Secrets of Successful Upselling and Strong Client Relationships with Jon Peppiatt, Part 2

Could the evolving landscape of marketing procurement be the key to mastering the new frontier in sales?

We’re welcoming back Jon Peppiatt today, former Chairman at BBH London, for the second of a two-part episode. We explore the intricacies of AI-enabled service delivery, plus innovative pricing models that align with both agency and client goals. Jon sheds light on the historical challenges and successes of performance-related pay models and explains the bravery required in financial negotiations. We also emphasize the importance of crafting compelling commercial narratives that highlight the mutual benefits in agency-client relationships.

Later, we turn our focus to the evolving landscape of agency models and procurement. We contrast the strengths of large networks against independent agencies, and the strategic choices involved in content distribution across diverse channels. Our discussion of agency leadership dynamics and the significance of the freelance model reveals the importance of aligning agency values with employee expectations.

Topics covered during this episode include:

• How innovative pricing models can align agency objectives with client goals in B2B sales.
• Why performance-related pay models face challenges despite their potential benefits.
• AI-enabled service delivery and how it is reshaping agency pricing structures.
• Why agencies must tell compelling narratives to demonstrate their value.
• How modern marketing procurement requires strategic content distribution across multiple channels.
• Why the role of pitch consultants is growing in helping clients navigate agency landscapes.
• How agencies can benefit from integrating services within large companies.
• Why the freelance model is becoming more and more popular in agency operations.
• How fostering an inclusive culture can enhance business success for agencies.
• Why bringing CEOs from adjacent industries can offer fresh perspectives in agency leadership.
• Why agencies need a proactive talent strategy to retain and nurture future leaders.

Elevate your approach to agency management and client relations by exploring the cutting-edge insights shared in this episode!

Jon Peppiatt on LinkedIn: https://uk.linkedin.com/in/jon-peppiatt