Agency Bytes Ep 054 – Mark Riggs – Secrets to Organic Account Growth
In this episode, I got to sit with Mark Riggs from Pemberton, a consultant and coach for agencies. He shares his insights on shifting from the RFP rat race to building organic growth of existing and new clients. He emphasizes the importance of solving client problems and being proactive in account growth. Mark discusses the need to set expectations with clients from the beginning and continuously communicate and collaborate with them. He also highlights the value of focusing on organic growth and investing the same energy and innovation into existing clients as in winning new business. Mark advises agency owners to start out with defined principles and have patience in their journey. Tune in to hear his top secrets on nailing organic account growth.
Key Takeaways
• Focus on solving client problems and being proactive in account growth.
• Set expectations with clients from the beginning and continuously communicate and collaborate with them.
• Invest the same energy and innovation into existing clients as in winning new business.
• Start out with defined principles and have patience in your agency journey.
Chapters
00:00 Introduction and Background
01:04 Shift in Biz Dev and Account Growth
09:36 Setting Expectations and Scoping
14:21 Operational Scoping and Profitability
23:08 Lessons from Marketing During Downturns
25:49 Invaluable Business Advice
Mark is the founder and CEO of Pemberton which is a management consultancy that exists to be the go-to resource for marketing/communications agencies to discover and reveal pathways to organic growth while changing the mindset of an RFP-obsessed industry.
Before starting Pemberton, Mark spent 20-plus years in the agency world working for IPG’s Mullen Lowe, an Ad Age A-List Agency, Taylor, the Holmes Report’s Consumer Agency of the Decade, MWWPR and French/West/Vaughan, the Southeast’s largest independent agency.
Mark has spent a career learning the art of integrated communication developing and executing award-winning consumer programs for brands and companies like Allstate, Honda, Ford, Kimberly-Clark, Polaris, Coke, Diageo, RJ Reynolds, SunTrust Banks, the U.S. Navy, the Atlantic Coast Conference and ESPN, to name a few.
Mark has a reputation as a business-builder and a strategic counselor and has experience in leading client services, insights and planning functions, as well as developing talent. A creative thinker and problem-solver, Mark believes that great thinking can “come from anywhere,” it’s the ability to harness it and leverage it for clients that makes the intellectual property of the agency valuable and an integral part of the marketing mix.
Contact Mark on his website, his personal LinkedIn, or his company LinkedIn.