Agencies must treat business development (BD) as an organization-wide priority to secure long-term growth in a changing post-COVID landscape. Budgets are increasing, but marketers are time-poor and difficult to reach, so BD efforts must be smarter and better supported. Four focus areas emerge: marketing the agency with creative personalization, using technology to augment BD (for example CRMs to reduce wasted time), improving pitch tactics through thorough preparation and client understanding, and fostering a culture that backs BD work. Better internal support and adapted approaches create opportunities for lucrative rewards over time.
"The onus is on agencies to provide better support for their BD teams - changing approach now offers the opportunity for lucrative rewards further down the line. Budgets are increasing - but time-poor marketers remain notoriously difficult to connect with. Propeller Group has taken the time to identify four key areas that your agency needs to focus on: Marketing the agency Technology-based tools Pitch tactics Culture"
"Agencies often use creativity on behalf of clients - now is the time to harness it for yourself. Breaking the mould - and focussing on personalisation - can enable your agency to stand out from the crowd. Digital tools should not be seen as replacements to BD teams. They should instead augment their activities. New technological developments - such as CRM systems - ensure that wasted time is kept to a minimum and future campaigns are optimised."
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