How Digital Agencies Can Build a Sales Team That Wins Clients
It's a sector known for its creative flair. Digital, marketing, e-commerce - the list goes on.
Digital agencies have something that many agencies don't have - innovation. But many are only just starting to invest in something that other industries have always relied on: dedicated, structured sales teams.
For a long time, client acquisition in agencies sat firmly in the realm of marketing. Leads came in through great campaigns, referrals, or reputation. But where competition heightens and inbound-only strategies only go so far, agencies are realising that growth is when creativity and commercial structure come together.
Why Agencies Are Finally Investing in Sales
Inbound has done a lot of heavy lifting for agencies over the past few years and many agencies were growing without much of a sales engine behind them.
But now? That engine is needed.
Why?
Inbound is great but unpredictable - Leads can dry up quickly due to budget cycles, market shifts, or campaign underperformance.
Marketing and sales work better together - When marketing brings in interest and sales are there to convert it, the win rate improves dramatically.
Growth targets are getting higher - Agencies are setting more ambitious commercial goals, and they need consistent, scalable ways to meet them.
If you’re aiming for reliable new business, repeatable processes, and less reliance on chance, then building a sales team is no longer optional—it’s strategic.
The Core Sales Functions in a Digital Agency
Not every agency needs a carbon-copy sales structure - but understanding the key roles that drive growth can help you figure out what works best for your business.
Whether you’re hiring your first salesperson or looking to scale, these are the core sales functions that play a part in building a high-performing team.
Sales Leadership
The strategic thinkers.
This function focuses on shaping the overall commercial strategy, setting targets, and making sure your agency is moving in the right direction when it comes to revenue generation.
Strong sales leadership will:
Define who your ideal clients are and how to reach them
Align sales efforts with wider agency goals
Build repeatable, scalable processes
Coach and develop junior sales talent
Business Development
The growth drivers.
Business development is all about generating new opportunities, whether through outbound prospecting, networking, or nurturing warm leads. These are the people who open doors, pitch services, and get prospects excited about working with your agency.
Effective business development helps you:
Reach new markets and client types
Stay ahead of pipelines
Reduce reliance on inbound leads
Create consistent revenue opportunities
Sales Development Reps
The engine behind the outreach.
Sales Development Representatives (SDRs) or junior-level sales support roles help keep your pipeline fuelled by doing the groundwork - researching leads, qualifying prospects, cold calling and booking initial meetings for more senior sales staff.
The benefit?
More efficiency at the top of the funnel
BDMs can focus on closing, not chasing
Structured, proactive lead generation
Account Management
The relationship builders.
Once a client is on board, Account Managers (and more senior Account Directors) ensure they stay happy, supported, and informed.
Why it matters:
Smooth delivery and communication post-sale
Opportunity to upsell and expand accounts
Strong client retention and satisfaction
Sales & Marketing Alignment
Not a job title, but a function that’s too important to leave out.
Marketing and sales should never operate separately. The best-performing agencies ensure both teams are constantly sharing feedback, aligning messaging, and working towards shared goals.
The result?
Better quality leads
Faster conversions
A consistent brand experience for prospects
Even if you only have one person in sales, encouraging close collaboration with your marketing team is key to growth.
- Written by Lauren Whiteman
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