Navigating the unpredictable waters of lead generation and business development can often feel like an uphill battle. The stress of not knowing where your next lead will come from, combined with the pressure to consistently grow revenue, can be overwhelming. 

You’re not alone in this struggle. Many agencies, ad tech sellers and sponsorship sellers find themselves proficient in generating business for their clients, but ironically, not for themselves.  

Maybe you’ve attempted to build a business development team in-house, only to encounter obstacles and no meaningful results. This situation can leave you feeling stuck and uncertain about the best path forward.

It doesn’t have to be this way. Outsourcing offers a way to gain control over your lead generation process, ensuring a steady flow of opportunities in your pipeline without the unpredictability that’s been keeping you up at night. But how can you be sure that outsourcing is the right move for your business? Read on to find out. 

5 Signs It’s Time to Outsource Your Business Development

Feeling anxious or stressed about not knowing when your next new customer will come in is entirely understandable. This uncertainty can often stem from a feeling of not having full control over your business’s growth trajectory.

It’s a challenging position to be in, as it complicates planning and can put additional pressure on you to find immediate solutions. If these feelings resonate with you, it’s time to bring in a dedicated person to manage your outsource your business development.

But just to be sure, read on to see if any of the following can confirm the need to bring business development out-of-house:

1. You solely depend on referrals

Did you know that 65% of B2B leads come from referrals? While referrals are great- depending solely on them can put your business in a tough spot– especially in an unpredictable economy.

It means you’re waiting around for new customers to come to you through word of mouth, which can be really hit or miss. This approach doesn’t give you much control over when or how your business grows, making it hard to plan for the future. Plus, it limits who you reach, since you’re mostly getting customers from within the same circles. Not having a variety of ways to bring in business can also mean you’re missing out on building your brand and standing out in the market.

So, while you may win new clients this way occasionally, it’s a reactive approach that keeps you waiting instead of in control of your revenue growth. 

2. Your in-house resources are strained 

Maintaining an in-house business development team is certainly easier said than done. First, you may not currently have the resources needed on your team considering the expertise and time needed to effectively generate leads and close deals. In-house teams may also lack the specialized skills or networks necessary to penetrate new markets or industries. 

3. You’re trying to build a business development function without an experienced sales leader

Outsourcing business development becomes imperative when faced with the challenge of navigating sales management without expertise. Directing a sales team effectively requires a deep understanding of sales principles, strategies and tools. 

Without this expertise, managing internal sales efforts quickly becomes overwhelming and ineffective. 

4. Scaling in-house has proven to be too expensive 

Expanding in-house resources for business development can raise concerns about overhead costs for several reasons. First, hiring and training new employees requires significant investment initially. Recruitment expenses, salaries, benefits, and ongoing training starts to add up quickly. 

In addition, maintaining a larger in-house team entails fixed costs that remain consistent regardless of fluctuations in business demands. 

5. You want fresh ideas and perspectives to growth 

If your org is looking to stay ahead of the curve, in-house business development may not cut it. With rapid growth in AI and other industry trends, innovation is more critical than ever, and businesses must be constantly looking for new ways to stay competitive and achieve growth. 

 

Benefits of Outsourcing Business Development

If any of the above pain points struck a chord… it’s time to think about other options that will drive results. Outsourcing can provide your business the team, tools and strategy you’ve needed for years. Best part? You can be in market and driving qualified conversations within weeks rather than months with an in-house hire. Here’s some of the key benefits of outsourcing your sales function: 

1. You get a team of experts (bye-bye guesswork) 

As cheesy as it sounds, when it comes to business development success, it really is best to leave it to the experts. By partnering with external professionals, businesses can leverage their knowledge and experience that may not be available in-house. 

Whether it’s market research, overall strategy, or complex negotiations, outsourcing provides access to the specialized skills needed to grow your business with confidence. 

2. It’s scalable and flexible 

Unlike traditional in-house expansions that typically come with complex HR processes, outsourcing enables teams to pivot quickly depending on changing market conditions or project requirements. This agility is a huge advantage when it comes to optimizing resources, and empowers businesses to take a proactive approach rather than reactive. 

3. It saves you money (and a lot of it)

Cost savings… These two words are music to any leader’s ears. In-house business development initiatives require substantial upfront costs and time commitments getting new hires up to speed. Necessary sales tech alone can cost up to $100,000 to get into place. With an average onboarding process of 6-9 months, the costs continue to accumulate before seeing even a glimpse of ROI. 

By outsourcing these efforts, you can bypass the prolonged waiting period for ROI and gain access to specialized experts who will streamline operations in the long run. Cost savings represent a key advantage of outsourcing sales efforts, stemming from factors such as reduced overhead expenses, elimination of in-house tech investments, and the flexibility to convert fixed costs into variable costs. 

4. Go-to-market exponentially faster

Utilizing external resources for business development gives you a strategic advantage when it comes to executing your go-to-market strategy. This is because building GTM strategies is what they do. Competitive research, sales messaging, capes deck development, demand generation strategy development? It lies within their bread and butter. While it might take you weeks to learn these steps, outsourced companies have a proven playbook they’re ready to customize to your needs  and start executing upon within weeks of onboarding. 

