How to keep a client for an avg of 20.6 months... Day 4 of 5 Flexibility built into the scope! I would say that most agencies, especially fixed fee, create SOWs that are designed to fail. At some point the needs change, the conditions change, the payment changes... and if you need to constantly revisit the scope you are opening up a window where you can get fired. As an agency, you actually DON'T want the client thinking about the SOW... ever. So all our scopes are variable from the beginning. If we get paid more, we make more ads, and vice versa. This has allowed us to scale up AND DOWN with a clients seasonal needs. I'll die on the hill that this is the BEST way to work for performance agencies. Because of this we have clients where we haven't touched the SOW in YEARS. We never need to ask for more fee, they never need to ask for more deliverables. It just works.
