The mistake: focusing all your new biz efforts on the CMO.
Of course the head of marketing (or external affairs in the case of PR) has a big say in selecting a new agency. But no CMO does it by him or her self. It always involves a group of managers . . . and sometimes a big group.
That’s why agency prospect communications (assuming of course you have a communications program!) should “cast a wide net” reaching to the mid and junior level marketing people and to other influencers like the sales manager and CFO.
The goal is to win over at least one “flag carrier” who can be your advocate at the conference table when the initial “consideration” list is being put together.
