Business Development Frameworks & Tips for Agencies
Report
Leslie BradshawFollow
Jan. 25, 2016•0 likes•4,926 views
21 likes
Be the first to like this
Show More
views
Total views
0
On Slideshare
0
From embeds
0
Number of embeds
0
Check these out next
Business Development Frameworks & Tips for Agencies
Jan. 25, 2016•0 likes•4,926 views
21 likes
Be the first to like this
Show More
views
Total views
0
On Slideshare
0
From embeds
0
Number of embeds
0
Download to read offline
Report
Business
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.
Leslie BradshawFollow
Recommended
Go to-market strategy for B2B SaaS companiesGuillaume Lerouge
ANX_Credentials_Presenter_2015_KGEddie Deighton
Growmint Credential 2015Astari Saksono
Siten Software Company Profile - Updated Sep./2016Vu Tuyen Hoang
Pitch Deck 101Mohamad Gandara Ranggani
TEN Creative Design Agency CredsTEN Creative
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 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.
- 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 PRORATED REVENUE PROBABILITY WEIGHTING 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 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 CONTENT MARKETING NEWSLETTER EVENTS EMPLOYEE CONNECTION CLIENT CONNECTION 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 VIEW LEADS WE’RE NURTURING DORMANT LEADS NEWSLETTERS PERSONAL EMAILS CATCH UPS SOCIAL FLATTERY EVENT INVITATIONS CAPTURE CONTACT 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 CLIENT EXPERIENCES WORKING WITH 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 PRESS CLIENT GIVES AN AMAZING QUOTE CLIENT VOUCHES FOR US CLIENT RECOMMENDS US CLIENT REHIRES US CLIENT MOVES COMPANY AND REHIRES US
- 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 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 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. 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