The perfect agency pitch process: 9 steps to win new business

In the world of pitching, every opportunity is like a once-in-a-lifetime moment. At The Great Pitch Company, we believe that the process you follow to prepare your pitch is just as important as the pitch itself. That's why we’ve outlined a perfect agency pitch process to help you make the most of every opportunity.

We’ve seen firsthand how preparation and strategy make the difference between an average pitch and an outstanding one. Michael Parker, our seasoned pitch coach and expert in the field, has led, coached, and refined over 1,000 pitches, helping agencies up their game.

Today, we’ll take you through what we believe is the perfect pitch process—ensuring that your agency not only delivers great ideas but also wins over clients by how you present them.

1. Choose the right team for the pitch

The first rule of pitching is simple: pick the team that’s going to win. Don’t just go for people who are available or have worked on the account before—choose those who are best suited to deliver in the room. 

The best person for content creation might not be the best for client interaction. Assess the strengths of each individual after meeting the prospect and allocate roles accordingly.

And remember, to be at their best, your team needs the space and time to focus fully on the pitch. Free them from other client responsibilities during this process, just as you would if someone were out for illness or holidays.

2. Write your winning pitch strategy

When it comes to winning pitches, it’s not just about what you say but how you say it. While many teams spend most of their time on content, your pitch strategy deserves just as much focus. Ask yourself these questions: Who is really making the decision? What are they looking for? What’s their biggest pain point? How will they evaluate the pitch?

On top of this, it’s essential to know who you’re competing against and what your story is. How are you different? How do you tell your story emotionally and with conviction? Building a clear strategy for how you’ll deliver the pitch can make all the difference.

3. Create a ruthless timing plan

Time is everything when you’re preparing for a pitch. Days wasted at the beginning of the agency pitch process cannot be recovered later. Establish key deadlines right from the start, and make sure all meetings—including rehearsals—are booked in advance. These meetings should take priority over everything else.

Get all documentation prepared early so that your team can focus on rehearsing towards the end of the process. The goal is to make rehearsals your "final draft" deadline, not just a box to tick before presenting. The earlier you can move forward, the better.

4. Progress the pitch every day

Momentum is key. Every day counts, and daily progress meetings can help keep the team on track. Hold these meetings first thing in the morning when energy is high, and ensure attendance is mandatory for all core team members. 

Your progress meetings should cover both content creation and pitch strategy. Review the status of both daily and circulate reports to maintain focus. If possible, create a war room where your team can work together, inspired and motivated by the task at hand. It becomes the creative hub for both you and your client.

5. Make leadership clear

Leadership can make or break a pitch. The team leader should have the authority to manage both the content and the strategy for the pitch. While different people can oversee the content (e.g., the creative or planning director), the team leader should remain in charge of the overall pitch, ensuring that everything comes together cohesively.

Use models like RASCI (Responsible, Approver, Support, Consult, Informed) to clarify roles and avoid too much democracy in decision-making. In the heat of an agency pitch process, everyone needs to know exactly who’s in charge and what they’re responsible for.

6. Answer the brief

It sounds obvious, but it’s easy to drift away from the original brief as you get deeper into the process. Before you start adding bold new ideas, make sure you’re answering the client’s needs. The more decision-makers involved, the more cautious your approach may need to be. 

Committees rarely make brave decisions, so make sure your presentation gives them exactly what they’re asking for. As you approach the pitch day, keep reviewing the brief and ensure that your pitch matches their evaluation criteria. If you know how they’re scoring, structure your presentation around those points.

7. Keep courting the client

Your relationship with the client should be nurtured from day one. Look for regular opportunities to meet and develop the connection before pitch day arrives. Keep checking that your chemistry with the client is strong because, in the end, people buy from people.

The best pitches have decision-makers already rooting for them before the formal presentation. Don’t just focus on your ideas; focus on building rapport and demonstrating your value throughout the agency pitch process.

8. Rehearse, rehearse, rehearse

One of the biggest secrets to a successful pitch is simple: practice. At The Great Pitch Company, we use what we call Rigorous Rehearsal©. This isn’t your typical last-minute run-through before the big day—it's about investing time early on to be fully prepared so that everyone knows their role and feels confident in delivering it.

Start rehearsing well in advance, scheduling a walk-through rehearsal at least five days before the pitch, followed by two full rehearsals. Involve every team member, and make rehearsals a non-negotiable part of the process. Remember, the more rehearsed you are, the more spontaneous and natural you’ll appear on the day.

Rigorous Rehearsal© is much more than a practice run-through script. It is about the improvement of team chemistry, perfecting non-verbal communication, and making sure all participants feel confident and comfortable.

We've found that rigorous practice builds a type of confidence that enhances not only your presentation but also your ability to emotionally connect with the audience, which is key to winning new business. Bring in an external pitch coach for unbiased feedback, as fresh eyes can often spot areas for improvement that internal teams might miss​.

9. Energise the entire agency

A pitch isn’t just for the core team—it’s an opportunity to energise the whole agency. Spread excitement throughout the team and let everyone feel the importance of the agency pitch process. Whether it’s through questionnaires, focus groups, or volunteer product trials, get everyone involved.

Clients can sense passion and enthusiasm, so generating that atmosphere at the agency level helps build a winning culture. Let the buzz of the pitch spread through the entire team, and you’ll notice how contagious that energy can be on pitch day.

Final thoughts

The perfect agency pitch process is all about structure, discipline, and creativity. From picking the right team to crafting a winning pitch strategy and Rigorous Rehearsal(c), following these nine steps can take your agency’s pitches from average to outstanding.

With the right preparation, team, and mindset, your next pitch could be the one that changes everything. Now, it’s time to take these lessons and put them into action. And if you need more help, contact us and we’ll give you a hand.