300 Words On…Pitch Consultants: The Gatekeepers of Agency Pitches
In medieval times, the Keeper of the Gate served as a trusted guardian, evaluating knights to determine their worthiness to meet the ruler. Their role required understanding the ruler’s needs and ensuring only those aligned with them were granted access.
Today, pitch consultants fulfill a similar role, as gatekeepers to client reviews. They evaluate agencies, ensuring only those with the right capabilities and alignment with client goals are invited. For agencies, building strong, long-term relationships with pitch consultants is vital. After speaking to some of the best consultants in the business, here are my top tips on how to build collaborative partnerships:
1. Real Relationships Take Time
“Trying to buddy up after a review simply looks like what it is, an attempt to influence a single decision, not a collaboration.”
Relationships with pitch consultants should be authentic and long-term. They need an up-to-date understanding of the agency landscape, but with so many agencies, they need your help. Proactively share updates, case studies, and insights—even when there’s no live brief. Trust takes time to build, but the payoff is worth it.
2. Every Consultant is Different
They are experts in aligning agencies with client needs and ensuring a fair process. However, each operates differently, so it’s vital to grasp their specific approach and priorities. Treat them as strategic partners, not intermediaries, and respect the value they bring to both parties.
3. Define Your Growth Goals
Agencies that chase every opportunity risk appearing unfocused. Instead, clearly articulate the types of clients and work you’re best suited for. Consultants respect agencies with a defined strategy, as it helps them match you with the right briefs where you can truly excel.
4. Your Best Pitch Partner
The consultants often know more about the client than they know about themselves—tap into this knowledge. Leverage their insights to understand the dynamics of the client’s stakeholder group and gain clarity on their ambitions for the pitch. Some clients despise pitch theatre, while others thrive on it—ask the consultant for their perspective.
Before a pitch, consultants offer invaluable insights into the client and agency landscape. During a pitch, they serve as your mentor, ensuring you deliver the best pitch you can.
Neglecting these relationships risks leaving your agency as the “unworthy” knight left outside the gate. Instead, invest in building authentic, strategic partnerships, and together you’ll be ready for the pitches that matter most.
*DISCLAIMER: This 300 words is actually 33% longer than that.. But with such an important topic, we think that extra third makes all the difference!