Pimento webinar follow-up: Key insights and lessons

Building and sustaining a successful commercial team is one of the most critical challenges agencies face. During the Pimento webinar, we explored where agencies go wrong, how they can correct course, and how to set up for long-term success. Here are the highlights of the discussion, along with practical advice for agencies aiming to level up their sales and commercial strategy.

 

Where agencies go wrong

Many agencies fall into the same traps when building their commercial teams. A common mistake is assuming that running a business and making some sales equates to expertise in managing a commercial team. Moving from founder-led sales to a scalable, sustainable model is a leap that requires self-reflection and strategic planning.

 

Key missteps include:

1. Insufficient foundations: Agencies often don’t equip their commercial teams with clear positioning, strong case studies, or a CRM system to track progress.
2. Mismatched hires: Hiring senior business development (BD) professionals who shy away from outreach, or juniors who lack the strategic insight to challenge positioning, creates a talent gap. Similarly, marketing hires often aren’t equipped to drive sales.
3. Unrealistic expectations: Agencies underestimate how long it takes to build a new business machine. This results in high pressure and disappointment when quick wins don’t materialise.
4. Neglecting support: Sales isn’t a solo effort. When the rest of the agency doesn’t support new business development, the process collapses under the weight of one or two individuals.
5. Ignoring positioning: Agencies that don’t have a strong, differentiated position in the market lack the momentum necessary for sustained growth.

 

Navigating the right sales structure

The approach to sales structure varies widely among agencies, but success boils down to understanding your business ambition. Is it a lifestyle business, or are you building toward acquisition? Your answer shapes the strategy and the level of investment required.

 

Critical questions to answer:

– What traits and experience should we prioritise in our hires?

– Should the go-to-market strategy be driven by senior leadership or a dedicated strategist?

– How can the new business person integrate into the agency culture and align with the wider team?

 

The challenges for New Business Professionals

For new business hires, joining an agency presents several challenges. Beyond developing a pipeline and landing opportunities, they must navigate internal dynamics, win over sceptical teams, and adapt to the agency’s unique culture. 

 

Biggest challenges:

• Winning internal support: Many teams don’t view sales as their responsibility, leaving new hires feeling isolated.
• Weak conversion on website: Without a compelling offer and a strong website, even the best salespeople will struggle to convert.
• Limited data: New business professionals often start with no historical data to build on, making their job significantly harder.
• Cultural fit: Integrating into the team and aligning everyone to follow their processes can be an uphill battle.

 

Emerging trends and key recommendations

The sales and commercial landscape is always evolving. Agencies must prepare for emerging trends, such as the growing demand for hybrid sales and marketing roles, and the increasing use of AI-driven tools to streamline lead generation and CRM management. 

 

Top recommendations for success:

1. Set clear goals: Define whether your agency is building for growth or maintaining a steady lifestyle business.
2. Invest in positioning: A well-defined, differentiated position is the bedrock of all sales efforts.
3. Support the team: Sales isn’t a one-person job. Agency-wide buy-in and collaboration are essential.
4. Be patient: It takes time to build momentum. Allow a settle-in period of at least 12-18 months for your sales team to deliver results.
5. Prioritise respect for sales: Sales is a skilled craft. Treat it as such, and avoid using salespeople for admin or tasks outside their remit.

 

Tactics for success

To close the session, we addressed tactical questions. How should agencies approach prospects once the commercial strategy is set? Research is key: understand your target’s business challenges, their decision-making structure, and where your agency can add unique value. The method—LinkedIn, phone, or email—depends on the individual prospect, but personalisation is non-negotiable.

For motivation, commission-based salespeople need both tangible rewards and intrinsic value in their role. Recognise their contributions and ensure they feel appreciated, especially during the early stages when deals take time to materialise.

Finally, the handover from new business to the client services team must be seamless. Define clear processes and communication channels to maintain trust and ensure client satisfaction.