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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

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