EP87: Why we need to stop 'doing' new business | Lucy Mann
EP87: Why we need to stop 'doing' new business | Lucy Mann
EP87: Why we need to stop 'doing' new business | Lucy Mann
Over the recent months, I have observed how agencies have been experiencing the impact of economic uncertainty - including the stalling of client decision-making, frozen budgets, disappearing pipelines, and everything in between.
In their recent BenchPress report, The Wow Company described last year as 'brutal' for agencies, and as 2024 adds more political uncertainty, there is no sign of any immediate relief.
So, with this in mind, I wanted to share my thoughts on why 'new business' is such a problem for agencies and suggest some practical steps we can take to alleviate that ever-present feeling of needing to pull a proverbial rabbit out of a hat.
There's no book recommendation this month; instead, I've compiled a short guide to help you reboot your new business pipeline in five simple steps.
From The Podcast
Small Spark Theory: a marginal gains approach to new business and marketing
New business is one of those subjects guaranteed to get a reaction from agency owners everywhere. Many will have a nagging feeling they should be doing a bit more, wonder how other agencies manage to land the accounts they covet, have moments of wild inspiration and energy then falter because the day job just, well gets in the way.Gunpowder’s Lucy Mann has worked in agency new business for over 25 years and has witnessed these scenarios, and many more like them, as an outsourced new business telemarketer, a new business recruitment consultant, in house new business developer, in house head of marketing, and new business mentor across multiple disciplines and agency shapes and sizes.Regardless of size and discipline, many agencies encounter the same new business challenges, and more and more, the solution is not necessarily an ambitious marketing plan, or expensive sales resource, but instead a forensic application of process and a marginal gains approach to performance improvement.Gunpowder’s podcast, Small Spark Theory™ explores the small changes we can make to our sales and marketing process to achieve better new business results. With contributions from a range of experts, each episode will examine a single element of the process in detail, providing manageable tips for improvement.Find our more about Gunpowder Consulting, please visit gunpowderconsulting.comFollow us on Twitter @gunpowdertweets and join the conversation at #smallsparktheoryWith thanks to Matthew Syed for audio extract permission.Host - Lucy MannProducer - Isabelle JarvisJoin Podchaser to...
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