business development frameworks & tips for agencies

GROW.

Leslie Bradshaw

@lesliebradshaw

leslie@madebymany.com

Barbara Yolles

@barbarayolles

byolles@unitedshore.com

agency biz dev

frameworks & tips

TODAY

2

Conversations

Fun & Games

Rules

Build Your Own Toolkit

WHY ARE WE HERE?

Agency Marketing Role of a Chief Growth Officer

Agency Positioning Pipeline Building

Reputation Management Organic Growth Lead Generation

Search Consultant Reviews Pitch Checklist

Hunter vs Farmer Pitch Dos and Don’ts

Client Profiling Pitch Strategy

KNOW THYSELF

The Agency Paradox

HOW DO OTHERS DESCRIBE THEMSELVES?

A full-service digital agency at the intersection of creativity, media and technology. We create experiences that build businesses. Learn more here.   An ideas and innovation company. We exist to create the future for our clients   Develops strategies, advertising and creative content for some of the world's most iconic brands. Through our Disruption process and Media Arts    We are a full-service, creatively driven advertising agency based in Portland, Oregon    Truth well told.

We create ideas people can belong to.

The agency for the digital age

MATCH

Razorfish is a full-service digital agency at the intersection of creativity, media and technology. We create experiences that build businesses. Learn more here.   AKQA is an ideas and innovation company. We exist to create the future for our clients   TBWA\CHIAT\DAY develops strategies, advertising and creative content for some of the world's most iconic brands. Through our Disruption process and Media Arts    Wieden Kennedy We are a full-service, creatively driven advertising agency based in Portland, Oregon    McCann Worldgroup is truth well told.

Profero we create ideas people can belong to.

R/GA The agency for the digital age.

TELLS YOU EVERYTHING YOU NEED TO KNOW

WHAT DO YOU STAND FOR?

What does your agency stand for?

What is your differentiating benefit?

What cause are you championing?

STAND FOR SOMETHING STEP 1

STAND FOR SOMETHING STEP 2

Prove it.

STAND FOR SOMETHING STEP 3

Become your own evangelist.

And recruit others to be evangelists.

STAND FOR SOMETHING STEP 4

Relentlessly pursue this as your

reason for being.

STAND FOR SOMETHING STEP 5

Create your own destiny because you will become your clients.

Big or small…they will have an impact on your

culture.

Agencies get the clients they deserve.

WHERE WILL THE GROWTH COME FROM?

