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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

Mar 7, 2022

Thought leadership – in its various forms, is a topic we have covered in a number of episodes over the years. Done well, it can be a game-changer for agency marketing, sparking and re-igniting meaningful prospect and client conversations. However, there are a number common hurdles I tend to encounter when speaking with agency founders which means that great content either never gets made, or worse, is created but not optimised.

To really get to grips with how to master thought leadership I got together with Mark Wellings, co-founder and client services director at specialist thought leadership agency Grist. Mark and his team work with leading B2B brands like PwC, PA Consulting and DLA Piper delivering insight-led programmes designed to fuel sales pipelines.

In this episode, Mark shares his 6 Golden Rules of Thought Leadership – so grab a pen and paper, there are marginal gains a-plenty!

Mark’s recommended read is the ever-popular Win Without Pitching Manifesto by Blair Enns, listen in and find out how to win a copy.

As I know so many of you are keen cyclists, you may also be interested in Mark’s own book RIDE! RIDE! RIDE! The Story of British Track Cycling.

Also mentioned in this episode:

The Leadership Book by Mark Anderson

You can read more of Grist’s insights here.