Chapter 02
The findings
Where the time goes, the documented process next to the real one, the exceptions, and the risks. The owner can read it in two minutes.
Where the time goes
- Pulling and re-keying numbers
- Chasing approvals and payments
- Formatting and filing
- Reviewing results and deciding what to say
- Talking to clients
70% of the time in the mapped processes goes to work that agents and plain code can do. 30% is judgment and client conversation.
The 70% is pulling and re-keying numbers, chasing approvals and payments, and formatting and filing. The 30% that stays with people is reviewing results, deciding what to say, and talking to clients.
Process maps: documented versus real
Monthly client reportDocumented: 4 steps · Real: 11 steps, 5 handoffsElapsed 6.5 daysHands-on 2.4 hours
- 01Export spend and results from each platformPlain code
- 02Paste into the client workbookDisappears once the export feeds the templateDelete
- 03Fix broken formulas from last monthDelete
- 04Ask the media buyer what changedAgent drafts the change summary from the account historyAgent
- 05Write the commentaryAccount lead edits an agent draftHuman
- 06Export the PDFPlain code
- 07Email the owner for approvalApproval arrives as one message with the report attachedAgent
- 08Wait for approvalAverage wait 2.1 days; the owner approves from a phone in one tapDelete
- 09Re-export after editsDelete
- 10Send to the client and file the PDFPlain code
- 11Answer the client's questionsHuman
Invoice and collectDocumented: 3 steps · Real: 8 steps, 3 handoffsElapsed 9 days from report to invoiceHands-on 40 minutes
- 01Wait until the report is approvedThe invoice does not need to wait for the reportDelete
- 02Look up the retainer and any overagePlain code
- 03Create the invoice in QuickBooksPlain code
- 04Send it from Gmail with a notePlain code
- 05Remember to check who has paidDelete
- 06Chase late payersA cadence the owner sets; tone matched to the clientAgent
- 07Decide what to do about a client 45 days lateHuman
- 08Reconcile at month-endPlain code
New client onboardingDocumented: 6 steps · Real: 9 steps, 4 handoffsElapsed 12 days to first live campaignHands-on 3 hours
- 01Signed proposal arrivesPlain code
- 02Create the client folder and workbookPlain code
- 03Request ad account access by emailAgent sends the request and follows up until access is grantedAgent
- 04Chase for accessDelete
- 05Collect brand assetsAgent
- 06Fill the Notion checklistThe agent keeps the checklist up to dateDelete
- 07Draft the first-month planOwner writes it; agent assembles the inputsHuman
- 08Kickoff callHuman
- 09LaunchHuman
Exception types, by frequency
| Type | Per month | Hours each | Repeatable | Handled by |
|---|---|---|---|---|
| Platform numbers do not match the workbook | 14 | 1.1 | Yes | Account lead |
| Client asks why spend changed | 9 | 0.6 | Yes | Account lead |
| Owner edits the commentary | 8 | 1.8 | No | Owner |
| Invoice amount disputed | 3 | 2.5 | Yes | Owner |
| Payment more than 30 days late | 5 | 0.9 | Yes | Owner |
| Ad account access lost or expired | 2 | 3.0 | Yes | Media buyer |
5 of 6 exception types follow a repeatable pattern. Agents can resolve those or assemble the evidence so a person decides in minutes.
Risk register
Single point of failurecritical
Every invoice waits on the owner
No invoice goes out until the owner approves the report. Two weeks of travel in the sample period delayed invoicing.
Revenue leakagehigh
Overages not billed
3 of 24 report cycles showed spend above the retainer tier with no overage invoiced.
Data integrityhigh
Workbook formulas drift
Two client reports in the sample period showed last month's numbers in one chart.
Cash visibilitymedium
Nobody knows who has paid until month-end
Late payers are noticed at reconciliation, three to four weeks after the invoice.
Onboardingmedium
Access requests stall
Median 5 days waiting for ad account access on new clients; the checklist is not used past week one.