Client Advocates - How we help agencies drive revenue growth. A casestudy of a recent proposal to a new client, demonstrating how we could help them increase sales and revenue in both the immediate and medium term

1. Client Advocates
How we help
agencies drive
revenue growth

2. Context
• This is a casestudy taken from a recent proposal we wrote for
a new client, “Agency X”
• Agency X wanted to understand how we could help them
increase sales and revenue growth in 2015, starting to work
for them in the last quarter of 2014
• Delivering results quickly and demonstrating how we could
embed tangible change in to their sales and business
development process was key to us winning the work

3. For more information about Client Advocates
Paul Griffiths
• 07711344074
• paul@clientadvocates.co.uk
• www.clientadvocates.co.uk
• @clientadvocates

4. Agency X’s challenge
• Agency X’s challenge to Client Advocates:
– How can you help us bolster our revenue growth very
quickly, in the final quarter of their financial year?
– What structures and process can you build for us that will
continue to deliver value beyond the year end?
– Can we track improvements over time to be able to judge
how effective Client Advocates are , in terms of
performance and effectiveness as a supplier

5. Increasing sales and revenue growth
Four possible sets of activities
– Not mutually exclusive
– All designed to maximise opportunities to sell and win work
– Agency X can do all, or some, of what we are proposing
1. Meetings with new clients
2. Establish a core proposition in a new sector
3. Increase the commerciality, sales and client-handling skill of the
Agency X’s client facing team
4. Conduct client advocacy with key clients to establish benchmarks,
identify immediate opportunities and focus Agency X’s team

6. MEETINGS WITH NEW CLIENTS

7. Meetings with new clients
• Identify targets
– Driven by Agency X’s sales planning or with support from us
• Activate calls and set up meetings
– To be led by Agency X’s team
– To be supported by us
• Manage after-meeting activity and follow-up
• Escalate current conversations, with contacts higher-up the
client-business
• Upskill and support your existing business development
resource

8. ESTABLISH A CORE PROPOSITION IN
A NEW SECTOR

9. Establish a core proposition in a new sector
• Decide what you want to be famous for: what client problem are
you solving, in what sector, amongst what specific client type?
• Build credibility in this area
– Self funded work and evidence
– PR & marketing
– Familiarise the team with the business and sector issues
• Execute meetings campaign
– Identify key targets
– Develop script and supporting materials
– Manage business development partner (if used)
• Coach and support individuals prior to meetings
– How to maximise the chances of leaving the meeting with a RFP
• Develop post-meeting follow up plans and support your teams to
implement them, regardless of whether meeting secured an RFP

10. INCREASING THE COMMERCIALITY
AND SALES SKILLS FOR AGENCY X’S
TEAM

11. Increase the commerciality, sales and client-
handling skill of Agency X’s client facing team
• Understand the current skills of the team and identify best-
practice activities currently in place
• Develop an ongoing and inclusive commercial planning
process for key accounts
– 1 page commercial account plan
– Regular reporting and next steps
– Improve confidence across all levels of the team
– Build and share collateral and reasons to talk
– Embed budget and targets

12. CONDUCT CLIENT ADVOCACY FOR
KEY CLIENTS

13. Conduct client advocacy Agency X’s key clients
• Objective performance appraisal and commercial discovery meeting with
Agency X’s key clients
– Structured interview with the senior client, focused on extracting relevant commercial
information and performance feedback
– Advocacy meeting conducted face-to-face by experienced client advocates
– Output is a written report for Agency X with an action plan detailing recommendations,
next steps and business opportunities
• work-shopped and agreed with Agency X’s client account team
– Client receives their own version of the report (minus business opportunities) with
actions listed
– Client is re-contacted by the client advocate after agreed period (generally 3 to 6
months) to follow-up on actions and improvements witnessed
• Agency X builds stronger relationship with key clients
• We can track success and impact of increase commerciality of Agency X’s
team, their core proposition roll-out and other improvements we have
activated in Agency X

14. Why we are different?
We are not your usual business development and growth
consultants. We are:
• Senior and experienced involvement from day one to
completion of the project/ process
• Activation focused
• Hands-on
• Flexible and happy to adapt
• Successful
• Love being held accountable

15. Paul Griffiths
I am a dynamic and driven leader, with a track record of building
successful and profitable businesses.
As founder of Client Advocates, we are passionate about delivering
growth and business success to my clients. We do this by developing
creative yet pragmatic recommendations and providing hands-on
implementation and project management support.
I love helping my clients to achieve tangible and complex change in their
organisations and over the course of my career I have done this across a
range of sectors, including insurance, professional sports, marketing
services, transport and aviation.
Who we are…