𝗔𝗶𝗺, 𝗧𝗵𝗲𝗻 𝗙𝗶𝗿𝗲: 𝗪𝗵𝘆 𝗜𝗱𝗲𝗻𝘁𝗶𝗳𝘆𝗶𝗻𝗴 𝗬𝗼𝘂𝗿 𝗗𝗿𝗲𝗮𝗺 𝗖𝗹𝗶𝗲𝗻𝘁𝘀 𝗶𝘀 𝗧𝗵𝗲 𝗙𝗶𝗿𝘀𝘁 𝗦𝘁𝗲𝗽 𝘁𝗼 𝗪𝗶𝗻𝗻𝗶𝗻𝗴 𝗧𝗵𝗲𝗺 🎯

In elite sport, the best players don’t just react, they anticipate. They read the game, think a few moves ahead, and position themselves to win.

The same principle applies to New Business.

If your agency is simply waiting for briefs to arrive, you’re already behind. Great New Business doesn’t just respond - it creates opportunity. That starts with one critical move:

Identify the Companies You Want to Work With

Too many agencies leave their growth to chance. They talk about “going after FMCG” or “doing more in tech,” but vague ambition leads to vague results. You need to name names. Build a formal list of the specific brands you want in your portfolio — and make it visible to the entire agency.

Why? Because:

• Anyone could hold the key: That junior strategist? Their flatmate works in marketing at one of your targets. That creative director? They used to pitch to your dream brand's CMO. Make your ambition visible and let your network work for you.

• Focus drives intent: Declaring your intentions sharpens the mind. It helps leadership allocate resource, it inspires tailored thought-pieces, and it transforms speculative ideas into strategic outreach.

• You attract what you focus on: This isn't just motivational fluff. When your agency becomes fluent in a category — creating relevant content, discussing the right problems, showing up in the right conversations — you begin to earn your way into the room.

How to Build and Use a Target List That Works

1. Be specific “Retail” is a category. Be specific. Start with 5–10 named companies that you believe your agency is uniquely suited to help.

2. Make it visible Don’t bury your list in a New Business deck. Put it on the wall, share it at all agency meetings, make it part of onboarding. If it’s not known across the agency, people won’t help.

3. Stay fluid Markets shift. CMOs move. Brands merge. Keep your list alive - review it quarterly and adjust based on relevance, momentum, and opportunity.

4. Play the long game Great New Business is a courtship, not a cold call. Think about thought leadership, micro-connections, warm intros, subtle signals of chemistry. Build relationships before the brief ever lands.

5. Create reasons to connect Invite them to an event. Share a relevant insight. Comment on a strategic move they've made. Proactive engagement doesn’t mean selling - it means showing up helpfully, consistently.

At The Great Pitch Company, we help agencies build smart, focused pursuit strategies, the kind that move you from chasing to choosing your growth.

Stop waiting for the right opportunity. Start making it!

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