Especially in today’s economy, new business is not a numbers game
December 18, 2008 | Author: Tim Williams
How many times have you heard the tired phrase, "New business is a numbers game." As the theory goes, you need a lot of times at bat (meaning you need to take a lot of swings) in order to hit the occasional home run. This school of business development believes that agencies need to pursue and pitch a certain number of new business opportunities in order to win their fair share.
It's a logical argument. Only it's wrong.
It's precisely because agencies view new business as a numbers game that the industry has created and perpetuated the cumbersome and often ineffective "agency review" process. Agencies scramble to respond to as many RFPs as they possibly can, knowing...
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