Success comes from standing out, not fitting in. (Okay, I can’t take credit for that line, I stole it from Don Draper, but I’m certainly onboard with the sentiment.) That statement is my mantra. As a business development guy, it’s my job to differentiate an agency and its offering in what is often a sea of ad agency sameness – and make CMOs feel as if they’d be crazy to hire any other agency.
So while I can (and do) fill the pipeline with qualified leads, I delve much deeper. I work to make an agency (and its clients) stand out. I help them rethink their approach to agency business development, reposition their offering, present themselves in a new light, reduce the stress pitching can put on an organization and bring some order to the chaos of the new business process. I’ve been doing this for the bulk of my marketing career, and this approach has produced years of new business growth at each stop in my career.