8 Essential Elements of an Annual New Business Plan

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Information about 8 Essential Elements of an Annual New Business Plan

Published on February 17, 2017

Author: jmsutter

Source: slideshare.net

1. #INBOUND16 STARING INTO THE FUTURE 8 Essential Elements of an Annual New Business Plan Jody Sutter, The Sutter Company © 2016 The Sutter Company www.thesutterompany.com

2. #INBOUND16© 2016 The Sutter Company www.thesutterompany.com Jody Sutter Owner, The Sutter Company www.thesuttercompany.com 2

3. #INBOUND16© 2016 The Sutter Company www.thesutterompany.com …I have a few questions for you But first… 3

4. #INBOUND16© 2016 The Sutter Company www.thesutterompany.com What is an annual plan for new business?

5. #INBOUND16© 2016 The Sutter Company www.thesutterompany.com Aligns everyone’s expectations Why is it important? Looking back prepares you for what’s ahead Provides clarity and gives everyone something to aim for. Your boss will be impressed. 5

6. #INBOUND16© 2016 The Sutter Company www.thesutterompany.com are increasing investments in content marketing 6 The future looks great 75% 70% 43% 51% lack a consistent or integrated content strategy with intention to grow their content marketing team will have role directly responsible for content marketing

7. #INBOUND16© 2016 The Sutter Company www.thesutterompany.com 8 Essential elements you should include in an annual new business plan.

8. #INBOUND16© 2016 The Sutter Company www.thesutterompany.com

9. #INBOUND16© 2016 The Sutter Company www.thesutterompany.com

10. #INBOUND16© 2016 The Sutter Company www.thesutterompany.com What kinds of trends are you seeing? How does your agency need to stay competitive? Who are your competitors now? Who do you want to compete against next year? 1. The marketplace

11. #INBOUND16© 2016 The Sutter Company www.thesutterompany.com Where are opportunities coming from? How many pitches did you participate in? Were they the right ones? What’s the ratio of reactive to proactive? Performance 2.

12. #INBOUND16© 2016 The Sutter Company www.thesutterompany.com Strategic first, then financial. How much can you rely on organic growth? How much do you need to focus on prospecting unidentified new business? Goals & benchmarks 3.

13. #INBOUND16© 2016 The Sutter Company www.thesutterompany.com Current revenue: $2 million Goal: 20% growth New revenue: $400,000 in new business Client attrition: 20% Actual new revenue: $800,000 annualized By January 1: $800,000 in new biz No wins until end Q1: $~1 million annualized No wins until end Q2: $1.6 million annualize No wins until end Q3: $3.2 million annualized

14. #INBOUND16© 2016 The Sutter Company www.thesutterompany.com How many pitches do you need to be in? What’s a reasonable/aspirational-sized client? What categories are you best suited to pursue? What level of support will you need? What’s your budget? Meeting the goals 4.

15. #INBOUND16© 2016 The Sutter Company www.thesutterompany.com Current revenue: $2 million Goal: 20% growth New revenue: $400,000 in new business Client attrition: 20% Actual new revenue: $800,000 annualized Average client revenue: $200,000 Conversion at credentials stage: 1:2 Conversion at pitch stage: 1:3 24 pitches to reach the goal

16. #INBOUND16© 2016 The Sutter Company www.thesutterompany.com What does it cost to pitch? Usually it’s not consistent. Often it’s not commensurate with billings. But a benchmark is still useful.

17. #INBOUND16© 2016 The Sutter Company www.thesutterompany.com Who’s on your team? What do they do? Are strengths aligned with goals? Your team 5.

18. #INBOUND16© 2016 The Sutter Company www.thesutterompany.com You CEO

19. #INBOUND16© 2016 The Sutter Company www.thesutterompany.com You CEO NB Dir. NB Dir. Mktg./PR Holding Company Coord. Ass’t. Strategy ResearchCreative Production Coord. Ass’t.

20. #INBOUND16© 2016 The Sutter Company www.thesutterompany.com What kind of agency is yours? Natural-born hunters Put a prospecting plan in place and set ‘em loose! Natural-born promoters Give them outlets (blog, speaking, events, social) for their ideas. Small team, multiple hats CEO = Chief Sales Officer? “It’s your job. Keep us out of it.” What are the 1-2 things the team will be able to do and do well? Tee up the ball and let him/her hit. Keep them organized and on track. What are the 1-2 things you’ll be able to do and do well?

21. #INBOUND16© 2016 The Sutter Company www.thesutterompany.com Lead generation 21 Pitching/closing Marketing and PR New Business Triumvirate

22. #INBOUND16© 2016 The Sutter Company www.thesutterompany.com PR and marketing Will your agency’s positioning serve you? How are you telling your story? What tactics align with that story? 6.

23. #INBOUND16© 2016 The Sutter Company www.thesutterompany.com J A N F E B MA R A P R MA Y J U N J U L A U G S E P O C T NO V DE C T H O U G H T L E A D E R S H I P C O N F E R E N C E S / S P E A K I N G Marketing Calendar Template C O N F E R E N C E S S P O N S O R S H I P C O N F E R E N C E S A T T E N D A N C E / N E T W O R K I N G E M A I L M A R K E T I N G S O C I A L M E D I A C O L L A T E R A L C A M P A I G N S P U B L I C I T Y A N D P R I N T E R N A L C O M M U N I C A T I O N S TL piece TL piece TL piece TL piece TL piece TL piece TL piece TL piece TL pieceTL pieceTL piece C D - P R O D U C E D E V E N T S TL piece Keynote Keynote Keynote Keynote CD techCD CD CDCDCDCD tech CD techCD techCD tech CD techCD Brand aesthetics: Instagram Facebook, Pinterest, Vine, Snapchat Brand mechanics: Twitter, LinkedIn Thought leadership: LinkedIn, Twitter, Instagram CD Qtly CD Qtly CD Qtly CD Qtly Ongoing - strategic and opportunistic Live Event Live EventLive Event Webinar Annual prize Innovation Lab Innovation Lab Innovation Lab Innovation Lab Showcase Showcase Showcase Showcase ShowcaseShowcase ShowcaseShowcase Showcase Showcase Showcase Showcase Q 1 Q 2 Q 3 Q 4 Webinar Webinar CD tech CD tech CD tech CD tech

24. #INBOUND16© 2016 The Sutter Company www.thesutterompany,com© 2016 The Sutter Company www.thesutterompany.com What was your level of operational excellence? What improvements (staff, tools, process, materials) need to be made? Operations 7.

25. #INBOUND16© 2016 The Sutter Company www.thesutterompany.com 25 The stuff you need to... Keep track of your prospects and progress Find intelligence on your prospects Communicate with prospects, clients, partners Communicate with each other

26. #INBOUND16© 2016 The Sutter Company www.thesutterompany.com Written last, always goes first. Smart, concise summary. Use it to your advantage to highlight information. Executive summary 8.

27. #INBOUND16© 2016 The Sutter Company www.thesutterompany.com 1 Executive summary The plan 5 Meeting the goals 2 The marketplace 6 Your team 3 Performance 7 PR/marketing 4 Goals/benchmarks 8 Operations

28. #INBOUND16© 2016 The Sutter Company www.thesutterompany.com Start your planning now and be ready to get out of the gate fast in 2017. Still feel overwhelmed? Contact me for help: Jody Sutter The Sutter Company Jody@thesuttercompany.com Photo credit: Michele Truex

29. #INBOUND16 THANK YOU.

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