How I Manage My Agency Operations Using the IOO Framework


I run Mapplinks, a digital growth marketing agency. And we use the IOO framework to manage our team and operations. IOO stands for Inputs, Outputs, and Outcomes.

Everything we do at the agency – including projects, marketing campaigns, or design work comes with an IOO table.

IOO framework digital agency

In this article, I’ll share what each component stands for and how other businesses and entrepreneurs can use this framework.


Inputs are the resources and information the team needs in the agency to perform their job effectively. These can come from clients, other teams, or the project manager myself as the agency owner.

Examples of inputs include:

  • Detailed client briefs and project requirements
  • Relevant data, research, and insights
  • Access to necessary tools, software, and resources
  • Clear communication and guidance from team leads and myself
  • Photos and images required for designing collateral


Outputs are the activities and tasks performed by the team to deliver exceptional service to our clients.

This includes:

  • Developing and executing data-driven marketing strategies
  • Creating high-quality content and engaging designs
  • Managing social media accounts and campaigns
  • Analyzing performance data and generating insightful reports
  • Creating content and copy


Outcomes are the results and achievements we deliver for our clients as a direct result of our team’s efforts.

Examples include:

  • Increased brand visibility and awareness
  • Improved customer engagement and loyalty
  • Higher conversion rates and sales
  • Long-term client satisfaction and retention

Understanding the IOO framework helps you break down exactly what your team needs to operate and what results can you expect based on their effort.

It also helps to fill any gaps in the projects and campaigns.

Here’s an example IOO table for a Google Ads campaign:

IOO Table: Google Ads Campaign


  • Client’s goals and objectives
  • Target audience demographics and preferences
  • Budget allocation for the campaign
  • Client’s branding guidelines and assets
  • Keyword research and selection
  • Ad copy and creative assets
  • Landing page optimization recommendations


  • Creation and setup of Google Ads campaign
  • Ad groups with targeted keywords
  • Ad copy variations for testing
  • Ad extensions implementation
  • Landing page design and optimization
  • Tracking and conversion setup
  • Monitoring and optimizing campaign performance


  • Increased website traffic from the targeted audience
  • Higher click-through rates (CTRs) on ads
  • Improved ad relevancy and quality scores
  • Enhanced brand visibility and awareness
  • Increased conversions (e.g., form submissions, purchases)
  • Positive return on ad spend (ROAS)
  • Achieved client’s goals and objectives

This IOO table for a Google Ads campaign outlines the inputs required, the outputs produced, and the desired outcomes to be achieved.

It provides a clear framework for managing and measuring the success of the campaign.

The same can be repeated for any campaigns or projects that are part of the digital marketing agency operations.

This tool helps us get clarity on our marketing campaigns even before we launch them. As an agency owner and business owner, you can also use the IOO framework to manage your team and processes.

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