The importance of differentiated agency positioning comes through from yet another of the 2016 RSW/US Thought Leader Survey panelists, Peter Caputa IV. Peter is a Vice President of Sales at HubSpot, where he oversaw HubSpot’s global agency partner program from inception in 2009 to 40% of HubSpot’s new business and 2900 agency partners by the […]
Back in the day, analytics were something that agencies shied away from. Agencies didn’t like testing their creative work because they loved and lived and died by their creative. And marketers put very little pressure on their agency counterparts to prove out the value of what they were doing. This was even true at the […]
In a recent client kickoff with an agency client, one of the principals said, “You know I get so many sales calls and emails and in the majority of them, they end with “we’d love to set some time to meet, we’d love to introduce ourselves, we’d love to. . . .something.” She went on to […]
To project or not to project? That is the question. Turn the clock back to 2005 when I started RSW/US and agencies could be much more discriminating. They didn’t have to accept project work, they could be more selective relative to their client base, and if you were a big networked agency, you could dismiss […]
Our 2016 Thought Leader Survey presented questions from six industry Thought Leaders about current developments and trends in the industry. Each panelist also offered a piece of agency new business advice. Blair Enns, founder of Win Without Pitching is one of the Thought Leader panelists. Win Without Pitching is a sales and marketing training […]
It’s my privilege to introduce a guest post from Sharon Toerek, a Principal of Toerek Law, a firm that focuses on counseling ad, marketing and creative agencies on their industry-specific legal issues. Legal basics and nuances within the agency/marketing services firm landscape aren’t addressed often enough, and so I was thrilled when Sharon agreed to […]
Marketers must feel like they live under a waterfall with the steady volume of agency new business contacts they receive each week. We DO talk with a lot of them every day, and a common refrain we hear is some variation of: “Do you know how many (fill in the blank: calls, emails, letters, etc.) […]
It’s my pleasure to introduce a guest post by Brian Shea, founder of Shea Consulting. Brian helps agencies improve their new business efforts through CRM, sales process improvement, and marketing automation. He’s been working with organizations to build their business development practices since the early 2000’s. While I was aware of his work with agencies, […]
PepsiCo has it right and has given its marketing people and the agencies involved with the account an early Christmas present. Ad Age reported in an article recently they’re eliminating procurement’s involvement in making decisions as it relates to marketing and agencies. Amen! Hallelujah! I’m all for procurement. I think it serves a noble purpose…when buying […]
The Agency Management Institute and Audience Audit recently released a new study, Hiring and Firing Insights 2015 and you should definitely check it out. They surveyed over 500 marketing decision-makers to “better understand the circumstances and motivations behind the hiring and firing of advertising and marketing agencies.” Download it here at no cost. A few […]
