{"id":2163,"date":"2025-09-19T14:27:06","date_gmt":"2025-09-19T21:27:06","guid":{"rendered":"https:\/\/functionfox.com\/?p=2163"},"modified":"2025-09-24T14:43:37","modified_gmt":"2025-09-24T21:43:37","slug":"running-a-successful-creative-agency-new-business","status":"publish","type":"post","link":"https:\/\/functionfox.com\/running-a-successful-creative-agency-new-business\/","title":{"rendered":"Running a Successful Creative Agency: New Business"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div>\n<p>Running a creative agency is a balancing act. Between pitching new clients, delivering outstanding creative work, and keeping projects on schedule (and on budget), every role within the agency has to operate like a well-oiled machine. At FunctionFox, we\u2019ve worked with creative firms, advertising agencies and digital agencies for the past 20 years. We help define internal processes and workflow, and in doing this, we have come up with 6 personas that interact within the typical creative agency.<\/p>\n\n\n\n<p>Helping people in the New Business role work more efficiently and effectively together will help the agency become much more profitable.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"585\" src=\"https:\/\/functionfox.com\/wp-content\/uploads\/2025\/09\/Running-a-Successful-Creative-Agency-New-Business-1024x585.png\" alt=\"Running a Successful Creative Agency New Business by FunctionFox\" class=\"wp-image-2164\" srcset=\"https:\/\/functionfox.com\/wp-content\/uploads\/2025\/09\/Running-a-Successful-Creative-Agency-New-Business-1024x585.png 1024w, https:\/\/functionfox.com\/wp-content\/uploads\/2025\/09\/Running-a-Successful-Creative-Agency-New-Business-300x171.png 300w, https:\/\/functionfox.com\/wp-content\/uploads\/2025\/09\/Running-a-Successful-Creative-Agency-New-Business-768x439.png 768w, https:\/\/functionfox.com\/wp-content\/uploads\/2025\/09\/Running-a-Successful-Creative-Agency-New-Business-1536x878.png 1536w, https:\/\/functionfox.com\/wp-content\/uploads\/2025\/09\/Running-a-Successful-Creative-Agency-New-Business.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"the-6-personas\">The 6 Personas: How to Run a Creative Agency<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>New Business<\/li>\n\n\n\n<li>Creative<\/li>\n\n\n\n<li>Client Services<\/li>\n\n\n\n<li>Traffic Manager<\/li>\n\n\n\n<li>Accountant<\/li>\n\n\n\n<li>Owner<\/li>\n<\/ol>\n\n\n\n<p>We\u2019re going to take a deep dive into the New Business persona here.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"the-sales-team\">New Business (The Sales Team)<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Job Description<\/h3>\n\n\n\n<p><\/p>\n\n\n\n<p>To run a creative agency successfully, you need a strong sales team. This team is responsible for generating sales with existing customers as well as finding and developing opportunities with new customers, usually within the assigned territory.<\/p>\n\n\n\n<p>New business developers help agencies enhance their brand name and boost financial growth. They collaborate with multiple roles, like project managers, account executives, and marketing professionals, to create a sales strategy that adapts to market trends and proposes business ideas to increase revenue.<\/p>\n\n\n\n<p>The salesman is usually the focal point of communication with new potential clients when they make the first interaction with your agency to check what you have to offer. They give consultation and convert leads to customers while maintaining strong relationships with existing clients and partners. Business developers are the ones who prepare and respond to RFPs and vendors and search for new sales channels or opportunities that may fit the agency\u2019s services.<\/p>\n\n\n\n<p>Driving the end-to-end sales process, here are the common duties and responsibilities of a creative agency new business developer:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Marketing and finding leads:\n<ul class=\"wp-block-list\">\n<li>Create a growth strategy with goals on financial gain and customer satisfaction<\/li>\n\n\n\n<li>Conduct ongoing research to identify new markets, customer needs, and the competitiveness\u00a0<\/li>\n\n\n\n<li>Use various online and offline channels to find qualified prospects and add them to the sales pipeline, such as Linkedin, emails, cold-calls, industry events, etc. When reaching out to potential leads through <a href=\"https:\/\/hunter.io\/cold-email-guide\/\">email outreach<\/a>, employing an <a href=\"https:\/\/easydmarc.com\/tools\/spf-lookup\">SPF record checker<\/a> ensures that your messages have a higher chance of successful delivery, enhancing your overall prospecting efforts.<\/li>\n\n\n\n<li>With the upcoming DMARC policies being enforced by Google, Yahoo and other large email players, ensuring that you have a proper <a href=\"https:\/\/dmarcreport.com\/\">DMARC report<\/a> and monitoring system that helps you configure and install your DMARC, DKIM and SPF settings in your DNS \u2013 will ensure your email lands in the recipient\u2019s inbox.