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

EP103: Unlocking Growth Through Client Leadership | Kim Lawton | Enthuse 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

EP103: Unlocking Growth Through Client Leadership | Kim Lawton | Enthuse Marketing

Dec 16, 2025

Here we are at the end of 2025 and our last episode of the year.

I know this year has been a tough one for many agencies, for many reasons. So I wanted to finish with a good news story. A case study of an independent agency (well two in fact) flourishing despite the challenges.

Kim Lawton, Founder & CEO of Enthuse Marketing and COO & Partner at Inspira, joins to me talk about how building a relationship-first culture in her agencies has allowed them to weather many of the storms impacting agencies in recent years.

We discuss the dymanics of client leadership and how systemised employee feedback, client feedback and a structured approach to client development can result in exceptionally high levels client retention and referrals.

Of course we'll be giving away a copy of Kim's recommended read: The Chief Event Officer's Playbook by Sasha Frieze - simply listen in to find out how to win.

Wishing all our guests and listeners a wonderful and relaxing festive break. We look forward to bringing you more inspiring conversations in 2026.

Also mentioned in this episode:

Let It Burn by Zoe Scaman

Design Business Association In Focus Report

One Small Spark