The project kickoff with a new client is often a pivotal moment to set expectations and tone, one that should feel exciting and full of momentum. After the sales and marketing teams invest significant effort to close the deal, the service team meets the client for the first time. Yet, instead of enthusiasm, the meeting sometimes takes an unexpected turn. The service team asks a series of questions, only to receive curt or slightly annoyed responses from the client.

What should be a high point in the relationship often becomes a source of frustration. Many of the service team’s questions may have already been addressed in detail during the sales discovery process. By the end of the meeting, the team feels deflated, and the client begins to doubt whether the agency has the right team to solve their challenges.

For the client, this scenario often feels like a bait and switch. They bought into the agency’s approach during the sales process, only to feel underserved when the project begins. This disconnect creates a significant hurdle for the service team, leaving them to rebuild trust and re-establish credibility from the outset.

Why The Project Handoff Between the Sales Team and the Servicing Team Matters

A seamless handoff ensures that all relevant information and artifacts from the sales process are accurately transferred to the team responsible for long-term delivery. This step serves as the bridge between the promises made during the sales process and their execution. When done effectively, it:

• Communicates essential business outcomes that the client expects from the agency.
• Aligns internal teams around shared goals and consistent language.
• Sets clear expectations for deliverables and timelines.
• Identifies growth opportunities mentioned during sales that could be revisited later.
• Provides the client with a point of contact who can ensure their satisfaction and speed to value

A strong handoff also helps to establish the agency, rather than individual team members, as the trusted partner, since it demonstrates that multiple people have a deep understanding . This distinction becomes invaluable if resourcing changes are needed during the engagement, as it is the agency that retains the client’s trust, not solely the individual staff member.

There are several approaches to structuring a project handoff. One common method is a concise, 30-minute internal meeting where the sales team, often in collaboration with the assigned account manager, prepares and presents key documentation to the servicing team. Another option is a briefing format, where the sales team creates a detailed strategic brief that the servicing team reviews independently. Both approaches can be effective, depending on the complexity of the project and the agency’s preferred workflow.

How to Get It Right

Consistent Services Communication and Language

The sales team should understand exactly how the agency delivers services and what contributes to the most successful projects. Specific initiative names, timelines, and descriptions should be used during the sales process, even if the final agreement results in a retainer or flexible contract. For agencies that focus on delivering outcomes rather than outputs, documenting what those outcomes should look like from the client’s perspective is essential for the servicing team.

• Align Terminology: Service names and descriptions used during sales should be communicated to the service team, including both the “what” and “how” of the services sold.
• Involve Service Team Members When Appropriate: For complex projects, involving service team members during discussions with potential clients can help set the right expectations early.

Document Everything

Every significant change made to boilerplate language, the proposal, or the SOW (including cancellation terms or specific legal conditions) should be documented for the servicing team. Even seemingly minor details, like a change from a 30-day to a 15-day cancellation clause, can provide valuable context for how to prioritize and structure work.

Recording sales calls (and providing transcripts) can also give the service team insights into initial discussions, allowing them to align more closely with client expectations.

Communicate Comprehensive Client Background Information

A thorough understanding of the client is crucial for the service team. This includes:

• The client’s industry and company culture.
• Key players and decision-makers who influenced the agreement.
• The client's primary pain points that drove them to seek a service provider
• The reason they ultimately selected the agency to perform the work

Highlighting key stakeholders who may not be involved day-to-day but were instrumental in signing the SOW also ensures the servicing team is aware of everyone involved, and these names should be communicated as well.

Know Your Roadmap From the Start

The sales team should start a backlog or roadmap of initiatives that could benefit the client, even if they are not included in the initial SOW. This provides the account manager or lead consultant with a foundation to revisit and potentially upsell during the engagement. Including these notes as part of a standardized roadmap makes it easier to integrate them naturally into future client discussions.

Standardize Your Client Kickoff

The kickoff meeting should set a strong foundation for the engagement by reviewing the scope of work, timelines, and expectations. A standardized kickoff deck can help ensure consistency and include:

• Introductions to service team members, their roles, and how the client should expect to work with each of them
• A detailed scope review, including any changes made during contract negotiations.
• Communication SLAs and processes (e.g., response times, preferred communication methods, etc).
• A discussion of how the agency will access necessary systems or information.
• Initial project timelines and next steps.

The Big Picture

A well-executed sales to services handoff is more than just a best practice—it’s essential for delivering on promises and building lasting client relationships. By standardizing processes, fostering clear communication, and involving the right team members at the right time, agencies set the stage for successful engagements that satisfy clients and create opportunities for future growth.

The handoff isn’t a single event but a coordinated effort requiring attention and care. Investing in this process pays dividends in client retention, team efficiency, and overall agency success.