"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."
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.
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