Winning Your Next RFP: Get on the Brand’s Winning Shortlist

Winning Your Next RFP

Many times when a brand releases a Request For Proposal (RFP) to the public, they already know who will win their business. This often-overlooked fact will keep you from getting on their shortlist. 

Brands come up with an RFP after conversations are started around problems they’ve experienced internally. They’ve already talked to agencies, and these conversations are much less formal than a pitch, giving those agencies who started these talks early a winning chance before you even see the RFP. 

So how can you get on the brand’s shortlist before an RFP is released? It takes months of build-up to get in front of the RFP process, but with a proactive and consistent approach, you can save resources and turn out a higher win rate for your RFPs. 

Before going into another pitch, it’s a worthy exercise to answer these three questions first:

  • Which RFPs do I have a right to win?
  • What can I do to get in front of brands before the RFP goes to bid?
  • Is there a way to win the bid before the RFP is out?

You can watch the webinar here or keep reading to learn more. 

Which RFPs do I have a right to win?

The first question you need to ask is whether you fit the profile the brand is looking for. Many RFPs include specific employee numbers to gauge size or capabilities along with questions around vertical or industry expertise. Before jumping in and dedicating the time and resources it takes to submit an RFP, make sure there is a real problem you can solve first.

Brands are doing their own research:

  • 85% are conducting their own research before contacting a potential agency partner.
  • 85% seek industry experience.
  • 78% investigate 5-10 agencies before compiling a shortlist.
  • 67% look at case studies.

You have a Right to Win when you can meet the capabilities, staffing needs, and expertise in a given area. Draw those boundaries firmly and stick to them. You will improve your win rate just by doing this. 

What can I do to get in front of brands before the RFP goes to bid?

To get in front of the line, you have to meet brands when they are in problem-solution mode. This is when they know there is a problem within their brand and have clearly identified this, but have not framed out a solution for it. That is when you want to start conversations so when the brand does go to RFP, you’re in the room to pitch or you’ve been hand-picked and the RFP is simply a formality to winning the business. 

Think of the day brand marketers have – jumping from one meeting to another while balancing their day-to-day workload and addressing problems the company is facing across all departments, from digital transformations to the next TikTok trend. In between all of this, wouldn’t you want to talk to an agency that is proactively coming up with solutions to your problems?

A proactive approach to new business development will look different from the response-based approach. In an RFP pitch, you can expect the solution to be clearly articulated, but when you’re proactively having conversations your first meetings are intended to uncover problems the marketing team is facing. From here, you can begin to create the outline of a solution and share this with them when the timing is right.

Is there a way to win the bid before the RFP is out?

The short answer is yes, absolutely! But it will not happen overnight. A successful new business development director will understand how to navigate the sales process while maintaining a positive relationship. Because ultimately, they will know that timing is the biggest factor in closing a new deal than any other metric.

How many times have you lost a pitch and heard the client share that they liked your ideas but had to go with someone else? Many people would call this a loss, but it’s an opportunity to keep a door open. Whether that door is opened because you lost an initial pitch or through other avenues, there is always a chance to win another deal when the timing is more suited. So how do you keep up with the brand over time?

A sales leader should keep in touch with the brand in an authentic way, and continue to learn about the problems they are facing. This consistency will keep you in the loop when the next RFP goes to bid, and when it does, they will have you in mind when creating the specific criteria needed to win. 

Get more insights like this from Catapult and Winmo in this webinar where we share Secrets to Beating the RFP Process.

Getting Started With Lists

 

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On-Demand Webinar: Secrets to Beating the RFP Process

Secrets to beating the RFP process

Many times when a brand releases a Request For Proposal (RFP) to the public, they already know who will win their business. Brands come up with an RFP after conversations are already started around problems they’re experiencing internally, and have talked to agencies about that problem. These initial conversations are much less formal than a pitch but can lead to the RFP process. So how can you get on the brand’s shortlist before an RFP is released?

It takes months of build-up to get in front of the RFP process, but with a proactive and consistent approach, you can save resources and turn out a higher win rate for your RFPs.

In this webinar, Catapult and Winmo share strategies and tactics to beat the RFP process.
The following questions are discussed:

Which RFPs do I have a right to win?
What can I do to get in front of brands before the RFP goes to bid?
Is there a way to win the bid before the RFP is out?

These questions are answered during the recording, but you can submit your questions through the chat and the Catapult team will be able to respond in real-time.

Getting Started With Lists

 

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The Discovery Call: Your Chance to Uncover An Exclusive Opportunity

The Discovery Call: Your Chance to Uncover An Exclusive Opportunity

A discovery call is the first of many conversations and can be defined as a time to uncover where your prospect is in their buying journey. Before guiding the conversation toward services or capabilities, you need to first meet them where they are.

On a successful discovery call, the prospect asks 8-10 questions on average. With about 30 minutes scheduled, what do you do with the rest of the time to make sure the call is successful?

What Makes a Discovery Call Successful?

