The Marketing Agency Blueprint

However, in a professional service firm, sales happen at every level of the company. It is often the account executives that have the most direct client contact, and therefore, whether they are charged with it or not, they function as the agency's primary salespeople.

The career paths establish how your organizational chart is structured, and they lay the foundation for how you construct account teams.

The same holds true in a marketing agency. You are always selling. You are selling an idea, vision, service, agency brand, personal brand, and belief that your firm is more capable and qualified than the next one.

They should be able to make a buying decision based on their experience with your agency to this point in the lead-nurturing process and the snapshot. The rest of the proposal exists to provide supporting information, and define the scope of the engagement.

Buyer personas are the foundation of any lead scoring system. Defining and building marketing and sales strategies around buyer personas enable agencies to better target communications and content while improving lead generation and conversion. Start by profiling your personas so that you know strong leads when you see them. Some of the key factors

The survey is designed to address five key areas, which are the primary factors we use to qualify leads: 1. Foundation: What is the strength of their existing website, brand, infrastructure, and internal marketing capabilities and capacity? 2. Platform: How extensive is their reach and influence among target audiences, specifically as it relates to

Agencies that provide strong, multimedia content services are a rare and valuable asset in the new ecosystem.

In an effort to organize my thoughts, I wrote, “The Pursuit of Purpose” on my dry erase board, and sketched a pyramid with five levels—pursuit, people, process, performance, and purpose.

Hybrid agencies will be immersed in technology, and they will deliver a results-driven blend of digital and traditional services, but the most important factor in their ability to surpass traditional financial performance benchmarks lies in diversified revenue streams.