National Journal - Katie Collins
Company: National Journal, Washington, DC
Company Description: National Journal is a premier research and insights company committed to helping organizations effectively navigate Washington. Best known as one of Washington’s most trusted media brands for nearly 50 years, National Journal supports thousands of government and business leaders in the nation’s capital by providing services in government affairs, communications and political research.
Nomination Category: Business Development Awards Categories
Nomination Sub Category: Business Development Executive of the Year
Nomination Title: Katie Collins, Chief Business Development Officer
Tell the story about what this nominee achieved since the beginning of July 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:
Katie Collins is the Chief Business Development Officer of National Journal. In 2016, she became the first person ever appointed to the position in National Journal’s 48-year history.
As CBDO, she manages the National Journal’s relationships with heads of government affairs at Fortune 500 companies and leaders of industry associations in Washington and oversees business development strategy. She is also responsible for tracking and optimizing clients’ experience with National Journal’s consultative products and offerings, solving the company’s strategic business challenges, and training sales and account managers across all lines of revenue. Ms. Collins’ prior experience spans nearly 15 years in business development and advocacy at National Journal, Corporate Executive Board, and the U.S. Chamber of Commerce.
Ms. Collins has helped innovate some of National Journal’s most successful products and services for the Washington market, culminating with last year’s launch of Network Science Initiative (NSI), National Journal’s stakeholder research division that helps advocates, public policy professionals, and government contractors identify and engage with the networks of people and organizations influencing specific policy issues in Washington.
Throughout the summer of 2016, Ms. Collins conducted nearly 300 meetings with heads government affairs and leaders of advocacy organizations in Washington to capture the market’s assessment of NSI. Based on market feedback, Ms. Collins refined NSI to focus on providing customized deliverables and actionable intelligence to enhance the client experience, while also expanding NSI’s services to include third-party coalition building, partnership development, and research on issue experts for various types of strategic initiatives.
As part of NSI’s shift towards a more consultative experience, Ms. Collins also helped to introduce a targeted congressional mapping index through which NSI could identify strong opportunities for clients to strategically engage with legislators around issues they care most about. In addition, Ms. Collins oversaw training and sales/renewals strategy for NSI’s sales team and revamped the structure of NSI’s introductory client meetings to focus on directly what actionable goals the client wants to achieve, in order to better anticipate how NSI can be used to help them achieve success in the way that they desire.
Under Collins’ watch, NSI’s first year was a tremendous success, having signed on roughly 40 clients and exceeded its revenue projections by a larger percentage than any of National Journal’s other offerings. Washington Business Journal also honored NSI as a 2017 Innovation Award recipient for its groundbreaking approach to stakeholder mapping and advisory services for advocacy and public policy professionals.
Stemming from Collins’ efforts to introduce NSI to the market throughout summer of 2016, NSI saw a huge large uptick in demand following the 2016 election cycle, as more government affairs and public policy professionals began retaining the service to better understand the Trump Administration’s circles of influence. To keep up with burgeoning client demand, NSI hired more analysts and expanded its offerings in April 2017 to meet and serve client interest in potential changes around U.S. tax, trade, infrastructure, and agriculture policy.
Over the past year, Ms. Collins has also customized National Journal’s membership packages to make it easier for clients to find and utilize the research and resources that they value most. Based on her interactions with current clients, she observed that there were wide variations in how National Journal’s products were being used depending on the client’s industry and scope, which led Collins to abandon the one-size-fits-all membership model in favor of providing a more client-specific experience.
A trailblazer in many respects, Ms. Collins has been named to Atlantic Media’s Chairman’s Circle—which recognizes the top revenue leaders across all Atlantic Media brands—for each of the last three years. Ms. Collins is a graduate of Georgetown University. She lives in Washington D.C. with her husband.