Agency New Business: Getting The Right Contact The First Time

CatherineB&W-smallPost by RSW/US New Business Director Catherine Ross

We all know that major rebranding efforts typically don’t happen more often than every 3 years and typically, much less frequently.

No one whose job it is to develop new marketing or brand design business ever wants to get this message from the VP of Marketing at a prospect company, “We have just gone through a major rebranding effort this year for a launch next year.”

But it happens.

 Decision Maker

After all, one cannot be all places at all times.

Sometimes you’ve added that company to your outreach just a little too late.

However, receiving such a message does underscore that it’s important to make that first outreach to the decision maker at a prospect company if at all possible.

I know-you know that already, right?

Well, a reminder never hurts.

So, a word to the wise:  Though it might be easier and considered “more efficient” to provide “acceptable” titles, do insist that whoever is building your lists (and it might be you), make their best effort to find the decision-makers at the correct title level.

That starts with nailing down the right titles.

There is no efficiency in getting to the decision maker too late.

Of course, a good new business person will see the email above as an opportunity to do some of the less sexy but sometimes lucrative execution work…but that is the topic of a separate post.


As Vice President of Sales at RSW/US, Lee drives sales efforts to bring ad agencies and marketing services firms on board with RSW, creates content around successful new business tactics and takes part in RSW/US marketing objectives, including social media channels, blog content, webinars, video and speaking engagements. You can find him on LinkedIn ( or Twitter (@leemcknightjr).