<\/li>\n\n\n\n<li>Develop and nurture strategic partnerships\u00a0<\/li>\n\n\n\n<li>Introduce and promote the agency\u2019s offerings to new contacts\u00a0\u00a0<\/li>\n\n\n\n<li>Arrange meetings with prospects to find new business for creative agencies<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Making proposals:\n<ul class=\"wp-block-list\">\n<li>Coordinate with project managers and pricing department to create estimates and develop high-quality proposals<\/li>\n\n\n\n<li>Give pitches and presentations to prospective clients\u00a0<\/li>\n\n\n\n<li>Follow the proposal status with client and answer clarifications if needed\u00a0<\/li>\n\n\n\n<li>Meet with managers to discuss successful leads and get approval for new projects.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Preparing and executing contracts:\n<ul class=\"wp-block-list\">\n<li>Prepare sales contracts, negotiate terms and conditions with clients to ensure a mutually beneficial contract\u00a0<\/li>\n\n\n\n<li>Communicate with the internal team the contract terms and scope of work to make sure everyone is on the same page<\/li>\n\n\n\n<li>Keep track of project execution to ensure contracts are executed correctly<\/li>\n\n\n\n<li>Work with the finance department to issue invoices to clients<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>After-sales services:\n<ul class=\"wp-block-list\">\n<li>Work with the project team to provide after-sales support for clients<\/li>\n\n\n\n<li>Gather clients\u2019 feedback and measure NPS (Net promoter score)<\/li>\n\n\n\n<li>Build long-term relationships with customers to improve retention rate and referral opportunities<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Internal tasks:\n<ul class=\"wp-block-list\">\n<li>Monitor and continuously improve the sales process for the creative agency success\u00a0<\/li>\n\n\n\n<li>Track and report sales, revenue, invoices, profit, etc.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">A Typical Day<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Scheduling appointments and visiting\/calling customers and prospects to review needs and determine sales opportunities<\/li>\n\n\n\n<li>Providing agency quotes as required, or providing pitch opportunities to the account executive team<\/li>\n\n\n\n<li>Opening new accounts<\/li>\n\n\n\n<li>Continuously updating customers and prospects on market changes and opportunities<\/li>\n\n\n\n<li>Attending Trade Shows and Conferences (if applicable)<\/li>\n\n\n\n<li>Liaising between customers and the company for up-to-date status of service, pricing and new product release launches<\/li>\n\n\n\n<li>Preparing reports for marketing and sales and keeping expense accounts<\/li>\n\n\n\n<li>Performing maintenance and updating customer accounts including contact names for future sales opportunities<\/li>\n\n\n\n<li>Keeping up to date on new market trends.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Typical Interactions with FunctionFox<\/h3>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>FunctionFox is used as the customer relationship management (CRM) tool for keeping track of prospects and clients or information is synced from Salesforce<\/li>\n\n\n\n<li>Notes are created to contacts, prospecting tasks are created for follow up and lead qualification levels are tracked within the system<\/li>\n\n\n\n<li>Estimates and\/or creative briefs are created (when appropriate) for new opportunities<\/li>\n\n\n\n<li>Information entered into the system is used to report new business and projections to management.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/functionfox.com\/wp-content\/uploads\/2024\/07\/requestStatus.png\" alt=\"\" class=\"wp-image-1281\" srcset=\"https:\/\/functionfox.com\/wp-content\/uploads\/2024\/07\/requestStatus.png 800w, https:\/\/functionfox.com\/wp-content\/uploads\/2024\/07\/requestStatus-300x200.png 300w, https:\/\/functionfox.com\/wp-content\/uploads\/2024\/07\/requestStatus-768x512.png 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">A Perfect Day<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The sales quota is hit for the quarter, new clients are happy and the new work is now being scheduled by the Traffic Manager and handled by the Account Executive.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Top of Mind Issues<\/h3>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Hitting the sales quota for the week\/month\/quarter<\/li>\n\n\n\n<li>Win big projects and retainers to create a steady income flow for the agency<\/li>\n\n\n\n<li>Keep clients happy and increase the chance of them coming back or referring new businesses<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"challenges-new-agencies-face\">Challenges of A New Creative Agency<\/h2>\n\n\n\n<p>Running an agency is no easy task, especially when it comes to new business development. Here\u2019re some challenges that the agency sales team often encounters:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Finding the right leads: It\u2019s a struggle for business developers to detect relevant leads among hundreds of contacts. They need to evaluate the leads and filter out which ones are the most potential to win, as well as learn from past successes to spot and maximize opportunities.<\/li>\n\n\n\n<li>Meeting targets: Meeting sales targets can be challenging due to unrealistic goals, insufficient effort, or lack of persistence. You should regularly review your objectives and strategies and adapt as needed.\u00a0<\/li>\n\n\n\n<li>Facing rejection: It\u2019s common to face rejection in business development, especially for newcomers, or when you\u2019ve invested a lot of effort in a long process but the deals are turned down. Instead of being demotivated, salesperson should embrace rejection as a learning opportunity, focus on the big picture and understand that success takes time.