Agency Sales Transformation
Transcript of Agency Sales Transformation
Agency Sales Transformation
TRANSFORMATIONAGENCY GROWTH INSIGHTSOCTOBER 24, 2016
Agency Sales Transformation
Systematic Business Development• Vantage point observations • Evaluate your ecosystem• Fill process and technology gaps• Accelerate agency growth
TRANSFORMATIONAGENCY GROWTH INSIGHTSOCTOBER 24, 2016
Vantage Point
Media Agency AdTech
Vantage Point
Billions of dollars in media and marketing investments
$B’s35,000 Brands150,000 People
35k 8,000 Brand
Specific Agency Relationships
8k
Pattern Matching
We show you WHO to contact…At every major brand.
When and Why to do so.
Demonstrate your business value, at the right time.
Sales Intelligence
Richards Group20+ Years
Creative: McCann
NY
6 MonthsAhead of
News
MediaVest9 Years
Hayworth Media $900M
U.S
4 Months Ahead of
News
The importance of when.
Top 100 Most Vulnerable Accounts & Why
Probability of change within a nominated timeframe.
Allocation of resources
Simply put: When, Why and Who
Market Observations1. Consumer Transformation
2. Relationship Transformation
3. Job Transformation
4. Engagement Transformation
Market Observations1. Consumer Transformation
Generational
Mindset
Technological
Market Observations2. Relationship Transformation
Linear
Blended (Woven)
Business Drivers
Market Observations3. Job Transformation
CMO Responsibilities / Expectations
Timeline Urgency
Tech Surge
Market Observations4. Engagement Transformation
AOR / Project / Campaign
Compensation
Roster Strategy / Models
Procurement and ASC
Roster Strategy now More Complex
Holding Company Network Standalone/Boutique
Micro Network Freeform Independents
In-house
Best Sales Stack… for you?---------------
BDR / SDR
SALES PERSON
---------------
SALES OPERATIONS
---------------
SALES MANAGER
---------------
Avoid the “Frankenstack”
Sales Stack RolesORGANIZE INCENTIVIZE
REFINE GLUE
WHEN + WHY + WHO + HOW
MESSAGE BROADCASTER
ACCELERATION
MEET-UP
CLOSER
My Sales StackORGANIZE INCENTIVIZE
REFINE GLUE
WHEN + WHY + WHO + HOW
MESSAGE BROADCASTER
ACCELERATION
MEET-UP
CLOSER
Observation Conclusion
Agency Sales Transformation
Positioning Transformation:From the capabilities you offer, to...
Measureable outcomes your capabilities deliver.
Understand their business. Demonstrate it.
Positioning Evaluation• Articulate Marketer’s• Issue• Impact • Importance
• Triggers, Wedges & Proof-points
Business Development• Proactive Business Development (Sales)
• Reactive Business Development (Sales)
• Non-Active Business Development
A Proactive, Systematic Approach• Organic Sales Plan• Issue• Impact • Importance
• New Sales Plan• Impact • Issue • Importance
Resource Transformation:Invest in adequate resources for marketing &
sales.
EcosystemWebsite
CRM
MA
Audience Positioning
Your Peer Traits
• 10-15 Client Roster• Low Volume, High Value• Considered Purchase• 6 New Business Wins• 2-4 Roster Spots + Project• $150k - $2M
• 30 – 45 Client Roster• Higher Volume, Lower Value• Transactional Purchase• 12 New Business Wins• 90% Project First• $150 - $800K
ThenNow
Transformation Traits• Website• CRM• Marketing Automation• Social Broadcast• Social Engagement
• 70% Indexed Content
• 30% DR Content• 5,000 Words/month• 5,000 Contacts• 1,500 Companies• 50 Core Prospects• *Update Monthly
• 3 Email Cadence/month• 20% Open Rate
• 6% Click-through
• 45% Traffic 2,200 Visitors
• 18% (+3%) Site Traffic from Mobile
• 5 Form Completions• >25 Conversations /
week
InfrastructureInputs Outcomes
Transformation TraitsPerformers Average You
Website (UVPM) 2,200 <1,000 73% <2KUse CRM Yes No 95% NoUse Marketing Automation Yes No 95% NoConsistent Social Broadcast Daily Monthly MonthlySystematic Social Engagement Daily WeeklyMonthlyTarget Database 5,000 500 60% <3kContent Creation 5,000 <300 80% <1k
“You can’t plug an amazing technology into a flawed process and then blame the technology… sales leaders need to focus on their building blocks.
