Background:
Fledgling interactive start-up faced with a common dilemma: develop a reputation of strong marketing strategy while building a sturdy financial foundation. Immediate revenue came from production-house quality work for agencies needing digital technology implemented. Also, we were required to take on uninspired clients without a strategic vision for interactive media, while trying to keep creative colleagues inspired.

Needs:
Find our own clients with strong potential growth.
Find clients our staff wants to work with.
Develop collateral materials for internal marketing and refine process for new business.
Keep colleagues educated and "involved" in strategy (stay sharp)
Motivate colleagues and keep them involved (head in the game)

How the Game Works:
Get the staff interested in being a key force in generating our own client base.
1.) Define what makes a good client

a. Look at clients from the past: what worked, what didn't
b. Determine necessary criteria for what makes up the ideal client.
c. Weight that criteria (prioritize)

2.) Develop lists of potential candidates

a. Names we know
b. Up-and-coming clients
c. Work that sounds like it potentially be fun and immediate ideas jump out
d. Self-interest: find clients that have a personal connection to employees

3.) Rank clients against the client matrix (first bullet)

4.) Select three clients using the matrix as a guide, not a mandatory rule

5.) Divide and conquer

a. Teams set-up and each choose a client
b. Brainstorm together
c. Analyze potential objectives
d. Put together mock strategy and presentation of that strategy
e. Develop collateral materials to accompany the presentation
f. Develop materials and plan to get your foot in the door and an opportunity to pitch the plan
g. Make the pitch
h. Post-mortem: present the strategy to the other teams as well as the results and lessons learned.

6.) Provide incentives for strategy and results

a. Commission
b. Prizes
c. Pride

Results:
•· Better clients
•· Our own clients
•· Great work
• Motivated staff
• Better understanding of sales process
• Continuous evolvement of sales process