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Beyond Acquisition: Multifaceted Business Development in a Communication Agency

Efficiency of a business development unit in an enterprise is generally measured by how many clients they onboard.

I don’t contradict the significance of growing your client portfolio. However, it’s crucial to understand, even more in a communication agency, that business development is not just about numbers. In order to achieve sustained growth and success, an agency must also focus on building and maintaining strong relationships with existing clients, improving operational efficiency, and developing new service offerings that meets the evolving needs of their target market.

A key aspect of it all is fostering long-term relationships with clients. This involves not only delivering high-quality work, but also building trust, providing excellent customer service, and staying attuned to changing needs and preferences. An aspiring agency should always prioritize client retention, seeking to build lasting partnerships that benefit both parties over time.

One important aspect of sharpening the business capability of your agency is enhancing efficiency. This involves streamlining internal processes, keeping up with technological advances, and investing in employee training and development. Comms, especially in the day to day evolving social media world, needs to always adapt to new and trending services (AI based innovative services won’t be the last J). Offering such services under limited capacity and budget requires optimum use of your operational resources and capability.

In a nutshell, business development here involves constantly adapting and evolving to meet the keep up with the market. This significantly involves expanding into other service areas, developing new technologies or methodologies, or targeting different client segments.

Agility and proactivity is the mantra for any given industry. Listening and focusing on what and how much more you can enhance the quality of your current services is just as important as capturing new accounts.

Mohamed Ashique is Business Development Executive at Cicero & Bernay Communication Consultancy, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. |