Additionally, Outsourcing allows businesses like yours to leverage the expertise, networks, and skills of external partners, ultimately speeding up the process to establish a presence in new markets. 

5. Get new, innovative and fresh ideas for growth

With a different background of experience and viewpoint, external resources are able to uncover opportunities that may have been overlooked internally. Using a new unique vantage point, businesses can leverage fresh ideas on tapping into new markets and accelerating growth overall. 

 

Conclusion: Start Building a Sustainable Business Development Pipeline Today with Catapult 

Recognizing when to delegate certain aspects of business development can be daunting, but if you find yourself aligning with any of the warning signs mentioned above, it’s time to stop ignoring those signs. Outsourcing business development offers not only relief from these challenges but also unlocks access to expertise, scalability, and innovation essential for growth.

If you’re ready to build a stronger, more effective pipeline and no longer want to rely solely on referrals, let’s talk. At Catapult, we’re all too familiar with these common challenges and work with our clients to develop strategies that prioritize consistency and alignment, ensuring long-term success for your business. 

 

When it comes to “the big game” AKA, the Super Bowl, there’s an entertainment component that often shares the spotlight— Commercials. These carefully crafted ads have become as much a part of the annual event as touchdowns and halftime shows. 

For marketers, the Super Bowl 2024 presents an especially golden opportunity to captivate a massive audience and leave a lasting impression. The Kansas City and 49ers game had 123.7 million viewers– making it the most watched program in the US, ever. And advertisers did not disappoint. Join us as we celebrate the creative agencies and advertisers who we are dubbing as the “winners” of the Super Bowl ad game this year and why. 

Pssst- Want the opportunity to connect with brands spending big bucks on advertising for the Super Bowl and more? Check out our sister company, Winmo’s free list of 78 top spenders. And if you need the new business team to go after these spenders, Catapult can help.

1. Uber Eats: Don’t Forget Spot

The Uber ad for the Super Bowl created by creative agency Special US stood out as impactful and exciting for several reasons, each contributing to its overall appeal and effectiveness:

• Star-studded appeal: Featuring celebrities like Jennifer Aniston, David Schwimmer, the Beckhams, Jelly Roll, and USHER, the ad capitalizes on their massive fan bases and high recognition value. 
• Creative concept: The idea of having these celebrities forget their most iconic roles or achievements to highlight the convenience and range of Uber Eats is both clever and humorous. This creative approach makes the ad memorable and engaging, ensuring that the message sticks with the audience long after they’ve watched it.
• Humor and nostalgia: By using humor and playing on nostalgic elements (like referencing “Friends” and the Spice Girls), the ad connects emotionally with viewers. This emotional resonance is a powerful tool in advertising, making the message more impactful and the service more appealing.
• Timely placement: Airing the ad just after the halftime show, during the third quarter of the Super Bowl, ensures it captures a massive audience when engagement levels are high. The Super Bowl is known for its high viewership, and securing a spot in this prime time frame maximizes visibility.
• Immersive campaign experience: Beyond the ad, Uber Eats enhanced the campaign’s impact by creating an immersive experience at the Super Bowl Experience in Vegas. The “Get Almost Almost Anything Shop” brought the campaign to life, allowing fans to interact with the brand in a tangible way. 
• Strategic messaging: The ad cleverly emphasizes the wide range of items available for delivery through Uber Eats, reinforcing the brand’s value proposition. By suggesting you can get “almost, almost anything” delivered, it communicated versatility and convenience, key factors in the competitive delivery service market.

2. Verizon: Can’t B Broken

This Verizon Super Bowl ad created by Ogilvy is impactful and exciting for several reasons:

• Celebrity presence: Beyoncé is one of the biggest names in the music industry, known for her immense talent, influence, and dedicated fanbase. Her appearance in a commercial during the Super Bowl adds star power to the ad and attracts attention from a wide audience.
• Engaging storyline: The ad presents an intriguing storyline where Beyoncé is challenged to break the unbreakable, Verizon’s network. This creates anticipation and excitement as viewers wonder how she will accomplish this feat.
• Creative elements: The ad is filled with creative elements that showcase Beyoncé’s personality and brand. From the Beyoncé lemonade stand to the surprise album drop and her own AI, the ad is entertaining and visually captivating.
• Teaser for new music: The ad serves as a teaser for Beyoncé’s new music, generating excitement among fans who have been eagerly awaiting new releases from the artist. The cryptic message at the end of the ad, followed by the announcement of “Renaissance: Act II” and the release of two new songs, builds anticipation and drives engagement.
• Evolution of Beyonce’s artistry: The ad hints at the evolution of Beyoncé’s artistry, with “Renaissance: Act II” rumored to be a country album. This shift in genre and imagery from her previous work adds intrigue and showcases Beyoncé’s versatility as an artist.

