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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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EP104: A Deeper Dive into Client Development | Catherine Allison | Master the Art
Tuesday, 3 February, 2026
In a market where new business feels harder, slower, and more competitive than ever, agencies can no longer afford to overlook the opportunity sitting right in front of them. Industry pressure, procurement complexity, and shrinking marketing budgets mean that relying solely on new client acquisition is risky. And yet, many agencies still underinvest in the skills, processes, and mindset required to truly grow existing client relationships. In this episode, I'm joined by friend of the podcast Catherine Allison from Master the Art to explore why client development is no longer a "nice to have" — and how agencies can reframe it from something that feels sales-led to something genuinely adding value. Together, we discuss the importance of deep curiosity about clients' businesses, the role of personal connection in long-term partnerships, and why confidence (and gravitas) matters more than ever when navigating client conversations. Catherine introduces her practical approach grounded in curiosity, connection, and compassion — and we unpack how agencies can use this mindset to unlock growth without damaging trust. In this episode, we unpack: Why client development is critical in today's new business climate How well agencies really understand their clients' full potential needs The difference between selling and genuinely adding value What "gravitas" looks like in client conversations — and how to build it How curiosity and empathy can drive commercial growth We also explore insights from the What Clients Think survey, including the finding that 77% of clients believe strong client development improves relationships, while 80% say they only have partial knowledge of their agency's full offer. Also mentioned in this episode: EP103: Unlocking Growth Through Client Leadership with Kim Lawton Design Business Association Training - Growing Existing Clients Design Business Association Training - Powerful Presentations What Clients Think Report One Small Spark This Cultural Life For more information on in agency client development support get in touch
