What if you could transform your agency’s commercial performance by creating a lasting competitive advantage?
The agency marketplace is crowded. Distinctions between disciplines are blurring and standout out based on capabilities is almost impossible. Many agencies have given up on meaningful differentiation and now believe that lacking standout is an unavoidable burden in an oversupplied market.
But the reality is that the agency market isn’t oversupplied, it’s just under-differentiated. Believing the former leaves you a hostage to fortune. Believing the latter means you can change the world.
The most reliable route to consistent growth is to deploy your unique expertise, experience and beliefs in a way that your competitors cannot match. In effect, you create your own marketplace – what Co:definery calls a ‘Market of One’.
This clear and lasting competitive advantage enables you to accelerate growth, command a premium and become a beacon for the best talent in the market.
How it works
Over the years, we’ve helped 130+ agencies create their Market of One. Our process guides you through every step of that journey – from demonstrating that success is possible and harnessing your deepest motivations, to crafting a unique Narrative, committing to change and reinventing how you engage with your clients.
Every agency is different, so our process is never cookie-cutter. But there’s a consistent phasing that we tailor every time, depending on where you’re starting from. We build on your existing thinking and never reinvent the wheel.
Phase One – Define your MOO
This is about strategy. We help you get super clear on where you’re going, why it matters and how you’ll get there. We work through your ‘core business decisions’ – from purpose and positioning, to proposition and how you package your offering.
Phase One delivers total clarity on where you win in the market, as well as an ownable Narrative that communicates your unique expertise to your ideal target audience.
Phase Two – Rollout Masterplan
This is where we plan the implementation of your Market of One. As well as defining your internal and external launches, we prioritise the most impactful changes, from new-business and client growth, to talent, leadership and culture. We also identify and mitigate operational risks to ensure you’re set-up for success.
Phase two delivers your ‘Rollout Masterplan’ – an agreed summary of priorities, with clear actions, owners and deadlines, including all the support you need from us.
Phase Three – Commercial Activation:
This is where your Rollout Masterplan gets implemented. It’s where your Market of One impacts your business performance. We launch your Narrative, embed change, create belief and leverage your newfound competitive advantage. Typical priorities include:
- Sales acceleration – from filling your pipeline, to better pitch conversion and commanding a premium
- SLT alignment – building a shared vision for leadership in a Market of One
- Executive Coaching – helping key players step into their full potential.
We lead on some aspects, you lead on others, and we support you throughout, ensuring you stay accountable, despite the pressures of business-as-usual.
Phase Three delivers a step-change in commercial performance.
What to expect
This is how we can help your agency thrive in your very own Market of One. Throughout each Phase, we work in short sprints that build on your existing strengths, so we deliver quick wins with immediate buy-in.
And to make sure change sticks, we blend business change with personal change – running highly co-creative workshops alongside coaching and mentoring, for teams as well as individuals.
Ultimately, we’re highly experienced ex-agency people, bringing an in-depth external perspective on what works, what doesn’t and how to apply lessons from the best agencies in the world.
For more information, get in touch.