An Ad Agency's Business Development ScorecardThe Cambridge-based advertising agency PJA has drawn up a scorecard (pdf) for its business development efforts that can serve as a model for other agencies and as a discussion-starter for companies in any industry that want to systematically improve their approach to bringing in new customers.
The scorecard has five sections:
- The Plan
- The Pipeline
- The Pitch
We have a positioning statement
A majority of agency staffers can summarize agency positioning
Our positioning deliberately excludes market categories or capabilities that are not areas of strength
The assessment is on a scale of 1 to 5:
1 "Not on your life"
2 "We have some work to do"
3 "I'd give us a solid 'C' "
4 "Pretty damned sure"
Obviously, you can adopt your own labels for the rating scale if the cutesy agency lingo doesn't appeal.