How can we explain the unexpected 20% decline in new business pitches won by EssenceMediacom's strategy team in the last two quarters?

Introduction

The unexpected 20% decline in new business pitches won by EssenceMediacom's strategy team over the last two quarters is a concerning trend that requires immediate attention. To address this issue, I'll employ a systematic approach to identify, validate, and address the root cause while considering both short-term and long-term implications for the business.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be seasonal factors at play. Have we seen similar declines in previous years during these quarters?

Why it matters: Helps distinguish between cyclical patterns and genuine problems. Expected answer: No similar declines in previous years. Impact on approach: If seasonal, we'd focus on adapting our strategy; if not, we'd dig deeper into internal and external factors.

• Considering the metric specificity, I'm curious about the win rate calculation. Has there been any change in how we define or measure "won" pitches recently?

Why it matters: Ensures we're comparing apples to apples in our data. Expected answer: No changes in measurement methodology. Impact on approach: If changed, we'd need to recalibrate our analysis; if not, we can proceed with current data.

• Given the competitive nature of the industry, I'm wondering if there have been any significant changes in our competitors' strategies or offerings?

Why it matters: Helps identify if the issue is unique to us or industry-wide. Expected answer: No major shifts observed in competitor strategies. Impact on approach: If competitors are also struggling, we'd look at market factors; if not, we'd focus more on internal issues.

• Thinking about our team composition, have there been any notable changes in our strategy team's structure or key personnel in the last six months?

Why it matters: Team changes can significantly impact performance and client relationships. Expected answer: Some turnover in senior strategists. Impact on approach: If significant changes, we'd investigate team dynamics and knowledge transfer; if stable, we'd look elsewhere for causes.