3. Cetaphil: Game Time Glow

This Super Bowl ad from Cetaphil created by Prompt is impactful and emotional to watch for several reasons:

• Capitalizing on the Taylor Swift craze: The ad cleverly incorporates elements associated with Taylor Swift, such as the numbers 13 and 89, friendship bracelets, and references to her status as a famous football fan. This instantly grabs the attention of Swift’s vast fan base and creates a sense of familiarity and connection.
• Subtle references: While the ad doesn’t explicitly mention Swift, her boyfriend Travis Kelce, or the Kansas City Chiefs, it subtly alludes to them through the use of familiar symbols and scenarios. This allows the ad to leverage Swift’s popularity and association with the team without directly using her likeness or music.
• Emotional storytelling: The ad tells a heartwarming story of a father and daughter bonding over their shared love for football and admiration for Swift. The moment when the father surprises his daughter with matching jerseys and friendship bracelets adds an emotional layer to the narrative, resonating with viewers on a personal level.
• Real-life connection: The ad’s tagline, “Real Father and Daughter, Living in New York,” emphasizes the authenticity of the story and reinforces the idea of familial bonds and shared experiences. This authenticity enhances the ad’s relatability and makes it more compelling to watch.
• Social media buzz: The ad has sparked discussion on social media, with many users noting its clever use of Swift imagery and its ability to capture the essence of father-daughter relationships. This buzz generates additional excitement and spreads the shared impact of strong emotions, further increasing its reach. “Yep, now I’m crying,” shared a commenter. “I love that dad’s & daughters are now experiencing this together. It also reminds me that these days with my Daddy are coming to an end soon. I’ve got to call him now & tell him I love him & thank him for all of the games he watched with me.”

4. Dunkin’: The DunKings

This year’s Super Bowl ad from Dunkin’ created by Artists Equity, features Ben Affleck and promises to be both impactful and exhilarating for viewers, thanks to its star-studded cast and innovative expansion of the BADCU (Ben Affleck Dunkin’ Cinematic Universe).

• Star-studded cast: The ad features a powerhouse lineup of celebrities including Ben Affleck, Matt Damon, and Tom Brady, as well as popular artists Jennifer Lopez and Jack Harlow. This ensemble cast adds excitement and star power to the commercial, appealing to a wide range of viewers.
• Creative concept: The ad introduces the concept of the DunKings, an exclusive group of Boston’s coffee lovers comprising Affleck, Damon, Brady, Lopez, and Harlow. This unique premise sets the stage for an entertaining and memorable commercial experience.
• Meta storytelling: The ad takes a meta approach by incorporating elements from Affleck’s real life, such as his appearance at the 2023 Grammys and his desire to create music. This adds depth to the narrative and allows viewers to connect with the characters on a more personal level.
• Entertaining scenes: The extended cut of the ad features entertaining scenes, including a spirited dance routine by the DunKings and humorous interactions between Affleck, Brady, Damon, Lopez, and Harlow. These moments captivate viewers and keep them engaged throughout the commercial.
• Potential expansion: The ad hints at the possibility of a BADCU (Ben Affleck Dunkin Cinematic Universe), sparking speculation and excitement among fans. This opens up opportunities for future collaborations and creative storytelling, extending the impact of the ad beyond the Super Bowl.

Dunkin’s ad featuring Ben Affleck and a star-studded cast lingers in our minds like the aroma of freshly brewed coffee. With its clever blend of humor, celebrity cameos, and unexpected twists, this commercial doesn’t just entertain—it leaves an indelible mark on our collective consciousness. Whether it’s the infectious energy of the DunKings or the playful nod to Affleck’s real-life endeavors, this ad reminds us that sometimes the best moments of the Super Bowl aren’t found on the field, but on our screens during the commercial breaks.

5. State Farm: Like a Good Neighbaaa

State Farm’s Super Bowl ad created by Highdive not only reunites iconic actors Arnold Schwarzenegger and Danny DeVito but also wins over audiences, securing the top spot in the Super Bowl 2024 Ad Meter with its humorous and unforgettable storyline: 

• Iconic reunion: The ad brings together two beloved actors, Schwarzenegger and DeVito, who previously starred together in the classic film “Twins.” 
• Humorous concept: The ad’s premise revolves around Schwarzenegger’s character struggling to pronounce the company slogan correctly, adding humor to the commercial. This comedic element engages viewers and keeps them entertained throughout the ad.
• Cliffhanger teaser: The ad was teased in advance, leaving viewers curious about how Schwarzenegger’s character would resolve the pronunciation issue. This anticipation builds excitement leading up to the Super Bowl, encouraging viewers to tune in to see the full commercial.
• Creative solution: By bringing in DeVito to say the crucial line correctly, the ad cleverly resolves the protagonist’s dilemma. This unexpected twist adds an element of surprise to the commercial, delighting viewers with the reunion of these two actors and their dynamic interaction.
• Positive relationship: Schwarzenegger and DeVito’s real-life friendship and professional admiration for each other add authenticity to their on-screen chemistry. Their mutual respect and enthusiasm for working together again resonate with viewers, enhancing the ad’s appeal.

