Account Meeting SOP

This SOP is a framework to follow for account management meetings and to support and guide meetings. 

Pre-Meeting Prep

  • Agenda and objective setting: before any meeting with a client, a clear agenda should be set. There should also be a purpose to the meeting, there is no value having a meeting for meeting sake.


Agenda Example:

  1. Review client performance 
  2. Key updates and escalations.
  3. New opportunities or upsell potential.
  4. Strategic planning for key accounts.
  5. Action items and next steps.
  6. AOB

This should be sent to the client prior to the meeting with the ending “this is the agenda for our meeting on {date}. Please let me know if there is anything I have missed or anything you’d like to discuss in more detail.

  • Asset prep: The team that is going to the meeting should be prepared for the objectives of the meeting.

    The team should be informed of any prep and material needed for the meeting, such as the SEO strategy deck. 
  • First impressions: to ensure a professional appearance, the team should be prepared on what to wear for the meeting. Smart casual is the attire “quiet luxury” should be the approach; no sports clothes or trainers unless they are smart and clear trainers. 
  • Travel: Arranging travel (trains, etc.) should be discussed prior to the meeting. If the account is an underdog or core account, there is little justification for a site meeting unless it is within driving distance. 
  • Note Taker: Who is going to be the scribe and the one who takes the notes, this should be decided before the meeting. 

Welcome and Agenda Overview (5 minutes)

  • Briefly welcome the team and outline the agenda – this should be an introduction (around the table) if the team already knows the people in the meeting, you should welcome the team and set the expectation of why they are in the meeting ie “i have brought Chris from our SEO team to talk through the SEO approach for the next quarter.” 
  • State the purpose and objective of the meeting – this should be already set prior to the meeting in the pre-meeting agenda but recap and summarise the purpose of the meeting.

2. Performance update (10-15 mins) 

  • Goal: Understand the current health of client thoughts on the SEO performance 
  • Discussion Points:
    • Status of ongoing projects/key tasks (on track, delayed, at risk).
    • Client satisfaction metrics or feedback received. (how many leads/ revenue you have generated 
    • Financial updates (billing, outstanding payments, budget alignment).

Presentation Need:

  • Analytics dashboard screenshots/link
  • Project timeline update 
  • Revenue and lead data
  • Key performance 
  • Lens on the future. 

3. Key Updates and Escalations (10 minutes)

It is important to address any issues head-on and own them. We are adults, so we should be professional and own our mistakes; it is a strength we double down on. Relationships are always stronger when you have the minerals to admit you’re wrong.

Examples: communication, errors in delivery or poor performance

This section should also be used to understand internal issues we should be aware of. 

  • Discuss major developments in client accounts, such as:
    • Client complaints or concerns.
    • Internal challenges affecting deliverables.
    • Escalation processes needed (e.g., senior management involvement).
  • Plan resolutions for high-priority issues.

4. New Opportunities or Upsell Potential (10 minutes)

The heart of the meeting, you will get to understand your clients the best, but our business model is to nurture 

  • Identify accounts with potential for:
    • Expanding services (e.g., introducing new digital marketing tools, offering creative redesigns, or SEO campaigns).
    • Discussing retainer renewals or upgrades.
    • Sharing case studies that are relevant to the client 
    • Showcasing the potential with examples such as keyword research 
    • If there is appetite, you should be able to share the costs in the meeting. This should not be done on the hop; you should have a good guide and understanding of costs to share, i.e., you should know the number of the retainer you want to upsell before the meeting. 

6. Action Items and Next Steps (5 minutes)

A meeting with action and clear action is a worthwhile meeting. Actions should be noted. 

  • Summarise decisions made during the meeting.
  • Assign ownership for each action item, including:
    • Follow-ups with clients.
    • Internal changes to improve performance and changes/actions you’re going to make to address any concerns. If the action needs escalation or you’re unsure, you should address this action point and say you will follow up asap with the action point on this point. 
  • Set deadlines for actions in the meeting should not be done, you should set the expectations that deadlines will be made once you follow up
  • Confirm commercial updates ie upsell opportunities agreed for example:

    Thank you for instilling your trust in us to grow your website from an organic perspective. As discussed:

    •  your retainer will increase from £800 to £1,400 + vat per month from the 1st December
    • Additional services will include two additional blog posts and more focus on increasing {hub} keywords. 
    • We will review this at the end of Q1 and present further opportunities

Post-Meeting Follow-Up

This action allows for a number of advantages, but the key one is that you naturally build relationships with the client, and you start to form a relationship that is beyond “friends” a trap you can fall into when account managing. 

  • Post meeting wash up: inviting all key stakeholders – this should be no more than 5-10 mins. It should include accounts if there is an upsell and key people from the delivery team to distil internal next steps.
  • Share a concise summary of meeting minutes with action items.
  • Maintain accountability by tracking actions. 
  • Update the CRM with meeting notes and actions, this should also include adding in any deal potential. 
  • If there is commercial success at the meeting, you should then follow the billing SOP with full details to be sent to the accounts team. 

This framework keeps the meeting focused and ensures actionable outcomes for strengthening client relationships and agency growth.