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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.

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Host - Lucy Mann
Producer - Isabelle Jarvis

May 8, 2017

Prospecting, cold calling, lead generation. Call it what you will, most agencies recognise the need to supplement the more reliable client and network referrals by investing in generating opportunities with new audiences. 

And whether this activity is managed in-house, our outsourced to a lead generation specialist, it certainly is an investment; either in salary, in fees and always in time. At best, this activity can be highly effective, delivering sizeable portfolio clients but for every success story, there are untold examples of ineffective prospecting activity.

Alex Sibille and Dan Sudron set up The Future Factory 2011 and since then, their team of 30 have worked with over 300 agencies undertaking lead generation and new business training for some of London’s biggest and smallest creative, comms and digital agencies. Last year their clients won new business in excess of £15m through The Future Factory's work. In this episode, Alex and Dan join me to discuss the common lead generation pitfalls and opportunities for performance improvement.

In this episode, Alex and Dan join me to discuss the common lead generation pitfalls and opportunities for performance improvement.

This month’s book recommendation is The Win Without Pitching Manifesto by Blair Enns, listen to this episode for a chance to win a copy.

You can find out more about The Future Factory here