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Small Spark Theory: a marginal gains approach to new business and marketingAuthor: Lucy Mann
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 at #smallsparktheory With thanks to Matthew Syed for audio extract permission. Host - Lucy Mann Producer - Isabelle Jarvis Language: en Genres: Business, Management, Marketing Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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EP105: Saving the Client–Agency Relationship | Nigel Sarbutts | Structured Mediation
Thursday, 9 April, 2026
In this episode of Small Spark Theory, we're continuing our exploration of the true value of client relationships, but this time, we're asking: what happens when things go wrong? I'm joined by Nigel Sarbutts, former agency MD and founder of Structured Mediation, who now specialises in resolving disputes in the PR, comms and broader creative industries. Drawing on his years on both the agency and client side, as well as his PR Cavalry talent platform, Nigel explains why so many client–agency relationships unravel, how mediation really works, and what agencies can do to prevent small niggles becoming business-critical breakdowns. If you've ever worried about a key client going wobbly, tolerated a "toxic" relationship for too long, or wondered when it's time to walk away, this conversation is for you. In this episode, we discuss: Why client–agency relationships break down What mediation really is (and isn't) Typical timeframes and outcomes When to fight for the relationship – and when to walk away Prevention: how agencies can spot trouble earlier Client listening and audits The overlap between mediation and great account handling Of course, we'll be giving away a copy of Nigel's recommended read: Leading with Questions by Michael Marquardt. Simply join the conversation on LinkedIn using #smallsparktheory for a chance to win. Also mentioned in this episode: A More Beautiful Question by Warren Berger Creative People Must Be Stopped: Six Ways We Kill Innovation by David A. Owens