6. CeraVe: Michael CeraVe

One of the standout moments from this year’s Super Bowl was undoubtedly CeraVe’s collaboration with actor Michael Cera, created by Ogilvy. This unique partnership had been highly anticipated by fans and skincare enthusiasts alike, who were eager to see the hilarity and creativity that CeraVe and Cera delivered on game day.

• Humorous concept: In the commercial, Michael Cera delivers his ad pitch in a humorous way similar to typical, exaggerated skin care commercials. He humorously portrays himself as the developer of CeraVe’s moisturizing cream, emphasizing his passion for “human skin” and delivering lines such as “Let my cream hydrate you” with deadpan hilarity. This playful twist on the brand’s name adds humor and intrigue to the commercial, making it stand out among other Super Bowl ads.
• Viral potential: The ad’s tagline, “Developed with Michael Cera, Ve,” has already gone viral on social media, generating buzz and attention for the brand. Additionally, CeraVe’s decision to feature an image of Michael Cera with an X on his face and the disclaimer “Not Michael Cera. He’s not a Dermatologist” further fuels the viral potential of the ad.
• Celebrity appeal: Michael Cera’s involvement adds star power to the ad, attracting attention from fans of the actor as well as skincare enthusiasts. His quirky persona and comedic timing make the commercial entertaining and memorable for viewers.
• Clever marketing: By capitalizing on Michael Cera’s name and embracing the confusion surrounding it, CeraVe creates a memorable and engaging Super Bowl ad that effectively promotes its brand and products. The ad’s humorous approach and viral potential ensure that it will be talked about long after the game ends, solidifying its impact and success in the advertising landscape.

As the Super Bowl excitement settles, CeraVe’s ad with Michael Cera remains a hot topic among fans. Highly anticipated and met with immense laughter, this collaboration is sure to be remembered and discussed for a long time to come. Its clever humor and witty execution have left a lasting mark, ensuring that it will be remembered as one of the standout moments of the game. The ad was recently recognized as the games best ad, winning the Super Clio award. 

7. e.l.f.: In e.l.f. We Trust

e.l.f. Cosmetics’ ad has emerged as a standout moment, seamlessly blending legal drama with makeup finesse. Created by Shadow, this ad has undoubtedly left a lasting impression on viewers.

• Star-studded cast: The ad brings together familiar faces from the hit show “Suits,” including Gina Torres, Rick Hoffman, and Sarah Rafferty, along with iconic figures like Judge Judy Sheindlin. The inclusion of celebrities like Meghan Trainor and HeidiNCloset adds to the excitement and anticipation surrounding the commercial.
• Cultural zeitgeist: By leveraging the popularity of “Suits,” “Jury Duty,” and the resurgence of Judge Judy, e.l.f. Cosmetics taps into the cultural zeitgeist of courtroom drama. This timely theme is sure to resonate with viewers and keep them engaged throughout the ad.
• Clever concept: The ad defends e.l.f.’s case for quality and affordable cosmetics in a creative and entertaining way. With a mix of scripted humor and unscripted charm, the commercial promises to captivate audiences and leave a lasting impression.
• Viral potential: With its star-studded cast and timely theme, the ad has the potential to go viral on social media. The buzz generated by the ad’s clever concept and celebrity cameos will ensure that it’s talked about long after the game ends.
• Brand promotion: By capitalizing on emerging cultural insights and leveraging the popularity of its cast, e.l.f. Cosmetics solidifies its brand as a water cooler conversation topic. This clever marketing strategy ensures that the ad effectively promotes the brand and its products to a wide audience.

E.l.f. Cosmetics’ innovative Super Bowl ad has undoubtedly captured the attention of audiences far and wide. With its unique approach and memorable execution, this ad is poised to make waves in the advertising world and solidify e.l.f. Cosmetics’ position as a creative powerhouse in the industry.

Conclusion: Get in Front of Big Fish Advertisers 

As we wrap up our exploration of the captivating world of Super Bowl advertising, it’s clear that these commercials are more than just brief interruptions during the big game—they’re cultural phenomena in their own right. From clever concepts to star-packed casts, the ads showcased during Super Bowl 2024 left a lasting impression on viewers, sparking conversations and capturing our imaginations.

At Catapult, we understand the power of creativity and innovation in advertising, which is why we’re committed to helping agencies in this ever-evolving landscape. Our team provides the tools and resources needed to connect with big-name clients like the advertisers featured in this year’s Super Bowl, enabling you to land exciting opportunities and elevate your new business to new heights. See how Catapult can help today.

 

Catapult New Business, the leading fractional new business development firm for agencies, today announced a new partnership with Wripple, a top on-demand talent platform where brands are matched in real-time with agencies and freelancers for project-based work. Using a combination of technology and a human touch, the platform offers greater speed, flexibility, and transparency to its clients and talent members.

Catapult and Wripple plan to connect more agencies with brands in need of their services using the on-demand talent platform. This platform allows agencies to create a profile within the portal to attract companies actively searching for a specialized partner.

