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Small Spark Theory: a marginal gains approach to new business and marketing

New business is one of those subjects guaranteed to get a reaction from agency owners everywhere. Many will have a nagging feeling they should be doing a bit more, wonder how other agencies manage to land the accounts they covet, have moments of wild inspiration and energy then falter because the day job just, well gets in the way.
Gunpowder’s Lucy Mann has worked in agency new business for over 25 years and has witnessed these scenarios, and many more like them, as an outsourced new business telemarketer, a new business recruitment consultant, in house new business developer, in house head of marketing, and new business mentor across multiple disciplines and agency shapes and sizes.
Regardless of size and discipline, many agencies encounter the same new business challenges, and more and more, the solution is not necessarily an ambitious marketing plan, or expensive sales resource, but instead a forensic application of process and a marginal gains approach to performance improvement.
Gunpowder’s podcast, Small Spark Theory® explores the small changes we can make to our sales and marketing process to achieve better new business results. With contributions from a range of experts, each episode will examine a single element of the process in detail, providing manageable tips for improvement.

Find our more about Gunpowder Consulting, please visit gunpowderconsulting.com
Follow us on Twitter @gunpowdertweets and join the conversation #smallsparktheory
Music from Jukedeck - create your own at http://jukedeck.com.
Host - Lucy Mann
Producer - Isabelle Jarvis

Sep 8, 2022

The theme for this series has always been to explore how we can use a marginal gains thinking to improve agency new business and marketing performance.

That said, I’m conscious that in some episodes, when we do a deep dive into a particular element of new business and marketing mix, our reference to marginal gains may...


Aug 9, 2022

There is no doubt these are troubling times. As the economic storm clouds gather, we are all bracing ourselves for some pain in the months ahead as marketing spends come under pressure.

But what concerns me most is the timing. For most of this year, I’ve witnessed agencies juggling an influx of projects,...


Jul 1, 2022

Over recent episodes we've been taking a deep dive into some very specific elements of agency marketing and prospecting. 

We revisited agency positioning with Roland Gurney at Treacle, really got to grips with thought leadership with Mark Wellings at Grist and in the last episode on relationships, Trenton Moss talked...


Jun 6, 2022

After a tough couple of years, I’ve been spotting some really positive signs in agencies over the past six months; clients seem to be spending, delayed projects are being given the green light and new business pipelines are flourishing.

But there is no escaping the wider economic picture and we should rightly be...


May 4, 2022

Whether your agency has a fast track growth plan or a more modest desire to maintain the status quo, there are innumerable challenges that can derail even the best laid plans.

Client insecurity or overexposure, floundering new business pipelines or skills shortages not to mention the wider economic backdrop, can all...