Non new biz person who works 100% on new business. How hard would it be for an SME who is super strong in storytelling/ selling to transition into a formal new biz role? That upside is compelling.

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It’s not that hard. Talk to your head of NB and execs you’re close with.
Where you might run into trouble is: new biz is a lean operation because it’s non-billable. So, it’s often led by a very senior person with more coordinator/sup level talent who rotate in and out - often in 2 year cycles. So, if you’re a director level or higher, it would be uncommon - but not unheard of - to see you on the team with a EVP of BD or CMO/CGO

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I’ve worked on BD teams at several agencies for the past 12 years. It’s not a difficult transition, just reach out and throw your hat in the ring. Tell you immediate supervisor your intentions and see if they can help facilitate. If you want to go to another shop you’ll need to focus on adjusting your narrative so that your experience makes you sound like you’d be competent in the role; try to come up with quantitative metrics not just qualitative ones.

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