Winning isn’t the only measure of success in a pitch. Some of the most valuable insights come when you don’t win – but only if you’re brave enough to ask why.
All too often, agencies move on too quickly, missing out on vital feedback that could transform how they pitch next time.
Here are 3 uncomfortable truths I’ve learned along the way:
- You’re probably not getting the whole truth
Clients don’t always feel comfortable giving candid feedback directly – it goes against our British reserve. We hate giving bad news, we’re too polite – and that means the real reasons for an unsuccessful pitch go unsaid. - Internal debriefs tend to protect egos, not reveal the real issues
It’s easy to say, “They didn’t get us.” It’s harder to ask, “What didn’t land, and why?” But that’s where you’ll uncover value and growth. - One-off feedback is just noise
Unless you gather and track feedback over time, it’s hard to see the patterns. What feels like bad luck might actually be a fixable issue – but you need the data to spot it.
So what’s the solution?
Bringing in an external consultant – someone neutral to ask the right questions every time – win or lose. Someone who isn’t tied to the pitch, who can gather insights consistently and without bias. Over time, you’ll begin to learn where (and why) things fall down.
The result is that, with every pitch, you’ll get sharper, smarter and more confident.