Standard Operating Procedures Case Study

Industry: This client is in the Marketing - Lead Generation Services field. 

Problem: The reason they engaged with me is that they were on the verge of growing and expanding their staff. They knew they needed a clear set of Standard Operating Procedures to ensure that their client-facing process was executed consistently, accurately and reliably. 


Interestingly, they run a completely virtual operation. When I first met them, they had about 8 employees dotted around the US, Canada and the UK. Fast forward to today, they’ve grown substantially and the points on the map includes India, Singapore, Europe and many more. 

Their process was quite detailed but straight-forward. The difficulty is that the process continuum was understood by a few core members of the team which resulted in confusion, workflow breakdowns, and process delays for the others. Further their process was evolving and there wasn’t a baseline to build upon. 

When they bring on a new client, they run them through the same process steps in order to thoroughly understand the client’s business model, market and ideal customer avatar. Their discovery process builds toward creating a customized campaign to deliver on their guarantee of creating targeted B2B strategic relationships, driving client acquisition and increasing customer retention. 

When I started with them, they showed me a few of the processes they had sketched out, at a high level, in checklist form, but for the most part, the primary processes were in everyone’s heads. Interviews were setup with each of the business areas including Sales, Onboarding team, Client Success Management, IT, the database setup team, CRM Integration, etc. The interviewees would describe their process, usually at a fairly high level, allowing me to ask questions that brought out enough detail to reveal the actual step-by-step approach they followed. 

That diligence continued until the entire client-facing process was documented from the initial sales call to the final deliverables. Each task was assigned to the responsible individual, standard durations were estimated and the entire process was setup as a template on their Wrike platform. Now, when they sign a client, they attach the template, adjust the due dates and they’re off to the races. 

The benefits this client derived from this work is that they now have a consistent, predictable and replicatable set of documentation that is understood by everyone on the team. The nice thing about loading their documentation template onto the Wrike platform is that each person is notified by email of the tasks due each day so there’s no lag in the process. When they complete their set of tasks, they check the task box and the baton moves forward to the next responsible person. That allowed everyone on the team to operate like a cohesive unit which was a positive culture shift for them. 

The documentation has served as an excellent support for their growth and has given them a manner in which to capture learnings and apply updates as their process evolves. They’ve embraced the value proposition of documented procedures and have inculcated it as part of their culture. 

If you and your colleagues need help with writing standard operating procedures that will allow your staff to work as a cohesive unit, please do contact With the click of a button, you can book a free appointment directly on my calendar where you and I will talk about the documentation you need to have written. 

See you then. 

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