<\/li>\n\n\n\n<li>Lack of training and structure: Many agencies don\u2019t have sufficient and adequate training for the sales team. This lack of a structured approach impacts the consistency and performance of the team.<\/li>\n\n\n\n<li>Time management: Salesmen may find it difficult to effectively manage their time with a long to-do list. To tackle this, you must define priorities and allocate time smartly for each task.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Business Developer skills and qualifications<\/h3>\n\n\n\n<p><\/p>\n\n\n\n<p>Running a creative business requires all departments to collaborate smoothly with each other. For business development team, you should look for these traits in each member:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Demonstrated ability in business-to-business (B2B) sales with proven sales track record<\/li>\n\n\n\n<li>Excellent verbal and written communication skills to interact and convey messages effectively with clients and internal team.<\/li>\n\n\n\n<li>Ability to build and foster client relationships to establish long-lasting rapport.<\/li>\n\n\n\n<li>Knowledge of industry and passion for company\u2019s products and services\u00a0<\/li>\n\n\n\n<li>Impeccable negotiation skills to reach a mutual agreement<\/li>\n\n\n\n<li>Problem-solving skills to handle crises and turn challenges into opportunities<\/li>\n\n\n\n<li>Familiarity with project management methodologies<\/li>\n\n\n\n<li>An innovative mindset to seek solutions that elevate company revenue\u00a0<\/li>\n\n\n\n<li>Curiosity and continuous learning to stay updated with industry trends\u00a0<\/li>\n\n\n\n<li>Adaptability to change and customize sales approaches to different clients and context\u00a0<\/li>\n\n\n\n<li>Time management and planning skills<\/li>\n\n\n\n<li>Superb customer service skills to maintain strong relationships with clients\u00a0<\/li>\n\n\n\n<li>Ability to travel for meetings with clients if required<\/li>\n\n\n\n<li>Proficiency in MS Office and CRM software (e.g. Salesforce, Hubspot)<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Differences between New Business and Account Executive<\/h3>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td>New Business<\/td><td>Account Executive<\/td><\/tr><tr><td>Aim to make the first contact and acquire new clients<br>Conduct market research for new opportunities for growth<br>Network and connect with prospective clients<br>Playng the role of hunters<\/td><td>Aim to build a long-lasting relationship with both new and current clients<br>Understand the environment and client\u2019s needs to provide tailored services&nbsp;<br>Follow project status and upsell to clients<br>Playng the role of farmers<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><\/h2>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"the-bigger-picture\">The Bigger Picture: New Business in the Agency Ecosystem<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p>It\u2019s tempting to view New Business as a stand-alone role focused only on pitching, selling, and closing deals. But in reality, success in this role depends heavily on how it interacts with every other part of the agency. Winning new clients is only valuable if the agency can deliver on what\u2019s promised, and that requires strong collaboration across all six personas. Let\u2019s look at how New Business connects to the others and why these relationships matter.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"573\" src=\"https:\/\/functionfox.com\/wp-content\/uploads\/2025\/05\/mastering-client-payments-by-functionfox-best-practices-1024x573.png\" alt=\"Mastering Client Payments: Best Practices for Creative Agencies by FunctionFox\" class=\"wp-image-1968\" srcset=\"https:\/\/functionfox.com\/wp-content\/uploads\/2025\/05\/mastering-client-payments-by-functionfox-best-practices-1024x573.png 1024w, https:\/\/functionfox.com\/wp-content\/uploads\/2025\/05\/mastering-client-payments-by-functionfox-best-practices-300x168.png 300w, https:\/\/functionfox.com\/wp-content\/uploads\/2025\/05\/mastering-client-payments-by-functionfox-best-practices-768x430.png 768w, https:\/\/functionfox.com\/wp-content\/uploads\/2025\/05\/mastering-client-payments-by-functionfox-best-practices.png 1472w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>New Business + Creative<\/strong><\/p>\n\n\n\n<p>The Creative team is the agency\u2019s product \u2014 the ideas, campaigns, and assets that clients ultimately buy. For New Business, this means translating client needs into pitches that showcase the agency\u2019s creative strengths without over-committing. Too often, salespeople promise the world without understanding the creative team\u2019s capacity or process, which can set projects up for failure. Agencies that thrive put systems in place where New Business collaborates closely with Creative before, during, and after the pitch process. This alignment ensures what\u2019s promised is both achievable and exciting.<\/p>\n\n\n\n<p><strong>New Business + Client Services&nbsp;<\/strong><\/p>\n\n\n\n<p>Once a deal is closed, the Client Services team steps in to nurture and manage the relationship. This handoff is crucial. If Client Services inherits a client without a clear understanding of expectations, goals, and scope, the agency risks immediate friction. The best agencies formalize the transition from New Business to Client Services, ensuring that no critical details are lost and that the client feels continuity from the first meeting to the long-term partnership.