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Mr. David Lubeck

Response to Matt Anderson Re: Can Anyone Do Business Development?

Great thoughts Matthew. Like Deutsch, we're doing everything we can at Bernstein-Rein to promote a new business mentality within all aspects of our agency--especially in our relationships with current clients.
 
Just the other day I was looking at a survey conducted for the 4A's by MilwardBrown. The survey asked marketers what challenges and frustrations they have with their current agency and what triggered their last search for a new agency. The responses clearly indicated that, in many ways, we should treat our current clients with the same eagerness, proactivity and innovativeness that we treat prospects. Throughout the report, marketers made scary comments like these about their current agency:
  • "They don’t listen to our needs sometimes and just offer a somewhat generic solution."
  • "They don’t come up with enough ideas on their own."
  • "They don’t listen, do not seem to care about our business."
  • "I need fresh new ideas."
  • "I want someone with the ability to develop fresh new creative."
  • "They need knowledge of our business and to bring us ideas."
When going after new business, don't we all try to have a profile that matches what those marketers are looking for? Don't our current clients deserve the same commitment, constantly? We should be wearing our new business hat at all times.

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role of analytics in business development

I have heard various views on the role of analytics in business development - some call it a must have that is critical to business development and weave an entire pitch around analytical approaches, and others have called it a nice to have, but no more than icing on the cake.

Would anyone care to share their experiences and opinions in this regard?
Posted by Dr. Rajeev Jain (Friday, November 07, 2008 10:49 AM)

Clients Expect Data & Analytics

Rajeev, in several of AAAA's recent business development webinars industry thought leaders have discussed the importance of data and analytics:
--Catherine Bension (SRI) discussed what clients want & expect.She referenced advanced analytics--the ability to test, learn, evolve & repeat
--Brian Martin (Source Martin) talked about good ideas getting funded...especially if they deliver data
--Don Sexton (PhD Columbia)  spoke about linking perceived value to client financial performance

Analytics is more than icing on the cake

Tom Finneran
EVP Agency Management Services
AAAA
Posted by Mr. Thomas Finneran (Thursday, November 13, 2008 9:59 AM)

re: role of analytics in business development

Dr. Jain. As far as I'm concerned, if you have it, flaunt it. And if you don’t have it, you may want to seriously consider getting it. Data analytics can be a real pitch winner. It can help identify the true market opportunity and provide a stronger foundation for the strategic/target recommendation. Additionally, a great metrics solution for the marcom plan can give the client the sense that all this cool stuff their seeing may actually work. The trick is to give the data analytics folks the time and space to prove their point in the presentation. Otherwise it can come across as a nice-to-have vs. a truly essential part of your solution.
Posted by Mr. Matthew Anderson (Thursday, November 13, 2008 12:32 PM)
 

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