of the agency.
In general, we communicate with clients based on client preference with oversight from the Account Director. That may mean email, text messages, phone calls or – most often – video meetings via Google Meet. The account team typically meets bi-weekly with clients, and may also sends a weekly update email.
We primarily communicate with each other via two channels: Slack (for quick messages, check-ins, follow ups) and Teamwork (project management). By your first day, you’ll be added to all relevant slack channels (including client channels, and other group channels related to company communication or client work). Be sure to tag specific team members with an @name to ensure they see your post. Additionally, you’ll be able to slack individual team members directly.
Yes, for internal and client calls, team members are expected to have their cameras on unless discussed with the COO ahead of time.
Paid time off is requested through our HR portal (Bamboo). You may have already received access to Bamboo via your onboarding paperwork, but if not, please reach out to our HR director for support. Discuss planned time off with your direct supervisor before making your request to ensure no issues with team member overlap that would be detrimental to our ability to complete client work (first requests get first priority). For sick days or unexpected time off, please let your direct supervisor and COO know via a group Slack message as soon as possible, and share any details of projects/client meetings that will need support during that time you’re out. For more details, review our PTO Protocols.
Our core business hours are 8:30-5:30 CT, which includes up to a daily lunch break daily. You can choose to take your lunch at a time that works for you, working around client or internal meetings. Most team members block time off daily on their calendar.
Typically, the Account Director and Account Manager attend Client calls. If a Client is struggling or needs additional strategic guidance, the COO or CEO may also attend. ADs lead client calls, utilizing the update presentation developed by the AM. There may be times when the AM also presents during a Client call, such as when reviewing Ulinc results.
The Project Manager prioritizes and plans out daily task lists for support team members, including copywriters, designers, web developers, social/digital team and SEO.
The team is encouraged to be as responsive as possible on Slack and through other communication channels, especially for urgent requests/questions. If you’re on a Client call, then try to respond as quickly as possible after the call ends.
The team meets daily at 8:30 a.m. CT for our Daily Check-in Call. All team member should attend with cameras on. If you are unable to attend this call, will be late or if your camera will be off, send a private slack message to the COO prior to the meeting.
On Tuesdays and Thursdays, we rotate through the entire team, with each person sharing something they’re proud of/excited about, any concerns and any blockers to their to-do list for the day. You can find the rotation order in the meeting invite on your Google Calendar.
We endeavor to approve all requests for PTO. During times of high volume requests (such as holidays) your supervisor may evaluate the feasibility of multiple team members being out of the office simultaneously, especially for team members filling the same role. In those situations, priority will be given to the employee who requested the time off first. Please speak with the COO or the HR director regarding any concerns with PTO requests.
For unplanned leave (Sick Days or Emergencies), please send a slack message to your direct supervisor, the Project Manager and COO as soon as possible. If meetings need to be rescheduled or covered for that day(s), please let relevant team members and the COO know. If there are urgent tasks that need to be handled while you’re out, please share that as well in your slack message. When you return to work, remember to enter your request for a sick day using the Bamboo PTO request process.
The agency offers up to three days of paid bereavement leave for close family members (for e.g. parent, sibling, spouse, child, grandparent). We also comply with all state and federal requirements regarding jury duty and voting.
Meet with your AD/AM(s) at least 2 days prior to being out to review all
projects/tasks due. The goal is to make sure the team has everything they need
from you to move projects forward while you are out.
Let your clients know you’ll be out; provide them with an update on where projects
stand, and let them know who to contact while you are out. Reschedule
client/internal meetings as much as possible. If you need support covering a
meeting that cannot be canceled, speak with the COO.
Set your out-of-office notice for email and note that you’re away from your desk
on your work Google calendar. Include who to contact for support while you are
out.
The day before you’re out, send an email that recaps anything needed while you
are out, including projects/tasks that may come up, meetings and any other client
needs and project status updates. Copy support team members who may be affected as well as the COO.
