James Simmons

Take a look at the post from Martin Coyle where he shows you the chances of being purchased if your brand is not linked to a single Category Entry Point. Spoiler: It’s terrifyingly low #mentalavailability #mentalavailabilityassessment #marketingeffectiveness #brand #brandstrategy

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Spending a little bit more time on Revenue Per Head (RPH). A few things to emphasise about RPH. - There is no one Industry Average "number". Agencies have different cost and charging models. Your target has to reflect that. - It has to make sense with how busy/how much you charge so double check that you're not expecting your team to work 6 days a week to hit target - One really useful quick uses of RPH is whether a new hire is justified by a new biz win. Or how much over capacity you have after a loss. I go through the calculations in a (hopefully) simple carousel. #agency #rph #metrics

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Sat in a brilliant meeting yesterday discussing the importance of forecasting for agencies, and the biggest symptom of poor (or often over-optimistic) forecasting being that of the scramble to turn on the lead generation tap when the holes start to inevitably appear. The first challenge here is that cold lead generation is the hardest tap to turn on quickly - it requires an investment of time, money, energy and discipline to rear results. And usually a skilled activation partner depending on the volume of opportunities required based on your conversion metrics. The second challenge is what Clair Heaviside coined so perfectly in her interview with Lucy Mann as, "don't make a decision in the valley". Essentially, when the chips are down your knee jerk reactions can often be those that don't serve you effectively in the long run - and throwing good money and energy after the wrong sales activity is the perfect example of this. Before you reach for the cold tap, consider this. Have you operationalised New Business internally so that your people and processes are unearthing those opportunities that exist much closer to home, with an 80% chance of conversion? If not, then that's your first port of call. Only once this machine is oiled can you really know the scale of the job to be done through cold lead generation, and therefore the investment you're willing to attribute.

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