What it Takes to Win in New Business.Some marketing agencies are great at promoting themselves to prospective clients. Some agencies are better at just selling their services.All too few are able to combine the two activities and this is exactly what it takes to be successful in new business today.Marketing the agency is important. You've got to stand for something, be known for what you do and be able to demonstrate your point of difference and how thsis benefits clients.But marketing on its own is rarely enough.The prospect has to be nurtured; their customer journey to selecting a new agency should be an interactive process characterised by meaningful two way dialogue.It takes a new business specialist to be able to manage this relationship skillfully, sensitively and successfully.Turning the proposition and the insights developed by the agency into the spark that will capture the prospects attention via a multi-channelled sales and marketing programme.Content is King - this will get you noticed. But Contact Management will build on your awareness and forge a direct relationship with the prospect.In my 20+ years experience these relationships are an incredibly valuable asset. Without the relationship you're potentially 'just another agency'.So, the debate isn't whether you should be focussing on selling or marketing but how successfully you're combing the two....And whether you are winning in new business.