The Marketing Agency Blueprint

Selective consumption is the basic principle behind inbound marketing, the philosophy made popular by HubSpot, a fast-rising Internet marketing software company. In essence, consumers are tuning out traditional, interruption-based marketing methods, and choosing when and where to interact with brands.

things to remember about disruptive innovation: Disruptive business characteristics include: lower gross margins, smaller target markets, and simpler products and services.

Every agency in the ecosystem, from disruptors to soloists, has to understand that there are no more silos in marketing. Everything is connected. Success depends on the integration of services, and collaboration among firms.

Regardless of your size, sales processes help define responsibilities, set performance expectations, give professionals the knowledge and resources to excel, and connect actions to business goals. Let's look at the five core areas of the sales process: lead qualification, lead management, discovery, proposal, and presentation.

If you believe that your agency exists solely to make money, then you are likely falling short of your potential and cheating your employees of opportunities to realize theirs. In order to find happiness, we must be a part of something greater than ourselves, something that we truly believe in.

Content has also been proven effective at helping move prospects through long sales cycles.

Remain at the forefront of innovation and technology. As discussed in Chapter 2, marketing agencies that are immersed in technology are able to continually increase efficiency and productivity, evolve client campaigns, and make strategic connections of seemingly unrelated information.

My theory behind growing a wildly successful and influential firm was to hire talented, intelligent, and motivated professionals, provide them with the systems and infrastructure necessary to succeed, and then get out of their way.

11. Supportive buy cycle. 12. Consistent effective prospecting. 13. Reaches decision makers. 14. Effective listening and questioning. 15. Early bonding and rapport. 16. Uncovering actual budgets. 17. Discovering why prospects buy. 18. Qualifies proposals and quotes. 19. Gets commitments and decisions. 20. Strong desire for success. 21. Strong commitmen

The ecosystem is client centric, meaning agencies must continually evolve to meet their needs and demands. Change velocity, selective consumption, and success factors are the environmental factors that dictate agency pricing, services, staffing, and infrastructure.