How to manage and motivate your new business manager to win more clients

So you’ve hired a new business manager. You spent weeks crafting the perfect job ad, months interviewing candidates and now the missing link to your team is finally sitting in your office drinking a cuppa. Your work is over, right? Not quite…

Whilst hiring a new business manager (NBM) is a great first step on your journey to securing more dream clients, on its own it’s not enough. Once you’ve given your new hire the office tour and set up their email address, you need to make sure they’re being effectively managed and motivated. 

Luckily we’ve got your back, which is why we’ve put together a list of tips to get your NBM performing at their full potential, and hopefully having a great time while doing it. 


Talk it out 

New business can be quite lonely, especially if your team is currently just one person. So consistent communication is essential to ensuring that your NBM still feels like a part of the wider business. Regular catch-ups will also give you more visibility over their progress and control over their success.

Here’s how:

  • Schedule weekly updates between you and your NBM.
  • Stay in touch even if there are no new business meetings on the horizon. There might not always be big successes and juicy client wins to report on, but even small interactions with prospects are valuable to hear about.
  • Don’t just see this chat as a way for you to hear about leads – it should be as valuable for your NBM as it is for you. A weekly catch-up allows a feedback loop to develop, keeping your NBM up-to-date with the latest agency activity while they keep you up-to-date with potential prospects. 
  • Use your catch-up sessions to give feedback on meetings that your agency has attended. The NBM can adapt how they talk about the agency based on this, helping to improve their outreach efforts.
  • Aim for the NBM to speak to other members of the team on a regular basis. Chatting with account teams, creatives and strategists means they’ll have a broader understanding of your agency’s offer and the nuances of what a quality new business meeting looks like for each department. 


Let’s get motivated 

Goal setting is more than just rewarding your NBM with commission when the agency wins a client. Goals should be both long and short-term, providing them with a positive vision to work towards as well as actionable goals for now. Make sure any goals are relevant for their current level. For example, a junior NBM likely won’t have an influence on the pitch process yet, so setting targets relating to pitches won’t be motivating for them.

If your NBM is managing inbound leads as well as helping with marketing and PR, outbound efforts can easily slip. If this is the case, try to set short-term, non-financial targets. This will give your manager clarity on their KPIs and help motivate them on a week by week basis. 


Here’s how:

  • Set monthly targets to build motivation rather than focusing on yearly KPIs. For example, setting a goal of securing three meetings a month has a more controllable output than ‘£500k in pitch opportunities by the end of the year’.
  • Encourage them to focus on the quality of leads over quantity. 
  • Limit your target list. There’s thousands of brands out there, so without clear criteria, your NBM will end up feeling overwhelmed and demotivated. A qualified, shorter list of targets will allow them to see progression in the pipeline and feel like they’re making a real impact on your new business plans for the month, quarter or year. 

At Future Factory we focus on approximately 30 brands at any one time to ensure quality of outreach. 


Keep growing 

To keep your NBM engaged in their work for the long-term, ensure their position evolves over time. Adding variation and development into their role will keep your NBM motivated and encourage them to stay with you. And giving them regular access to different parts of the business will offer new challenges and show them what a progression path could look like. 

Here’s how:

  • Ask yourself if your NBM could be attending the new business meetings they arrange. Even if they’re not ready to lead them yet, they could be in charge of opening and closing meetings – sorting introductions and confirming next steps. 
  • Your NBM should be put in charge of nurturing the pipeline following initial meetings. As most briefs come after multiple meetings, there’s plenty of opportunity for communication in between. This can be a perfect chance for the NBM to feel like they’re directly influencing your agency’s success. 
  • Ask your NBM to share agency marketing or new case studies with past prospects that have fallen off your radar. 
  • Encourage them to attend trade events. Not only will they be able to represent your agency in public, but they’ll get access to industry insights that will help them identify new brands they can target and own.


If you need a hand when it comes to supporting your new business manager, we provide both business development coaching for agency leaders and mentoring for in-house new business managers.

Just drop us a line saying hi to and we’ll drop you one right back. 

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