Nowadays, agencies face significant challenges in business development. Teams are under constant pressure to secure new business, often at the expense of staff well-being.
According to the Great Pitch Poll, many agencies report increased mental health struggles, with overstretched teams being a leading cause. The business development landscape has become a battleground where overburdened staff models lead to a decline in productivity, morale, and client retention.
At The Great Pitch Company, we believe that the key to balancing agency growth and staff well-being is effective pitch qualification. By ensuring that agencies focus on the right opportunities, they can alleviate the strain on their teams, improve pitch success rates, and retain clients in a more sustainable way. This is the key to pitching for business success.
The state of the industry: Overburdened and understaffed
The Great Pitch Poll reveals that 50% of agencies continue to struggle with understaffing, and a staggering 58% of respondents report that business development responsibilities have become an extra burden on their day-to-day work.
The consequences are clear: overworked teams, reduced efficiency, and deteriorating client relationships. Instead of thriving, many agencies find themselves in a cycle of burnout, with team members stretched too thin to perform at their best.
This level of strain not only compromises new business pitches but also impacts the quality of service to existing clients. To break this cycle, agencies need to change their internal culture, adopting practices that promote work-life balance while driving business success. Effective pitch qualification can provide a pathway toward achieving business success through pitching.
The Great Wheel of Fortune: A framework for success
At The Great Pitch Company, we’ve developed the Great Wheel of Fortune©, a framework designed to help agencies drive sustainable growth.
This framework highlights three Power Growth Drivers: existing business, marketing, and new business. When agencies focus equally on these elements, they create a more balanced and scalable approach to business development.
Central to the new business growth driver is the concept of pitch qualification. By evaluating each potential pitch opportunity against clear criteria, agencies can manage their workload more effectively. This allows teams to focus their efforts on pitches that matter while maintaining excellent service to existing clients—key elements in pitching for business success.
The key to success: Effective pitch qualification
What exactly is pitch qualification?
Pitch qualification is a strategic process in which agencies assess whether a new business opportunity is worth pursuing. Rather than chasing every potential lead, pitch qualification allows agencies to be selective, focusing only on high-value pitches that align with their strengths and long-term goals.
Benefits of qualifying pitches:
Improved conversion rates: Agencies that focus on fewer, higher-quality pitches see better outcomes.
Better resource allocation: With a sharper focus, teams can invest more time in nurturing existing client relationships and preparing for critical pitches, reducing overall burnout.
Reduced turnover: Agencies that adopt a pitch qualification process often experience lower staff turnover and higher client retention rates, as their teams aren’t constantly overstretched.
Building a strong qualification process
To effectively implement pitch qualification, agencies should develop a ‘To Pitch or Not to Pitch Scorecard’. This scorecard evaluates potential opportunities based on defined criteria, such as client readiness, agency capabilities, and alignment with the agency’s long-term strategy.
Implementing the scorecard
For pitch qualification to work, agencies must consistently apply the scorecard to all opportunities, ensuring that resources are focused where they can have the greatest impact. By doing so, teams avoid the trap of chasing every opportunity and instead direct their energy toward those that offer the most potential for success.
The power of saying ‘No’
Learning to say no to low-potential opportunities is a crucial part of long-term success. It allows agencies to concentrate on the pitches that are most likely to result in new business, without overloading their teams with unrealistic demands.
Real-world examples: Pitching less, winning more
Consider the story of two agency networks. The first agency had a robust pitch qualification process, which allowed them to focus on fewer but more strategic pitches. Over time, they experienced a higher win rate, increased staff retention, and better client relationships.
In contrast, the second agency pitched at every opportunity, regardless of fit. While they were constantly busy, they saw lower win rates, higher staff turnover, and struggled to retain clients. The lesson is clear: fewer, higher-value pitches lead to long-term success.
Practical tips for agencies to improve qualification
Here are some actionable steps agencies can take to refine their pitch qualification processes:
Negotiate better contract terms: Avoid clients with unreasonable demands, such as those who want ownership of intellectual property or have unfavourable payment terms.
Ask for a pitch fee: This can help gauge a client’s commitment. If they’re unwilling to invest even a small amount in the pitch process, they may not be serious about a long-term partnership.
Look for red flags: Warning signs like a lack of face-to-face (or virtual) briefings, overly complex processes, or a client’s unwillingness to collaborate should prompt agencies to reconsider the opportunity.
The future of pitching
Pitch qualification is not just a strategy for managing workloads—it’s a vital tool for agency growth. By adopting a mindset that values quality over quantity, agencies can reduce stress on their teams, improve their pitch success rates, and create a healthier business model.
The traditional model of chasing every new opportunity is outdated. Forward-thinking agencies are shifting to a more selective approach, ensuring that they can grow without sacrificing the well-being of their staff. By refining your pitch qualification process today, you set your agency up for long-term success.
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