The Agency Advisory

Quite the embarrassment of riches this week thanks to a highly vocal cohort of consultants, specialists, experts and overall smart people. Here in the UK, the mood is, dare I say, a little subdued because of the god-awful summer weather we’re having but we’ve bright spots on the horizon with the start of Euro 2024 (ok – perhaps only if you are English or Scottish) plus we’re deep into the election countdown. For me, June is a time to start reflecting on the first half of the year and to work on building up my mental resolve for the all too rapid run up to Christmas (there, I said it!).

?So, it’s with this in mind, that the topics covered this week focus on content that should help us all navigate the continued stormy waters of 2024. These include the importance of great measurement discipline, the ability to listen effectively, a reminder about being visible as leaders, and a nudge about the importance of culture. There’s a lot of topics in this week’s newsletter – please enjoy and do reach out with comments and reposts if any of the topics resonate or touch a nerve.

Thank you as always to all the kind people who took the time to share their thoughts on LinkedIn over the week.

?Let’s Talk Measurement?

Those very fine people over at AMEC Measurement and Evaluation , led by the wonderful Johna Burke ,wrapped up a highly successful summit in recent weeks and the analysis flowing from the plethora of great speakers is well worth paying attention to. I will continue to be a staunch advocate of everything AMEC stands for. I will also stress the importance of the marketing services industry leaning into high standards of measurement and evaluation so as to maintain the upward trajectory of the profession in the eyes of that rarified place they call the C-Suite. And there’s no better person to provide a wrap up of the Summit than Richard Bagnall, Hon FCIPR, FPRCA, FAMEC . His opinions matter and so read his blog and also his comments in the analysis from Paul Holmes published in PRovoke Media .

Six Takeways via Paul Holmes

Richard’s Thoughts on the AMEC Summit

Are You Listening Effectively?

This is a cracking post by Stefan Hull , drawing attention to Amy Gallo writing in the Harvard Business Review on the topic of active listening. I’m sure we’ve all come across those people who glance around you, fail to look you in the eye and who clearly have their mind on something else other than you. Conversely, hopefully we’ve all met people who make us feel as if we’re the most important person in their universe at that moment in time. I know who I prefer to speak with and who I leave with the better memory of. Stefan provides a link to 10 ways to improve your active listening which is well worth a read. Do it, and who knows what you might learn from your next conversation.

See Stefan's post here: ?

Why Leaders Cannot Wear an Invisibility Cloak

I’ve highlighted posts on this several times but it’s always worth reminding agency leaders of the importance of investing their precious time into becoming known for their expertise. Luk Smeyers posted on this and provides a compelling use case argument as to why a lack of visibility has a tremendous financial impact on boutique consultancies. He provides what I would call a ‘Visibility Continuum’ an inter-related set of consequences that if broken leads to all manner of agency problems. Take a look at Luk’s post and be honest with yourself. Are you as visible as you need to be? And are using the same excuse of lack of time as the reason?

Are You Wearing That Cloak?

Trading Through The Downturn

I reposted an excellent interview with Stephen Waddington that featured in Paul Stollery (he/him) ’s excellent newsletter, 'Scaling Services'. In it, Stephen (never one to mince his words) stated that as agencies, “We’re notoriously shit at our own marketing.” But as normal, far from leaving it there, Stephen and Paul generously share personal experience both from Wadds Inc. and Hard Numbers ?? and provide excellent advice on how to approach marketing.

?Get That Valuable Advice Here via Scaling Services

My Post & Thoughts

?A Reminder About Culture

I loved Lauren Windebank ’s short post about culture. In it, she lists the six signs of a great culture and six signs of a toxic culture. Lauren succinctly explains the way a great culture makes employees feel and the impact this has on any agency. It’s a short reminder to all of us that building and maintaining the right culture is so important, particularly in a downturn.

?Great vs Toxic Culture: Read About it Here

Three Positioning Archetypes From The World of Start-ups

I’m a little obsessed with learning from the world of B2B marketing, perhaps because of my background working with tech start-up over the years (& having been a Founder in two). And so, Robert Kaminski ?? ’s post which talks about how founders of start-ups figure out their positioning, resonated with me. I see parallels in the three archetypes Robert lists with the challenges agencies have in defining a stand-out position. And based on dozens of chats I’ve had with both early stage and more mature firms, the possibility of leaning into either a customer focus, technology focus or competition focused position is an interesting starting point for avoiding the ‘me too’ positioning that is endemic in the agency world.

?Which Archetype Are You?

Let’s Look at Sales Process (Again)

I’ll not tire of sharing advice on good sales process in this newsletter. As an industry, we are not great at sales and so I’m on a mission to share advice given by those who specialise in the dark art. Florian Decludt is a man worth following for his generosity in sharing his own sales process with the world. In this latest post, he provides a step by step guide to the all important discovery process. Take a look, try it out and let him and I know what difference it has made.

?Test Drive This Sales Process

Shorts

Freebie Template for Setting Rate Cards

Thank you to Jonathan Smith for once again sharing his super simple template that will help you set your rate card on a per resource basis.

?Find it here:

Going From It to Ick

Great post from Headhunter Charlotte Bradshaw who shares her thoughts on what causes an ‘it’ agency to become an ‘ick’ agency. She lists four causes.

Have you got the start of any of the symptoms?

Eight Signs You Should Walk Away From That Hot Lead

A straightforward and rather excellent list of eight signs that suggest that you really ought to walk away. Easier said than done, but Ben Potter ’s advice is spot on. My line is: “Pitch in Haste, Repent at Leisure”. Ben puts it more succinctly: “when it comes to your sales process, slooooooow down”

How Does Your Qualification Process Compare?

?Keep Fighting for a Diverse Workforce

An eye-catching post from Sam Magadán who states that you can’t call yourself a diverse company is you make your employees go to the office 5-days a week. She lists some of the people that could never join your workforce if you do this. Her post certainly caused a reaction.

What do you think?

?

?

?

?

?

?