The Biz Dev 100: Katie Street, group sales & marketing director, Etch & Big Radical

Name: Katie Street

Job Title: group sales & marketing director

Agency: Etch & Big Radical (was Redweb)

What were your highlights of last year?

2017 and 2018 have both been big years for me personally. Heading back to Redweb to help reposition the agency and take back control of the marketing and new Business at the beginning of 2017 was great. Just like when I first joined in 2012, I was able to implement change that hugely impacted our sales and marketing processes. There had been huge evolutions within the digital sector in the 2 years I had been away, meaning not only Redweb had a different approach but we had to better communicate this through our marketing and to clients in pitches. Developing these strategies, by uncovering what clients really want and need, and what makes agencies unique is a real passion of mine so this role was perfect for me.

After a year it was time for a new challenge and I am now leading Sales and Marketing for Etch and Big Radical as a Board member across the Group. This has to be the highlight of my career to date, helping reposition 2 agencies and develop a marketing and sales plan to drive our growth has been incredibly exciting already. Having only been in the role for a month we have already had some amazing successes and wins with Maserati and MIND and I am looking forward to the future with extreme excitement! We are a new breed of agency, we work differently and I look forward to shaking the industry up again!

What has been your most memorable win- and why?

My most memorable win to date has definitely been for City & Guilds. We tendered for a large scale digital transformation project, and after an initial evaluation we nearly pulled out as they were still very close with the incumbent whom was also still in the picture.

I however would not be beaten, I knew our approach would be better for the client. We had a fantastic strategy and delivery approach and I wanted the best for the client. After a gruelling few months of meetings, tender documentation, client visits and pitches we landed this large scale project! Before this happened though we had already been invited to tender for another large scale digital project, and within another month we had won another project! This had a huge impact on our growth at Redweb and how we approached large scale transformational projects.

I worked with Katie on the C&G customer experience programme that Redweb did a great job of winning through a competitive tender process - the quality of Katie's & Redwebs submisison and subsequent interactions was very good indeed. I found Katie to be very professional but in a relaxed not formal way, she has a great manner about her and certainly made me feel as client that I had the 'A Team' working for us on this project. With an approachable style and an open personality I enjoyed working with Katie throughout the project" Conner Josey - Digital Programme Director @ City & Guilds

How would you describe your approach to business development?

Considered, passionate, innovative and tenacious. I am a stickler for detail and being thorough is at the core of everything I do. Positioning always comes first, how are we different, what are our strengths and why are we the best fit for the project we are pitching for. This applies to us as an agency and also in our approach to winning new business. Marketing ourselves differently, putting in maximum effort for any meetings and pitch and ensuring we are as close to the client as possible is paramout to our success as an agency.

What is the best piece of advice you’ve ever been given?

Do what you love! And in fact, flipping this round, one of the core values we have at Etch Group is Love what you do.

If you enjoy doing something you will be naturally good at it, and of course want to do it as much as possible. I am incredibly lucky to work doing a job in an industry that I adore. This advice and leadership is something that I have always worked on with my teams and been paramount the agency successes I have had.

What would be your number one tip to anyone starting in business development?

Listen! It is so so important to deeply question prospects, whether an official tender process, or a door you are pushing open, digging deeper and really understanding the WHY of any opportunity is key to developing a solution and proposition that will ensure you win.

What is your new business soundtrack?

Definitely Don't stop me now by Queen. I am always full of energy, however this is a great track to get you in the zone before a big pitch!

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