Most marketing agencies are experts at managing their clients’ brands, but they often neglect their own.
It is the classic “cobbler’s children” scenario where client work always takes priority, and internal business development falls by the wayside.
In a recent episode of the Knoodle Founder’s Hour, RSW/US President Mark Sneider sat down with Rosaria Cain to discuss why new business development is such a hurdle for agency principals and how to build a more sustainable outreach engine.
Per Mark:
Ad agencies dislike prospecting.
They get busy serving clients and neglect their own pipeline.
That’s the exact problem RSW/US solves: we help marketing agencies and professional service firms find qualified leads, set meetings, and get prospects as close to close as possible.
We don’t just book meetings, we help nurture prospects until the client can win them.
3 principles that make RSW work:
- People over tools: the right people who bring strategic value beat shiny tech every time.
- Multi‑channel + consistency: phone, email, physical mail, LinkedIn: use multiple channels and stay persistent. Some prospects take years to respond; consistency pays off.
- Be genuinely helpful: give away useful thinking, then be clear about what you do. Positioning + content = trust + clarity.
Key Highlights from this episode: Why Ad Agencies Hate Going After New Business (And How to Fix It)
The Myth of the Dead Cold Call
There is a common belief that reaching out via phone is a thing of the past; however, the data suggests otherwise.
While email deliverability becomes more difficult, the phone remains a reliable way to break through the noise.
Mark explains that success comes from a multi-channel approach, using a mix of phone, email, and even physical mail, helps an agency stand out in an uncluttered environment.
Consistency Over Intensity
One of the biggest pitfalls for agencies is the “stop-and-go” nature of their outreach.
When an account demands attention, prospecting usually stops.
This lack of consistency creates a feast-or-famine cycle that’s hard to break.
Mark emphasizes that a dedicated resource must stay focused on the “hunt” every day, regardless of how busy the rest of the agency becomes with current deliverables.
Leveraging AI Without Losing the Human Touch
AI is changing how agencies handle prospecting, particularly in list-building and meeting preparation.
While these tools increase productivity, they’ve also led to a marketplace crowded with over-promises.
The key is using technology to work smarter while maintaining the strategic thinking that a “doer” agency simply cannot replicate.
High-level strategy is what separates a partner from a mere vendor in the eyes of a prospect.
Finding the Right New Business Talent
The role of a New Business Director is notoriously difficult, requiring resilience and a specific “hunter” mentality.
Mark shares that his hiring criteria shifted over time to prioritize strong sales experience first, followed by marketing knowledge.
Supporting these individuals within a collaborative, non-competitive culture is essential to surviving the high rejection rates inherent in the role.
Navigating Market Uncertainty
When the economy feels unpredictable, many marketers overreact by pulling back.
Agencies can stay ahead by focusing on strategic program development and consistent outreach.
Instead of going into “full sales mode,” the most effective strategy is to provide continuous value.
It’s about playing the long game and staying visible even when the market seems quiet.
The Power of Giving Away Your Best Thinking
The ultimate differentiator in a crowded industry is the willingness to provide strategic counsel before a contract is even signed.
Mark references the legacy of Leo Burnett to highlight that bringing constant value to a client’s life is the only way to sustain a long-term reputation.
When you offer insights that help a prospect solve a problem, you move from being a salesperson to a trusted advisor.
Build a supportive culture; we’re a team that helps each other, not a boiler room.
And when markets tighten, companies still need new business.
Stay predictable in your execution, reach more prospects, and keep bringing value. That resilience matters.
A cultural operating line Mark shares with every hire:
Bring constant, added value.” If your offering can be reduced to a commodity, you’ll be competing on price or noise. Help clients win with thinking, not just tactics.