Catapult has two decades of experience proactively winning new business for agencies, and has seen the current shift away from traditional AOR relationships and pitches take place slowly over the years.

“We see more and more agencies winning new business through non-traditional methods like project-based work, and it’s exciting to partner with Wripple, which frees agencies up to find these opportunities easily,” said Matt Chollet, President of Catapult New Business. “The basis for new business is and always will be relationship-driven, and what we’ve seen is that the traditional pitching and review process is not supportive of ongoing relationships with potential and current clients.”

Brands are leaning more toward project-based work compared to traditional AOR relationships and expensive pitching processes. Winning new clients using a project structure – from resourcing on the agency side to building a relationship with the client for a long term partnership – changes how agencies source new business and grow accounts. This is going to be especially true for those agencies that have dedicated resources primarily to these hefty pitching processes.

Brands are “ditching the pitch”

According to recent market research from firms including the 4As and Forrester, the cost to pitch is now upwards of $1M with brands footing most of the bill. This is not an ideal scenario for either party involved.

AdAge reported earlier this year that agency pitches brought in thirty-five percent less revenue as compared to the year prior. In other words, the new business pool shrunk almost in half after the pandemic.

This is not a surprising statistic knowing that Forrester released a report to brand marketing leaders in 2022 declaring that brands need to “ditch the pitch for paid projects instead”. The cost savings for brands to nix the pitch puts hundreds of thousands of dollars back in their pocket.

Small to mid-size agency advantage

The cost to pitch on average runs an agency $200,000, according to 4As. This cost pushes small to midsize agencies out of the process, and with more brands looking at project based work to bring on new partners, the opportunity for agencies to compete for business against major agency holding companies is rising.

“Wripple was founded by agency veterans who understand the challenges of the traditional pitch process. We built our platform to level the playing field and significantly reduce friction in the end-to-end BD process,” said Ray Samuels, Wripple’s COO. “Our partnership with Catapult provides agencies with an additional innovative new business channel that is free for agencies to access, surfaces only qualified opportunities with top brands, and greatly extends the reach of smaller agencies beyond their existing geo and networks.”

 

About Wripple

Wripple is a pioneering on-demand talent platform that transforms how companies build a modern marketing workforce with greater speed, flexibility, and efficiency. With advanced proprietary software, Wripple’s private talent marketplace matches brands with vetted freelancers and small to mid-sized agencies, in real time. Clients can hire individual experts for short and long-term staffing needs as well as cross-discipline teams for deliverable-based projects. Wripple’s freelancer management software handles operations (contracting, compliance, payment) and enables companies to manage ongoing freelancer relationships all in one place. Learn how Wripple is reshaping the future of work at www.wripple.com.

 

About Catapult New Business

With over $1 Billion in new business opportunities uncovered, Catapult has been successfully growing agencies and delivering exceptional results for our clients for 20 years and counting. We provide the market with an outsourced solution for agency growth. Our team of expert advisors works alongside you to implement a results-driven sales and marketing strategy that identifies and generates consistent new revenue.  Learn how Catapult proactively win new business for its clients at www.catapultnewbusiness.com.

Check out our latest workshop where we delve into the key to agency success:

Unlocking the Potential of Mergers and Acquisitions

This workshop provides insightful guidance and actionable resources to inform your pre-letter-of-intent and due diligence considerations to set the stage for successful post-merger integration. So join us and avoid the costly mistake of merging with the wrong firm. If you decide not to pursue a merger, you’ll still find these insights valuable for strengthening your own agency.

 

Catapult’s mission is to identify, engage and help win new business with the brands that can most benefit from your solutions. Marketing agencies and AdTech companies partner with us when they’ve made the commitment to grow and need a proven, viable and scalable way to do so – with a resource that is focused on proactively creating new opportunities on your behalf. 

Reactive new business teams are always one step behind. Simply responding to a situation – whether an inbound inquiry or a Request for Proposal – without a strategy to arrive at a desired outcome will never propel the business forward. If the team is only prepared to respond to situations rather than create their own opportunities, they may get easily discouraged when a prospect takes too long to respond or make a decision. 

Even worse, waiting for the perfect client can lead to wasted time and effort by responding to prospects who aren’t a great fit. When taking a proactive approach, the team is able to guide the pace of the sales process and better serve the potential client. This also allows the team to ensure they’re meeting with the decision makers who care about the outcomes from the work, resulting in more closed-won business. 

Unlike other lead generation and business development companies, Catapult is backed by two decades of experience serving the entire spectrum of the marketing communications industry from advertising, media, branding, and digital to market research and technology agencies. 

Why Catapult?

