Performance management process for Digital Marketing Agencies: reviews that reflect account health and craft
An agency often reviews people on billable hours alone, which rewards busyness. A better review looks at client health, the quality of work and how well someone shares what they know.
Not sure what you need? Tell us about your business in six short steps and we will come to the first meeting prepared.
Share your requirementsWhy performance management process matters in digital marketing agencies
Agency reviews usually happen once a year after a busy month, and they are based on memory and the last client call. A strong media buyer hears that she is a good team player. A weak account manager hears nothing because the client has not complained yet. Neither can act on it.
A useful review has three parts: the health of the accounts a person handles, the quality of the craft they show, and what they add to the team. It happens twice a year, with a short check each quarter, and uses examples such as a campaign result, a report, or a handover. People then know where they stand before the pay talk.
How to set it up
1. Define what good looks like per role
Write four or five expectations per role, for example report accuracy for an analyst, or client calls handled calmly for an account manager. Keep them to one page.
2. Gather examples through the quarter
Collect two or three real pieces of work or client comments per person each quarter. Ask the account lead and one peer for a line each.
3. Hold a short quarterly check
Twenty minutes to look at the examples, what went well and one thing to improve. No ratings yet, just a conversation.
4. Run a half-yearly review
Bring the notes together, discuss strengths and growth areas and agree goals. Include a view on who is ready for a bigger account.
5. Link to growth and reward
Use the review for promotion, learning plans and pay. See performance management and incentive design for rewards linked to results.
Check these first
Before changing anything, find out what is true today. These take an afternoon and use your own records.
- Look at your last review round and count how many staff received written feedback.
- Pick one executive and list what evidence you have of their last quarter's work.
- Check whether anyone was promoted on hours billed alone.
- Ask two staff whether they know what is expected for the next level.
GullyHR can do this with you. Read how we approach performance management process in general, or share your requirements and we will tell you where to start.
Questions owners ask
They show effort, not value. Use them alongside client health, quality of work and teamwork. A person who solves a problem quickly may bill fewer hours than one who needs three attempts.
Use shared examples of work, regular calls and clear goals rather than watching presence. Treat remote and office staff alike and look at output and responsiveness.
Give them a simple structure and a short practice session. Ask them to bring examples. A manager who hears that reviews will be read by a partner usually prepares.