Organic growth for clients - Account Management Role

Organic Growth for Clients

Account Management Role

Organic Growth

So what is Organic Growth?Organic growth is the process of business expansion due to increasing overall customer base, increased output per customer or representative, new sales, or any combination of the above, as opposed to mergers and acquisitions, which are examples of inorganic growth. Typically, the organic growth rate also excludes the impact of foreign exchange. Growth including foreign exchange, butexcluding divestures and acquisitions, is often referred to as core growth.

Prioritizing Leads To Organic Growth

• Clients want from agencies ideas to make their businesses grow. What agencies want from clients are opportunities to do “great” work and be fairly paid for their contribution to clients’ businesses.

• It is impossible for either of these to happen without “chemistry” among both parties. In order to obtain chemistry, an environment must be created that will breed success. It is the responsibility of agencies to create this environment.

Prioritizing Leads To Organic Growth

• A well trained account service person should always be prepared with relevant topics, points of view and issues that flatter the client and demonstrate interest and imagination.

• In advance prepare some BBIs VBIs or VASs. • Get ready to introduce these to stimulate the

conversation. • Organic growth works best when relevant to their

consumers, their industry or their operations, not just selling in more of your services.

BBIs VBIs & VASs.

• Business Building Ideas• Value Added Services• Value Based Initiatives

Organic Growth The Most Misunderstood Aspect

Few agency leaders have an idea to growexisting business but it’s an important source ofnew revenue.• Organic growth is a game of singles and

doubles. It’s small day-to-day wins and quick suggestions to changes in the market place that build the foundation for both retention and new organic growth.


• Ad agencies keep waiting for a big idea. • They miss the point that singles and doubles are

the foundation for home runs. • Singles and doubles get the client in a receptive

mood and help the client change perspectives about your value.

• Don’t worry about whether or not your suggestions are being adopted. The client isn’t counting. They just want the suggestions to keep on coming.


• It gives them the feeling of involvement and concern and that’s what important for retention.

• Build a measure into your evaluations on the number of organic growth ideas offered by each employee. And add in some bonus money for suggestions that were adopted and that added to the firm’s revenue. That will help make organic growth part of your DNA and that’s important.


• You must have understanding on how and when to use Value Added Services (VAS) to sell in other agency resources.

• Discover the power of Value-Based Initiatives (VBIs) and how to find them, present them, and price them.

• See why clients want a continuing stream of Business Building Ideas (BBIs) coming their way and understand that this is strong client desire.

Hurdles – Client Agency Relationship

Narrow Field of Vision• The agency’s concentration on advertising and its

limited field of vision in seeing other areas of client responsibilities.

• Clients want agencies to understand that they have other cares and concerns than just advertising.

• For most clients, advertising represents a small fraction of their everyday responsibilities.

• Agencies appear to be out of step with clients when agencies fail to recognize this fact.


Advertising Less Significant• The percentage of the client’s total marketing budget

allocated to advertising has dropped dramatically over the last 10 years.

• This is reflected in major shifts away from advertising and into promotions, special events, online, social and the rest.

• Consequently, advertising is not seen as having a significant impact on the client’s marketing program and total business as it used to be.


Lost Intellectual Altitude• Agencies have lost intellectual altitude in the

minds of many clients. Agencies are seen as useful to have around but often aren’t invited to work on the larger enterprise problems and opportunities.


• Lost Relationship-Keeper• At many agencies, the account management staff act as

the in-house sales force for the creative department. • In this role the account staff has no power to fight for

the client’s point of view with a war-lord creative director.

• Clients know this and resent it. • The account management team is no longer seen as

the client’s relationship keeper at the agency nor the agency’s leader with the client.

• They become POST OFFICE! Always keep an eye.


Lost Trust• Many agencies are never seen as being on the

client’s side, but are seen as having their own agenda with a focus on “doing creative.”

• This puts the focus on the agency’s agenda, not the client’s agenda. This shift in focus has caused a serious breakdown in client trust in agencies.


Focus on Price• Most agencies offer similar services with little

added value or differentiation – a good description of a commodity.

• In any market where there is no meaningful value added to the product or service, price becomes the most important consideration. Agencies are faced with this now.


Self-Interest at Heart• Agencies always seem to be looking out for

ways to get clients to spend more so agencies can earn more.

• This drives clients crazy. Find a way to only offer ideas that help the client – both personally and professionally.

Early Warning TripwiresIt’s important for an ad agency to have a series of tripwires thatcan help you identify problems before they blow up in your face.

Agency report card• Maybe it was the offer. • Maybe it was the media placement. • Maybe the creative was just that damn awesome.• Originality• Accurate messaging • Quality of production• Deadlines• Revenue growth / sales figures

In all self appraisal is very important. Ask yourself questions and givehonest answers.

Early Warning Tripwires

Client report card• Ask the Client about your performance in writing.• Give easy to answer questions.• Personal interviewChanges in top managementWeekly management review callsWeekly Status Reports

Early Warning Tripwires

• Regular social get-together with senior management.

• Monitoring your client in the media – put him on Alerts.

• Too many NoCs.

Organic growth for clients - Account Management Role

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