When possible, let the account team know at least one week prior to being out in
case there are urgent tasks that need your support. Send an email to the account
team letting them know when you’ll be out. Copy your immediate supervisor, the COO and Project Manager.
Reschedule any client/internal meetings that you lead (when dropped). If you need
support covering a meeting that cannot be canceled, speak with the impacted AD and the Project Manager.
The day before you’re out, send an email that recaps anything needed while you
are out, including covering meetings, overseeing accounts/projects/tasks. Copy
the Project Manager, your immediate supervisor and COO, any account team members you work with as well as other affected team members.
Set your out-of-office notice for email and note that you’re away from your
desk on your work Google calendar. Include who to contact for support while
you are out.
Scott’s bad dad jokes are never-ending. There’s no avoiding them. Best to succumb immediately and save your energy.
Scott’s biggest pet peeves include interrupting someone when they’re speaking, and not taking ownership of your work.
Callie’s biggest pet peeves include not taking ownership of your work, not using the resources available to you and pushing a project forward to get it off your plate, vs. thinking it through strategically.
Yes, Callie is exactly as mean as she seems. No more, no less.
SecondWind is a small-agency support organization offering resources and development for marketing agencies. Jairus is a member. You can find log-in credentials in 1Password to gain access to our account benefits.
Because they’re Scott’s alma mater, and he’s always happier the day after their football team wins.
Platforms & Tools
We use multiple platforms to manage projects, communicate internally, support clients, access CRMs, build landing pages, track performance, and manage creative development. As an account team member, you’ll utilize Teamwork, our Project Management platform, Canva, for presentation development, Google Drive/Docs for project briefs and proofing, and client CRMs most frequently.
Purpose: Project management—tracking tasks, deadlines, workflow.
Access: Invitation sent to your Jairus work email.
Purpose: Stores all client work—briefs, proofs, finals, SOWs, reports, and presentations.
Access: Jairus Google login.
Purpose: CRM for many clients; used for email campaigns, lead reports, ROI analysis.
Access: software@jairusmarketing.com Gmail login.
Purpose: Internal communication.
Access: Invitation sent to your Jairus email.
Purpose: Secure storage of client and agency passwords.
Access: Invitation to join team vaults.
Purpose: Audience development, Ulinc setup, cold email list building.
Access: Credentials available in 1Password.
Purpose: Automated LinkedIn outreach campaigns to targeted prospects.
Access: Credentials in 1Password.
Purpose: Ad account + organic access for Facebook/Instagram.
Access: Jairus Google login.
Purpose: LinkedIn ads + organic posting.
Access: Jairus Google login.
Purpose: Annotating website projects during revisions.
Access: Email invite.
Purpose: Recording and transcribing client meetings; identifies action items.
Access: Setup via Jairus email.
Purpose: Client presentations, light design work.
Access: analytics@jairus Gmail (in 1Password).
Purpose: Email marketing for clients without CRMs.
Access: Credentials in 1Password.
Purpose: CRM + email platform for clients using Salesforce.
Access: Credentials in 1Password, plus 2FA from COO.
While we primarily use Google Suite’s tools for document and spreadsheet management, there may be times when Microsoft Office is needed. The agency can provide you with an Office account when needed; speak with the COO to request access.
Purpose: Verify cold email lists.
Access: Credentials in 1Password.
Purpose: Third-party form builder for landing pages; account team pulls results.
Access: Credentials in 1Password.
Purpose: Prospecting and cold email scraping.
Access: Credentials in 1Password.
Purpose: Heatmaps and user recordings for client websites.
Access: Credentials in 1Password.
Purpose: Media buyers use GTM to install/manage tracking codes.
Access: Credentials in 1Password.
Purpose: On-demand skills training for all team members.
Access: Credentials in 1Password.
Purpose: Cold email drip campaigns; protects client domains.
Access: Credentials in 1Password.
