Is the head of the agency the best person to keep the new business plan on track? Perhaps they are, but likely they are not. Regardless of annual revenue, size of staff, location or agency discipline all agencies should have that one go to person to advise them and guide them along a growth path.
The advisor’s role in new business is critical in a number of ways. First, objectivity in what’s reasonable and practical for the agency to scale over the course of a year. Second, if they understand your agency they will be able to coach and guide you on more than verticals you should be playing in or the agency’s allure.
An experienced trusted advisor will know the keys to creating disruption and generating consistent awareness with a desired decision maker set. The advisor should also understand whatever problems your prospects may be wrestling with. Their job is not only to guide you to your goal, they are also accountable for helping you understand and identify where you have a wedge to open a new business conversation.
In other areas of new business, the advisor can also help you steer clear of new business danger zones. For example, encouraging you to, evaluate the impact of a tactical opportunity that may not put you on a path to achieve your larger scale goals.
An outside new business ally is often one of the best agency assets. Keeping a champion of your agency brand in your corner can help you truly develop and more importantly adapt your new business strategy to the needs of marketers you want to win as new clients.
