Buying Scenario Pathways: Agency vs. Brand Direct
Independent at the Brand
In your role, this decision-making process gives you full control. You or a small team within your department can evaluate the media provider and make a decision without needing to involve other departments. This approach lets you act quickly, relying on your own judgment, brand perception, and any direct references you trust. It’s a great way to maintain control and move forward efficiently.
Consensus (At the Brand, No Media Agency)
This approach highlights a collaborative process where your internal team works together to make decisions, without relying on external agencies. It allows key stakeholders within your organization to align on the best solutions, ensuring the decision reflects your brand’s unique needs and goals.
Committee (At the Brand, no Media Agency)
In this scenario, your decision-making process involves a formal, cross-departmental team. Stakeholders from multiple areas of your organization, such as marketing, finance, and procurement, come together to evaluate options thoroughly. This ensures that the chosen solution meets the needs of various departments and aligns with your overall business objectives.
Independent at the Agency
As the media agency, you’re empowered to make decisions on the brand’s behalf with little involvement from their internal teams. You have the opportunity to leverage your expertise and industry knowledge to evaluate the best solutions independently. This approach works when the brand trusts you to lead the process and deliver the best results without needing to consult them at every step.
Consensus (At the Agency)
In this scenario, your role as the media agency is to collaborate closely with the brand’s internal team to guide the decision-making process. By leveraging your expertise and providing industry insights, you help align the brand’s goals with the most effective solutions, ensuring a well-informed, consensus-driven decision.
Committee (At the Agency)
In this model, your role as the media agency is to work with a more formal, cross-functional committee at the brand. You'll be coordinating with multiple stakeholders from different departments, each bringing their own perspectives and priorities. Your expertise is essential in navigating these diverse viewpoints and providing comprehensive insights that address the broader organizational needs
New logo customer acquisition, while crucial for long-term growth, often presents a resource allocation challenge. It typically represents a smaller share of immediate revenue goals yet demands a disproportionately larger investment of sales and marketing efforts. Organizations must strategically balance resources between expanding their existing customer base, which may offer quicker returns, and acquiring new customers, which can fuel future growth but require more upfront effort.
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Retention is most efficient revenue process
While fostering loyalty within existing accounts is essential, effective demand generation across all buying groups and centers is crucial for sustainable growth. By creating targeted and engaging content that resonates with diverse stakeholders within an organization, businesses can expand their reach, uncover new opportunities, and drive revenue from both new and existing customers. A comprehensive demand generation strategy that nurtures leads throughout the buyer's journey maximizes the potential for long-term success.
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