A great discovery call will allow the prospect to do most of the talking, provide you with insights needed to navigate the deal further down your pipeline, and open the conversation up for those opportunities. In the end, you want the prospect to ask for a follow-up conversation. Getting that meeting scheduled before hanging up the call is the best scenario you could have. The whole goal is to get to that next meeting, but the first objective is to figure out if this is a fit, not just for the prospect, but for you as well. If it’s not, don’t be afraid to be honest about that.

Before going into your next discovery call, prepare yourself for the questions that you want to ask, but more importantly, be prepared to answer their questions. It’s hard to know exactly what will get asked, but you can anticipate these through preparation.

These are the top questions Catapult receives from agencies who are scheduling a discovery call for the first time:

  • What is the difference between meetings with inbound vs outbound leads?
  • How do I prepare the team before meeting with a prospect?
  • How can I use Winmo to prepare for these calls?

Eric Brown
VP Client Engagement at Catapult

“These are important foundational questions because not only does it make you think about your overall strategy for the call, it’s also giving your team a method to assess what kind of information you want to pull out of your prospect. Prioritizing what you need from this first call and helping the team prepare will really ensure you ace it.”

What is the difference between meetings with inbound vs outbound leads?

There is a big difference between inbound and outbound leads. Think of it as warm vs cold. Inbound is coming in through a relationship referral, your website, or they’ve reached out and connected with you because they want to hear more regarding your capabilities. There is already a specific need or project in place, and the conversation revolves around that.

An outbound lead is a conversation that you asked for, and the client likely won’t have a specific project or criteria defined. That presents a challenge when you’re wanting to win new business because it’s not as simple as sharing your capabilities deck. You have to uncover a problem that they have not yet acted on. So the main difference is that there isn’t a project or Agency of Record need to be scoped out yet.

How do I prepare the team before meeting with a prospect?

The first rule of a discovery call: don’t share your capabilities deck. If you’re in the habit of jumping on a discovery call and immediately sharing your screen and walking through all your capabilities and background on your agency, you’re missing a huge opportunity. Is this the best way to connect with the person on the other side and understand the pain points they’re experiencing?

The short answer is no. So how do you prepare for the unknown? You do this by researching the brand and prospect. This will allow you to uncover their pain points slowly without hard selling your services. These are a few places to start your research:

  • LinkedIn connections and posts.
  • News articles and industry updates.
  • Data around media spend, revenue, ad targeting, etc.

Knowing what is impacting the company and what they’re doing in the market now will help you anticipate some of those questions you’ll get asked. Oftentimes you are not the only one on the call though from your agency.

Preparing team members for the call takes some extra time, but it always pays off. In these cases, creating a meeting brief with the information above organized and call details added will help everyone get on the same page. In the brief, you should try answering these kinds of questions:

  • Has the brand launched a new product or service recently?
  • Is there new funding or shifts in their marketing budgets?
  • What kind of influence will the attendees on the call have?
  • Does the agency experience match the brands’ niche?

How can I use Winmo to prepare for these calls?

Winmo is an incredibly powerful tool, there are a ton of insights and a wealth of data that will help prepare the team before a discovery call. These are some of the key features Catapult uses to prepare a brief for its clients.

Carolina Gastley
VP of Client Services

“I look at the company page pretty regularly. The information here shows me where the company stands, and I make sure that I know what additional products or brands the company might have under its portfolio. I also look at who their current agency partners are and what services they might already offer to the brand. The most important place I look at though is revenue and media spend to make sure their spending level aligns with my goals. Making sure this relationship is the right prospect fit based on what kind of revenue they’re working with is just as important.”


Andrew Orlando
Director of Client Engagement

“WindmoEdge is a really nice tool. This is company news that focuses on marketing spend, CMO shifts, and campaigns. This tells me what’s going on, whether they got a round of funding or they acquired a brand. You never want to get caught on a prospect call and hear them share the news that’s already happened. You might hear something like ‘I’m not sure if you saw that in the news’ and that shows you were not prepared, so don’t be that person. You want to be on top of it and know what’s going on with the brand that you’re speaking with.”

 

You never want to be surprised. You want to be a leader, guiding the conversation. Ask questions that you already know the answers to because you’ve done that research ahead of time. It’s an informed question that shows your competency and really brings value to that conversation in their mind.

Hear more from Catapult in this webinar where we share best practices on not just knowing when the call was successful for you and the prospect, but how to keep the conversation going long after the call has ended.

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On-Demand Webinar: You got the meeting. Now What?

You Got The Meeting. Now What?

A discovery call is the first of many conversations and can be defined as a time to uncover where they are in their buying journey. Before guiding the conversation toward services or capabilities, you need to first meet them where they are.

On a successful discovery call, the prospect asks 8-10 questions on average. With about 30 minutes scheduled, what do you do with the rest of the time to make sure the call is successful?

A great discovery call will allow the prospect to do most of the talking, provide you with insights needed to navigate the deal further down your pipeline, and open the conversation up for those opportunities. In the end, you want the prospect to ask for a follow-up conversation. 

In this webinar, Catapult shares best practices on not just knowing when the call was successful for you and the prospect, but how to keep the conversation going long after the call has ended.

