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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

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 bracing ourselves for impact on future marketing spend. And whilst there is much we can’t predict, or control, strengthening our relationships and communication with our clients is only going to stand us in good stead for the future.

In this episode I chat to the brilliant Trenton Moss from Team Sterka. We discuss the rollercoaster of agency ownership, what happens when inbound new business referrals dry up, the power of growing prospect communities and how to become a relationship master.

We are giving away a copy of Trenton’s book: Human Powered. Simply listen in to find out how to win.

Take the quiz to find out your communication style here!

For details of Gunpowder's client development workshops, get in touch.