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5	Mistakes	that	Derail	An	Agency’s	
New	Business	Efforts
2	
30	years	of	agency	
life/20	owner	
250+	agencies	every	
year	with	AMI	
Data	from	studies	
with	CMOs/
decision	makers	
Working	with	agency	
search	consultants
Agency Business Development - Your five biggest mistakes
Agency Business Development - Your five biggest mistakes
5
Decide.
7	
Stop	accepKng	your	own	excuses
8	
The	bar	is	set	preOy	low
You	don’t	need	a	million
10	
Stop	accepKng	your	own	excuses	Danger	spots
Stop	accepKng	your	own	excuses	Mistake	#1
Macro	
Chart	out	your	sales	cycle	
Micro	
Nano	
Clients
Consistency	wins	over	volume
Stop	accepKng	your	own	excuses	Research	Tidbit	
You	are	on	their	radar	screen	long	before	
they’re	on	yours.		
	
85%	of	decision	makers	told	us	they’re	finding	
you,	not	the	other	way	around.	
	
		
2014	Research	–	AMI/Audience	Audit
Stop	accepKng	your	own	excuses	Search	Firm’s	Insights	
If	they	can’t	find	you	quickly	and	determine:	
	
§  Agency	size	
§  Agency	capabiliMes	
§  Agency	specializaMons/niches	
§  Contact	informaMon	
	
They	move	on	in	five	minutes	or	less.
Mistake	#2	
The	magical,	mythical	
new	business	guy
One	in	40+	new	business	
guys	are	successful
Not	realisKc	in:	
	Time	frame	
Resources	
Your	involvement
Stop	accepKng	your	own	excuses	Research	Tidbit	
Decision	makers	don’t	want	to	talk	markeMng,	
they	want	to	talk	business	problems	and	they	
don’t	believe	your	sales	guy	can	do	that.	
	
They	want	you.	
	
	
2014	Research	–	AMI/Audience	Audit
Stop	accepKng	your	own	excuses	
71%	of	CMOs	say	the	reason	they’re	looking	for	
a	new	agency	is	because	their	current	partner	
can’t	quanMtaMvely	prove	markeMng’s	impact.	
	
New	business	sales	people	talk	tacMcs	and	stuff.	
Clients	want	to	talk	results.	
Search	Firm’s	Insights
Make	your	clients	feel	
special	and	accidental	(or	
not)	sales	people
Mistake	#3	
Agencies	look	and	
sound	the	same
We’re	a	full	service,	
integrated	
markeKng	agency	
We	have	a	
proprietary	
process	
We	partner	with	
our	clients	
We’ve	got	X	years	
of	experience	on	
this	team
All	money	is	not	equal
Research	Tidbit	
When	you	say	full	service,	they	say	BS.	
	
They	want	specialists.	(25-50%of	the	
agency’s	clients	in	my	industry)	
	
	
2014	Research	–	AMI/Audience	Audit
Search	Firm’s	Insights
Four	legged	stool		
of	specializaKon
When	you	specialize,	you	get	to	
choose
Mistake	#4	
You’ve	lost		
your	swagger
Stop	accepKng	your	own	excuses	
Your	confidence	keeps	you	in	the	hunt.		
	
They	want	an	agency	who	will	push	back,	push	
them	and	help	them	keep	their	job.	
	
	
Research	Tidbit	
2014	Research	–	AMI/Audience	Audit
Stop	accepKng	your	own	excuses	
Agencies	are	too	Mmid.		
	
They	don’t	ask	for	what	they	want	–	face	to	
face	meeMng,	a	specific	spot	in	the	pitch	order,	
or	take	risks	in	the	pitch.	
	
The	agency	with	swagger	gets	noMced.	
	
			
2014	Research	–	AMI/Audience	Audit	
Search	Firm’s	Insights
Interview	them	too
Mistake	#5	
You	violate	one	of	
their	secret	rules
Research	Tidbit	
51%	said	they	have	a	“secret	sauce”	that	
helps	them	vet	the	agencies.	
	
2015	Research	–	AMI/Audience	Audit	
46%	said	they	have	automaKc	
disqualifiers.	
92%	told	us	what	they	are.
Get	our	free	research	report	and	learn	how	CMOs	hire/fire	agencies.	
	
hOp://agencymanagemenKnsKtute.com/agency-tools/
research-2015/
Search	Firm’s	Insights	
The	agency	that	comes	to	the	pitch	with	the	
best	strategies	and	ideas	doesn’t	always	win.		
	
Clients	can’t	suppress	their	emoMons.	Smart	
agencies	stack	the	deck.
Search	Firm’s	Insights	
The	agency	that	comes	to	the	pitch	with	the	
best	strategies	and	ideas	doesn’t	always	win.		
	
Clients	can’t	suppress	their	emoMons.	Smart	
agencies	stack	the	deck.
Avoid	these	five	
§  Feast	or	famine	strategy	
§  Mythological	new	business	guy	
§  Looking	and	sounding	the	same	
§  Being	Mmid	and	without	swagger	
§  ViolaMng	their	secret	rules	
And	for	the	love	of	Pete	–	decide!	Make	it	mandatory.
Drew@agencymanagemenKnsKtute.com	
@drewmclellan	
www.facebook.com/drew.mclellan	
www.linkedin.com/in/drewmclellan

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