<\/p>\n\n\n\n<p><strong>New Business + Traffic Manager<\/strong><\/p>\n\n\n\n<p>While New Business is focused on bringing in clients, the Traffic Manager keeps a watchful eye on timelines, workloads, and resource allocation. These two personas must stay in sync, especially when pitching work that may strain the agency\u2019s capacity. Without input from Traffic, New Business might overbook the team, leading to burnout or missed deadlines. In agencies where the partnership works well, the Traffic Manager provides real-time insight into what resources are available, enabling New Business to sell smarter and set realistic expectations.<\/p>\n\n\n\n<p><strong>New Business + Accountant<\/strong><\/p>\n\n\n\n<p>Revenue is the lifeblood of the agency, but not all revenue is created equal. The Accountant persona plays a key role in ensuring that New Business isn\u2019t just chasing volume, but pursuing profitable work. It\u2019s not uncommon for agencies to win clients who end up draining resources because they were underpriced or poorly scoped. By working with the Accountant early in the process, New Business can ensure proposals are priced correctly, contracts are profitable, and payment terms protect the agency\u2019s cash flow.<\/p>\n\n\n\n<p><strong>New Business + Owner<\/strong><\/p>\n\n\n\n<p>Finally, New Business and the Owner are natural allies. The Owner sets the strategic vision and growth targets, while New Business executes on them. When aligned, this partnership fuels growth and stability. When misaligned, it can create tension \u2014 New Business chasing opportunities that don\u2019t fit the agency\u2019s strengths, or the Owner expecting growth without providing the tools and resources needed to succeed. A clear, ongoing dialogue between these two personas ensures the agency grows in the right direction, not just faster.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Why This Collaboration Matters<\/strong><\/h3>\n\n\n\n<p>When New Business operates in isolation, agencies risk winning the wrong work, overpromising deliverables, or neglecting existing client relationships. But when New Business is tightly integrated with the rest of the agency, the results are powerful:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Smarter client acquisition<\/strong> that matches the agency\u2019s strengths.<br><\/li>\n\n\n\n<li><strong>More profitable projects<\/strong> thanks to input from Accounting.<br><\/li>\n\n\n\n<li><strong>Better client satisfaction<\/strong> through seamless handoffs to Client Services.<br><\/li>\n\n\n\n<li><strong>Stronger creative output<\/strong> because the Creative team is set up for success.<br><\/li>\n\n\n\n<li><strong>Healthier teams<\/strong> with balanced workloads managed by the Traffic role.<br><\/li>\n<\/ul>\n\n\n\n<p>In short, New Business is the spark that lights the fire, but the agency thrives only when every persona adds fuel in the right way. The challenge (and the opportunity) lies in designing systems where these roles communicate openly, respect each other\u2019s expertise, and stay aligned around the agency\u2019s goals.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"final-thoughts\">In Conclusion<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p>An effective new business team is one of the cornerstones in running a creative agency. &nbsp; They act on behalf of the agency to build long-standing relationships with clients, contributing to the revenue and profitability goals.<\/p>\n\n\n\n<p>If you have any comments or think we\u2019ve missed something from your job description, leave us a comment in the section below. We love working with our clients and prospects by helping with both the software requirements to make working together easier as well as developing efficient workflows. FunctionFox is here to help creatives run a profitable business! <a href=\"https:\/\/functionfox.com\/book-a-demo\/\">Sign up for a FunctionFox demo today<\/a>.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Running a creative agency is a balancing act. Between pitching new clients, delivering outstanding creative work, and keeping projects on schedule (and on budget), every role within the agency has to operate like a well-oiled machine. At FunctionFox, we\u2019ve worked with creative firms, advertising agencies and digital agencies for the past 20 years. We help [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":1761,"comment_status":"open","ping_status":"open","sticky":false,"template":"single-tabbed-blog.php","format":"standard","meta":{"_acf_changed":false,"content-type":"","om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[27],"tags":[],"class_list":["post-2163","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency-management"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>FunctionFox<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/functionfox.com\/running-a-successful-creative-agency-new-business\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Running a Successful Creative Agency: New Business - FunctionFox\" \/>\n<meta property=\"og:description\" content=\"Running a creative agency is a balancing act. 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