Catapult is powered by the most recognized sales intelligence platform in the industry, Winmo. And partners with the premier agency search consulting firm, AAR Partners. These in-house teams of ours provide reliable, accurate sales intelligence and play a pivotal role in our ability to deliver qualified opportunities for our clients

When working with clients we take a prescriptive approach to launching a successful sales development program. Catapult ensures in the first 90-days of activating your new business sales team, you have:

• Established a resourcing plan to prioritize a proactive sales approach.
• Activated a Go-To Market strategy with competitive insights and positioning. 
• Launched a fully operational business development tech stack. 
• Opened access to sales intelligence through Winmo, which is now used to create targeted prospect lists, track new business triggers, and more.

The benefit of being in-market with messaging within 90-days is that you’ll discover your Right to Win faster. A place where your positioning perfectly matches the needs of your target market and you’ll win more business. 

Having takeaways like this to steer the business development team in the right direction is crucial, especially if timing is a factor in the GTM. 

Are you ready to take the next step in catapulting your sales pipeline growth? Contact Us. 

There’s a sea of software vendors to choose from, but to get started, there are five core types needed in a new business tech stack no matter the size of the team.

Sales Engagement

A sales engagement platform is a tool that allows the new business team to engage directly with prospects and keep them engaged. As any business development professional will tell you, prospects can be slippery creatures – fully engaged in one moment and complete radio silence the next. 

A tool that helps manage this supports reconnecting and meeting prospects wherever they are in their buyer journey. The tool should be able to seamlessly re-engage and respond to prospects through coordinated outbound activities like email, LinkedIn, phone calls and even web chat. Many are able to automate aspects of this outreach too. The advantage of having one in your tech stack is that sales engagement tools will streamline your sales process, making the team more effective.

Marketing Engagement

More commonly referred to as marketing automation, a marketing engagement tool enables inbound lead generation and supports proactive sales outreach. The core feature of a marketing automation tool should include email marketing, social media marketing, and managing ads. 

When evaluating different technologies keep in mind some platforms are great at activating marketing content through content management and even campaign management features. Having one in your tech stack will allow the team to manage and nurture leads through their buying journey. Tracking engagement through emails, website visits, ads, content downloads and social media gives you a more holistic view into the prospect’s business needs and what led them to a sales conversation.

Research Insights

Getting critical insights and updates about your industry is important. The new business development team needs to make decisions that are informed and measured, and having this information will be able to guide them down the right path. There are several platforms that can provide insights, but first, find out what would be most useful for the team. These are the types of insights most new business development teams use: 

• Advertising Spend 
• Advertising Placements 
• Buyer Intent Demographics 
• Industry News Personnel
• CMO Shifts 

Contact Data

Not all data is created equal, and it can be hard to find contact and company information that is accurate. When evaluating these tools find out the method they are sourcing their data from and whether this will give you the right types of contacts. 

Some teams choose to take an account-based approach, and that will affect which contact data provider you choose. For Account Based Selling (ABS), you’ll want a data provider that connects the dots between brands, agencies and executives – knowing the entire buying committee is key. Supplementing this data with insights will also help narrow down the right target accounts to include. 

On the flip side, if you’re taking a more traditional approach, you will want to identify as many contacts in your Right to Win zone as possible. Having a data provider with a large volume of accurate contact data is a must. 

Have you considered Winmo to power your sales pipeline? Marketing agencies, ad tech companies, and media and sponsorship sales teams partner with Catapult when they’ve made the commitment to grow and need a proven, viable and scalable way to do so – with a resource that is focused on proactively creating new opportunities on your behalf.

CRM

A customer relationship management (CRM) platform will serve as the team’s one source of truth. When all the technology is connected to the CRM, nothing falls through the cracks and all touchpoints are tracked here. 

Many business development teams agree to a process around lead management inside of a CRM, using features like workflows and lead routing, customizable dashboards and reports, and updating contact data based on the sales qualification and closing process. A good CRM will fit your team’s needs, but should at minimum allow for lead routing, lead tracking and reporting. 

The framework of a successful program is built on industry-leading technology and accurate contacts to communicate with. Catapult is powered by Winmo to help win more business on your behalf. All clients receive a custom technology stack to enable their team to catapult their sales pipeline. Ready to get started? Contact Us. 

Once there is a resource plan in place, creating a strategy to activate the new business development plan is crucial. Building out a Go-To-Market (GTM) Strategy will guide the team to success and reduce common pitfalls like misuse of budget and missed revenue or profit projections. So what is a GTM? It’s a comprehensive action plan that outlines the approach and steps to attract and win new clients, enter new markets, increase market share, and achieve projected sales targets and revenue. Five questions that should get answered in a GTM include:

1. What are we hoping to achieve? 
2. How will we track progress? 
3. What does success look like? 
4. Who are we selling to and why? 
5. What tools do we need to enable the team? 

Thinking through these “why” and “how” questions will force the team to delve into the details. A GTM will clearly define positioning, analyze the competitive landscape, and establish an initial offering that will gain credibility with the marketers you intend to sell to.

Right to Win 

Starting with the end in mind, bringing new clients onboard that the business is well suited to solve problems for is the main goal when designing a new business development strategy. 

