1. Why everyone is
bitchin’ about pitchin’
TrinityP3
© COPYRIGHT 2012
marketing management consultants

2. Once upon a time…
• It was enough to simply give an agency a
brief and select the best idea.
• Now there is great complexity and greater
demand for rigor and due diligence.
• But sometimes this process can become
an obstacle to a successful outcome.
• Here is what you need to consider to
reduce the bitchin’ and advertising pitchin’.
marketing management consultants

3. Outcomes
Winners Losers
marketing management consultants

4. Outcomes
• The outcome of this
process is a winner
Winners • And run correctly the
marketer wins too
• But where there is a
winner, there are also…
marketing management consultants

5. Outcomes
• All of the other agencies
asked to pitch
• Plus trade press love Losers
the drama of the victor
and the vanquished
• And the industry love to
gossip about it too
marketing management consultants

6. Resources
High cost High cost in
in time resource
marketing management consultants

7. Resources
• The pitch process is
time consuming
• It is also disruptive to
High cost the current marketing
process
in time
• Across all internal
stakeholders it can take
500 – 700 hours
marketing management consultants

8. Resources
• Add to this the time
invested by the agency
• Multiply that by the High cost in
number of agencies resource
• And you are suddenly
burning many
thousands of dollars
marketing management consultants

9. Risk
Moderate High
marketing management consultants

10. Risk
• There are risks
associated with a pitch
for the marketer
Moderate • Sharing confidential
plans and strategies
with third parties
• Plus your reputation is
on display to the industry
marketing management consultants

11. Risk
• The risk for the
agencies is higher
• Publicly losing a pitch
impacts their reputation High
• Plus the are investing
in a process they have
little control over
marketing management consultants

12. Process
Thorough Efficient
marketing management consultants

13. Process
• You need to ensure you
assess all of the
available options for:
Thorough • Capability
• Expertise
• Chemistry
• Value
marketing management consultants

14. Process
• While at the same time
minimise waste due to:
• Duplicated steps
• Protracted approval
processes Efficient
• Conflicting schedules
• The average pitch
should take no longer
than 6 – 12 weeks
marketing management consultants

15. Approach
Open Fair
marketing management consultants

16. Approach
• You can manage
confidentiality without
being closed
Open • An information vacuum
is soon filled with rumor
and misinformation
• So take control of
the process
marketing management consultants

17. Approach
• Be open and
transparent with all
stakeholders on:
• Process
• Timing Fair
• Reason / Rationale
• But only share agency
information with their
permission
marketing management consultants

18. Requirement
Advisor Supplier
marketing management consultants

19. Requirement
• Are you looking for a
advisor or a supplier?
• An advisor provides
Advisor strategic advice and
recommendations
• They can create and
add tangible value
marketing management consultants

20. Requirement
• A supplier simply
provides products and
services
• A supplier or vendor
Supplier
fulfills your needs, no
more and no less
• Value creation is
incidental
marketing management consultants

21. Focus
Strategic Creative
marketing management consultants

22. Focus
• Strategy is the solution
or solutions to a
problem
Strategic • The strategic process
usually delivers long
term value
• Good strategy always
comes before execution
marketing management consultants

23. Focus
• Creativity is innovation
or, at the least, novelty
• Do you want a strategic
solutions provider? Creative
Creative innovator?
Both?
• The process you use will
determine the outcome
marketing management consultants

24. Criteria
Rational Emotional
marketing management consultants

25. Criteria
• Choosing the right
agency is more
emotional than rational
Rational • It is more subjective
than objective
• Therefore it is important
to value both in the
process
marketing management consultants

26. Criteria
• Develop use metrics,
and score cards that:
• Rationally measure
the emotional
• Objectively score Emotional
the subjective
• Allows you to organise,
assess the feelings and
thoughts of the group
marketing management consultants

27. Alignment
Capabilities Relationship
marketing management consultants

28. Alignment
• In selection hierarchy
the point of entry is
agency capabilities
Capabilities • With agencies often
having similar
capabilities, it is
rarely a differentiator
marketing management consultants

29. Alignment
• The true point of
differentiation is
relationship or
chemistry
Relationship
• This is often subjective
measures such as
aligned values, mutual
trust, creative alignment
marketing management consultants

30. Success
Process Output
marketing management consultants

31. Success
• The process you
choose will influence or
define the outcome
Process • Therefore ensure you
have a very clear view
of success
• Develop the process to
deliver this
marketing management consultants

32. Success
• The outputs of the
process are important
• But equally so is the
process itself Output
• Decisions should be
made taking both into
consideration
marketing management consultants

33. To avoid bitching…
• Clearly define a • Recognise risks
successful outcome for both parties
• Align your process • Define criteria and
to that outcome metrics against success
• Minimise wasted time • Treat agencies as
and resources partners not vendors
marketing management consultants

34. For more information go to
http://www.trinityp3.com/
Trinityp3.com/blog/ TrinityP3 Pty Ltd
Sydney
+612 8399 0922
@TrinityP3 Melbourne
+613 9682 6800
Hong Kong
TrinityP3
+852 3478 3982
Singapore
TrinityP3.StrategicMarketingConsultants +65 6631 2861
Slideshare.net/darrenwoolley people@trinityp3.com
TrinityP3’s liability is limited as per our standard terms and condition as approved by the client prior to the project commencing
marketing management consultants