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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
OB
JEC
T
IVE
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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
©2017MirrenBusinessDevelopment::www.mirren.com::212.388.9544
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Strategy Resources
New Business Tools
Scale
2
3
4
5
New Business Libraries
Staffing Resources 1
BU
ILD
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A
NE
W B
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IN
FRA
ST
RU
CT
UR
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Strategy Resources
New Business Tools
Scale
2
3
4
5
New Business Libraries
Staffing Resources 1
BU
ILD
ING
A
NE
W B
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INE
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IN
FRA
ST
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Dedicated New Business Lead(s)
Core Pitch Presentation Team(s)
Pitch Support Team(s)
STA
FFIN
G
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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”
©2017MirrenBusinessDevelopment::www.mirren.com::212.388.9544
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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
©2017MirrenBusinessDevelopment::www.mirren.com::212.388.9544
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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
©2017MirrenBusinessDevelopment::www.mirren.com::212.388.9544
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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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Dedicated New Business Lead(s)
Core Pitch Presentation Team(s)
Pitch Support Team(s)
STA
FFIN
G
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Two Distinct Roles: Decision-Maker + Project Manager
Roles & Responsibilities
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Casting Your Core Pitch Presentation Team(s)
©2017MirrenBusinessDevelopment::www.mirren.com::212.388.9544
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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)
©2017MirrenBusinessDevelopment::www.mirren.com::212.388.9544
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Dedicated New Business Lead(s)
Core Pitch Presentation Team(s)
Pitch Support Team(s)
STA
FFIN
G
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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
©2017MirrenBusinessDevelopment::www.mirren.com::212.388.9544
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Strategy Resources
New Business Tools
Scale
2
3
4
5
New Business Libraries
Staffing Resources 1
BU
ILD
ING
A
NE
W B
US
INE
SS
IN
FRA
ST
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CT
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Strategic Planning Resources
Research Resources
ST
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GIC
R
ES
OU
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ES
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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
©2017MirrenBusinessDevelopment::www.mirren.com::212.388.9544
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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
©2017MirrenBusinessDevelopment::www.mirren.com::212.388.9544
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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
ST
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OU
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Genuine Consumer Insight
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Primary Research Provides Credibility
Secondary Research Speed + Fill in the Gaps
+
©2017MirrenBusinessDevelopment::www.mirren.com::212.388.9544
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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.)
©2017MirrenBusinessDevelopment::www.mirren.com::212.388.9544
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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
Scale
2
3
4
5
New Business Libraries
Staffing Resources 1
BU
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A
NE
W B
US
INE
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IN
FRA
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©2017MirrenBusinessDevelopment::www.mirren.com::212.388.9544
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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
Ne
w B
usin
ess
To
ols
Targeting
Content Development
Phone Call
New Assignment
Initial Outreach
Meeting
©2017MirrenBusinessDevelopment::www.mirren.com::212.388.9544
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Content Marketing: Content Development
Content Marketing: Social Media
NE
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TOO
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Prospect Contact List Building
Marketing Automation / CRM
Content Marketing: Inbound Marketing
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Prospect Contact List Building
Considerations An Accurate, Up-To-Date List Is Key
Category Leaders Winmo (The List)
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Content Marketing: Content Development
Considerations Quality over Quantity, Leverage Talent With Relevant Experience
Category Leaders Freelance, Ghost Writers
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Content Marketing: Social Media
Considerations Used for Brand Awareness and Lead Generation, Be Clear on Your Objectives
Category Leaders LinkedIn, YouTube
©2017MirrenBusinessDevelopment::www.mirren.com::212.388.9544
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Content Marketing: Inbound Marketing
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
60
Strategy Resources
New Business Tools
Scale
2
3
4
5
New Business Libraries
Staffing Resources 1
BU
ILD
ING
A
NE
W B
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SS
IN
FRA
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RU
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©2017MirrenBusinessDevelopment::www.mirren.com::212.388.9544
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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
NE
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File Storage Library
How Are Your Materials Organized?
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©2017MirrenBusinessDevelopment::www.mirren.com::212.388.9544
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There are Far More Sophisticated Document Management Tools
But Get Started With at Least the Basics
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File Storage Library
Written Material Library N
EW
B
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INE
SS
LI
BR
AR
IES
©2017MirrenBusinessDevelopment::www.mirren.com::212.388.9544
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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
2
3
4
5
New Business Libraries
Staffing Resources 1
BU
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A
NE
W B
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FRA
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We’ve Talked About Resources Required
But How Does That Scale?
At What Size Do You Need to Invest?
©2017MirrenBusinessDevelopment::www.mirren.com::212.388.9544
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<75 75-150 151-300 301+
Dedicated New Business Lead
Dedicated New Business Support
Core Pitch Presentation Team(s)
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
Content Marketing: Content Development
Content Marketing: Social Media
Prospect Contact List Building
Marketing Automation / CRM
Content Marketing: Inbound Marketing
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New Business Libraries
Start With A Basic System
As You Scale Your Program, Leverage More Comprehensive Program Options
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