At the end of 2018, Upfront signed an
exclusive UK partnership with Winmo, a data and insight tool used to fuel
business development strategies and campaigns.
To continue our efforts in bringing
an insight and intelligence led approach to new business, we have also just
hired our first ever Data and Insights Analyst.
This is a new and exciting role, developed
to provide our clients with a personal and strategic flair to their new
business campaigns and will be taken on by Robert Ware.
Rob joins us after two years at
Mintel, where he was a Category Leader focusing on Canadian retail markets.
One size doesn’t fit all:
When it comes to analysing data, “there
is no set template for how we do it’’. It is a role that spans across the total
business development life cycle, working closely alongside both account
managers and business developers.
Robs involvements begins with an
initial discussion with clients to identify their target companies and
stakeholders – what does a prime prospect look like to you and your business
This is then followed by the creation
of a, ‘’custom-ranking’’ system, taking into consideration a range of factors,
such as turnover and YoY media spend.
Whilst the key performance metric
will be securing qualified opportunities and meetings for our clients; Rob will
also be looking for a cultural match between the client and the prospect.
It may be a cliché that all business
is good, but some business is better than others!
Spotting the X-factor:
Rob also looks for trends among the
target companies, ‘’What is their direction? Are they giving signs that they
would be interested in a certain product?’’
As for stakeholders, have they got
what the client wants, whether that is a focus on marketing or experience in
digital transformation? Or does it seem plausible? And if they do, are
there any details online which would make for a nice icebreaker to inform our
new business approach.
Always room for improvement:
A significant part of Rob’s day to
day responsibilities will be collecting and collating internal information, recommending
improvements and supporting the wider team.
This will then lead to debriefing
sessions, focused on analysing and discussing FOUR major questions: What worked? What didn’t? Why? What can we
Although we treat every client on an
individual level, there is a lot to be gained from looking at all our work,
formulating trends per sector, per job title and per discipline. This will be
fed up the chain of command through regular briefing sessions and the
We are excited to welcome Rob to the
team and have already had some fantastic feedback from existing clients on how
this new approach brings a refreshing and unique angle to new business.
Interested in understanding more about our insight led
approach? Get in touch.
You can also have a look at our data tool Winmo, here.