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Three always-on workflows you should consider implementing
Workflows aren't only for an advisor firm's operations.
Three always-on workflows you should consider implementing
For most advisory firms, establishing workflows are a great way to operationalize, increasing efficiency and consistency across the business. According to the 2023 InvestmentNews Advisor Benchmark Study, the top tactic firms plan to use to gain efficiency and scale is to implement process and workflows.
If you are already using workflows in your practice, consider applying that same logic to your practice management. These three 12-month, always-on, workflows will keep you and your team accountable throughout the year when it comes to client service, practice management, and your communications.
1. Client service calendar
Great service requires you do what you say you are going to do. A client service calendar helps ensure that you and your team deliver on your service model. Often, always-on workflows serve as reminders to start other processes or workflows you already have. Activities in this workflow may include:
- Client review meetings
- Value-add services (such as year-end tax planning)
- Client appreciation events
A content or marketing workflow may look something like this:
| Step # | Step title | Task # | Task title | Description | |
|---|---|---|---|---|---|
| 1 | Spring reviews, Tier 1 | 1 | Send calendar invites | Use advanced find to pull a list of Tier 1 clients with a review meeting reminder in the next 30 days. Send pre-designed client review meeting email template with link to self-schedule. | |
| 1 | Spring reviews, Tier 1 | 2 | Add client review meeting tag | For all completed meetings, add "Client review 1" tag | |
| 2 | Summer social | 1 | Launch event workflow | Launch event workflow | |
| 3 | Tax planning | 1 | Coordinate call with CPA partner | Schedule call with CPA no later than September 1 | |
| 3 | Tax planning | 2 | Meet with SEI Tax Expert | Schedule call no later than November 1 |
Pro tip:
Use your CRM to tag clients with identifiers to easily filter groups of prospects and clients. For example, if you provide four client review meetings each year for your tier one clients, your CRM tags for a client may look like:
Jane Doe
Keywords: “Planning client”, “Tax Planning Client”, “Tier I”
Tags: “Client Review 1”, “Client Review 2”
Jane Doe now has identifiers, showing that two out of her four client review meetings completed and can be reported on at the firm level to identify clients who are behind on their review meetings. At the end of the year, all of these service-specific tags can be easily removed in bulk across all clients.
Take action:
- Use our workflow creation spreadsheet to design your own workflows
- Make segmenting easy using our client segmentation spreadsheet
- Check out our Year-End Tax Planning Checklist
2. Practice management calendar
As a business owner it can helpful to schedule time to work on the business versus getting stuck working in the business. In this workflow, you will map out the quarterly, monthly, weekly, or even daily goals you set for your firm. Steps in this workflow could include:
- Review or update metrics
- Ongoing or one-time client surveys and feedback
- Reminder to revisit your One-Page Business Plan
| Step # | Step title | Task # | Task title | Description/Detail |
|---|---|---|---|---|
| 1 | Revisit business plan | 1 | Decide on firm goals | Retake the SEI Business Audit and get clarity on goals |
| 1 | Revisit business plan | 2 | Meet with stakeholders | Confirm goals are achievable and relevant with team |
| 2 | Quarterly check-in | 1 | Check metrics | Update Goals-to-outcomes worksheet and determine if you're still on track |
| 2 | Quarterly check-in | 2 | Review with team | Meet with team members to check status on the strategies and tactic's they're owning |
Pro Tip:
Get your team involved in this process. Ownership and accountability can be delegated across team members, based on skills and expertise, as well as with strategic partners. That way, you can quarterback your high performing team and reach your goals together.
Need more help?
- Access our full Business Planning Toolkit for lessons and best practices
3. Content and marketing calendar
Consistency is a marketing best practice. Plan and execute your annual communications themes and promotions with this workflow. Steps in this workflow could include:
- Creating your marketing plan
- Dedicating time to creating content
- Reminders to post content at consistent intervals
A content or marketing workflow may look something like this:
| Step # | Step title | Task # | Task title | Description/Detail | |
|---|---|---|---|---|---|
| 1 | Create content | 1 | Create content Jan-July | Create content, potentially thematic, for social and email marketing | |
| 2 | Post on Social | 1 | Post #1 | Post between 10 a.m.-3 p.m. | |
| 3 | Post on Social | 1 | Post #2 | Post between 10 a.m.-3 p.m. | |
| 4 | Check metrics | 1 | Update marketing metrics | Update and determine if any changes need to be made | |
| 5 | Seminar | 1 | Prepare for prospecting seminar | Secure location, determine budget, send out invites | |
| 5 | Seminar | 2 | Conduct prospecting seminar | Conduct seminar |
Pro tip:
You can’t plan for every communication in advance. Flexibility in this (and other) workflows is important, and there will be times that you need to deviate from your workflow. Stay steadfast to the plan, yet flexible to the execution by adding an additional step to your workflow and/or update the remaining due dates in your workflow if needed. Workflows are dynamic and may need to be adapted as needed.
Take action:
- Check out our Generate Leads with Marketing Toolkit
- Listen to this recording from an advisor with an excellent marketing plan
If you haven’t implemented workflows in your firm, we can help. Our Scale with Operations Toolkit breaks down the 10 Steps for Implementing Workflows. For any advisor utilizing SEI solutions, we have a full workflow library with automations, templates, and a deep workflow integration. We also have an exclusive 5-month workflow implementation program. Contact a Business Development Professional to learn more about all our SEI Advisor Services.
Important information
2023 InvestmentNews Advisor Benchmark Study
