AM Training: Intake Call Training
- Kyle Sharrer
- Grant Gooch
- Lance Shroyer
Summary | How to gather dealership information (as it relates to SEO) via prior research and by asking the client. Additionally, this will cover why we need said information in SEO campaigns. |
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Target release | Sep 25, 2023 |
Priority | Medium |
Project status | Done |
Progress | 15% |
Brand | DS ARI |
Owner | @Grant Gooch |
Team | Ellen Niles |
Status Note | Sep 19, 2023 Passing off to Grant to present this documentation. |
Key Dates | Mar 7, 2023 Create project for intake call training. Mar 9, 2023 Review current documentation of intake call training resources. Mar 9, 2023 Pull any up-to-date information from intake call scripts/materials to use on new documentation. Mar 13, 2023 Create format for intake call training documentation. Mar 24, 2023 Migrate content that was pulled from previous documentation/recordings. Mar 28, 2023 Have relevant team members review documentation. Mar 29, 2023 Update doc based on feedback. Apr 10, 2023 All info for intake call SOP has been compiled, formatted, and ready on the new SOP. Apr 11, 2023 Ready for relevant team member review. Apr 12, 2023 Update SOP based on feedback. TBD date set for CS training on intake calls - once date is set, it will be easier to determine timelines for SOP creation - Date set to Sep 18, 2023 Aug 22, 2023 Review and discuss current documentation for intake process with Lance, Grant, Alexis, and Katie. Aug 28, 2023 Meeting with Grant, Alexis, and Katie to establish intake questions and intake script updates. Aug 30, 2023 Training rescheduled from Sep 18, 2023 to Sep 25, 2023 due to SalesForce rollout - Grant will led training. Sep 1, 2023 Meeting with senior reps and content team for their input on script/questions draft. Sep 14, 2023 Sent draft to Ellen from input. Sep 15, 2023 Eliminate follow-up email and migrate necessary info (content team questions) into main intake guide/script. Also, consolidate Essential Questions section - several can be combined due to their relation to each other. Sep 13, 2023 Create finalized drafts of questions and script. Sep 25, 2023 Grant will train CS teams on intake calls. |
Resources | |
Expected impact | Account Managers will communicate with clients to obtain and explain SEO-relevant information and set expectations with clients on intake calls to more effectively optimize websites. |
Actual impact | Account Managers will ask and answer SEO-related questions in order to fill out the client info tab of client sheets so that SEO reps can have more thorough and valuable information available to them. |
Status Notes
Feb 13, 2023 Ellen provided current materials for report call training. Will need to review.
Mar 7, 2023 Created project for SEO intake call training.
Mar 22, 2023 Ellen provided recordings of intake calls for us to review. Can use this to determine knowledge gaps.
Apr 4, 2023 Still assembling info to create a thorough format.
Jul 12, 2023 Moving intake call document to Future Projects until date for CS training is set.
Aug 21, 2023 Date set for CS team training on Sep 18, 2023
Aug 21, 2023 Will meet with leadership team to develop intake call outline.
Aug 28, 2023 Meeting to create outline for questions and script with team leaders
Aug 29, 2023 Met with Grant and Alexis to further develop structure of script and questions.
Aug 30, 2023 Original training date pushed back due to SalesForce rollout. New training date will be Sep 25, 2023 and will be led by Grant.
Aug 31, 2023 Rough draft of script/questions complete, sent to Grant for feedback.
Sep 6, 2023 Incorporated content team input into script/questions. Developing follow-up email.
Sep 14, 2023 Sent Ellen draft for input.
Sep 15, 2023 Met with Lance; we need to consolidate questions to make room for more questions that are relevant to content team needs. This will eliminate need for follow-up email.
Description
How to gather dealership information (as it relates to SEO) via prior research and by asking the client. Additionally, this will cover why we need said information in SEO campaigns.
Why
Being able to elaborate on why we need intake call information can help Account Managers and clients get on the same page and set expectations for the campaign. Additionally, gathering all the necessary information can help SEO Specialists be able to more thoroughly optimize the website.
Intake Call SOP
Milestones / Project Timeline
Next Actions
Questions
Questions | Answer |
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Should I sit in on an intake call with an AM to identify further knowledge gaps? | Ellen provided intake call recordings that we can review. We can delegate note taking to senior reps. |
What topics of intake calls are causing the most issues? | The how and why; why do we need the info that we collect and how do we turn that info into a successful campaign. |
Local pages - should AMs ask client how much they prioritize local pages? That way we can potentially stagger the local pages when they are proposed, in order to fit in inventory content pieces. |
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Decisions
Decision | Why | Who | When | Where (Meeting) |
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Add section on locations - why we need prioritization labels. |
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*Primary decision maker in bold.
Files & Resources
Digital Marketing Intake Materials Course: https://arinet.sharepoint.com/sites/DigitalMarketingTeam/SitePages/digms-intake-materials.aspx
SEO Intake Call Script: https://arinet.atlassian.net/wiki/spaces/DSCS/pages/3937501509/SEO+Intake+Call+Script?NO_SSR=1
Pre-Intake Research: https://arinet.sharepoint.com/sites/DigitalMarketingTeam/SitePages/pre-intake-research.aspx
Related Projects
Main Account Manager Training Project: Account Manager Training Project
SEO Glossary Project: AM Training: SEO Glossary of Terms
SEO Report Call Training Project: AM Training: Report Call Training
Notes
Might need to sit in on an intake call to take notes on knowledge gaps.
Ellen specified that intake call confusion may stem from why. Why do we need additional target locations? Why do we want to know about the seasonality that the dealer sees?