 

Join this webinar to learn:

What is the difference between meetings with inbound vs outbound leads?
How do I prepare the team before meeting with a prospect?
How can I use Winmo to prepare for these calls?

These questions are answered during the recording, but you can submit your questions through the chat and the Catapult team will be able to respond in real-time.

Getting Started With Lists

 

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Q&A: How Do I Get More Meetings Through Proactive Outreach?

How Do I Get More Meetings Through Proactive Outreach?

Research shows that brands are looking at not only capabilities but industry expertise and case studies before compiling a shortlist of agencies to work with. To be in the best position to win new clients, agencies need to find their Right to Win. Before pulling your next prospecting list, identify who will put you on their shortlist and set yourself up for better opportunities to win.

By answering these three questions, you will see more success from your new business development efforts:

  • What is your Right to Win?
  • How do you qualify your Right to Win?
  • How do I find my Right to Win in Winmo?

What is your Right to Win?

Right to Win really means that you can easily prove to a prospect why they would choose you over a competitor. That you can easily prove your value to them. This may come from the capabilities of your agency or the talent and backgrounds on your team. Identifying your right to win is important before pulling a prospect list because you want to make sure that you’re making the most of your business development efforts, as well as making sure that you’re putting yourself and your business in the best possible position to succeed when you’re going into a meeting.

It comes down to making the most of your time and putting your efforts into the right place. If you don’t start with that foundation, you can meet and pitch your business to clients who won’t see the value in working with you. And ultimately, you won’t be able to win that business. Hence the term “Right to Win”.

How do you qualify your Right to Win?

When brands are looking for a partner, a lot look at case studies, which ties into your industry experience and the work that you’ve done. Those are two big factors. Brands are doing the research before even meeting with you. So if you put yourself in the shoes of the prospect and you go to your website, would you want to meet with yourself? You have to ask those kinds of questions.

Research shows that brands are looking at information like this when considering whether or not to work with you:

  • 85% of prospects are conducting their own research before contacting a potential agency partner.
  • 85% seek industry experience.
  • 78% investigate 5-10 agencies before compiling a shortlist.
  • 67% look at case studies.

How do I find my Right to Win?

Using a sales prospecting tool is the best way to efficiently and effectively identify those Right to Win accounts. Not all data is created equal though. When evaluating sales prospecting tools, you will want to know how they are sourcing their data, what types of industries and companies you will find, and what other data points you will have access to.

Some teams choose to take an account-based approach, and that will affect which contact data provider you choose. For this, you’ll want a data provider that connects the dots between brands, agencies, and executives – knowing the entire buying committee is key. Supplementing this data with insights will also help narrow down the right target accounts to include.

Winmo allows you to do this, and there are a few favorite features the Catapult team uses regularly for prospecting.

Megan Gehrich, Business Development Director

“In Winmo, each contact page has their profile, but when you download a list you can find each contact’s LinkedIn URL. This makes it really easy to write a personalized email. It’s a feature you can use every day to save time and make targeted outreach a lot easier.”

 

Andrew Orlando, Director of Client Engagement

“Looking at prospect indicators is another Winmo-favorite. Insights including planning and buying periods, accounts that are getting funded, and more give peaks behind the curtain that are so valuable for targeted prospecting.”

 

 

In this webinar, Catapult and Winmo share the first steps to take before prospecting and pitching your capabilities to brands. You will walk away from this webinar with a strategy and an action plan. Winmo demonstrates how to pull a prospecting list using the steps outlined in order to have the best chance at winning your next client.

Getting Started With Lists

 

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On Demand Webinar: Getting Started With Lists

Getting Started with Lists Webinar

Research shows that brands are not only looking at capabilities but industry expertise and case studies before compiling a shortlist of agencies to work with. To be in the best position to win new clients, agencies need to find their Right to Win. 

In this webinar, Catapult and Winmo share the first steps to take before prospecting and pitching your capabilities to brands. You will walk away from this webinar with a strategy and an action plan. Winmo demonstrates how to pull a prospecting list using the steps outlined in order to have the best chance at winning your next client. 

These questions are answered during the recording, but you can submit your questions through the chat and the Catapult team will be able to respond in real-time. 

Questions answered in this webinar include:

What is your Right to Win?
How do you qualify your Right to Win?
How do I find my Right to Win in Winmo?

Getting Started With Lists

 

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Agency Burnout: Pitch After Pitch is Killing Staff Morale

It’s no secret; the business development process is grueling.  Even Digiday reported in an article earlier this year, ‘Never not on a pitch’: Staffers feel burnout amid agency pressure to pitch new business with fewer resources.” Staffers are, now more than ever, constantly pressured to pitch new business with fewer resources. All of this pitching is leading to one inevitable place… burnout. Agency new business has never been more competitive and things won’t be slowing down anytime soon.

How can agencies avoid this burnout and grow?

The answer in many cases is simple: be more selective. Easier said than done, right? To be more selective, you first need to clearly define who you want to work with. This means being very strict about who you absolutely do not want to work with.

