Kickoff with a new client: listen first, propose later

We explain how we structure the kickoff with a new B2B client: the client speaks 80% of the time and we do not present proposals or promise results in that session. Carles Munts (CSO) details what we research beforehand and the agenda and deliverables we use to align on data and KPIs.

Key takeaways

• Rule of thumb: the client speaks 80% of the time to help us grasp business model, buyer and context.
• No proposals or promises of results in the kickoff; first we align on baseline, data and KPIs.
• We prepare with 30–45 minutes of research on website, Google presence, social media, LinkedIn, Google Business Profile and reviews.
• Structured agenda covers framing, business model, customer and markets, sales process, KPIs, access and ownership, tech basics and next steps.
• Within 48 hours we share a checklist, a traffic‑light risk summary and a one‑page brief for design and strategy.

Why the client speaks 80% in the kickoff

Our golden rule is simple and demanding: in the kickoff, the client speaks for about 80% of the time. The first meeting is not for us to showcase decks or “sell” a ready‑made plan; it is for us to understand the business from the inside—how it makes money, who it sells to, why customers buy and why they don’t.

That is why we do not bring proposals or promise results in the kickoff. We start by aligning on a common baseline: current context, data and business KPIs. Only then does strategy become relevant, testable and measurable. This discipline reduces bias, sets realistic expectations and creates a shared language across leadership, sales and operations.

In practice, we guide with questions and structure while you go deep on goals, constraints and evidence. Listening first helps us prioritise, decide what not to do and avoid shortcuts that later become costly rework. If you want more context about who we are and how we think, you can meet the team and culture on our page Who is ARTIC.

What we prepare before we meet (30–45 minutes)

We arrive ready to ask better questions, not to prejudge. Before the kickoff, we spend 30–45 minutes reviewing your public footprint:

• Website: structure, value proposition, messaging, forms, languages and blog.
• How your brand appears in Google: results, rich elements and basic consistency.
• Social media: tone, cadence and alignment with business goals.
• LinkedIn of attendees and the decision‑maker: roles, focus and context.
• Google Business Profile and reviews: trust signals and recurring frictions.

This quick scan surfaces information gaps, hypotheses to validate, and dependencies between marketing and sales. It means we can spend the meeting on substance rather than navigation. For a view of how we orchestrate end‑to‑end work once we engage, our approach is outlined in 360 Consulting for B2B.

The agenda blocks we always cover

To avoid blind spots, we follow a clear sequence of topics:

• Framing: objective of the session and scope.
• Administrative framework: relationship, timings and roles present.
• Company and history: milestones and operating context.
• Business model: revenue lines and margins.
• Customer and decision‑maker: profiles, pains and buying criteria.
• Markets: geographies and priority segments.
• Positioning and competitors: narrative and alternatives the buyer sees.
• Sales process and cycle length: stages, handoffs and conversion points.
• What has been tried so far: learnings and blockers.
• Objectives and KPIs: what is measured and how.
• Access and ownership of accounts: governance and security.
• Domain and hosting: technical status and responsibilities.
• Website maintenance: change process and service levels.
• Method and roadmap: cadence of work.
• Next steps: decisions, deliverables and follow‑ups.

This structure keeps the conversation rigorous and makes later strategic choices faster and clearer.

Roles, consent and how decisions are documented

The first contact is led by a partner so we can understand the business in depth. After that, we assign a dedicated account manager who stays with the project, coordinates channels and protects continuity.

We ask for explicit consent to record the kickoff and to use the transcription with AI solely to create an accurate internal summary. Clarity matters: we repeat that there are no proposals or promises in this session. We close with agreement on method and an initial roadmap, not a list of disconnected tactics.

Within 48 hours, you receive three artefacts: an actionable checklist, a traffic‑light view of risks and red flags, and a one‑page brief for design and strategy. If you are curious about the ecosystem we work within, you can read more on our role as a Claude Partner and the operating model behind our 360 Consulting.

Your action checklist for a stronger first meeting

Whether you work with us, another partner or your internal team, this list will make any kickoff sharper:

• Define what you want to achieve and how you will measure it (business KPIs).
• Identify the decision‑maker, users and approvers for the project.
• Prepare a concise summary of your business model and revenue lines.
• Document the sales process and cycle (from lead to close).
• Gather accesses and owners for key accounts (Ads, Analytics, CRM, CMS…).
• Validate domain and hosting, and who handles website maintenance.
• List what has been tried so far and the main learnings.
• Bring 3–5 risks or red flags that are keeping you up at night.
• Confirm whether you accept recording and AI transcription for the summary.
• After the meeting, ask for: a checklist of actions, a traffic‑light risk view and a one‑page brief.

For concrete illustrations of this approach in practice, our success stories show how disciplined kickoffs translate into clearer execution later on.

Frequently asked questions

Why should the client speak 80% of the time in the kickoff?

Because the priority is to understand the business from the inside: how it makes money, who it sells to and why the customer buys. With that foundation, later strategic decisions are more precise and measurable.

Do you present proposals or promise results in the first meeting?

No. We do not present proposals or promise outcomes in the kickoff. We first align on the baseline, data and KPIs; strategy comes after that.

Do you record the meeting and how is the transcription used?

Only with explicit consent. The transcription is used with AI to create an internal summary of the session, to improve accuracy and follow‑up.

What do you deliver after the kickoff and when?

Within 48 hours we share an actions checklist, a traffic‑light risk summary with detected red flags, and a one‑page brief for the design and strategy team.

Shall we talk?

If you want your marketing to work like this, meet the ARTIC team, see our case studies or tell us about your project.

Sources

• ARTIC: The B2B marketing agency
• 360 Consulting in digital marketing for B2B companies

Informative article with the sources linked, up to date on the publication date.