Today, agencies face significant challenges in business development. Teams are under constant pressure to secure new business, often at the expense of staff well-being. Needless to say, pitching for business success has never been more complicated.
According to the Great Pitch Poll, many agencies report increased mental health struggles, where overstretched teams are a leading cause. The business development landscape has become nothing short of 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 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 pitching 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 for business efforts.
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, advertising, 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 business pitching.
The key to success: Effective pitch qualification
Effective pitch qualification ensures businesses focus on opportunities that align with their goals. It’s the secret to pitching smarter and saving resources, especially in highly competitive environments.
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 relationships and preparing for critical pitches, reducing burnout.
Reduced turnover: Agencies that adopt a pitch qualification process often experience lower staff turnover and higher client retention rates.
Building a strong qualification process
To implement pitch qualification effectively, agencies need to develop a ‘To Pitch or Not to Pitch Scorecard’. scorecard evaluates varied opportunities based on predefined criteria: client readiness, agency capabilities, and alignment with the agency’s long-term strategy.
Implementing the scorecard
To make pitch qualification work, agencies have to apply the scorecard consistently at every opportunity. Resources must be focused on where they will make the biggest difference. In this process, teams avoid the trap of chasing every opportunity and channel energy into those with high chances of 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 business 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 and higher staff turnover, all while struggling to retain clients.
These stories show just how important it is to be strategic when pitching for business. Focusing on the right opportunities doesn’t just boost win rates—it creates stronger client relationships and keeps your team happier. In the end, it’s not about pitching more; it’s about pitching smarter.
Bonus 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: Pitch fees 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: Watch out for red flags like no face-to-face (or virtual) briefings, overly complicated processes, or a client who’s unwilling to collaborate—these are clear signs it might be time to rethink 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 valuing quality over quantity, agencies can reduce stress on their teams, improve their pitch success rates, and create healthier models when pitching for business.
All in all, it’s time to rethink the traditional model of chasing every new opportunity. Progressive agencies will move to be much more selective in what they pursue to ensure that they can grow without harming the well-being of their staff. So, what are you waiting for? Reach out for a consultation and let us refine your pitch qualification process today!
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