Prioritize your pitchable brands by:

  • Choosing those within your agency’s Right to Win.*
  • Ensuring there is a passion for the brand (vertical, consumer type, etc).
  • Knowing which services and scopes are actually profitable.
  • Finding scopes that matches your expertise.

*What do I mean by Right to Win?
If you can say that there is a “right to win” then you can prove it through case studies and past work examples. When you show prospects this, they will want to work with you just as much as you want to work with them.

Stay Out of the Waiting-On-The-RFP Game

If an RFP comes across your desk that doesn’t fit within these parameters, leave it alone. I know it’s hard to turn away from a potential payday, especially when a feeling of uncertainty surrounds your new business pipeline, but you can be risking profitability or employee churn by putting your teams on projects they aren’t passionate about. Once you have set these parameters, do not stray! Agency new business is a lot like dating. If you know what you’re looking for, you’re more likely to find it, so stay out of the waiting-on-the-RFP game and get into the proactive biz dev game.

Just like in your personal life, being proactive vs. reactive will always lead to better results. Get out there and start hunting for new prospects that fit your agency’s Right to Win. Utilize email, social, and resurgence of in-person events to connect with those brands that you are most passionate about and focus on planting the right seeds of growth with them. 

They may not be a quick fix for cash that some of these ill-fitting RFPs may inject, but what they will do is set your team up for long-term business development success. Happy employees lead to happy clients, and eventually more rewarding work for your agency.

 

So there you have it. A few tips to avoid pitch burnout and set your agency up for new business success. Agency new business is a process, but if you’re strategic about it, the right clients will partner with you when you need them most.

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New Business Trends of 2022 – Part 3 of 3

We’re rounding out 2022 new business trends with a focus on Experimental Budgets. Those elusive and magical dollars are set aside to try new things and open new channels for brands.

We know that marketers’ budgets for testing are continually increasing, but now more than ever is a time when these budgets are no longer afterthoughts. The Pandemic’s disruption colliding with a huge diversification of media and an acceleration of new consumer behaviors means that marketers are having to try new things and look for new creative avenues and media channels to put their budgets. They are doing this too with full knowledge that a large portion of these budgets may not get them a Return on Investment (ROI) immediately.  

Skip the Procurement Approval Process

The ROI conversation is a big one because when you are in a testing mindset, as these brands are, you are willing to look at ROI differently in order to evaluate a campaign more holistically. Rather than just “did sales increase?”, marketers are exploring how else these campaigns may affect the brand image/recognition as a whole. This open-mindedness opens new opportunities for an agency to get their foot in the door.

We have seen this play out over the past 12 months in a number of ways. Recently, one of Catapult’s clients was speaking with a direct-to-consumer mattress company about their 2022 growth goals. They had already set their performance marketing budgets for the year, but what they set aside was $150k/month to try new channels. Because they already have these dollars budgeted, the marketers themselves can sign off on new partners without having to go through the typical CMO/procurement approval process, saving a massive amount of time and energy for our agencies. While $80k may not be a huge initial project, that is a monthly budget, so the calculus is that the program you are running is going to be fantastic and you are going to be able to continue all year – totaling closer to an overall $1 million client.

What the Data Tells Us

If these budgets are easier to get signoff, how do we know they are out there happening at an increased rate? We looked at the data. In 2021, we looked at the number of new agency relationships added to the Winmo database vs agency relationships ended in the database. You would expect these to be close to a 1:1 ratio if you assume these are retainer relationships, one agency wins a new piece of business, and as such another loses. 1 new win, 1 new loss. What we actually saw though was that new relationships happened at double the pace of ending relationships. Essentially, brands are hiring more agencies for projects and experimental work at an increasingly fast pace.

Further evidence to this was looking at our select group of over 50 agencies within the Catapult group and we found that 72% of our agencies’ new work started last year was in the form of an initial project, not a retainer. There are certainly retainers out there to be had and won (and increasing RFPs back that up), but the quicker decisions being made by marketers right now in mass are those with a project background.

We aren’t saying that you only consider project work moving forward. What we are saying is that when you go into an initial fact-finding call with a new brand, be aware of these experimental budgets and keep it in the back of your mind as they talk about opportunities that do or do not exist currently. While they may not be out there searching for a new Agency of Record, we are sure they are looking to find a new way to break through to different audiences and there is money to be spent.

 

The Key Trends Impacting Agency New Business in 2022

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The 12 Ads That Made Us Smile This Season

And on the 1st day of Christmas, my true love (ahem, Winmo), gave to me…

With holiday cheer in full swing, we’re taking a break to celebrate the 12 days of Christmas with our partner Winmo, our clients, and to appreciate the campaigns released this season. 

Catapult is rounding up the top ads that made us smile, and we hope it brings you some cheer too. 

1. Aldi | EBanana Scrooge

We can’t get enough of the fruits and vegetables in Aldi’s holiday ads. The retail chain takes a fun holiday spin on their core message promoting better-for-you options in order to reach health-oriented consumers. We love this year’s edition with a banana and a fun spin on the classic story of Ebenezer Scrooge. McCann WorldGroup gave us this campaign, and it all started with the iconic A Christmas Carrot ad and Kevin the Carrot.