Imagine you’re at a business conference. You get into an elevator along with two senior marketing decision-makers from a company that you would love to do business with. You overhear their conversation about one challenge that they are experiencing and you happen to be uniquely positioned to solve it. What is their challenge? And try to keep this answer to less than 50 words. This will force you to zoom in on your Right to Win. 

Your Right to Win should be firmly rooted in your ability to articulate value to the types of prospects you want to pursue. Questions around the problems you’re capable of solving or how you structure your fees all play a role into the type of clients the business is positioned to win. Once this is outlined, the most important question to end on is whether these answers will hold up to a prospect that doesn’t know you. 

Gathering enough information to tell a compelling story and arm this newly established business development team will be the first step before creating a list of dream accounts you’d love to work with.

Positioning 

The reality is, your position cannot speak to all people. It needs to be narrow enough to demonstrate your expertise, while also being broad enough to gain market share. Examples of narrow, yet broad positioning revolve around:

• Service/Capabilities
• Category Expertise
• Demographic Solutions
• Intellectual Property

Competitive Landscape 

Everyone has competition. It’s important to keep track of where your clients are going when they leave or why you lose a deal. It’s painful, but it will allow you to better understand your position and why you win the type of work you do. 

In a GTM, you’ll want to look at your competitors’ positioning and what you’re offering that they can’t. When comparing, think about who they are trying to sell to and why, and what kind of technology is used to enable their business development efforts. An effective competitive analysis should have two primary outcomes:

1. What are the market barriers?
2. What are the market opportunities?

Initial Offer 

The initial offer is a compelling insight that can convey to a prospect that you understand their business and can provide solutions to the challenges they are evaluating. The initial offer is most compelling when you raise awareness to a business need or opportunity. Examples of this include proprietary, vertical specific research, a creative lab intended to provide a brainstorm around a specific need, or presentations that frame their problem and offer guidance. 

With a GTM strategy to guide your team, you will be able to put them into action.

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Marketing team’s are strapped with projects and plans from digital transformations to staying ahead of the evolving marketing shifts, and on top of this do their day-job. There’s more than $100 Billion in marketing spend every year. That’s a lot of money and not a lot of time. 

After a full day of being asked to prepare, present, and solve business problems, corporate and brand marketers rely heavily on partners coming to them with solutions. Awarding business to proactive and thoughtful partners is a marketing professional’s favorite part of their job. So how do you get in front of them in a way that feels authentic?

The activities needed to attract, attain, nurture and win new clients can vary, but every successful new business development plan has one thing in common: It takes a team to make it work. A team based model to business development focuses everyone’s activities around increasing the visibility of your expertise. The first step in resourcing a new business development plan is identifying who will be responsible for the following types of activities: 

Research

Which markets should you pursue? Who should you reach out to? And when would it be most effective? These are the types of questions researchers should be finding answers to. This team member will support prospecting efforts and provide critical information to others when a qualified business lead wants a meeting. 

Strategize

Analyzing where you have a Right to Win and what gives you a competitive advantage whether through positioning or your offer is key. Even better, document your strategy and have it vetted by team members with experience in Go-To Market strategy. 

Promote

With a digital-first economy, it is important to have someone with specific digital expertise such as search engine optimization, website management, marketing automation and analytics to support inbound marketing activities. Depending on your business, this activity can play a crucial role or it could play a supportive role in the overall program. 

Enable

Creating a sales process that uses a tech stack, content, email assets, call scripts, and capabilities deck will enable your new business team to produce qualified business opportunities. These activities fuel sales and help prospects easily understand what you can do for them.

Expertise

Becoming a member or sponsoring organizations where other subject matter experts in your domain share ideas is a first step toward this. Then, you can move onto submitting work for awards, pitching subject matter experts for interviews or byline articles, and participating in speaking opportunities. All of which will help validate your credibility as an expert. 

Write

Compelling content that demonstrates expertise will get used by almost every team member and will most definitely have reached your prospects before anyone else has. This activity is the fuel for enabling sales and promoting your business to prospects. 

Guide

New business development is a journey, and on every great journey you have a guide. Having a clear understanding of the strategy and the ability to navigate day-to-day organizational challenges will be important to steer the team in the right direction. 

Respond

The MVP on the team plays this role. Closers will typically excel in presentations, thinking on the fly and have deep knowledge of your business. A team approach to closing business can be very successful, especially when paired with a networker and subject matter expert.

Win

Taking a team approach to close a deal is a winning strategy. Creating a capabilities deck and customizing it to the prospective client’s problems will get you into negotiations.

Network

This is an age-old activity required for new business development. In-person or on social channels, this is something that will help expand your circle of influence.

Connect

Creating new opportunities for the business proactively requires dedication. Prospecting, qualifying potential clients, preparing the closing team to win, and facilitating conversations with the team in order to keep everyone on task – growing the business – takes dedication to drive everyone toward that winning opportunity. 

When you’re building out a resource plan for outbound sales efforts, it’s important to focus on the activities around researching, strategizing, and connecting. Hiring a 3-5 person team with these skill sets will open doors for you proactively. 

