New Business Training & Coaching

Whether you’d like to empower your team or grow your own confidence and knowledge, we can guide you.

Our core principles
  • Training sessions are best when they flow freely. We like to keep things discursive and encourage everyone to get involved, speak their mind and contribute to a rich discussion.
  • Our trainers are experts at what they do and attendees will learn a lot from them. However, some of the best learning that takes place is peer-to-peer and we aim to create an environment that facilitates this.
  • Far from being merely theoretical, all of the techniques we promote in our training sessions have been tried, tested and honed by The Future Factory team on behalf of our clients for nearly a decade. This is why we can teach them with confidence – we know they get results.
  • For our lead generation courses specifically, our research-based approach goes down well with creatives and just about anyone who hates the idea of hard sales just as much as we do.
Courses to suit your needs

Everything from long term coaching and mentoring, to condensed courses delivered to entire agency teams. Bring us your challenges and we’ll work out a bespoke solution.

Our client list spans global network agencies through to individuals and start ups. We adapt our content to suit the reality of your agency, your capacity, and the nature of the type of work you’re seeking to win.

Our courses have been delivered to agencies from 6 out of the 7 continents, and we’re always happy to jump on a plane and visit new cities! Drop Kimi Gilbert a line to discuss your agency challenges and potential training options.

Group Sessions

This session teaches the basics of lead generation and how to talk compellingly about your agency whilst dealing with common objections. The course is designed to challenge assumptions about what it means to “sell” and boost people’s confidence when picking up the phone.

The Future Factory arranges approximately 100 meetings every month with decision makers at leading brands. Lead generation is an invaluable new business tool but, in our experience, it’s the very thing people tend to find the most daunting.
You don’t have to be a traditional salesperson to be able to “sell” your agency effectively. If anything, a non-salesy approach is much more effective. This half-day course will give you the confidence and techniques to make fresh new business approaches in a softer way, build a pipeline of opportunities, and arrange new business meetings.
Suitable for anyone who wants to help their agency have a more predictable new business pipeline, from New Business Execs and Marketing Managers to more seasoned Account Directors or business development veterans looking to hone their approach.
This course is delivered by Kimi Gilbert, Director of Training & Development at The Future Factory. For the past 6 years, she has supported and led the new business drive for over 150 agencies.
Key areas covered
  • The research you should conduct in order to make an intelligent approach
  • How to outline your agency’s proposition and key case studies in a succinct, attention-grabbing way
  • Key questions to ask in order to tease out useful information from decision makers
  • The 7 most common objections to meeting and how to get around them
  • Organisation and keeping on top of new business leads
  • How to arrange quality new business meetings that have a real agenda
  • Ways to leverage and maximise your LinkedIn connections
Book Your Place

Trainer: Kimi Gilbert

This session will examine the Dos and Don’ts of new business emails, as well as tips and tricks for increasing cut-through and response rates. In addition to critiquing real-life examples of new business emails, participants will write an email together with a trainer to send on the day.

Everyone can write a good email but writing a good new business email is a different thing altogether. Your average Marketing Director at a top-tier brand will get roughly 200 cold emails from agencies a week. How is it possible to get cut-through when you’re up against such odds?

Our team regularly gets feedback from brands complimenting their email approaches, such as this response from the Marketing Director at Warburtons: “Thank you so much for taking the time to contact us with such an inventive email approach…I’d be delighted to invite you over to our offices.”

The goal of this half-day session is simple: To teach you the techniques that make it possible to get the same type of positive response and praise which can then lead to new business opportunities.

Suitable for anyone who wants to help their agency build a more predictable new business pipeline, from New Business Execs and Marketing Managers to more seasoned Account Directors or business development veterans looking to hone their approach.

This course is delivered by Kimi Gilbert, the Director of Training & Development at The Future Factory. For the past decade, she has supported and led the new business drive for hundreds of agencies.