Proofing
Project proofing ensures that all deliverables are client-ready before they are sent externally. This means verifying accuracy, alignment with brand and objectives, and ensuring clarity and quality in writing and design. The playbook makes clear that the Account Director is ultimately responsible for ensuring every project meets client-ready standards before the client sees it.
The Account Director (A.D.) is responsible for confirming a project is fully client-ready prior to external review. Even if the CEO or COO must review the work, the A.D. must ensure the proof is already polished before escalating internally.
A client-ready proof must be:
- Free of punctuation, grammar, or spelling errors
- Aligned with the client’s branding, messaging, and positioning
- Compliant with client, agency, and industry standards
- Clear and easy for the client and their audience to understand
- Supportive of the overall objectives of the project
These criteria ensure that what the client sees reflects agency quality and accuracy.
Depending on the project, the A.D. may ask the Account Manager (A.M.) to complete:
- Proof setup steps
- Initial organization and formatting of the proof document
- Uploading or arranging assets for review
The A.D. will then conduct a final review personally.
The playbook includes a table (Page 3) outlining project types and when client review typically occurs:
- After design/setup: Social ads, display ads, nurture emails, outreach emails, organic social posts, landing pages/microsites.
- Rarely before design: Thought leadership pieces, collateral, new websites.
This ensures client time is used efficiently and only polished assets are sent their way.
Internal proofing involves more than proofreading. It must ensure that copy/design:
- Supports the objective of the piece
- Meets client expectations
- Aligns with client brand and previous work
- Resonates with the target audience
- Differentiates the client from competitors
Strategic misalignment is treated as seriously as grammatical errors.
Account Managers and Account Directors are responsible for proofing for strategy – not just for grammar, punctuation or formatting. Strategic proofing responsibilities include:
- Confirm the piece supports the project’s overarching goals
- Confirm alignment with client expectations
- Ensure consistency with existing brand and campaign work
- Ensure relevance and resonance with the intended audience
- Confirm that creative choices help the client stand out
This avoids sending content that looks correct but is strategically misaligned.
- Does this align with the objectives of the project?
- Does this align with what the client is expecting?
- Would this help or hinder client understanding and decision-making?
If the answer is unclear or negative, revisions are required before sending to the client.
Successful feedback depends on:
- Knowing client expectations
- Understanding their design and messaging preferences
- Choosing the right feedback tool (Markup.io, Google Comments)
- Giving specific examples rather than vague criticism
Proof setup ensures that all deliverables — ads, emails, websites, designs, etc. — are:
- Organized
- Clearly labeled
- Easy to review
- Free from internal instructions
- Presented exactly as the client should see them
The goal is to create a clean, professional, error-free package for client review.
Every proof must follow these rules:
- Set access to “Anyone with the link can view.”
- Remove ALL internal briefing notes.
- Ensure example text matches the client’s REAL content.
- Format clearly and logically (headlines, bullets, labels).
- Organize variations side-by-side or in a structured list.
These rules apply to all proof types.
Because:
- Clients or stakeholders may forward the link internally
- External reviewers (legal, compliance, SMEs) must access the proof easily
- It prevents delays caused by restricted access
- It eliminates back-and-forth permission troubleshooting
Proofs must be instantly accessible.
Internal notes often include:
- Strategy explanations
- Questions
- Work-in-progress comments
- Directional internal language
These should never be seen by clients.
Removing them ensures the deliverable looks polished and intentional.
Example content is not real content and may accidentally break:
- Brand voice
- Compliance rules
- Product accuracy
- Regulatory restrictions
Using placeholder text can mislead clients about what the final deliverable will be.
The playbook advises that proofs should:
- Include screenshots or embedded images for each variation
- Place visuals under headers labeled “A”, “B”, “C”, etc.
- Clearly label each variation and pair it with corresponding copy
- Provide links to editable source files when appropriate
Visual clarity helps clients understand exactly what they are reviewing.
