Why Business Development Efforts Fail For Ad Agencies
undefined
Frequently Asked Questions
Why do ad agency new business efforts fail?
Most agency new business efforts fail for six core reasons: lacking the prospecting skill set internally, not committing enough time and resources, relying too heavily on referrals, failing to define a target prospect clearly, quitting too early in the outreach cycle, and being too close to the effort to recognize when it’s stalling. The agencies that grow consistently are the ones who treat new business as a discipline, not an afterthought.
Should an agency principal lead their own new business effort?
Not necessarily. If an agency principal doesn’t have the new business chromosome, meaning the persistence, thick skin, and sales instinct that prospecting requires, putting them at the center of the effort typically backfires. It’s better to hire someone specifically built for it or partner with an outsourced new business firm than to force the wrong person into the role.
How do you know if your agency’s new business program is working?
The clearest signal is consistent pipeline activity: regular first meetings being set, not just occasional ones. If your new business program only produces results when the market hands you a referral, it’s not working. A functioning program generates proactive opportunities independent of whether existing clients refer you.
What’s the most common mistake agencies make when starting a new business program?
Starting and stopping. Most agencies launch a new business effort, don’t see immediate results in the first 90 days, and pull back. Business development has a long runway. It typically takes 6 to 12 months of consistent outreach before a program generates reliable pipeline. Inconsistency is the single biggest reason efforts fail.
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).
