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 objectives?
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 learn?
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 occasional report.
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.