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GROW.
Leslie Bradshaw
@lesliebradshaw
leslie@madebymany.com
Barbara Yolles
@barbarayolles
byolles@unitedshore.com
agency b...
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 Manageme...
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 bu...
Razorfish is a full-service digital agency at the
intersection of creativity, media and technology. We
create experiences t...
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 SOM...
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...
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
PRORATED

REVE...
2016 GROWTH GOAL
CLIENT WINS
Insert Client
Insert Client
Insert Client
CLIENT LOSSES
Insert Client
Insert Client
Insert Cl...
CREATE A CULTURE OF GROWTH
Establish an “A” team
Make new business everyone’s business
Leverage your eco-system
Build your...
NEW BUSINESS =
95% EFFORT
PART HUNTING
PART FARMING
RFP
PITCH
BRIEF
NEED
LONG GAME
BE 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
MEDIA
COVERAGE
IN PERSON
MEETING
CONTEN...
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 ...
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 ...
Our Client’s Journey
4. Lead becomes a Client
WE ONBOARD 

THE CLIENT
CLIENT
EXPERIENCES
WORKING
WITH US
THE PROJECT
ENDS
...
Our Client’s Journey
5. Client becomes a Agency Advocate
CLIENT
MENTIONS US 

IN PRESS
CLIENT GIVES AN
AMAZING QUOTE
CLIEN...
GUERRILLA + LABS
GRASSROOTS + GRASSTOPS
35
Zeitgeist
36
Zeitgeist
What You

Do Well
37
The Right

Medium & Timing
Zeitgeist
What You

Do Well
Magic
38
Recurring Developments
39
New

Offering
40
New

Offering
Exciting

Take
41
The Right

Medium & 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 SCORECARD

Client	
  :	
   Status	
  (A+	
  to	
  E-­‐) Key	
  Point/Issues
State of Business
Creative/Idea
Resul...
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 ...
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 connecti...
“Procurement is playing a more 

important role in decision making.”

CLIENT PROFILING
Personality 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. Determ...
PITCH MUSTS
Stand for something.
People matter – you win or lose on people
Show a business case/hypothesis
Lock and load on strategy e...
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Business Development Frameworks & Tips for Agencies

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Seasoned agency leaders Barbara Yolles and Leslie Bradshaw share a few of their successful frameworks to grow an agency through strategic business development. Originally taught as a two-day course at the Society of Digital Agencies "Academy" in October 2015. Some slides redacted.

Published in: Business

Business Development Frameworks & Tips for Agencies

  1. 1. GROW. Leslie Bradshaw @lesliebradshaw leslie@madebymany.com Barbara Yolles @barbarayolles byolles@unitedshore.com agency biz dev frameworks & tips
  2. 2. TODAY 2 Conversations Fun & Games Rules Build Your Own Toolkit
  3. 3. 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
  4. 4. KNOW THYSELF The Agency Paradox
  5. 5. HOW DO OTHERS
 DESCRIBE THEMSELVES?
  6. 6. 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
  7. 7. 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   TBWACHIATDAY 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.
  8. 8. TELLS YOU EVERYTHING YOU NEED TO KNOW
  9. 9. WHAT DO YOU STAND FOR?
  10. 10. 
 What does your agency stand for? 
 What is your differentiating benefit? 
 What cause are you championing? STAND FOR SOMETHING STEP 1
  11. 11. STAND FOR SOMETHING STEP 2 Prove it.
  12. 12. STAND FOR SOMETHING STEP 3 Become your own evangelist. 
 And recruit others to be evangelists.
  13. 13. STAND FOR SOMETHING STEP 4 Relentlessly pursue this as your
 reason for being.
  14. 14. 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.

