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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. EP76: A buyer perspective | Tina Fegent

EP76: A buyer perspective | Tina Fegent

May 4, 2023

In recent episodes, we’ve talked a lot about change and uncertainty, the persistent undercurrents unsettling our new business efforts and impacting our client relationships.

So, it seems a perfect time to speak to someone who has an unrivalled perspective of the agency and client dynamic – Tina Fegent.

From becoming one of the first marketing buyers in the UK over 25 years ago, Tina has set up and led procurement teams at some of the largest buyers of marketing services and led commercial teams at leading UK agencies.

In this episode, we discuss the shifts in how clients buy, and how agencies sell, what we can do to maximise our client relationships, why positioning matters more than ever, managing a personal brand and how to get your portrait taken by Rankin!

Tina’s recommended read is Buying Less for Less: How to Avoid the Marketing Procurement Dilemma by Gerry Preece. Listen in to find out how to win a copy.

This episode is sponsored by E2M, the #1 white label digital agency partner. Visit https://www.e2msolutions.com/smallsparktheory/ to enjoy 20% discount on your first month.  

Also mentioned in this episode:

IPA & CIPS Top Tips For Better Working Relationships

IPA Magic & Logic