Unlocking your key asset – people.
People buy people, as the old saying goes. And there’s a huge amount of truth to it, with chemistry between both client and agency – and within pitch teams – being cited in the most recent jfdi New Business Barometer as the key factor in winning new business.
But, let’s face it, too often the responsibility for developing the pipeline and delivering responses can rest on too few people’s shoulders. The new biz guy, the MD, or worse – with client service and creative teams often stretched with existing commitments – whomever so happens to have some capacity that week!
In a world of increasing specialism; of people taking more active interest in their ‘personal brand’; and of the next generation of talent being hungry for training and development, we felt there was an opportunity. To get more employees integrated into the new business process, aligned with their own passions and interests. To increase the surface area of people who can prospect, at all levels.
To trust people to take a little more responsibility, look beyond their usual remit and operate outside of their comfort zone, with the right support.
In practice, that means creating a culture where people feel empowered to go and have that coffee and build a peer-to-peer relationship.
Where people are upskilled to learn how to spot opportunities and to develop those conversations. Where outside interests are actively brought into work and used to proactively shape client conversations and responses.
It’s all stuff that perhaps sounds simple in principle, but the day job often gets in the way, or people are just seen through the lens of their title.
However, once people start to see a little win, a new way of contributing, and their skills making an impact, momentum builds.
We’ve certainly seen encouraging results in all areas, from lead volume to wins.
Diverse perspectives and skills need to be harnessed in order to uncover more opportunities, build the right chemistry and deliver the richest responses.