2025 Ad Agency New Business Development: 20 Steps to Build a Scalable Pipeline | Catapult
Date published: 10/01/2025
Most agencies aren’t losing because of their work. They’re losing because they don’t have a system to consistently win new clients.
In 2025, more brands are keeping work internal, budgets face new pressure, and AI is changing how campaigns get built. Agencies are also navigating talent shortages that stretch teams thin. The referral well isn’t as full as it used to be, and cold outreach, when done without a plan, burns more time than it returns.
A recent survey found that 69.6% of agencies rank new business development as their most difficult challenge, outpacing both client retention and upselling.
When the pipeline slows, everything else follows. Positioning gets diluted. Sales cycles drag. Internal teams chase the wrong leads or lose confidence in the process. Growth stalls quietly until it becomes a real problem.
But there’s a different path. Growth depends on treating business development as a core capability. They’re building systems that support proactive outreach, refine how they talk about their value, and create structure around pipeline management.
This guide outlines 20 practical steps that will help you build a more strategic approach to agency growth. From sharpening your positioning to improving your follow-up process, you’ll walk away with a clearer roadmap. And a stronger pipeline.
