The man behind The TILDE Framework

Paul Martin is a marketing professional, currently based in Sydney, Australia.

He holds over 20 years of experience in delivering marketing strategies and leading growth functions for global brands throughout Europe, USA & APAC.

Paul's extensive agency career has seen him lead and grow many national and international agencies, generating multimillion dollar annual growth, and overseeing several exits.

When it comes to pitching, Paul has been sat on both sides of the boardroom table. He has developed and delivered pitches for agencies, winning multimillion dollar accounts on brands such as Disney, Vodafone and Nine Entertainment. Most importantly however, he has also held senior in-house marketing roles within Government departments and ASX listed businesses, seeing him author RFPs and receive pitches from prospective agency partners.

This extensive expertise of agency pitching from both sides, has offered Paul the unique opportunity to evaluate thousands of pitches, and over two decades, distill a winning formula.

The origins of the TILDE Framework

The TILDE Framework is the product of 20 years of agency pitching experience. Without consciously being aware of it, Paul had been crafting the perfect pitch framework for over two decades.

Paul will be the first to admit that he is a marketer and growth professional by trade. He is not a salesman. Therefore the fact that he was incredibly good at pitching, never really made it onto his resume.

It wasn't until 2023 that Paul finally had this humble realization.

Paul was at that time working in a senior role within an ASX listed company. Having gone out to tender for a new social media agency, he was in the midst of receiving agency pitch responses - and they were terrible. The content was generally okay, but the pitches themselves were hard to follow, failed to connect emotionally, and were very forgettable.

Paul was exhausted and simply unable to make any appointment due to the poor deliveries made by all of the participating agencies.

Enough was enough. In order to help agencies showcase their abilities better and win more work, whilst simultaneously improving the efficiency of the RFP process and saving valuable time for the appointing businesses, Paul decided he needed to do something to improve the pitch process for everyone.

Paul pieced together all of the key elements of how he was so successful in pitching and put them into one simple, but incredibly powerful, concept for everyone to benefit from - The TILDE Framework was born.