How you can improve your sales and new business tactics

On today’s episode of Word on the Street, Katie speaks to Pagogh Cho, Chief Strategy Officer at Adcetera – A full-service digital marketing, advertising, and creative agency specialising in omnichannel content development and digital media.

A self-described accidental creative, Pagogh has worked client-side in product marketing, digital transformation, and sales enablement roles before joining the world of advertising and marketing. With an eye for aligning creative with brand strategy and business objectives, Pagogh ensures that Adcetera’s clients receive thoughtful, intentional, and exciting work. Pagogh plays a fundamental role in the development of growth opportunities for Adcetera as well as leading company innovations that range from new product development to service-line expansions.

Prior to Adcetera, Pagogh has worked in a variety of product, marketing, and innovation roles for the University of Texas Medical School, EATON, BMC Software, and HP.

In this episode you will hear:

  • Trends and shifts in the agency world
  • How to respond to your audience’s wants and needs
  • Sales and new business tactics you should be using
  • Differences in the US market

There were so many amazing takeaways from today’s episode, and these were just a few of our favourites.

Sales and new business tactics you should be using

From a strategic perspective, Pagogh suggests focusing on your strategy and asking yourself what your direction and plan is as an agency, before jumping straight into the tactics. Why are you doing this to begin with? Who is your audience? What are their needs? In order to take them on the right journey to sell to them, you have to develop and implement the right strategies and tactics. Ask the right questions up front and recognise any shifts in the market.

Sales isn’t just sales or business development, it’s about having empathy, speaking their language, understanding what keeps them up at night, and giving them something that they really need. Educate your clients, don’t just sell to them!

Trends and shifts in the agency world

Our fundamental and traditional route to market has shifted tremendously, if you don’t have digital religion in this day and age and aren’t building an online content driven brand, then what are you doing to evangelise the thought leadership your agency provides?

It’s not a one size fits all solution, so it’s important to take a step back, reflect, and ask yourself, has your audience shifted over the years? How are you differentiating yourselves from your competitors in today’s world?

How to respond to your audience’s wants and needs

When responding to your audience’s wants and needs, it’s key to find relevance, and not just be an expert in your field. Why not try things out for yourself and your agency before trying them out on your clients? If you have the ability to be present as often as possible, this will create impact and relevance on a cultural level with your audience, and you can apply these learnings to your clients.

Links & references

Katie Street:
Pagogh Cho:

Our Sponsor

Series 6 of Word on the Street is sponsored by Tanba, The Agency New Business Academy, is a brand-new initiative aimed at equipping agencies of all sizes with the knowledge, content, partnerships, and opportunities needed to accelerate agency growth by optimising their new business ‘engine’. Tanba is an on-demand and affordable solution for agencies looking to upskill their team via training courses, content and insights delivered by our panel of industry experts, leaders, and partners.

The academy is all about empowering agency teams to get noticed, attract opportunities, increase conversion rates, and reduce the costs associated with the sales process. Visit to find out more and start empowering your agency.