What we’ve known about Aldi during the past two years is that it’s digital ad spend increased, and that trend has continued in 2021 and into the holiday season, according to Winmo Sales Predictions. Learn more with Winmo.

 

2. Amazon | Kindness is the greatest gift

If we learned anything as a collective group this year, it’s that empathy is the glue that keeps us together. The sentiment of this ad hits on emotion and feeling of belonging we’ve all craved during the holiday frenzy. 

The agency Lucky Generals zeroed in on this emotion and communicated the value of kindness over materialism perfectly, showing us that there is a genuine place for this brand in our lives. 

 

3. Disney | The Stepdad

The in-house team at Disney debuted the Christmas Short “The Stepdad” this season and it was a tear-jerker. All we can say is get the tissues ready.

 

4. Etsy | Give More than a Gift

The brand worked with 72andsunny to make a big marketing push for the holiday season, according to Winmo Sales Predictions. The message behind the advert reminds people that connecting with your friends and family is what makes the holidays so meaningful. 

 

5. Home Depot | Does Santa Shop Here?

The Home Depot named BBDO as its creative AOR just this year, and within months released the brand’s holiday campaign. The ad features real retail associates from Alaska and showcases just how far their customer support will go to keep a customer happy…in this case by keeping Santa’s identity a secret.  We love that they’ve kept this lighthearted and close to the brand’s mission.

The Winmo research team reported earlier this year that The Home Depot selected OMD as its media AOR as well. Winmo is predicting that with these two new agency relationships the brand will be increasing their media spend in the New Year. Learn more with Winmo.

 

6. Lego | Rebuild the World

Another beautifully crafted ad that shows how kids can build and rebuild whatever they want using their imagination with Lego products. The ad was created by Lego’s in-house agency and is another stunning spot for the brand’s Rebuild the World campaign, originally launched in 2019.

 

7. Macy’s | Tiptoe and the Flying Machine

BBDO New York created a loveable character named Tiptoe who we met during the Thanksgiving Day parade. They’ve brought Tiptoe back for the holiday season, this time in an advert where the reindeer realizes her dream of joining Santa’s Sleigh Team. It’s cute, it’s inspirational, need we say more?

 

8. Planters | A Nutty Holiday

Ok this one deserves a spot on our list because, well to put it simply, nostalgia. Or NUTstalgia as the ad cleverly puts it. The new work awarded to VaynerMedia after an acquisition by Hormel positions Planters, or what is more notably recognized as Mr. Peanut, as “A Nut Above”, the tagline introduced earlier this year. We’re loving the throwback. 

 

9. Peloton | When Your Workout is a Joy, It’s a joy to workout

Another classic holiday favorite, the story of Scrooge, has been spun by the agency adam&eveNYC to share the joys of working out with a Peloton. Ahead of the New Year / New Me resolutions, this ad is sure to inspire those looking to boost their workout routine. And it really does look like fun, even for a Scrooge.

There’s a lot more activity ahead for the brand in 2022. Learn more with Winmo.

 

10. SNL + HomeGoods | What real moms want

I know, I know, not a serious advert, but the SNL skit was hilariously good and we couldn’t help but add it here. It really did make us smile. The family of brands HomeGoods, TJX, and Marshall’s tends to target women of most ages, and the skit so perfectly hits on the holiday dynamics between mothers and daughters.

 

11. Toyotathon | Bookstore

 

Saatchi & Saatchi put together a spot that shares a heartwarming story of togetherness and community with Toyota at the center. The agency has been leading the campaign for the new 2022 Tundra, which is prominently featured in the advert. 

 

12. Wegmans | Happy Together

Lastly, we picked this cute advert from Wegman’s. It’s another advert that really shows the reason for the season, being together. The agency Optic Sky brought this one to life and shows us how Wegman’s brings people together during the holidays.

 

 

The message is clear this year, brands want to find a place in your life where you can make genuine connections with other people. We’ve thoroughly enjoyed putting this list together, and hope it brings you happiness this holiday season!

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New Business Trends of 2022 – Part 2 of 3

New Business Trends of 2022

The past two years forced many agencies to take a hard look internally at their business development efforts. When the Pandemic began, paused agreements and decreasing scope were standard across huge swaths of most client bases, and new client acquisition needed to happen quickly. That increased need has caused many medium-to-large-sized agencies to take on a true “sales machine” mentality. No longer sitting back and saying “if you build it they will come”, these shops are competing by saying “we will bring it to you”.  

With this shift in mentality, expect to see more competition than ever from other agencies this year. Outbound activity will be at an all-time high from all of your competitors.

Agency Tenure

This “bring it to you” approach of new business is especially important as you begin to realize the timing of how brands buy. In the past, the generally accepted timing of agency tenure was somewhere around three years. Every three years a brand would be out hunting for a new creative or media AOR. If we make that assumption to be true, that would mean that 33% of brands in a given year are shopping. Not too hard to find 1 out of 3, right?

