5 Key Takeaways from the Agency Pitch Process

At Setup, we regularly perform our Agency Assessment service for agencies where we survey both the agency team and their past, current, and lost-in-pitch clients to uncover their strengths and weaknesses. Oftentimes, both clients and agency team members have feedback surrounding the pitch and how it could be improved. We’ve analyzed ten years of data to uncover the five biggest challenges agencies face when it comes to pitching, and how they can put their best foot forward to present themselves thoroughly and honestly, and win the client. 

Takeaway 1: Lack of Standardized Pitch Process Leads To  Inconsistent Output + Team Burnout

Agencies repeatedly reinvent the wheel for each pitch. Roles are unclear, timelines are disorganized, and templates are missing. This lack of standardized processes leads to stress, inefficiencies, and inconsistent quality.

Solution:

• Create a documented, standardized pitch process that includes clear roles, reusable templates that can be edited to fit the client’s specific need, timelines, and approval checkpoints.

• Use centralized tools and playbooks for pitch management, case studies, and client insights.

• Align pitch strategy meetings with the same rigor as client work—project manage pitches like a campaign.

Takeaway 2: Pitches Are Not Client-Centered Enough

Many pitches are overly agency-focused or templatized. Clients want to feel seen and understood through solutions that reflect their specific business needs, industry, and goals. This may sound contradictory to the first point, however, having a templated approach is not the same as copying and pasting the same solutions and categories to every client. Have a template and a process, and then tweak and edit it to fit who the client is and their specific needs.

Solution:

• Follow the “Client-First” pitch model: Identify the client's pain points, goals, and key decision-makers, and align the solution around them.

• Customize every deck: Templatize structure, not content. Include research, insights, and relevant case studies tailored to the client’s vertical. Clients often give feedback that there weren’t enough examples and that the agency talked about who they are for too long. 

• Use a “red thread” narrative to tell a compelling, cohesive story that solves the client’s problem—not just sells the agency. Agencies need to present examples relevant to the client and how those solutions will solve the client’s challenge.

Takeaway 3: Talent Misalignment + Poor Team Chemistry in the Room

At Setup, we know clients value chemistry over capability most every time. 

Agencies often send the wrong people to pitch and clients notice. Additionally, clients know when agencies send their A team for the pitch and actually have their C team do the work. Agencies need to prep and inform their team before pitching and also pitch with transparency and integrity. 

The pitching team needs to be informed about or experienced in the client’s industry or involved in the strategy. Too many people, lack of ownership, and unclear messaging creates confusion. 

Solution:

• Assign a pitch “quarterback, ” someone to lead and coordinate every aspect of the pitch, including messaging, team roles, and delivery.

• Build a designated new business team trained in pitching, storytelling, and strategic communication.

• Ensure presenters are close to the work and can speak credibly about the client and the solution. Avoid overloading the room with voices.

Takeaway 4: Lack of Differentiation + Strategic Depth

Many pitches focus on capabilities rather than unique strategic insight. In most of our assessments, clients are looking for more data-driven approaches. Clients see similar slides from every agency and walk away unsure what makes one better than another.

Solution:

• Position your agency with a clear, compelling differentiator: What do you do uniquely well? Where and what is your proof?

• Lean into thought leadership and proprietary approaches—like owned tools, methodologies, or case studies.

• Go beyond features and focus on how you solve the client’s problem better, faster, or smarter than others.

Takeaway 5: Lack of Follow-Through Between Pitch + Delivery

Agencies promise the world in pitches, but delivery doesn't always match. This leads to trust issues and short client lifecycles. Like we said earlier, clients see a plethora of pitches and do not have the time, energy, or patience to deal with agencies who cannot fulfill their needs or are stretching the truth to get business. 

Solution:

• Align pitch team and delivery team from day one to ensure continuity—this will save headaches and your team will thank you. 

• Only pitch what you can truly deliver—avoid overselling.

• Keep pitch-level strategy and polish alive through onboarding and early campaign execution.

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The pitch is no longer a “sales moment”—it’s the first chapter of the relationship. Having a strong relationship with your client will make communication and collaboration easy in the long run, and will also help your team overcome the eventual budget cuts and leadership changes that plague brands. Agencies that build scalable processes, speak directly to client needs, and deliver what they promise will win more work and keep it.

Don’t know where to start? Check out our Art of the Pitch Playbook and download the free resources. This Playbook was developed by our SVP, Growth who has over 20 years of experience helping agencies to attract the right clients and foster long-term, sustainable growth.