When you have two competing systems that make the same predictions, Ockham’s Razor (also the Principle of Parsimony or the Law of Succinctness) tells us that the system that contains all of what is required to deliver the objective and none of what is not required will be the better solution.
In code writing this means the software engineer who solves the problem with the fewest lines of code has produced the best software.
In agency new business we at RSW believe it means doing everything that is necessary to achieve the objective set and agreed whilst leaving out those things that are NOT necessary.
And most importantly, achieving the objective in the best possible way.
The agency’s objective is usually to win a new client. In order to achieve this they probably need to submit three proposals or partake in three pitches (if they pitch!). In order to achieve THIS, they will need to meet with “X” number of prospects. THAT is our objective.
In order to achieve this objective whist making sure that the agency’s objective is also met means keeping a very keen eye on quality.
And the best way to make sure the quality of the meetings is up to scratch is to know when to approach prospects so that you are not a) strong arming prospects into meeting for the sake of hitting target or b) looking for a needle in a haystack.
That is why the algorithm we have developed that pinpoints companies who are 80% likely to be reviewing their agency within the next 100 days gives our clients the best possible chance of achieving their objective. Without fuss.