Any books on new business you can recommend? I’m starting at a new place and they need a new business strategy (they haven’t been pitching lately and don’t really seem to know their point of difference) would like to help them out on this and would like to get the fundamentals. (I’ve worked on a bunch of new business as a strat but this is more positioning the agency and understanding filling the pipeline)

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Positioning by Al Ries
The Pitch Book by Robert Buccino

Filling the pipeline is about either hiring a lead gen agency, building your own prospecting team, working with the gatekeepers or all of the above.

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Great post! I would also recommend listening to some podcasts. Drew McClellan and Blair Enns both do good content on positioning and biz dev.

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Tim Williams from Ignition also writes a lot of good content and consults on agency positioning and value-based pricing. Essentially most consultants will tell you that critical to a strong agency positioning is sacrifice. Who are you for, and who aren’t you for? You can’t succeed as a “full-service, integrated agency” anymore. You have to pick an industry, a channel where you have particular strength and lean into that (at least with your owned properties and prospecting efforts). I hate nothing more than working for an agency doing BD and being told that we should prospect everyone - doesn’t work! Luckily my current agency does have a strong focus (CPG), and it makes my job a lot easier and our win rate stronger. So that would be my first piece of advice - identify what the agency is really good at, and why.

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Love this

My friend Peter Levitan has put out some good stuff. Also, Peter Kang does great writing on the subject. Along those lines, I’ve found AgencyDocs somewhat helpful.

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Peter is a delightful weirdo. Highly recommend!

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VP1 super helpful

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As someone who has spent her whole career only dedicated to the discipline of new biz- not gonna lie- wondering why this agency didn’t seek to hire someone with biz dev experience to guide you or at least have a strong voice. We are a discipline too. It’s not strategy- tired of being overlooked and ( no offense) losing jobs like yours to people poached from other disciplines like you.

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They don’t have a new biz dept. they do things “differently” lol 🙄 I’m just helping out on top of my strategy job ... but ya pointntaken wish they would hire you too

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