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©2017MirrenBusinessDevelopment::www.mirren.com::212.388.9544

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Building a New Business Infrastructure:

Staffing & Resources

MIRRENCEOSUMMITCH ICAGO / / NOVEMBER 7 - 8

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Paint the Simplest Picture of the Resources Required to Run an

Efficient New Business Operation

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Those Agencies Growing Most Quickly Think About New Business Assets in a Way Similar to

the Advice You Give Your Clients

“Sales & marketing is an investment, not an expense... you must invest to get a return”

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Our Focus

Organic Growth Would Have It’s Own Implications

Recommendation Designed for Proactive Prospecting and

Competitive Review/RFP Programs


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Strategy Resources

New Business Tools

Scale

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New Business Libraries

Staffing Resources 1

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Strategy Resources

New Business Tools

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Dedicated New Business Lead(s)

Core Pitch Presentation Team(s)

Pitch Support Team(s)

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Provides a New Business Focus, Accountability

Vs. “new business is everyone’s job” (Which Is Never Effective)

A New Business Lead Has Become One of the Most Critical New Business Assets

When Something Is “everyone’s responsibility,” It’s “no one’s specific responsibility”


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While Many Agencies Have Experimented With the Role

Most Do Not Understand the Role, Nor Support it Properly

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Articulate an Agency Position That Will Be Compelling to Clients

Develop a Performance-Based New Business Plan for the Agency

The Key Responsibilities of a New Business Lead

Similar to an Account Director (for the Agency’s Brand), vs an Account Coordinator

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Secure First Meetings for the Management Team With a New Proactive Prospecting Program

The Key Responsibilities of a New Business Lead

Develop and Implement an Efficient RFP Process That Increases the Agency’s Win Rate

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First, Understand There Are Three Types of New Business Directors

Each Has a Different Character and Personality Type


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1) The Change Leader (CMO) – The Strategic Leader

Challenge Agencies Think They’ve Hired Role, but Haven’t Hired Senior Enough

Type Key Management Team Member, Lay Foundation for Future Stage of Growth

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2) The Hunter – Lone Hunter In Attack Mode

Challenge Tend to Be Less Detail Oriented, Perceived as Aggressive and Disorganized

Type Classic Sales Person, Fearless About Pursuing Prospects

Challenge Agencies Often Put Someone Who Is Too Junior or Who Is Not a Prospector

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3) The Pitch Director – Process Oriented Team Player

Challenge Too Often Consumed by Reactive New Business Instead of Overarching New Business Planning

Type Detail Oriented and Buttoned Down, Not Interested in Calling on Prospects

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There’s Actually One More Profile…

4) The Hybrid

Challenge Rare Because They Combine Several Completely Different Personality Types, This Job Is 2-3 People

Type Leads Overarching Strategy, Runs Pitches, Handles Outbound Prospecting


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Reasons for Failure In The Role

Hiring the Wrong Type of Person For the Role

Not Giving Necessary Support (Resources, Staff, Training, Budget, etc.)

Right Person, But Wrong New Business Strategy Forced Upon Them

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Two Distinct Roles: Decision-Maker + Project Manager

Roles & Responsibilities

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Casting Your Core Pitch Presentation Team(s)


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“We only want those who will work on our business to be in the room…”

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But, One Weak Presenter Will Bring Down the Entire Pitch

One Weak Presenter Will Shake the Confidence of the Client Decision-Maker

(Shake Their Confidence in Your Agency)

In Fact, Client Decision-Makers Are Always Drawn to Strong People,

No Matter What the RFP Says, (Which Was Written By Someone Else)

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Core Teams Who Work Together Consistently Produce Better Pitches, More Efficiently

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Core Pitch Team(s)

Augmented By Those Who Will Work on the Business (As Long as They Can Present Well)

Augmented By Those With Deep Category Experience (As Long as They Can Present Well)


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Account / Project Management

Creative Solution / Design

Production

Strategic Planning

Department Leads Required to Support the Pitch Must Participate in Production of the Pitch

Research

New Business

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Cast Accordingly

All Materials Need to Be Strategically Written, No Matter Where You Are in the

New Business Process

Your Audience Is The Senior Client Decision-Maker

Roles & Responsibilities

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Be Careful About Delegating Down

Junior Team Members Should Provide Executional Support

They Should Gather Intel, Handle Legwork, Set Internal Meetings, Track Timing, etc.