Well, the assumptions made about agency tenure are deceiving. Catapult evaluated over 2,500 relationships that were tracked in Winmo and we found that the actual average tenure of a brand/agency relationship is 5.9 years! Almost double what the assumed tenure is.  

Total Addressable Market and Competition

The more growth-aggressive agencies are building a sophisticated sales machine to get in front of these brands. They understand that in order to capture the 17% of brands shopping for an agency, you need to spend time educating and interacting with a higher percentage of the Total Addressable Market. You can’t ignore the other 83% that aren’t in a position to buy today, because they may be in position tomorrow. We certainly can’t force them to have a need or to go into an RFP, but we can proactively find ways to stay in front of them and lay the foundation through value-added content and conversations. It’s recognizing though that new opportunity conversations don’t always have to end with a budget and a win, sometimes the win is just in making the connection with your prospect by showing value in a unique and meaningful way.

The “sales machines” that are being built to capture business both have an eye on the 17% and the 83% discussed, but it’s not easy. In order to do that, you need both 1:1 human outreach for the 17% using both data and insights, while also spending time educating the other 83% through content, PR, SEO, and SEM methods. Neither of these paths work truly alone in a vacuum, and a more holistic approach is what is needed to ensure that you are able to compete with all the increased activity from your competitors. If you begin to slack in any one area of this approach, it will have a negative cascading effect on your entire new business process.  

Finding the Right Opportunities 

Below is an example of a tech stack and outreach flow that our team utilizes to go after the 17% of buyers that are looking today. This takes time, organization, and accountability to consistently use the data at hand in a very structured process in order to produce the types of meetings that we know will result in revenue. The key here though is the process. The clearer and more structured your process is in the beginning, the easier it will be to customize, adjust, and scale as you learn which prospects are falling into the 17% and which are in the 83%.  

 

 

With so much disruption happening, agency opportunities are at an all-time high and it’s going to be a highly competitive year ahead. Is your sales machine running at full speed?

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Winning Your Next RFP: Get on the Brand’s Winning Shortlist
agency business development agency prospecting discovery call outbound strategy

Winning Your Next RFP: Get on the Brand’s Winning Shortlist

Many times when a brand releases a Request For Proposal (RFP) to the public, they already know...

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On-Demand Webinar: Secrets to Beating the RFP Process
agency agency business development agency prospecting discovery call outbound leads outbound strategy prospecting webinar

On-Demand Webinar: Secrets to Beating the RFP Process

Many times when a brand releases a Request For Proposal (RFP) to the public, they already know...

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The Discovery Call: Your Chance to Uncover An Exclusive Opportunity
agency business development agency prospecting discovery call outbound strategy

The Discovery Call: Your Chance to Uncover An Exclusive Opportunity

A discovery call is the first of many conversations and can be defined as a time to uncover...

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On-Demand Webinar: You got the meeting. Now What?
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On-Demand Webinar: You got the meeting. Now What?

A discovery call is the first of many conversations and can be defined as a time to uncover...

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Q&A: How Do I Get More Meetings Through Proactive Outreach?

Q&A: How Do I Get More Meetings Through Proactive Outreach?

Research shows that brands are looking at not only capabilities but industry expertise and...

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On Demand Webinar: Getting Started With Lists

On Demand Webinar: Getting Started With Lists

Research shows that brands are not only looking at capabilities but industry expertise and...

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Agency Burnout: Pitch After Pitch is Killing Staff Morale
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Agency Burnout: Pitch After Pitch is Killing Staff Morale

It’s no secret; the business development process is grueling.  Even Digiday reported...

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New Business Trends of 2022 –  Part 3 of 3
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New Business Trends of 2022 – Part 3 of 3

We’re rounding out 2022 new business trends with a focus on Experimental Budgets. Those elusive...

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The 12 Ads That Made Us Smile This Season
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The 12 Ads That Made Us Smile This Season

And on the 1st day of Christmas, my true love (ahem, Winmo), gave to me… With holiday cheer...

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New Business Trends of 2022 –  Part 2 of 3
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New Business Trends of 2022 – Part 2 of 3

The past two years forced many agencies to take a hard look internally at their business development...

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New Business Trends of 2022 –  Part 1 of 3
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New Business Trends of 2022 – Part 1 of 3

Success in the new year hinges on our ability to understand and predict the current and future...

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How to Encourage Client Referrals & Testimonials for More New Business

How to Encourage Client Referrals & Testimonials for More New Business

Wouldn’t it be great to assign your agency’s new business responsibilities to your...

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Brands Are Searching for 2022 Partners Now
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Brands Are Searching for 2022 Partners Now

When planning for the new year, the common perception is that most companies begin planning...

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Get more out of your case studies
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Get more out of your case studies

Case studies are useful guides to educate and influence your prospective new clients. While...

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Win More Podcast
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Win More Podcast

Recently we had the opportunity to join team Winmo on their Win More Podcast to talk everything...

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Your agency has a sales culture and it may be holding you back
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Your agency has a sales culture and it may be holding you back

Every day there are more and more articles posted about the importance of your overall corporate...

