business development frameworks & tips for agencies
TRANSCRIPT
GROW.
Leslie Bradshaw
@lesliebradshaw
Barbara Yolles
@barbarayolles
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
39
New Offering
40
New Offering
Exciting Take
41
The RightMedium & Timing
Magic
New Offering
Exciting Take
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