One of the significant evolutions we’ve seen over the last 10 years is not ‘how’ the most successful agencies win new business but ‘who’ does it.
It used to be the noble pursuit of a dedicated few in every agency – fearless, tenacious and invariably over-committed to the Agency cause. New Business teams, led by New Business Directors, sitting in New Business Departments.
That’s not to say that they don’t now exist, or indeed have become obsolete, but that the responsibility for new business in these high performing agencies has expanded way beyond these few brave souls.
Something has changed. There has been a cultural shift; to a greater or lesser degree new business has become everyone’s business.
Not just a few eyes and ears on the ground to spot and develop opportunities and not just a few pitch gurus but a bench full.
Perhaps the most interesting insight to be drawn from this agency-wide approach to new business is that any agency can have it. You don’t have to wait until you have reached a critical mass to be able to afford to invest in a dedicated new business function. Fundamentally it is about leveraging more effectively what you already have around you – your people.
Moreover the newer the agency, the more likely it is that this approach to new business comes as standard. The natural consequence of a more project-focussed business is a hunter mentality; a pre-requisite of modern agency life.
It is an evolution – some are being forced to evolve whilst others are born into it. It would be a good idea to know where you sit.
To learn more about how to Make New Business Everyone’s Business join our Webcast on 9th October 2014.