“They [agencies] all say the same thing. It’s blah-blah-blah-blah-blah.”
This is an all too familiar response that we hear from the marketplace. The source of this quote is the CMO of a company that one of our agency clients recently pitched as part of a thorough review of a dozen or so firms. We interviewed the CMO in order to gain insight into, among ...
Read MoreGetting off the revenue roller coaster…
I know you’re well aware that accurately predicting revenue is critical to the ongoing health and well being of your agency. I also realize that doing so successfully can feel like picking the right number to hit the lottery jackpot. Take a look back over the past 12-36 months. If the emerging pattern resembles a ...
Read MoreWhat prospects are really looking for…
You see what looks like a good prospect for your agency, so you pick up the phone and call the company. A receptionist warmly answers the phone and without hesitation, politely asks you to hold and puts your call through to the marketing executive that you requested. The marketing executive answers the phone on the ...
Read MoreBuilding trust builds business…
You already know that trust is a prerequisite for influencing behavior and developing relationships. What is often overlooked these days is the importance of trust in the new business process and the opportunity that it offers for growing agency business. In an article that I caught sometime back titled “Corporate Responsibility: Role of Brand” Arlo ...
Read More7 words no firm wants to hear…
Picture this. Over the past five years, your firm has played a key role in helping a client move to a market leadership position. During that time they’ve nearly doubled their share of business and sales grew significantly. You’ve also won all kinds of industry awards for the work your team created. Everything looks and ...
Read MoreDon’t shoot the messenger…
“We’re on our third business developer in the past two years. I can’t seem to find the right person.” If this sounds familiar, you’re not alone. It’s a theme that I’ve heard consistently over the years. In fact, these words came from a frustrated agency president that I just spoke with. What’s interesting is that ...
Read MoreWhat if a gorilla client leaves tomorrow?
There’s good news and bad news in my message today. Let’s start with the good news. Opportunity usually accompanies change. Now for the bad news. Agency turnover continues to be extensive. According to the recently released CMO Council’s Outlook Survey, 64% of respondents said that they dropped at least one agency last year and more ...
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