Question: What do Mark Zuckerburg, Elon Musk, and Jeff Bezos have in common? I mean, besides being tech billionaires pushing the world towards a capitalist dystopia.


Answer: All of them are or at one point were, massive control freaks. Musk famously often caddies around the work stations at the SpaceX headquarters in California to inspect the floor engineers’ progress.


But the fact is, all of them have at some point in their journey, have made significant efforts to delegate their responsibilities and focus on the bigger picture. And if even the tech moguls had such a hard time getting out of the shackles of micromanagement, it’s no surprise if you can’t either.


Running a SaaS company is no child’s play, and if you are making efforts to delegate your digital marketing efforts, you want to ensure that the agency you opt for has certain structures in place.


First, let’s talk about what needs to be in place from your end before beginning your SaaS digital marketing stint with an agency. Here we go!


Before You Engage

Before you dot any i’s or cross any t’s, there are certain things you must ensure are in place:

  • A clarification and a brief about the complete requirements expected from the agency.
  • Support from your end as a SaaS owner such as complete brand knowledge, multimedia, etc.
  • An escalation matrix must be in place and a timeline to measure milestones.
  • A solid buyer’s persona to refer to and lean back on.
  • A confirmation on the minutes of the meeting which would cover all the above points, signed off by both parties.

After Initial Onboarding

Handing over all your digital marketing duties to a specialist agency may seem a bit daunting, especially if you’re not used to delegating. But in doing so, there are some key steps you must ensure the agency takes for a successful marketing effort.


  • Deploy a Master Tracker on Deliverables

Keeping track of all the deliverables including ads, social media posts, emailers, blogs, etc. can get a bit tedious without any structure to it. A tracker, a google sheet, for example, will allow you to keep an eye on the daily progress at the agency at one glance and give you all the information you need.


Here are some key points the master tracker must consist of:

  • Deliverables of each month
  • Timeline on each deliverable’s inception, approval, feedback, and publishing.
  • A basic brief and clarity on the communication strategy between the SaaS company and the agency
  • Personnel responsible at each stage, for every deliverable
  • LIVE status & progress updates 
  • A comment space for either party to leave their feedback


  • Have a Result Tracker in Place

Besides a master tracker, ensure there is a tracker in place specifically for the results of each of the marketing strategies in place. This tracker must maintain information such as:

  • A Summary Sheet for overall information about the KPIs and cost analyses of each platform.
  • Detailed reports for each platform compared on a weekly/monthly basis.
  • An eye on the competitors’ operations.
  • A growth summary in comparison to projected growth.
  • A dashboard with measurable Return on Investments for each platform.


  • Ad Hoc Task Trackers

Aside from the repeated deliverables, you also need a place where you can find the status of one-time tasks. Ideally you do not want these to be in the same space as the master tracker, since they are simply one-time requirements and may lead to a lack of clarity.


  • Defining the distinctions between deliverables that are repeatable after a specific period of time (for example 4 new blogs each month), and those that are Ad Hoc requirements for one-time deliverables (such as website revamps). This adds clarity to the person keeping track. 
  • These trackers would define the elements of deliverables in detail with their deadline, purpose, point-of-contact, live status, etc. in a space separate from the master tracker.


  • Financing and Payout Tracker

With a finance and payout tracker, learn at a glance the fiscal status of each your SaaS digital marketing efforts and analyze the budgets accordingly. This tracker should ideally cover:

  • Budget clarity for each requirement, such as the different paid media strategies, giving information about used budget, remaining budget etc.
  • Billing information for each requirement and the appropriate payment channels, information, invoices, and person of contact.


Learning how to delegate is important. But make sure the agency you outsource your SaaS digital marketing to is equipped to handle your business. Here at Alter Marketing, we aim to meet each of your requirements with a clear process in place, including all the trackers, and take your marketing strategies to the next level! Drop us a message at [email protected], or call us at +91 99864 60086 to know how we’d do it for you. 


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