Brent, are you saying that new business directors are only tactical, that they don't make a strategic contribution to the pitch? You are way off... good new business talent is very much involved in shaping the presentation that goes forward and ultimately wins the business. This includes the strategy and the creative. If they're not involved, they're not ready to run new business.

NEW BUSINESS JOB POSTING - BETTER ENGAGE CANDIDATES

For agencies that may be looking to hire a new business director, here's some language that we've used to set up the position (before getting into the specific JD details). We found this has worked well to first step back and engage good candidates in a more compelling way.

Feel free to use any of this if it's helpful for you.

NEW BUSINESS DIRECTOR: NEW YORK / LOS ANGELES

This position is being placed through Mirren Business Development, a boutique consulting firm specializing in agency business development.

LET’S TALK DYNAMIC CULTURE

We are currently working with a quickly-growing mid-sized agency with the culture and creative horsepower of a hot boutique. They have a particular strength in digital and advertising, and are focused on creating innovative new services to better impact the business of their clients and differentiate the firm. Going head to head with larger firms, they pack a strategic and creative punch that has helped them close a number of successful pitch and prospecting opportunities. The shop is run by a dynamic President with an unusually dedicated focus on business development.

LET’S TALK OPPORTUNITY

This is an opportunity for you to step up and make your mark with a growing agency, reporting straight to the top. You will be responsible for setting the strategy for new business including: refining the agency positioning, developing the prospect target list, conducting research to use as a prospecting calling card, converting phone calls into meetings and helping the team convert the meeting into a project. You will be doing this against mid-level and top tier prospects.

You will also be wrangling the pitch team. If you’re a seasoned new business director, you’ll know this is more like “herding the cats.” You’ll need to get into the trenches with responding to RFIs/RFPs and be involved in writing pitch presentations.

There is an opportunity for this position to be based on the west coast or the east coast. Compensation includes a very competitive Base + Bonus. Some travel is required.

LET’S TALK ABOUT YOU

You have a warm, genuine, almost magnetic personality. You are aggressive and thrive on the thrill of the hunt - and are able to manage a senior team. Armed with the right resources (ie, marketing-communications/business insights on a specific prospect), you can open almost any door and help lead the team on converting that into an assignment.

You have at least 7 – 10 years experience at an agency, with at least 5 – 7 years in new business. This experience may include agencies in advertising, digital, direct marketing, event marketing, branding, design, etc. You have specific experience in positioning an agency, managing pitches in an innovative yet well-organized fashion, outbound prospecting in a “consultative” and disciplined manner, and you have experience in the broader elements such as PR, booking speaking engagements, etc.

Even before a pitch begins, there's a number of "assets" that need to be developed and managed. These help increase your ability to convert business... there should be an element of performance tied to development and managing things such as:

> Positioning: articulated in a way that is differentiating from other agencies, compelling to clients and authentic to the agency.

> Creative Brief for the Agency Brand & New Business/Marketing Efforts: based on the above.

> New Business Plan: objectives, strategy, executional details.

> Agency Website: delivers on the above creative brief and drives prospects in the door.

> New Business Tools: database software, leads sources, project management tools, etc.

> Core New Business Team: a clear understanding of who is on the "agency SWAT team." 

> Budget: how much is required to achieve the objectives? What is the expected return on this investment?

There's probably more, this is just off the top of my head.

Good point Brian.

We've helped many agencies hire new business directors... and in general, not enough NBDs are asking enough about the agency to confirm whether or not they can be successfu in the rolel. In particular, they need to confirm the specific resources that will be required.

In fact, once when I was interviewing with an agency where I really wanted to get the NBD role, I wrote out a job description and basic new business plan for the agency - while I was going through the interview process. I wanted to prove that I would be this "on it" in the role and I wanted to be sure there was 100% alignment on a strategy/plan.