Via Kevin Jackson of experiential agency Jack Morton
If I had a pound for every time I heard new business described as the lifeblood of the agency, I’d have enough money to buy a new book of clichés.
Everyone says it, but if actions speak louder than words, hardly anyone really believes it.
Half the time, agencies don’t even have a dedicated new business team.
Instead, the role falls to an account director who has “new business responsibility”, on top of all the other things they need to do.
We’re all responsible for sales, I can’t deny that.
And everyone has to fully commit to getting behind the new business agenda.
But if you want to keep the pipeline going and win more pitches, you have to invest in the discipline
It needs to be someone’s job, not just a task to be fitted around their other job.
Sales, like most other agency disciplines, such as creative, planning or production, requires a specific skill set.
I don’t need to tell you how competitive it is out there at the moment.
Without a dedicated sales team you’re just trying to get your life blood from a stone.
