Who is your ideal client?
This isn’t who would you want to work with but who is the right client for your agency. It’s an understanding of the size of business that hits your sweet spot, the type of spend (some clients can simply be too big for an agency as much as being too small), the job title, the type of spokesperson you get to work with (do they have a country specific one?) and the sector they work in. Understanding who your perfect client would be can help to narrow the field but also focus the mind, ensuring you’re always targeting the right type of business.