Variations should be:
- Clearly separated
- Labeled (A, B, C…)
- Presented consistently
- Paired with their corresponding images or copy
This avoids client confusion and lets them compare options easily.
For website proofs, you must remove:
- Placeholder lorem ipsum
- FPO (for-position-only) images
- Temporary notes or developer comments
- Empty sections not intended for the final build
Clients should review the actual experience, not temporary scaffolding.
All proofs should include:
- Clickable links
- Screenshots next to or beneath the link
- Descriptive labels for each link
- Any variations clearly identified
Links must be functional and understandable on first glance.
The playbook emphasizes verifying:
- All links work
- All images load properly
- All content is correct and final
- No placeholder text remains
- All formatting is clean
- Access permissions are correct
- Variations are clearly separated
Every detail contributes to perceived professionalism.
Because clients focus on the creative/strategic value of the deliverable. A cluttered or confusing proof causes:
- Misinterpretation
- Approval delays
- Lower confidence in agency execution
Clean layout → clean readability → faster approvals.
A polished proof:
- Reduces the need for client clarification
- Makes variations easier to compare
- Shows attention to detail
- Makes the review process feel lighter and more organized
The playbook highlights that clients should enjoy the experience of reviewing your work, not feel burdened by it.
Common tools include:
- Markup.io for visual commenting
- Google Docs for commenting on text
- Figma/Canva links for design work
- Website preview links for website proofs
The key is selecting the right tool based on the project type and client comfort.
All work must contain zero grammar, spelling, punctuation, or typographical errors. Proofing for grammar is considered the baseline expectation, not the full extent of proofing.
- Words must be spelled correctly.
- Capitalization must be correct.
- Punctuation must follow standard rules.
Mistakes, even small ones, reduce client confidence.
Every piece of writing must be:
- Clear
- Direct
- Easily understood by the client
- Easily understood by the client’s audience
Clarity is prioritized above creativity.
If the meaning is ambiguous or confusing, it must be revised.
Consistency is essential for both client copy and design. Deliverables must use:
- Consistent capitalization
- Consistent punctuation
- Consistent spacing
- Consistent list formatting
- Consistent header styles
Proofing for design means ensuring that visual assets are not only aesthetically correct but strategically appropriate, including:
- Readability
- Accessibility
- Visual hierarchy
- Alignment with client brand
- Color choices that support clarity
- Continuity with other campaign materials
Design is evaluated for strategy, not just appearance.
The Account Director (A.D.) must ensure a project is client-ready before any internal escalation (CEO/COO review) or before the client sees it.
This includes verifying:
- Copy accuracy
- Design alignment
- Strategy match
- Proof completeness
- Professional formatting
The A.D. is the final quality gatekeeper.
Reviewers should:
- Ask for clarification early
- Confirm objectives and client expectations
- Bring issues to the A.D.
- Never ignore concerns about alignment or quality
If something seems wrong, raise it—proofing requires proactive attention.
Based on the playbook’s structure:
- Account Manager conducts first-level checks and prepares the proof
- Account Director performs strategy, clarity, professionalism, and brand alignment review
- Only after the A.D. approves, escalate to CEO/COO if required (not typical)
- Proof is then sent to client
This ensures team-level quality control happens before leadership or client involvement.
Feedback must be:
- Clear
- Specific
- Actionable
- Respectful
- Focused on improvement
Vague criticism (“This just doesn’t work”) is discouraged. Specific guidance (“The tone is not aligned with the client’s expectations based on X”) is required.
- Strategy questions → escalate to A.D.
- Design questions → escalate to Creative Lead or A.D.
- Alignment issues → discuss collaboratively before refining the proof
- The final decision rests with the A.D.
No disagreement should delay proofing; clarifications must be resolved quickly.
Revision loops should be minimized through:
- Strong initial proofing
- Clear objectives
- Solid strategy alignment
- Good communication with clients
- Accurate brief interpretation
Most revision cycles stem from avoidable proofing issues.