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AM Training: Report Call Training

Page Properties

Summary	An SEO report description that provides details on each metric/section of the report for Account Managers to reference and explain to clients.
Target release	Sep 18, 2023
Priority	Medium
Project status	done
Progress	100%
Brand	DS ARI nD
Owner	@Kyle Sharrer
Team	Ellen Niles
Status Note	Sep 18, 2023 Report documentation was covered and shared with Net Driven team. Any follow up questions will be collected by ND Team Leadership and sent our way.
Key Dates	Mar 7, 2023 Create project for Account Manager report call training. Mar 9, 2023 Review current documentation for SEO report call training in-depth. Mar 9, 2023 Pull information that is still up-to-date to migrate to new report call training documentation. Mar 22, 2023 Format report call training SOP. Mar 28, 2023 ~~Have relevant team members review.~~ Mar 29, 2023 ~~Update report call training SOP based on feedback.~~ Apr 5, 2023 All report call training info has been added to the SOP. Apr 6, 2023 ~~Have relevant team members review.~~ Apr 10, 2023 ~~Update SOP based on feedback.~~ Jul 14, 2023 Connect with David Mills, find out if Net Driven wants a separate training - who wants to attend on his side? For ARI and DS, it’s both SEO and CS Jul 14, 2023 Draft for report call guide complete - input needed. Jul 14, 2023 Outline/agenda for training for myself. Jul 18, 2023 Differences between new and old report. Jul 19, 2023 Input received and draft finalized - pass off to Ellen for review. Jul 24, 2023 Date set for report call script/guide training Jul 13, 2023 Aug 2, 2023 Add links to documentation to SEO materials from CS materials. Aug 10, 2023 Provided video recording for Net Driven training - based on feedback, may need to schedule a follow up training. Aug 11, 2023 Emailed David to coordinate training for Net Driven by reaching out to David - awaiting response. Will follow-up Aug 17, 2023 Aug 17, 2023 David will connect with team leaders on Aug 21, 2023 to coordinate a date to have the training - waiting on his response. Aug 30, 2023 Training date set for Net Driven for Sep 12, 2023 Sep 12, 2023 Miscommunication led to postponing training. Reached out to Net Driven CS managers to incorporate them into the training. Sep 15, 2023 new training date: Sep 18, 2023 Sep 18, 2023 Trained ND team on report calls and shared documentation for further review.
Resources	https://arinet.atlassian.net/wiki/spaces/DMSRV/pages/4304437267
Expected impact	Account managers can efficiently and effectively cover an SEO 5.0 report with a client and know the difference between 4.1 and 5.0 reporting versions.
Actual impact	CS team is trained and has the documentation and materials to cover 5.0 reports with clients.

Status Notes

Feb 13, 2023 Ellen provided current materials for report call training. Will need to review.

Mar 7, 2023 Created project for SEO report call training.

Mar 22, 2023 Meeting with Ellen elaborated further on report call training needs. Report calls should tell a story, as well as be able to balance the bad with the good. The report call doc should reflect this. Additionally, Ellen provided report call recordings for us to review.

Apr 4, 2023 Still assembling info to create a thorough format.

Waiting for next version of reporting format to be introduced before having training/guide.

Jul 21, 2023 Report call script/report differences guide finalized.

Jul 24, 2023 Report call training complete and documents reviewed with CS team.

Aug 2, 2023 Added links from CS resources to SEO resources for the report call documentation.

Aug 7, 2023 Reached out to Ellen to obtain recording to send to Net Driven.

Aug 10, 2023 Sent David Mills documentation, recording, and Q&A transcript to share with Net Driven. Will schedule follow-up, if needed.

Aug 17, 2023 David connecting with team leaders on Aug 21, 2023 to coordinate a training date—will wait for his response.

Aug 24, 2023 Still no response—recommend Net Driven uses updated report call training materials and follow up with questions.

Sep 6, 2023 Training date has been set on Sep 12, 2023

Sep 12, 2023 Canceled training and will postpone to later date due to miscommunication. Waiting on response from Net Driven CS managers to reschedule.

Sep 15, 2023 New training date: Sep 18, 2023

Sep 18, 2023 Training on report calls was delivered to ND, and documentation was shared too.

Description

An SEO report description that provides details on each metric/section of the report for Account Managers to reference.

Create the following:

Updated report call script
Documentation of changes of old to new reporting
- Specific GA4 changes, metrics, definitions
- General report changes
Training outline for myself.

Why

This information can provide crucial details and insight for Account Managers to be able to answer any questions about the monthly SEO reports by clients.

Expected Impact

Fewer requests for SEO reps to be pulled onto reporting calls.

Emoji :checkered_flag: Milestones / Project Timeline

Feb 13, 2023 Spoke with CS Team Trainer Ellen to determine CS/AM team training needs.

Feb 13, 2023 Provided report call script/trainings documentation - we can use.

Mar 7, 2023 Create project for Account Manager report call training.

Mar 9, 2023 Review current documentation for SEO report call training in-depth.

Mar 9, 2023 ~~Pull information that is still up-to-date to migrate to new report call training documentation.~~

Mar 10, 2023 ~~Format report call training SOP.~~

Mar 13, 2023 ~~Have relevant team members review.~~

Mar 15, 2023 ~~Update report call training SOP based on feedback.~~

Emoji :check_mark: Next Actions

Review report call courses and documentation - what’s still relevant?

Examine current report format to compare to the report call training documentation.

Take screenshots of a report to provide a visual.

Emoji :question_mark: Questions

Questions	Answer
Should we add a section that informs AMs to check in with the SEO rep prior to the call if any additional info is needed outside of the report?
Should we include what to do in escalations? Or should that be separate?
Should we include a note that asks AMs to review and refer back to this documentation every month?

Decisions

Decision	Why	Who	When	Where (Meeting)
Will add decisions once documentation has been created.

*Primary decision maker in bold.

Files & Resources

SEO Report Call-Script Guide: https://arinet.atlassian.net/wiki/spaces/DSCS/pages/3937501483

SEO 6-Month Plan Report Call Course: https://arinet.sharepoint.com/sites/DigitalMarketingTeam/SitePages/seo-6-month-plan-call.aspx

SEO Report Call Course: https://arinet.sharepoint.com/sites/DigitalMarketingTeam/SitePages/seo-report-call.aspx

Related Projects

Account Manager Training: https://arinet.atlassian.net/wiki/spaces/DMSRV/pages/4343038284

SEO Glossary: https://arinet.atlassian.net/wiki/spaces/DMSRV/pages/4377018384

SEO Intake Call:

Notes

Ellen indicated that AMs struggle to be able to expand on each metric/section of the report. This project needs to detail each section so that AMs can have a productive call with clients.
What does each metric mean? Where is the source of those metrics? What is the timeframe for each metric?