-Trish BertuzziPresident, The Bridge Group
Systematically Transform Approach
90 Days
Website (UVPM) 2,200Use CRM Yes, and use itUse Marketing Automation Yes, and use itConsistent Social Broadcast Daily (Day part blocking)Systematic Social Engagement Daily (Day part blocking)Target Database 5,000 Relevant ContactsContent Creation 5,000 Words/month
Exercise• Everyone has equity.• A big note to pay down.• Aggressive topline sales + profit growth objectives.• I’m your Chief Collaboration and Accountability Officer.• Let’s get to work.
AMIN IMPACT
AMIN IMPACTComplete Suite
• Strategy• Brand• Creative• Media• Public Relations• Production• Activation
Category Expertise• CPG• Travel• QSR• Automotive
Most Effective
• Perhaps?• Prove it• Tell it• Teach it• 3rd Parties• Advocacy
590 Action Plan
Action on all 50 Core Prospects
50Engaged in 10 Issue / Impact /
Importance Meetings
10Issued 5 Proposals$500,000 T_Value
Win 40%
5
83%
590 Objective
590 Action Plan1. Create the Ecosystem: Adequate resources, immediate
adoption, training and compliance.
590 Action Plan1. Create the Ecosystem: Adequate resources, immediate
adoption, training and compliance.
2. 3i’s: Define three known and specific problems that we can uniquely solve, charge a market sustainable, highly profitable (30.0%+) fee for. Create draft proposals as conversation sparks.
590 Action Plan1. Create the Ecosystem: Adequate resources, immediate
adoption, training and compliance.
2. 3i’s: Define three known and specific problems that we can uniquely solve, charge a market sustainable, highly profitable (30.0%+) fee for. Create draft proposals as conversation sparks.
3. Imitate 50 Audience: specific referral and sales plan for every current relationship, including key influencers.
590 Action Plan1. Create the Ecosystem: Adequate resources, immediate
adoption, training and compliance.
2. 3i’s: Define three known and specific problems that we can uniquely solve, charge a market sustainable, highly profitable (30.0%+) fee for. Create draft proposals as conversation sparks.
3. Imitate 50 Audience: specific referral and sales plan for every current relationship, including key influencers.
4. Known 1,500 Company Audience: Content Marketing / DR Content
590 Action Plan1. Create the Ecosystem: Adequate resources, immediate adoption, training
and compliance.
2. 3i’s: Define three known and specific problems that we can uniquely solve, charge a market sustainable, highly profitable (30.0%+) fee for. Create draft proposals as conversation sparks.
3. Imitate 50 Audience: specific referral and sales plan for every current relationship, including key influencers.
4. Known 1,500 Company Audience: Content Marketing / DR Content
5. Unknown Audience: Video-first content marketing strategy to own SERP to meet traffic + engagement metrics within 120 days.
“A good sales process is predictable and repeatable. A great sales process is scalable.”
247 Action Plan
Action on all 50 Core Prospects
50Engaged in 10 Issue / Impact /
Importance Meetings
10Issued 5 Proposals$500,000 Tvalue
Win 40%
5
“Agency BD people need to stop looking for tactics first, and start establishing a growth process.” -Brian Balfour
VP of Growth Hubspot
Where are you stuck? Q&A
Thank youDave CurrieList Partners Inc. / Winmo
1. Evaluate your agency BD ecosystem2. Accountability Mile Markers3. Any areas of clarification
[email protected]@newbizdingo