Key areas covered

  • How to find decision maker email addresses without buying a database
  • Conducting research before writing
  • What makes a good new business email
  • General tips to increase cut-through
  • A discussion around some successful emails
  • Putting the theory into practice by researching, writing, and sending emails of your own
Book Your Place

Trainer: Kimi Gilbert

When it comes to agency marketing, it’s what you do with it that counts.

Many agencies understand the benefits of marketing and make investments in thought leadership, hosting events, newsletters, awards and speaking opportunities. However, beyond waiting for the phone to ring, there is plenty that can be done to maximise the ROI an agency can generate from any marketing activity.

Whether your marketing objectives are to attract and engage with potential new clients, convince your pipeline that you are the agency they should be appointing or to retain and grow your existing clients, using your marketing proactively as a business development tool will fast track your agency towards its goals.

If you already have an active marketing function and would like to reap greater benefits, we’ll share tips and guidance on how each different part of your marketing can, with some pre-planning, become the greatest tools for your new business team.

If you’re at the early stages of considering what marketing would be the smartest investment for your agency, we’ll review all of the options and where you can make some cost-effective and rapid wins.

Throughout we’ll share examples and inspiration from agencies creating best in class marketing, and how they utilised it to generate new business wins.

Trainer: Alex Sibille

This interactive session is a process through which agencies can strip away the fluff, focus on what it is they do best, articulate what they actually deliver for clients, and identify which of their services could be the spearhead of a new business approach. Attendees will come out of the session with a refreshed proposition that is custom-fit for a new business drive.

Agency proposition development is a hotly debated topic. We’re all guilty of navel-gazing from time to time but, despite this, flowery-languaged horror show propositions are in abundance in all corners of the agency world.

From our experience making approaches to senior level brand contacts, we bring an understanding of how to communicate vital information in as compelling a manner as possible.

This interactive session is a process through which you can strip away the fluff, focus on what it is you do best, articulate what you deliver for clients and – crucially – identify which of your services could form the spearhead of a new business approach.

Aimed at senior-level agency employees who want to understand how to simplify their service offering and shape the future vision of their business. Also perfect for new business teams who want to explore how to package services in different ways.

This workshop is delivered by Dan Sudron, Founder of The Future Factory. He has developed the new business strategies for hundreds of agencies, including all of The Future Factory’s clients.

Key areas covered

  • The agency landscape
  • Trends and pitfalls
  • Tools to simplify, sharpen and contextualise
  • The Future Factory ‘best in class’ case studies
  • Application in an approach
  • Attendees will come out of the session with a refreshed proposition that is custom-fit for a new business drive

Trainer: Dan Sudron

In this interactive session, we will explore how you currently prepare for, perform in, and follow up new business meetings. You will uncover the steps you need to take to engage decision makers more effectively in meetings, as well as simple tips for having a seamless follow-up process.

Give an agency a brief with a pitch date agreed and the whole team gathers around, a rigorous process kicks in, and plans are made to make sure they have the best chance of winning. On the other hand, when it comes to a casual coffee with a brand, a meeting at an event, or an informal creds session, often that same diligent mindset isn’t applied.

In our interactive session on meeting best practice, we will explore how you currently prepare for, perform in, and follow up new business meetings. You will uncover the steps you need to take to engage decision makers more effectively in meetings, as well as simple tips for having a seamless follow-up process. Attendees will leave the session with a bespoke process/check list for their agency so that they can immediately start enacting change.

This course is ideal for anyone who attends new business meetings on behalf of their agency, and is delivered by Sam Whetman, Director at The Future Factory. Sam has worked with over 150 agencies on new business process, proposition, and lead generation.

Key areas covered

  • The key prep that should go into new business meetings
  • How to start a meeting and how to close
  • Ways to make a good impression, fast
  • How to uncover opportunities when there might not be an obvious need
  • Creds vs. Chemistry – how not to kill chemistry in a new biz meeting
  • Tips for putting a rigorous follow-up system in place

Trainer: Sam Wheatman

Broken up over 5 short sessions, our Business Development Accelerator Programme is designed to get attendees fighting fit as quickly as possible. A crash course in new business best practice, attendees will be given a range of practical techniques, methods, and processes that have been tried and tested on behalf of our many clients.

