Performance Review for Marketing & Digital Agencies
A standard operating procedure for conducting fair, consistent, and productive performance reviews that evaluate team member contributions, set development goals, and strengthen the working relationship between employees and their managers.
Purpose
To establish a consistent approach to performance reviews that provides employees with constructive feedback, recognises achievements, identifies development opportunities, and aligns individual performance with organisational objectives.
Scope
This SOP applies to all formal performance review cycles including annual reviews, mid-year reviews, and probation-end reviews. It covers the preparation, campaign delivery, and follow-up stages of the performance review process for all permanent and fixed-term employees.
Prerequisites
- Performance review period defined and communicated to all staff
- Review templates and rating criteria distributed to managers
- Team member self-assessments completed and submitted before the review meeting
- Previous review records and performance data accessible to the reviewer
Includes provisions for Australian Consumer Law (ACL), Privacy Act compliance for customer data, and ACMA spam regulations.
Step-by-Step Procedure
Prepare for the Performance Review
Gather all relevant information needed to conduct a thorough and fair performance review. This includes the team member's self-assessment, previous review records, performance data, feedback from colleagues, and notes on achievements and areas for improvement observed during the review period.
- 1.1Review the team member's self-assessment and note areas of agreement or divergence
- 1.2Gather performance data including campaign outcomes, key metrics, and deliverables
- 1.3Collect feedback from colleagues, stakeholders, or direct reports if applicable
- 1.4Review previous performance review records and check progress against past goals
- 1.5Prepare specific examples to support feedback on strengths and development areas
- Allocate at least one hour for preparation per team member to ensure thorough and fair reviews
- Focus on observable behaviours and measurable outcomes rather than personality traits
Schedule the Review Meeting
Schedule the performance review meeting in a private, comfortable setting with sufficient time for a meaningful conversation. Send the meeting invitation with a clear agenda so the team member knows what to expect.
- 2.1Book a private meeting room or set up a confidential video call
- 2.2Allow at least 60 minutes for the meeting to avoid feeling rushed
- 2.3Send the meeting invitation at least one week in advance
- 2.4Include the agenda and any documents the team member should review beforehand
- 2.5Confirm the meeting 24 hours before to ensure both parties are prepared
- Avoid scheduling reviews on Mondays or Fridays when energy and focus may be lower
- Choose a neutral meeting space rather than the manager's office if possible
Conduct the Performance Review Discussion
Lead the performance review conversation in a structured yet conversational manner. Begin with the team member's self-assessment, discuss achievements, address areas for improvement with specific examples, and collaboratively set goals for the next period.
- 3.1Open the meeting by setting a positive and constructive tone
- 3.2Invite the team member to share their self-assessment and reflections on the period
- 3.3Discuss specific achievements and provide recognition for strong performance
- 3.4Address areas for improvement using concrete examples and constructive language
- 3.5Collaboratively set three to five goals for the next review period
- 3.6Discuss professional development opportunities and career aspirations
- Use the ratio of three positive observations to every one area for improvement
- Listen actively and allow the team member to speak for at least half of the meeting time
Agree on Development Plan and Goals
Work with the team member to create a clear development plan that includes specific, measurable goals, training or learning activities, and timelines. Ensure both parties agree on expectations and the support the organisation will provide.
- 4.1Define three to five specific and measurable goals for the next period
- 4.2Identify training, mentoring, or coaching activities to support development
- 4.3Agree on milestones and check-in points to track progress
- 4.4Discuss any resources or support the team member needs to achieve their goals
- 4.5Document the agreed development plan in the performance management system
- Ensure goals are stretching but achievable to maintain motivation
- Include at least one goal related to professional growth or career development
Complete and Submit the Review Documentation
Finalise the performance review documentation including the overall rating, detailed feedback, agreed goals, and development plan. Both the manager and team member should review and sign the completed document.
- 5.1Complete the performance review form with ratings, comments, and agreed goals
- 5.2Share the draft with the team member for their review and comments
- 5.3Allow the team member to add their own comments or response to the review
- 5.4Both parties sign the finalised review document
- 5.5Submit the completed review to HR for processing and filing
- Complete documentation within 48 hours of the meeting while the discussion is fresh
- Ensure the written review accurately reflects the conversation held during the meeting
HR Review and Quality Assurance
HR reviews submitted performance reviews for consistency, fairness, and completeness. Check for rating calibration across teams, ensure all required sections are completed, and flag any concerns for follow-up with the reviewing manager.
- 6.1Review all submitted performance reviews for completeness and quality
- 6.2Check rating distributions across departments for consistency and potential bias
- 6.3Flag any reviews with extreme ratings for further discussion with the manager
- 6.4Ensure development plans are specific, measurable, and appropriately resourced
- 6.5Archive completed reviews in the team member's personnel file
- Look for patterns that might indicate bias such as consistently higher ratings for certain groups
- Provide feedback to managers on the quality of their reviews to improve the process over time
Follow Up and Monitor Progress
After the formal review, establish a cadence of informal check-ins to monitor progress against agreed goals and provide ongoing feedback. This ensures the performance review drives real behavioural change and development.
- 7.1Schedule monthly or quarterly informal check-ins to discuss goal progress
- 7.2Provide real-time feedback and coaching between formal reviews
- 7.3Adjust goals if circumstances change significantly during the review period
- 7.4Document progress notes to inform the next formal performance review
- Keep informal check-ins brief and focused — 15 to 20 minutes is sufficient
- Celebrate milestones and progress to maintain motivation between formal reviews
Quality Checkpoints
Common Mistakes to Avoid
Expected Outcomes
Percentage of scheduled performance reviews completed within the designated review period, targeting 100 percent completion
Percentage of goals set in performance reviews that are fully achieved by the next review cycle
Improvement in team member engagement survey scores related to feedback, recognition, and development opportunities following performance review cycles
Frequently Asked Questions
How should performance reviews handle underperformance?
Underperformance should be addressed with specific examples, a clear explanation of expected standards, and a structured improvement plan with measurable targets and support. If underperformance was not addressed during the period, the review should not be the first time the team member hears about it.
Should salary discussions be part of the performance review?
Many organisations separate salary discussions from performance reviews to keep the focus on development and feedback. If salary is discussed, it should come at the end of the meeting after the development conversation is complete.
What should a manager do if they disagree with the team member's self-assessment?
The manager should discuss the disagreement openly during the review meeting, providing specific examples and data to support their perspective. The goal is to reach a shared understanding, not to win an argument. If significant disagreement persists, involve HR to mediate.
How do you ensure fairness and consistency across different managers?
Fairness is supported through calibration sessions where managers compare ratings across teams, standardised review templates and rating criteria, HR quality assurance checks, and manager training on conducting effective and unbiased reviews.
How often should performance reviews be conducted?
Most organisations conduct formal performance reviews annually or semi-annually, supplemented by informal quarterly or monthly check-ins. The appropriate frequency depends on the organisation's culture, the nature of the work, and the team member's experience level.
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