  15. 15. WHERE WILL THE GROWTH 
 COME FROM?
  16. 16. YOUR GOAL Monitor Weekly - Confirmed Revenue - Pipeline - Blue Sky
  17. 17. PROACTIVE WORD OF MOUTH ORGANIC REACTIVE
  18. 18. PROACTIVE PROSPECTING REACTIVE PROSPECTING ORGANIC GROWTH 50% 30% 20%
  19. 19. NEW BUSINESS TEMPLATE TOOLS
  20. 20. 2016 GROWTH GOAL CLIENT 
 REVENUE Insert Client Insert Client Insert Client JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
  21. 21. 2016 GROWTH GOAL PIPELINE REVENUE Insert Client Insert Client Insert Client EXPECTED 
 ANNUALIZED 
 REVENUE PRORATED
 REVENUE PROBABILITY
 WEIGHTING BLUE SKY Insert Client Insert Client Insert Client
  22. 22. 2016 GROWTH GOAL CLIENT WINS Insert Client Insert Client Insert Client CLIENT LOSSES Insert Client Insert Client Insert Client
  23. 23. CREATE A CULTURE OF GROWTH Establish an “A” team Make new business everyone’s business Leverage your eco-system Build your tool kit
  24. 24. NEW BUSINESS = 95% EFFORT
  25. 25. PART HUNTING PART FARMING RFP PITCH BRIEF NEED LONG GAME BE HELPFUL IN OTHER WAYS WATER, NURTURE, SUNSHINE
  26. 26. ORGANIC GROWTH GRASSROOTS + GRASSTOPS
  27. 27. LEAD GENERATION
  28. 28. ADDING VALUE GRASSROOTS + GRASSTOPS
  29. 29. Our Client’s Journey Turning Leads into Clients
 1. Lead is unaware of Agency BLOG MEDIA COVERAGE IN PERSON MEETING CONTENT MARKETING NEWSLETTER EVENTS EMPLOYEE CONNECTION CLIENT CONNECTION WE NEED TO RESEARCH AND CREATE SOMETHING WE NEED TO ESTABLISH A 
 POINT OF VIEW
  30. 30. 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 VIEW LEADS WE’RE NURTURING DORMANT 
 LEADS NEWSLETTERS PERSONAL EMAILS CATCH UPS SOCIAL 
 FLATTERY EVENT INVITATIONS CAPTURE CONTACT INFO
  31. 31. 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
  32. 32. Our Client’s Journey 4. Lead becomes a Client WE ONBOARD 
 THE CLIENT CLIENT EXPERIENCES WORKING WITH US THE PROJECT ENDS WE 
 CONTINUALLY EVOLVE
 PRODUCT WE HAND BACK PRODUCT WE INCUBATE A PRODUCT TEAM
  33. 33. Our Client’s Journey 5. Client becomes a Agency Advocate CLIENT MENTIONS US 
 IN PRESS CLIENT GIVES AN AMAZING QUOTE CLIENT 
 VOUCHES 
 FOR US CLIENT RECOMMENDS US CLIENT REHIRES US CLIENT MOVES COMPANY AND REHIRES US
  34. 34. GUERRILLA + LABS GRASSROOTS + GRASSTOPS
  35. 35. 35 Zeitgeist
  36. 36. 36 Zeitgeist What You
 Do Well
  37. 37. 37 The Right
 Medium & Timing Zeitgeist What You
 Do Well Magic
  38. 38. 38 Recurring Developments
  39. 39. 39 New
 Offering
  40. 40. 40 New
 Offering Exciting
 Take
  41. 41. 41 The Right
 Medium & Timing Magic New
 Offering Exciting
 Take
  42. 42. 42 http://www.hackaball.com/
  43. 43. 43 Advice to agencies
  44. 44. 44 The State of the Internet
  45. 45. AMBITION PLANNING EXERCISE
  46. 46. AMBITION SCORECARD
 Client  :   Status  (A+  to  E-­‐) Key  Point/Issues State of Business Creative/Idea Results and Learning's Relationship and Staffing Vulnerability Profitability Growth Opportunities
  47. 47. PROACTIVE GROWTH GRASSROOTS + GRASSTOPS
  48. 48. REACTIVE GROWTH GRASSROOTS + GRASSTOPS
  49. 49. Get on the radar 
 of search consultants
  50. 50. 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.”
  51. 51. THE PITCH
  52. 52. PITCH CRITERIA IMPACT CLIENT PROCESS PEOPLE MONEY ODDS FAME
  53. 53. THE PITCH PROCESS
  54. 54. Know Thy Client
  55. 55. “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.”
  56. 56. “Procurement is playing a more 
 important role in decision making.”

  57. 57. CLIENT PROFILING Personality type Background Challenge Fever/passion Decision makers How do you map to the client
  58. 58. “In the beginning and end…it’s people”

  59. 59. BUILDING THE PITCH TEAM Architect the team Identify Partners Cultivate team camaraderie Free them up Celebrate them
  60. 60. THE PITCHTATOR
  61. 61. THE POSER
  62. 62. THE CATCHER
  63. 63. WHAT IS 
 THE BIG IDEA?
  64. 64. “Most pitches are won in the first meeting and lost in the finals.”

  65. 65. LOCK AND LOAD EARLY
  66. 66. POST-MORTEM
  67. 67. 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!
  68. 68. PITCH MUSTS
  69. 69. 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

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