You Can’t Expect Jr. Staff to Write at the Level That Will Appeal to a Senior Client Decision Maker


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Strategy Resources

New Business Tools

Scale

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Strategic Planning Resources

Research Resources

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New Business Requires a Strategy That Drives Client Business Outcomes

For Today, We’re Going to Focus on the Consumer Insight

Uncovering a Genuine Consumer Insight Is the Foundation to Everything Else

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Genuine Consumer Insight

Deeply Held Beliefs, Habits, Values, Needs That You Can Leverage to Sell More Stuff

Consumer Insight Unlocks Your Ability to Impact Purchase Behavior

We Can’t Impact Behavior If We’re Not Speaking to a Meaningful Need


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To Compete + Impact the Client’s Business You Need Strategic Planning/Research Leads

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Uncover Insight That Unlocks Client Business Growth Potential

Uncover, Articulate and Sell Genuine Consumer Insight

Now Required to Consistently Convert Business

Account/Strategic Planning

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Researchers Tend to Be Data Scientists

Strategic Planners Understand the Art + Science of Genuine Consumer Insight

(And They Can Sell Insight Much Better)

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Researchers Present Data

Strategic Planners Sell Insights


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Start With Strategic Planning

Then Add Research in Support of Strategic Planning

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Strategic Planning Resources

Research Resources

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Genuine Consumer Insight

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Primary Research Provides Credibility

Secondary Research Speed + Fill in the Gaps

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Qualitative Best Reveals True Insight + Provides the Most

Compelling Pitch Theater for Clients

Quantitative Points You In the Direction of Where to Go in

Qualitative, Rarely Uncovers an Insight

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Identify a Small Research Toolbox

Use Those Same Tools All the Time

Don’t Reinvent the Wheel, Get Really Good With One Set of Tools

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Surveys (Online, Mobile, Kiosk, Polls, etc.)

Projective Exercises (Creative Exercises to Quickly Get to Emotions)

Intercepts/Focus Groups (Point of Purchase, Consumption, Conversation, etc.)

Basic Research Toolkit

Social Media Sentiment Monitoring

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Client Business Intel

Do Your Homework On the Client’s Business (Category, Competitors, etc.)


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“Guerilla” Sources

Annual Reports

Analyst Reports & Calls (For Private Companies See Public Competitors)

Management Consulting Firm Sites

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Paid Sources

Industry Reports on a Particular Category

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Create a Standard Set of Sources

Fastest and Most Insightful Deep Dive Into a Client’s Business and Their Category

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Strategy Resources

New Business Tools

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New Business Tools

Tools and Technologies Leveraged for New Business

Consider Where They Will Best Support Your New Business Efforts

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Clients & Search Consultants

Pitch Invitation

Written Submissions

Capabilities

Final Pitch

Path To Purchase: Competitive

Reviews/RFP’s

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Targeting

Content Development

Phone Call

New Assignment

Path To Purchase: Proactive Prospecting

Initial Outreach

Meeting

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Content Writing

Social Media Marketing

Automation

Contact List Building CRM

Email Marketing

Research

Web Conferencing

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Targeting

Content Development

Phone Call

New Assignment

Initial Outreach

Meeting


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Content Marketing: Content Development

Content Marketing: Social Media

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Prospect Contact List Building

Marketing Automation / CRM

Content Marketing: Inbound Marketing

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Considerations An Accurate, Up-To-Date List Is Key

Category Leaders Winmo (The List)

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Considerations Quality over Quantity, Leverage Talent With Relevant Experience

Category Leaders Freelance, Ghost Writers

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Considerations Used for Brand Awareness and Lead Generation, Be Clear on Your Objectives

Category Leaders LinkedIn, YouTube


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Considerations Requires Point-Person, Others in the Agency Maintaining Platforms

Category Leaders Hubspot and SharpSpring

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Marketing Automation/CRM

Considerations Consistency, Consistency, Consistency

Category Leaders Salesforce & HubSpot

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Confirm the Tools You Need to Be Effective

Stick to the Basics

Expand Your Tools Over Time

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Strategy Resources

New Business Tools

Scale

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Organization Is Essential For Efficiency

Time Lost Looking For Files

Time Lost Recreating Files

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File Storage Library

Written Material Library

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How Are Your Materials Organized?

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There are Far More Sophisticated Document Management Tools

But Get Started With at Least the Basics

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Written Material Library N

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Written Materials Library

Save A Template of Your Written Materials

Customize for Each Competitive Review

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Capabilities Template (by Category)

Questionnaire Response Template

Case Studies

Final Pitch Presentation Architecture

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Strategy Resources

New Business Tools

Scale

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We’ve Talked About Resources Required

But How Does That Scale?

At What Size Do You Need to Invest?


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<75 75-150 151-300 301+

Dedicated New Business Lead

Dedicated New Business Support


Staffing Resources

Strategic Planning Lead / Support

Research Lead / Support

1 1 1 1

0-1 1-2 2-3 4+

1 2 3 3+

1-3 2-4 3-5 6+

0 1 1-2 2+

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Research Resources – Minimum Basic Toolkit

Focus Groups

Surveys

Intercepts (Point of Purchase/Consumption)

Projective Exercises

Social Media Sentiment Monitoring

Secondary (25+)

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New Business Tools – Minimum




Marketing Automation / CRM


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Start With A Basic System

As You Scale Your Program, Leverage More Comprehensive Program Options

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