The German branch of an international advertising agency has “won the lottery jackpot”: it manages four really large, international advertising budgets – and this influences the business figures. However, one of the managing directors “sounds the alarm”: What would happen if one or two accounts were withdrawn…? Now, the analysis has to assess the acquisition performance of the agency. Quantity structures, case studies, interviews with clients etc. show: there is no systematic process of acquiring new customers, the hit rates with regard to contacting-appointment-order are extremely bad, the interaction between customer consulting and creation is insufficient. But there is good news: all shortcomings can be changed, if they are known. Therefore, the industry leader starts to roll its sleeves up for a better and secure future…and learns how to sell.