Viewing entries tagged
new business accountability

Is Your Ad Agency’s Next Client Another Ad Agency?

Is Your Ad Agency’s Next Client Another Ad Agency?

Our complex marketing ecosystem has resulted in a Cheesecake Factory menu of specialist agencies filling every marketing niche imaginable.

As these specialist agencies seek new growth, they’re turning to other agencies.

For example, a social media agency (let’s call it the Selling Agency) might partner with a digital agency (the Customer Agency) to fill a gap in the Customer Agency’s services. The Customer Agency can offer its client what it needs, the Selling Agency gets exposure to more potential clients on the other agency’s roster, and both make money. Hooray!

But there’s a big downside. The Selling Agency will never have as much influence over the client relationship as the Customer Agency will.

That leads to all sorts of hazards. In this post, I’ll tell what those hazards are and give you strategies you can use throughout the sales cycle to hedge against them.

Agency New Business: Who's in Charge of the Pitch?

Agency New Business: Who's in Charge of the Pitch?

Assigning responsibility for a pitch can be a bit like throwing around a hot potato – no one wants to take ownership of it for very long. It’s not hard to understand why. Running a pitch can be grueling work – long hours, intense schedules, lots of moving parts, typically piled on top of someone’s day-to-day activities that already have them working at 110%.