Making the Most of Intermediary Partnerships with Andy Griffiths

Higgle: The B2B Sales Club

Andy Griffiths is Associate Director, Client Growth at Space & Time, a leading independent agency specializing in growth marketing through media and tech. Space & Time has clients spanning across retail, property, food & drink, health, charity, finance, B2B, sport, leisure and tourism

With Andy, we’re looking into the secrets to agency differentiation and mastering the art of intermediary relationships. We discuss how agencies can make a lasting impression during initial chemistry calls, the benefits and challenges of collaborating with intermediaries, and evolving strategies to stand out in a continuously crowded market.

Topics covered during this episode include:

• Andy’s unique experience of recording a radio jingle in Uganda.
• How to recognize when an agency is ready for intermediary partnerships.
• Why the quality of feedback from intermediaries is crucial.
• The complexities and benefits of finding the right intermediary.
• Why maturity in current sales processes is important for intermediary success.
• How intermediaries provide qualified opportunities and structured pitch processes.
• The significance of building long-term relationships with intermediaries.
• Why regular communication with intermediaries keeps your agency front of mind.
• The potential red flags when choosing an intermediary.
• Using Pitch Positive Pledge to ensure fair and high-quality tender outcomes.
• The evolution of agency differentiation strategies over the past five years.
• Why commercial empathy and meaningful connections are essential during initial chemistry calls.
• The role of brand reputation and quality of client engagement in agency differentiation.
• The balance between technical expertise and presentation skills in client pitches.
• How authenticity and transparency from technical experts can create client empathy and trust.
• The importance of account management in translating technical knowledge into actionable client solutions.
• The balance between excellent service delivery and profitability in client retention and acquisition.
• The key pillars for evaluating new business opportunities.

Andy Griffiths on LinkedIn: https://uk.linkedin.com/in/andygriff