300 Words On… Pitch Less to win More
“The definition of insanity is doing the same thing over and over and expecting a different outcome.” That quote, often misattributed to Einstein, perfectly sums up the state of agency pitching.
Recently, Omar Oates, writing for the Alliance of Independent Agencies, highlighted what many in the industry have long known—the pitch process is no longer fit for purpose. Agencies pour vast amounts of time, energy, and creativity into high-stakes, high-cost pitches with low conversion rates and little to no compensation.
And yet, despite years of saying “the pitch process is broken” very little has changed. The cycle continues because agencies remain stuck in a reactive mindset, chasing short-term wins rather than building a long-term, sustainable growth strategy.
There is a better way to pitching less, so you win more. Growth should be a capability – skills, processes, tech, data, measurement – not just a series of last-minute sprints. To shift away from pitch dependency, agencies should focus on four key areas:
- Define Your Edge – Be memorable, not forgettable: A clear, single-minded proposition sets your agency apart instead of blending into the sea of sameness. Own your uniqueness.
- Find the Right Clients – Focus on clients who value you: Ideal Client Profile (ICP) Mapping ensures you attract profitable, long-term partnerships—not just any business – and only pitch for the right type of clients, reducing pitch volume.
- Build Long-term Relationships– Win before the pitch starts: Studies show you’re three times more likely to win a pitch if you’ve already built a relationship. Talk to your ICP with strategic marketing, curated communications, and targeted outreach to ensure you stay top of mind.
- Pitch with Process Rigor – The best agencies treat pitching as a process, not a gamble. Absolute rigour across every element—from storytelling to execution—transforms pitch success. But if the first three areas are done right, the pitch becomes the natural next step, not a desperate race.
These are four building blocks for strategic growth and if there were a fifth it would be underlying technology infrastructure that automates the heavy lifting. At 300, this our AI-powered platform, NEO, which allows our experienced team to focus on high-value tasks that drives real results and grows agencies.
Agencies need to stop being stuck in the hamster wheel of pitching and start building Growth as a Capability. The pitch process might be broken, but that doesn’t mean your agency’s approach to winning new business has to be.