The Agency Business Development Playbook: Navigating a Competitive and Cost-Sensitive Market
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Frequently Asked Questions
What does an effective agency business development playbook look like in 2025?
An effective 2025 agency business development playbook combines refined positioning, direct outreach, and a clear value story that goes beyond capabilities. With marketers scrutinizing every dollar, agencies need to lead with outcomes and ROI rather than process. The playbook includes a defined target prospect list, a multi-touch outreach sequence across channels, and a consistent content presence that builds credibility before a prospect ever gets on a call.
How are marketers finding new agencies in 2025?
Direct agency outreach has risen significantly as a discovery method, moving from 4th place in 2022 to 2nd in 2023, surpassing networking and peer referrals. This means proactive, well-targeted outreach from agencies is more important than ever. Waiting to be found through networking alone is an increasingly risky strategy.
How can agencies compete against in-house teams for new business?
Agencies need to demonstrate what in-house teams structurally can’t provide: outside perspective, specialized expertise, and scalability. The strongest agencies position themselves not as a vendor alternative to in-house, but as a strategic partner that makes in-house teams more effective rather than a threat to them.
Is the RFP process still worth pursuing for agency new business?
The RFP process is losing traction. Marketers report it as less effective year over year, and agencies that rely on RFPs as their primary new business channel are increasingly at a disadvantage. Direct relationship-building and proactive outreach now outperform waiting for formal review processes to begin.
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 (https://www.linkedin.com/in/leemcknightjr) or Twitter (@leemcknightjr).
