Conducting a postmortem of a pitch improves a shop in the long run

07/25/2013 | Advertising Age (tiered subscription model)

Agencies should conduct a postmortem examination of their new business pitches regardless of the outcome, argues Laurie Coots, outgoing president of the Disruption Works consultancy. Such an analysis can help the agencies discover presentation patterns and the strengths and weaknesses of the pitch team, for example. Find someone at the shop who can be dispassionate about a loss to get back with the client, deconstruct the pitch and prepare the agency for the next time around, writes Rupal Parekh.

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