Uncovering the Truth: The (Real) Pitch Objectives
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Uncovering the Truth: The (Real) Pitch Objectives
In a strange twist of fate, clients are inadvertently setting up agencies to lose.
Time-starved senior decision-makers delegate pitch management and brief writing down to mid-level marketing managers who don’t have the same pressures, goals, and KPIs as the C-Suite. As a result, agencies often...
Uncovering the Truth: The (Real) Pitch Objectives
In a strange twist of fate, clients are inadvertently setting up agencies to lose.
Time-starved senior decision-makers delegate pitch management and brief writing down to mid-level marketing managers who don’t have the same pressures, goals, and KPIs as the C-Suite. As a result, agencies often end up with vague briefs that focus on more tactical objectives such as awareness, impressions, or traffic. Unfortunately, who gets blamed when the senior client doesn’t see what they want?
To win the pitch, you must deliver against the expectations of the senior decision-maker – the one actually selecting the agency. Their focus: business growth.
In this session, you will learn how to get more access to the right client (even when remote), conduct a more robust discovery, and leverage this into a winning pitch strategy. We’ll address how to ask smarter questions to get better answers, along with using external sources to fill in the gaps.
Ultimately, this will result in elevating your team’s thinking and placing the focus where it belongs – the specific business outcomes most important to the senior decision-maker.
Training Materials
Following the session, you will be provided with one week of recording access.
Who Should Attend
This session is designed for those senior team members throughout the agency who play an active role in pitching new business.
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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