Executive Summary A prominent regional media buying & creative agency was looking for new ways to make in-roads with major national brands on both the East & West coast markets of the U.S. They were known as one of the top agencies in their region but lacked substantial awareness with top brands nationally. Their mission was to position themselves as offering the same first-class quality & service as Madison Avenue but at a midwestern value. Challenges The full-time internal sales team was tasked with generating a quota of 6-10 agency presentations monthly in order to achieve the agency’s desired annual revenue targets. Each salesperson had to make 250-350 sales outreaches per month in order for the agency to generate the desired number of agency presentations. The pressure to meet quota was substantial as it is with any sales team. So, to optimize their chances of success, most of the internal team focused on regional opportunities where the agency had substantial brand recognition and therefore, a much greater chance of closing a new sales contract. The agency very much desired to elevate its brand on a national level but was not in a position to hire another full-time salesperson. How Taylored Feats Helped Given a proven track record of securing new business with national brands across a variety of sectors, Taylored Feats was brought on-board for 10-15 hours per week to work shoulder to shoulder with the agency’s full-time sales team. Taylored Feats was given a defined territory of prominent national brands on both the east and west coast. This assigned territory of national global players had previously been worked by the internal team with no success. The prospect target list represented 180-210 brand decision makers (Chief Marketing Officers, Brand Managers, Product Managers & Category Leads) who had not been contacted by the agency sales staff for at least two years.
Results
Working 10-15 hours per week, Taylored Feats opened doors and nurtured relationships with top national brands across the U.S. including Del Monte, Carlson Travel, Monsanto, and Barnes & Noble. Within the first 5 month we established credibility & trust with the new marketing leadership at one of the top Belgian Chocolatiers in the world. This directly resulted in the agency being invited as an RFP finalist to compete with two other New York ad agencies for a coveted 7-figure media buying & creative agency of record contract with the global CPG chocolate brand. We continued to work with the internal sales team throughout the RFP process to ultimately win the account. This win was successfully merchandized by the agency to help open doors with other national brands. Comments are closed.
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AuthorStephanie Taylor helps organizations grow by providing fractional strategic sales, marketing & business development consultation coupled with highly effective roll-up-your-sleeves execution. Archives
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