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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

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  2. EP107: A fresh look at lead gen | John Schumacher & Laura Walker | Kindling

EP107: A fresh look at lead gen | John Schumacher & Laura Walker | Kindling

Aug 3, 2026

What does good agency lead generation look like in 2026? At a time when we are surrounded by AI tools and bombarded by automated emails promising to deliver high-quality leads at minimal cost, it's a minefield for agencies considering new business outreach, particularly in challenging market conditions.

I have a soft spot for anyone working in lead generation. It's how I started out in this industry over 30 years ago, and whilst so much has changed in that time, one thing remains true: regardless of the advances in technology, successful new business outreach is all about people.

In this episode I talk to two brilliant people: John Schumacher and Laura Walker at Kindling.

Together we explore:

  • The role of AI vs. human analysis and email craft
  • How agencies can get the best from their lead generation partners
  • Why smaller lists beat spray-and-pray targeting
  • Why people and culture are so important in lead generation

Of course, we'll also be giving away a copy of John's recommended read, Just One Thing, by Dr Michael Mosley.

Also mentioned in this episode:

Kindling (Fickle Flame) by Elbow ft. John Grant

Kindling's branding is by John Whalley