Diversifying Your Pipeline: Breaking Into New Categories
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Expanding into new categories can provide a lucrative source of new revenue. This is particularly true if you’re fully saturated in (or conflicted out of) your current categories.
However, most agencies don’t target and convert high-value opportunities in a strategically-sound manner. Often, prospects are randomly targeted with dated methods that result in...
Expanding into new categories can provide a lucrative source of new revenue. This is particularly true if you’re fully saturated in (or conflicted out of) your current categories.
However, most agencies don’t target and convert high-value opportunities in a strategically-sound manner. Often, prospects are randomly targeted with dated methods that result in stone-cold pipelines and little success.
This session will outline the opportunities and challenges of capitalizing on new categories – along with a set of best practices to help you orchestrate a more effective outreach program.
Training Materials
Following the session, those who attend will be provided with one week of recording access.
Who Should Attend
This training is designed for those team members who play a role in leading or supporting the agency’s new business prospecting activities.
Instructors
Sharon Honjiyo
Director, Agency Growth Strategy
Sharon is Director, Agency Growth Strategy at Mirren, a firm that specializes in organic growth and new business training for agencies in digital, PR, advertising, media, experiential, and more. Each year, more than 700 agencies participate in Mirren’s annual conference, training programs, and webinars (www.mirren.com). Their team has trained CEOs and their senior management teams in every region around the world.
Sharon brings senior experience on both the client and agency side. Having managed roster agencies and run competitive reviews–in addition to running accounts and RFPs at her agencies–she provides tremendous insight in her training.
At Mirren, she empowers agency teams by training on client acquisition, retention, and growth. Achieving this, however, requires becoming a more proactive, strategic business partner. In fact, she believes there are many untapped revenue opportunities for agencies. “As a client, I regularly experienced my agencies missing many of our strategic needs that would have resulted in significant additional work.”
Sharon spent a good portion of her career leading account management and strategy at a number of agencies, including DDB, HL2, and Hornall Anderson Design. She was instrumental in leading client relationship training, organic growth, and numerous new business pitches. Prior to joining Mirren, she led the brand marketing team at Holland America Line, a premium cruise line within Carnival Corporation–the world’s largest leisure travel company.
Originally from the San Francisco Bay Area, Sharon currently lives in Seattle with her husband.
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