YOUR GOAL

Monitor Weekly - Confirmed Revenue - Pipeline - Blue Sky

PROACTIVE

WORD OF MOUTH

ORGANIC

REACTIVE

PROACTIVE PROSPECTING

REACTIVE PROSPECTING

ORGANIC GROWTH

50%

30%

20%

NEW BUSINESS TEMPLATE TOOLS

2016 GROWTH GOAL

CLIENT REVENUE Insert Client Insert Client Insert Client

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

2016 GROWTH GOAL

PIPELINE REVENUE Insert Client Insert Client Insert Client

EXPECTED ANNUALIZED REVENUE

PRORATEDREVENUE

PROBABILITYWEIGHTING

BLUE SKY Insert Client Insert Client Insert Client

2016 GROWTH GOAL

CLIENT WINS Insert Client Insert Client Insert Client

CLIENT LOSSES Insert Client Insert Client Insert Client

CREATE A CULTURE OF GROWTH

Establish an “A” team

Make new business everyone’s business

Leverage your eco-system

Build your tool kit

NEW BUSINESS =

95% EFFORT

PART HUNTING

PART FARMING

RFP

PITCH

BRIEF

NEED

LONG GAMEBE HELPFUL IN OTHER WAYS

WATER, NURTURE, SUNSHINE

ORGANIC GROWTH GRASSROOTS + GRASSTOPS

LEAD GENERATION

ADDING VALUE GRASSROOTS + GRASSTOPS

Our Client’s Journey Turning Leads into Clients

1. Lead is unaware of Agency

BLOG

MEDIACOVERAGE

IN PERSONMEETING

CONTENTMARKETING

NEWSLETTER

EVENTS

EMPLOYEECONNECTION

CLIENTCONNECTION

WE NEED TO RESEARCH AND

CREATE SOMETHING

WE NEED TO ESTABLISH A

POINT OF VIEW

Our Client’s Journey 2. Lead is aware of Agency

THEY KNOW ABOUT US,

WE DON’T KNOW ABOUT THEM

LEAD MIGHT HAVE A BRIEF

THEY KNOW ABOUT US, WE KNOW ABOUT

THEM

WE NEED MORE INFO FROM LEAD

WE HAVE A PERSONAL

RELATIONSHIP

WE NEED TO RESEARCH AND

CREATE SOMETHING

WE NED TO ESTABLISH A

POINT OF VIEWLEADS WE’RE NURTURING

DORMANT LEADS

NEWSLETTERS PERSONALEMAILS

CATCH UPS

SOCIAL FLATTERY

EVENT INVITATIONS

CAPTURECONTACT INFO

WE VET THE BRIEF

WE HELP SHAPE THE BRIEF

WE CREATE A RESPONSE

TO THE BRIEF

Our Client’s Journey 3. Lead might want to work with us

LEAD GIVES AGENCY

THE PROJECT

Our Client’s Journey 4. Lead becomes a Client

WE ONBOARD THE CLIENT

CLIENTEXPERIENCES

WORKINGWITH US

THE PROJECT ENDS

WE CONTINUALLY

EVOLVE PRODUCT

WE HAND BACK PRODUCT

WE INCUBATE A PRODUCT TEAM

Our Client’s Journey 5. Client becomes a Agency Advocate

CLIENT MENTIONS US

IN PRESSCLIENT GIVES AN AMAZING QUOTE

CLIENT VOUCHES FOR US

CLIENT RECOMMENDS

USCLIENT

REHIRES USCLIENT MOVES COMPANY AND

REHIRES US

GUERRILLA + LABS GRASSROOTS + GRASSTOPS

35

Zeitgeist

36

ZeitgeistWhat YouDo Well

37

The RightMedium & Timing

ZeitgeistWhat YouDo Well

Magic

38

Recurring Developments

39

New Offering

40

New Offering

Exciting Take

41

The RightMedium & Timing

Magic

New Offering

Exciting Take

42

http://www.hackaball.com/

43

Advice to agencies

44

The State of the Internet

AMBITION PLANNING EXERCISE

AMBITION SCORECARDClient  :   Status  (A+  to  E-­‐) Key  Point/Issues

State of Business

Creative/Idea

Results and Learning's

Relationship and Staffing

Vulnerability

Profitability

Growth Opportunities

PROACTIVE GROWTH GRASSROOTS + GRASSTOPS

REACTIVE GROWTH GRASSROOTS + GRASSTOPS

Get on the radar of search consultants

WHAT SEARCH CONSULTANTS CARE ABOUT

“I want to know the leadership…”

“Make me look good …and connected.”

“I need to be viewed as an insider.”

THE PITCH

PITCH CRITERIA

IMPACT CLIENT PROCESS PEOPLE MONEY ODDS FAME

THE PITCH PROCESS

Know Thy Client

“This is a generation of Nascent Digital Marketing realizing their customers are digitally native and they aren’t connecting to build relationships.”

“CMO’s are younger, less experienced.”

“Procurement is playing a more important role in decision making.”

CLIENT PROFILINGPersonality type

Background Challenge

Fever/passion Decision makers

How do you map to the client

“In the beginning and end…it’s people”

BUILDING THE PITCH TEAM

Architect the team

Identify Partners

Cultivate team camaraderie

Free them up

Celebrate them

THE PITCHTATOR

THE POSER

THE CATCHER

WHAT IS THE BIG IDEA?

“Most pitches are won in the first meeting and lost in the finals.”

LOCK AND LOAD EARLY

POST-MORTEM

IT’S NOT OVER WHEN IT’S OVER

1. Debrief and learn

2. Follow-up communication/mailing to client and/or consultant

3. Determine how to package for re-pitch to new/other prospects or share with clients

4. Maintain communications with clients… you never know where they’ll end up!

PITCH MUSTS

Stand for something.

People matter – you win or lose on people

Show a business case/hypothesis

Lock and load on strategy early

Spend your time advancing one big idea

PITCH MUSTS