We all know that clients are more and more interested in an agency’s analytic capabilities.  This is particularly evident to us in the new business world as it is always a selection criterion, no matter what type of review we are doing.

The challenge we are faced with is how best to really get at an agency’s capabilities in the review process.  What we currently see is a list of tools and a vague definition of how they were used in some cases.  That is really not enough.  Here is what we recommend to agencies:

In a relevant case, provide a brief summary of the situation, an explanation of what data the agency’s tools or analysis uncovered and, most important, what the agency did with that information.  What is most important to our clients is not what the name of the tool is or even an overview of what it does.  They want to kmow how you used what was learned and what the results of that were.

I’d love to hear from agencies if you have innovative ways to prove your analytical prowess in new business.

 In the recent market it's very tempting to take any interview a search firm calls you for. I know it's a two-way street here.  The recruiter needs to be diligent and ask all the right questions and provide all the right information and there are often unknowns on both sides--but if there is something gnawing at you early on, or even after the process has begun, don't wait until the offer is being negotiated to bring it up. During the interview and hiring process surprises are most unwelcome. 

I've been extremely grateful over the last few weeks to a couple of marketing pros for not putting me in a situation that could have damaged a relationship with my client.  They were thoughtful and upfront about why they might NOT be a fit for the position, rather than hope they could change the job requirements or the logistics.  In one case, it just wasn't a fit and we moved on.  In the other we were able to address the potential concern and work through it.  To be sure, neither one jeopardized future opportunities with me--if anything they improved them. 

Recently, we have seen a number of reviews where a client is looking for an integrated agency solution.  Webster’s defines integration in two ways 1) the operation of solving a differential equation (often the internal issue the client is trying to address) and 2) incorporation as equals into society or an organization of individuals of different group (the solution for addressing the internal issue).  

We recognize, as do clients, that agencies may need to pull in partners for expertise they may not have.  That partnership should be seamless.  If an agency is putting themselves in front of a client as an ‘integrated solution’, depict yourself as one group.  Do not hand out business cards that have different agency names.  Do not sit on separate sides of the table. Do not present separately as to appear that one partner is an afterthought.  

The agencies may have worked together before, but maybe the individual team members have not.  Spend some time getting to know each other before you get to know the client.  This is a very important step in the new business process.

Trend 1| It's about the network The bottom line is that almost regardless of the business you're in, who you know and how many of them you know has a significant impact on your firm's ability to grow.

Trend 2| It's about the network If you're not fully leveraging the web, the ultimate network, you're missing a huge and efficient opportunity to reach your target market and/or serve your customers.

Trend 3| It's about the network It's not just about customers and prospects. There is a community of influencers, connectors, and message carriers that should be targeted, engaged with, and leveraged.

Trend 4| It's about the network Leveraging the network almost necessarily means sharing content. It's not enough to rely on generic messaging or the standard list of features and benefits to motivate the world to want what you're selling. Content is king in the network.

Trend 5| It's about the network Moving your market requires lining up all the touchpoints, creating a communications network that efficiently routes prospects into customers or satisfied customers into delighted ones.

It’s that time of year again – the time when NCAA brackets are filled out and people flock to college basketball.  We do a pool every year at Pile and Company.  We’re a small company with a small group of sport fans.  Without fail, the winner of the pool each year is the person with the least amount of interest in sports.  What are the odds?  

I wonder why we even bother to run a pool, but it does serve a purpose in a small company.  It fosters competition and team building within the company.  People who generally have no interest in the games are paying attention.  The games are on in our common area and groups get together to watch the games.  So while basketball may not be of interest to all, the tournament brings the company together.  And in my opinion, that’s a good thing.

What do you do for team-building at your company or agency?