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In the beginning of 2022, brands struggled with their supply chains and what was thought (at the time) to be temporary inflationary pressures stemming from the war in Ukraine. Now we know that inflation and consumer spending changes will continue to be a challenge going into 2023. So where will the opportunities shift in an economic slowdown?

Consumer Packaged Goods (CPG) brands are not slowing down in terms of growth, but inflation and consumer spending shifts are still major challenges. This combination leaves the industry primed for opportunities to double down on their marketing efforts by leveraging digital, branding, packaging and creative, media and more.

Fear of Downtrading

While headlines have been mixed on where the economy is headed, the softness in the market that people feel is starting to become etched in hard numbers. Noteworthy CPG retailers like Target, Walmart, and Amazon missed their earnings. The fear earlier in the year that consumer behavior would be impacted by inflation is starting to take shape and show in financial reports.

CPG giants like Nestle, Unilever, and Campbells all experienced market share losses to private label brands in consumer staple categories. Strategies to protect against trading down were all prevalent in their reports. Price increases have been steady all year and most reported an additional 5% increase in the last quarter. Balancing price increases with the decline in spending is a top initiative for 2023.

CPG Opportunities

CPG is gaining back most of the lost margins through eCommerce. Digital sales continued to rise another 5% in Q3 bringing the YTD increase to just shy of 40%. This is partially fueled by the consumer behavior shift from in-person shopping to online, due to COVID. This convenience is one that many consumers still enjoy even with the upcharge.

Of all the categories to go after during an expected recession, CPG has the best outlook during the downturn and has fared better than many sectors. While most CPG companies are still down for the year, they continue to see organic growth gains and are not experiencing the declines that other sectors are seeing.

Key Takeaways

As inflation is here to stay, CPG brands are looking to make a two-pronged approach: Increase prices to adjust overall margin rates while deterring consumers from downtrading.

Increasing prices comes with a risk, and it’s that coveted phrase investors are asking every CPG brand about: Downtrading. Brand equity becomes highly important because brands won’t be able to compete on pricing given inflation challenges. Because of this, marketing and innovation will continue to see investments, skewing toward heavier investments in digital strategies and campaigns as brands aim to increase brand equity or premiumize their brands to offset the consumer perception of increased pricing. If the economy does dip into a recession, then brands will need to combat downtrading even with steady overall growth to their portfolios.

Find more opportunities with CPG brands. Download the full report. 

There are two revenue streams that sales and growth leaders build out: reactive and proactive. When creating a revenue generating process for your business, these two approaches should be monitored.

Response-Based Activities: This type of activity includes inbound inquiries and RFP responses. If RFPs are part of the team’s Go-To Market (GTM) plans, having an update on each stage of the RFP process will help the team win more frequently. Three main points to monitor regularly around RFPs include:

• New RFPs and which ones to pursue. 
• Deadlines and due dates throughout the RFP process. 
• RFP win rate dashboard with budgets allocated to each submission. 

Inbound is likely part of the GTM too, and many teams will have two processes – one for those who want to talk to sales and one for those who are not ready for sales. The three main points to monitor for Inbound leads include: 

• Response time to new sales inquiries. 
• Outcomes from initial conversations from inbound leads. 
• Engagement from leads that are still being nurtured by marketing. 

These response-based activities are considered reactive and will only take your sales pipeline so far. It’s often the case that simply responding to a situation – whether an inbound inquiry or a Request for Proposal – without a strategy to arrive at a desired outcome won’t grow the business. 

Waiting for the perfect client can lead to wasted time and effort by responding to prospects who aren’t a great fit. When taking a proactive approach, your team is able to guide the pace of the sales process and better serve the potential client. This also allows the team to ensure they’re meeting with the decision makers who care about the outcomes from the work, resulting in more closed-won business.

What is proactive selling?

Proactive selling is a sales approach that allows a sales rep to take control of the sales process instead of waiting on a lead to take some kind of action. This puts the sales person in a position to grow their sales pipeline instead of waiting for the right client to show up.

When engaging with potential customers, taking a proactive approach can help build trust and close more deals. Proactive strategies will require the sales rep to anticipate customer needs, show empathy, and solve problems before the customer is aware of them.

Proactive Approach: A proactive approach to new business development will look different from the response-based approach. The team members responsible for this should actively seek out new prospecting lists, adjust messaging based on who they’re interacting with, and focus on the responses received from their efforts. The four main points to monitor for outbound leads include:

• Prospecting lists and attributes of those prospects. 
• Sales cadences, including messaging for emails, social, phone calls and voicemail. 
• Messaging and content to get prospects engaged. 
• Response rates and engagement to outbound outreach. 

When is the right time to find a partner for proactive selling?

Taking a proactive approach to selling requires a dedicated resource with surrounding support. When your team does not have the ability to dedicate resources to this, partnering with Catapult can be a great option. Outsourcing proactive selling can aid your team and ensure success from all new business approaches. It supplements already over-taxed in-house growth leaders and allows your team to stay focused on its core strengths.

Ready to catapult your sales pipeline? Contact Us.