Working with a new business agency is a significant investment and a strategic decision for any marketing, creative, PR, digital, or shopper marketing agency. Handing over the reins of agency business development to an external team requires trust, collaboration, and clear communication. A successful partnership is built on mutual effort, and results are directly tied to the level of engagement from both sides.
Having worked with hundreds of agencies in various sectors, I have identified the key ways to maximise your creative agency business development efforts. Follow these steps to ensure you get the best return on investment from your new business development partner.
1. Establish a Strong Foundation
The success of your engagement starts from day one. Before selecting a business development agency, you likely discussed your business objectives—but it’s crucial to go beyond the basics. Share your long-term vision, agency structure, and the goals you hope to achieve. Treat your agency partner as an extension of your team rather than just a service provider.
2. Prioritise an In-Depth Briefing
Invest time in properly inducting your new business development team. Allow them to meet key personnel and gain insight into your agency from multiple perspectives. The more context they have, the more compelling their outreach will be. A well-briefed caller who understands your agency’s ethos will create better opportunities.
3. Provide High-Quality Case Studies
Case studies are invaluable sales tools. They demonstrate the effectiveness of your work and add credibility to your pitch. Ensure that your case studies are well-designed, clear, and feature quantifiable results. Your business development agency will guide you on the best format, but compelling success stories make all the difference.
4. Demonstrate Passion and Energy
Passion is contagious. Your enthusiasm for your agency and its work should inspire your agency business development team. If your caller feels engaged and excited, they will naturally convey that energy to potential clients. Take the time to articulate what makes your agency special—this is what will resonate with decision-makers.
5. Keep Communication Open
Regular communication is critical. Your business development agency will provide updates, but the relationship works best when there is a two-way exchange of information. Agencies that are too busy to engage in regular check-ins hinder their own success. Make time for strategic discussions to refine the approach and maximise results.
6. Keep Your Agency Front of Mind
It’s easy to move straight onto the next project once a campaign is completed, but sharing your latest work with your new business agency is essential. Regular updates help refresh outreach efforts, ensuring prospects hear about your most recent successes and keeping your agency positioned as an industry leader.
7. Provide Honest Feedback
Feedback—both positive and constructive—helps fine-tune the approach. If a meeting went well, share what worked. If it didn’t, explain why. Understanding what resonates with prospects allows your PR new business development team to refine their messaging and improve future engagements.
8. Be Transparent and Open
Honesty is key. If you have concerns about strategy, messaging, or results, discuss them early. Your business development agency is there to support you, but they can only address issues if they know about them. A transparent working relationship ensures challenges are addressed proactively rather than becoming larger roadblocks.
9. Foster a Respectful Partnership
A strong relationship is built on mutual respect. Your business development team should be treated as an integral part of your agency. Encouraging a positive and collaborative environment leads to better motivation, stronger results, and a shared commitment to achieving your business goals.
10. Enjoy the Process
New business development should be an exciting and rewarding journey. The most successful agencies approach it with a mindset of collaboration, innovation, and openness. By fully engaging with your new business agency, you not only generate new opportunities but also build valuable relationships that drive long-term success.
By committing to these principles, you can maximise the value of your agency business development partnership and drive meaningful growth for your agency.