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Q2 is Over, But 2021 is Only Getting Started
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Q2 is Over, But 2021 is Only Getting Started

It’s been six months. Six months of a slow, methodical, pragmatism by the market to get back...

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6 Ways Video Meetings Have Improved Client Relationships
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6 Ways Video Meetings Have Improved Client Relationships

It’s been over a year since we all began the trial and error of remote working and virtual...

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Better Predict Your Future New Business Success
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Better Predict Your Future New Business Success

2020 has taught us many things, but one of the biggest learnings has been around most of our...

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Featured Author Post: Operationalizing Your Agency’s New Business Strategy
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Featured Author Post: Operationalizing Your Agency’s New Business Strategy

By Jody Sutter New business is one of those responsibilities that should be fully integrated...

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Why Your Biz Dev Team Needs Those Updated Assets
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Why Your Biz Dev Team Needs Those Updated Assets

Is your agency completely overwhelmed with an insanely busy month? One where your team has...

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What Business Development Director Persona Does Your Agency Need?
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What Business Development Director Persona Does Your Agency Need?

In the past, we’ve talked about what qualities you should look for in a Business Development...

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6 Conferences Your Agency Should Attend in 2021
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6 Conferences Your Agency Should Attend in 2021

By now, our “new normal” feels a little less weird and a lot less chaotic than...

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How to: Use a niche when your agency is full service
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How to: Use a niche when your agency is full service

Agency Type Full-Service Creative Target Consumer Goods The Process Many agencies that have...

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New Business Opportunities in 2021
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New Business Opportunities in 2021

By now, many of you have read the original and probably seen articles referencing AdWeek’s...

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How to: Find a meeting in the financial sector
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How to: Find a meeting in the financial sector

Agency Type Brand and Customer Experience Target Finance & Professional Services The Process New...

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Top Tips for New Business Prospecting During the Holidays
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Top Tips for New Business Prospecting During the Holidays

The holiday season can be a tough time for new business pros as they try and navigate prospects’...

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How to: Create a New Business Opportunity in 11 Days
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How to: Create a New Business Opportunity in 11 Days

Agency Type Creative Production Agency Target Food & Bev, Small-Mid Size Companies The...

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The tech stack you need for proper agency new business development
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The tech stack you need for proper agency new business development

Every year the tech stack available for agency new business pros changes exponentially it seems. ...

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Is Your Agency Ready to Outsource Lead Generation?

Is Your Agency Ready to Outsource Lead Generation?

Outsourcing lead generation is a great option for many agencies. It supplements already over-taxed...

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How to Accelerate Your Agency’s Lead Generation During a Market Shift
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How to Accelerate Your Agency’s Lead Generation During a Market Shift

Given the market shift the last 12 weeks, everyone’s asking themselves, “How do we get incremental...

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Prospecting For Agencies In Today’s Climate: Three Key Elements of a Successful Email
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Prospecting For Agencies In Today’s Climate: Three Key Elements of a Successful Email

The conversation around email is different than what it would have been just three weeks ago,...

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Three Things Your Agency Can Do While Others Are Standing Still
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Three Things Your Agency Can Do While Others Are Standing Still

You’ve built and run an agency because you wanted to change (or at least impact) the world....

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6 Interview Questions For Agency Business Development Directors
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6 Interview Questions For Agency Business Development Directors

The average agency-client relationship lasts 36 months, which means at any given moment one...

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Attract The Game Changer Client For Your Agency
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Attract The Game Changer Client For Your Agency

The new year is here. And now is the time you’ll activate the plan you’ve spent countless...

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It All Starts With The Target List: Steps To Efficient Proactive Prospecting
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It All Starts With The Target List: Steps To Efficient Proactive Prospecting

When embarking on a proactive prospecting program, there are some core steps that can’t be...

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The Ultimate Agency Growth Funnel
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The Ultimate Agency Growth Funnel

Can you believe we’re approaching an entirely new decade? As you begin planning for 2020 new...

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A Brand New Look For Catapult

A Brand New Look For Catapult

Big news today! After almost twenty years, we’re introducing a brand new look for Catapult...

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Preempting A Review From Mirren’s Brent Hodges

Preempting A Review From Mirren’s Brent Hodges

When a new decision maker arrives, when do you move to preempting a review? It can hit like...

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16 Must-Know Prospecting Stats For Your Agency

16 Must-Know Prospecting Stats For Your Agency

Prospecting for a strong pipeline is your first hurdle in the new business process, and is...

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Agency Awards To Consider In Q4
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Agency Awards To Consider In Q4

Awards are the best way to get independent feedback on the quality of your work. We understand...

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8 Tips For Closing The Sale
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8 Tips For Closing The Sale

Let’s set the scene here: You’ve managed to secure a meeting with a C-level executive for a...

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Four Tips to Help You Craft a Powerful Pitch For Your Agency

Four Tips to Help You Craft a Powerful Pitch For Your Agency

Your elevator pitch is the most important tool for converting strangers into clients. And guess...