Trainers: Kimi Gilbert, Sam Wheatman

A workshop to get your entire team thinking about and contributing to new business. We’ll teach you how to make the most of your existing network by taking your current contacts and turning them into leads.

A workshop with the aim of getting attendees thinking about how they can contribute to new business. We will look at tips and tricks on how to contact prospects already within your network, construct a sell and land meetings that could result in the growth of the agency.

The session is broken up into 3 sections, each with a task:

  • Current Clients: Looking at the accounts you’re currently working on and identify additional services you could offer.
  • Past Clients: Identifying clients you used to work for and formulating an approach.
  • Extended Network: Reaching out to one of your LinkedIn contacts and having a go at writing a tailored proposition to someone who is unfamiliar with your business.

This is aimed at everyone in the business (from the most junior to the most senior and across all job roles). New business can come from the most unlikely of places. It’s our belief that if we create a new business ethos and culture, actively growing the business will become second nature.

The workshop is delivered by Lucy Young and Hazel O’Brien, Account Directors at The Future Factory. They deliver this workshop for all Future Factory clients and have spent a combined 10 years helping businesses of all shapes and sizes grow.


“So useful and informative. I could have happily sat for another hour or two.”

(branding agency)

“Really practical and hands on.”

(advertising agency)

“It went beyond expectations. Not only did the training provide the tools we need, it made everyone feel that sales calls/ emails aren’t as scary as some first thought and had the added benefit of inspiring everyone to get stuck in. Really motivating, lots of useful tips, clear and concise notes, great trainer! Also, great resources sent after the training. We couldn’t recommend it enough. 10/10”

(content agency)

“I thoroughly enjoyed the training – it met all of my expectations and more. It was really thorough and insightful and the best practice examples provided were really useful.”

(partnerships agency)

“Thanks for a fab training session this morning. There were some great examples in there and I definitely left feeling inspired to amp up our marketing. The session was insightful and intimate with a great mix of relevant examples and experience from the trainers themselves.”

Salad Creative
(design agency)

“10/10. Outstanding.”

Born Social
(social media agency)

“It was brilliant. I’ve put time in my diary to actually make a plan based on everything I’ve learned. I definitely feel very inspired after all the sessions.”

(creative agency)

“Very very glad I signed up to the programme. Loved the fact the sessions were small, the sharing of common frustrations and good advice was great. It was like an AA meeting for new business.”

(creative agency)

“Absolutely excellent, you are all clearly top notch at what you do and passionate about it. I liked the level of theory & real life actionable examples. Even when asked for smaller scale examples for my world, there was always a useful answer. 5 star!”

Cameo PR
(PR agency)

“I have been putting everything I learnt in the session into practice and my response rates on cold emails has improved massively. I can’t deny that the high quality and tailored emails I am now sending are creating much higher value opportunities as a result.”

(digital marketing agency)

“I’ve been to quite a few workshops and training courses over the past year. Yours was the first that I left feeling that new business can be fun instead of daunting and overwhelming. I can’t wait to put it all into practice.”

Sparks Studio
(branding agency)

“The session was great and went beyond many of my expectations. The content was engaging and the variety in examples was useful. The team were knowledgable and have great insight into the subtle techniques required.”

(full service agency)

“10/10. The trainers were both very thoughtful, and it was a pleasure to hear their different experiences. They conducted the sessions very smoothly and always kept it very interesting.”

(digital agency)

“Other new business training I’ve been to has been led by industry ‘old hats’ – Kimi and Emily brought a fresher, more modern, more relatable approach.”

Sparks Studio
(branding agency)

“The Future Factory training exceeded my expectations. I think it was probably the best course I’ve ever been on. Intimate, practical and great value for money.”

(social media agency)

“Nothing but good things to say about the course and The Future Factory.”

(pr agency)

“10/10. Very informative and interactive.”

Touch Design
(design agency)

We can help you to feel more in control of your new business pipeline.

Please get in touch if you’d like to discuss your bespoke needs, or to find out when we’ll next be running one of our group sessions.

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