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

davec@winmo.com@newbizdingo