Pitch Predictor: Sprint

Have you noticed the changes taking place at Sprint? Check them out here. This particular story is not clear on what they are doing in marketing. But does mention they are losing their Chief Marketing Officer, who plans to retire in March of 2014.

This company has been accelerating change since new owners this past summer.

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Find a new agency or client-side job through job triggers

Hello there, job seeker. No doubt about it. Places like TalentZoo and LinkedIN are terrific places for online job listings. But  what about the step that happens BEFORE a job is posted? You know, the thing that triggers the employer’s need to fill the position.  What are the reasons new people get hired either on the agency side or the client side?

Client Side Job Triggers

These things typically are leading indicators there will be employment opportunities on the client side:

  • New CEO, President or CMO
  • Existing staff promotions / departures
  • Exceptionally large business gains
  • Bad business results
  • Office location changes
  • Mergers & Acquisitions
  • Macro economic indicators
  • New funding sources

Agency Side Job Triggers

Looking for a new agency gig? This list is not all that much different from the client-side list.

  • New piece of business
  • Existing staff promotions / departures
  • New senior managers
  • New department managers
  • M&A
  • Missing digital / big data / social media capabilities

The Importance of Job Triggers

One could ask, “why should I even identify these triggers?” Glad you asked! It doesn’t matter if you are searching for a client-side job or an agency one. Here are just two reasons why identifying triggers can put you in a better position to get that coveted new job:

  • Give yourself more time to win the job. Generally speaking, with more times, you can craft a better strategy for how to differentiate your candidacy and put your pitch in front of the hiring manager.
  • Get ahead of the competition. It’s a race, right? As soon as the job is posted, the employer will be flooded with calls, emails and letters. By seeing the employer’s future need, you can beat the massive influx of resumes and dramatically increase the chances of being properly considered.

Hope this spurs you to think about your job search a little differently. For more career-minded thinking on this website, check out the career blog post category.

Or, feel free to check out the following:

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Agency growth secret: making chicken soup

Hello there, agency growth finder. Let’s say you just found out that a well qualified target company is looking for a new marketing leader. Terrific! This could be a pitch for your agency. And perhaps you just read about how you should be sharing that job lead with a friend of yours.

But here’s another related idea that can help keep your pipeline full of new business pitches. By realizing the news you have uncovered could be more than one pitch in the making.

In other words, make some chicken soup. Maximize the value of this information.

Once you know this company is looking for new talent, keep these guys on your radar. Eventually, they’re going to find a new CMO or Vice President or Director of Marketing. Which, as we all know, is a leading pitch predictor.

But you are looking to be a little smarter than the average bear. So, ask yourself, is this position new to the target company? Many times, it isn’t. Someone had that job before. And this professional has either landed. Or is looking.Which might lead to another new business pitch for your agency.

Is this another way to double your agency pitch opportunities? Sure.

Here are a couple of other ways you can make chicken soup with open job descriptions at target companies:

  • Gain an understanding of the company’s culture. Your mileage will vary. But if you look at the description, and add to that what you discern from their website and your network, you can get a good feel for the company. Which can help you drive pitch content and context.
  • Sprinkle what’s learned throughout RFP responses. This helps demonstrate being of like mind.
  • Get a sense for how the marketing function is structured and how pitch decision-makers will be measured. What are their key performance metrics? How are they being judged? You know: learn about the kinda things that help them make their bonus.

And here are a couple of things to think about if you have identified the past marketing leader at your target company:

  • Is there value trying to connect with him or her? They could still be looking for a job, after all. Their search could surface another pitch or two.
  • The professional, depending on their inclination and personality (and your approach, of course), might be willing to share insights on their previous employer. This could be to your advantage come pitch-time.

Anywho, hope this gets you thinking about some sharper, more savvy ways to prospect for your agency. Should you have any related stories or tips, feel free to share them with the class. Thanks!

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Pitch Predictor: Red Robin

ad agency new business megaphone announcementSo, a new Vice President of Brand Marketing has joined Red Robin. Find out more here. The new professional, John Schaufelberger, comes from Applebee’s and is a career restaurant marketing professional. He reports to the existing Chief Marketing Officer.

Could this create two pitches? I wonder.

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Agency growth secret: sharing job leads

Howdy! Yours truly recently had coffee with a friend of mine. And he reminded me of a great new business idea.

It’s easily worth a few hundred words for agency new business growth seekers. Because the idea will help build your relationships with prospective clients and referral sources. And is a great way to keep your network green and growing.

I’m talking about sharing job leads.

It’s one of the easiest and more rewarding way of networking. What my friend does is monitor The Ladders, as they send him an email based on some keyword searches he has identified. They also focus on senior-level talent. The kinds of jobs that people want. He has a list of folks that he knows is looking, and plays selective matchmaker.

It’s a great relationship valentine. And, since many of his friends are looking for client-side gigs…

This is the kinda thing that puts your agency in another new business pitch or two.

Of course, it can also work for prospective clients you may know who are also looking.

Beyond the really big potential benefit of knowing the decision-maker on a brand new to his or her job and them indebted to you for telling them about the job, putting you in an excellent position to pitch and win the business (and making this sentence even longer when you win said business, retiring to an Italian villa or paying off hookers, booze or gambling debts)… here are just three quick benefits you might realize should you share job leads:

Get the inside scoop on a pitch

Nowadays, no one can promise you will win a piece of business. But inside scoop is a major advantage that can dramatically increase your odds of winning a new business pitch.

Identify other companies looking for marketing talent

Learn a bit more about your friend’s search. Some of these could be potential new business pitch opportunities for your agency!

Become a Godfather

Relationships are currency in new business and growing your agency. Build goodwill and your relationship with this professional by sharing a job lead now. And gain something that just might make the difference in a new business pitch later.

Looking to be a bit more savvy with this approach? Consider doing what my friend does. He checks his LinkedIN network to see if he knows anyone at the company with the job opening. And then, if it makes sense, offers to introduce his job-seeking friend to his connection.

So, next time you hear of a friend or prospect looking for a job, help them. And yourself. And share a job lead.

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