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4 Essentials to Sustainable Agency Growth
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4 Essentials to Sustainable Agency Growth

What does growth even mean? We find most agencies think growth is about adding more and more...

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The Top Marketing and Advertising Associations to Join Right Now
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The Top Marketing and Advertising Associations to Join Right Now

As an agency owner, you’re overwhelmed. Just managing the everyday stuff – client emails,...

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Agency Myth: Narrowing Your Focus Results in Missed Opportunities
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Agency Myth: Narrowing Your Focus Results in Missed Opportunities

You hear it all the time – brands are moving more advertising and marketing functions...

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Key Takeaways From The 2019 Ad Age Small Agency Awards

Key Takeaways From The 2019 Ad Age Small Agency Awards

This was my 6th consecutive year attending the Ad Age Small Agency Awards, and it is consistently...

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The 40% Rule and Why it Matters for Agency Growth

The 40% Rule and Why it Matters for Agency Growth

Agencies that follow the 40% rule are more successful in consistent growth over time. The rule...

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Apply for These Agency Awards in Q3

Apply for These Agency Awards in Q3

While it’s exciting to win an award within your industry, most people question whether...

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Agency myth: Summer is the worst time to prospect.

Agency myth: Summer is the worst time to prospect.

  Believing that summer is the wrong time to proactively prospect could be detrimental...

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The Ultimate List of Q2 Agency Awards Your Team Should Be Applying For

The Ultimate List of Q2 Agency Awards Your Team Should Be Applying For

At Catapult, we believe today’s agencies are creating incredible work and are always looking...

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5 Tips For Building Your Agency New Business Development Program

5 Tips For Building Your Agency New Business Development Program

Agency new business development is at its peak of importance for several reasons. To start,...

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The Top 4 Agency Growth Challenges In 2019 – And How To Solve Them

The Top 4 Agency Growth Challenges In 2019 – And How To Solve Them

Growth is not optional. It’s essential to the survival of your agency. As the landscape continues...

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3 Rules to Overcoming Sales Objections for Agency New Business

3 Rules to Overcoming Sales Objections for Agency New Business

My very first day at my very first job was as a holiday sales associate at Best Buy. The 16-year-old...

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Technology Is Not the Key to Your Agency’s Success
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Technology Is Not the Key to Your Agency’s Success

For years there has been an ongoing race to obtain the most recent and advanced technologies...

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4 Steps For Building The Ultimate New Business Funnel

4 Steps For Building The Ultimate New Business Funnel

Sometimes the odds of forecasting accurately is about as successful as flipping a coin. Aside...

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On-Demand Webinar: 3 New Biz Tips To Better Connect With CMOs in 2019
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On-Demand Webinar: 3 New Biz Tips To Better Connect With CMOs in 2019

Live Webinar | Register Now Hosted by Matt Chollet & Betsi Nelson When it comes to agency...

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This Hall-of-Fame Football Coach’s Secret Weapon Will Improve Your Agency’s New Business Calls

This Hall-of-Fame Football Coach’s Secret Weapon Will Improve Your Agency’s New Business Calls

What happens in your agency after the new business call ends? For too many agencies, it goes...

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Agency Execs: Ad Age’s Best Places to Work 2019 Is A Wake-Up Call

Agency Execs: Ad Age’s Best Places to Work 2019 Is A Wake-Up Call

The employment rate is currently sitting at 3.7%, the lowest it has been since the ’60s. At...

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The Pre-Call Strategy That Will Always Push the Sale Forward

The Pre-Call Strategy That Will Always Push the Sale Forward

Are you dissatisfied with how your last sales discovery call went? Do you often find yourself...

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10 New Business Tips From An Agency Search Consultant

10 New Business Tips From An Agency Search Consultant

New Business Directors have an ever-growing list of responsibilities and time continually serves...

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The CMO Sweet Spot for Agency New Business
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The CMO Sweet Spot for Agency New Business

As the business development lead at your agency, you may already have a solid understanding...

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How To Identify & Close Your Agency’s Right-To-Win Clients

How To Identify & Close Your Agency’s Right-To-Win Clients

With the rise of in-house agencies and management consultancies, your prospects have more options...

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6 Can’t-Miss Events for Agency Executives in 2019
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6 Can’t-Miss Events for Agency Executives in 2019

Ah yes, it’s the most wonderful time of the year, and I don’t mean the holidays. Now is the...

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The 3 R’s of Sales Email Personalization at Scale for Agency New Business

The 3 R’s of Sales Email Personalization at Scale for Agency New Business

Are your business development reps spending the right amount of time on the right targets for...

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8 Qualities That Are Shaping The Modern Marketing Agency

8 Qualities That Are Shaping The Modern Marketing Agency

2018 has kept marketers at every level on their toes. We’ve created timely, culturally relevant...

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Sample

“Catapult came to the rescue and saved me from what otherwise would have been a long and stressful situation. To have been provided with a business development professional with that level of experience and understanding of my business, well, I just couldn’t have received that anywhere else.”

Co-founder, Full Service Marketing Agency

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