Small Spark Theory: a marginal gains approach to new business and marketing – Détails, épisodes et analyse

Here we are at the end of 2025 and our last episode of the year.

I know this year has been a tough one for many agencies, for many reasons. So I wanted to finish with a good news story.  A case study of an independent agency (well two in fact) flourishing despite the challenges.

Kim Lawton, Founder & CEO of Enthuse Marketing and COO & Partner at Inspira, joins to me talk about how building a relationship-first culture in her agencies has allowed them to weather many of the storms impacting agencies in recent years. 

We discuss the dymanics of client leadership and how systemised employee feedback, client feedback and a structured approach to client development can result in exceptionally high levels client retention and referrals. 

Of course we'll be giving away a copy of Kim's recommended read: The Chief Event Officer's Playbook by Sasha Frieze - simply listen in to find out how to win. 

Wishing all our guests and listeners a wonderful and relaxing festive break. We look forward to bringing you more inspiring conversations in 2026. 

Also mentioned in this episode:

Let It Burn by Zoe Scaman

Design Business Association In Focus Report

One Small Spark

Further reading:

5 Ways to Build and Maintain Strong Agency-Client Relationships in a Competitve Market

New business, business development, lead generation, prospecting.

Call it what you will – for agencies, the practice of attracting and winning new clients has evolved.

Technology continues to diversify our services and expand the marketplaces in which we operate. Alongside this, terminology shifts, client expectations rise, and the range of macro issues impacting brands and businesses keeps growing.

Navigating the needs of prospects – then clearly articulating and demonstrating how we meet those needs – has always been fundamental to agency success. Yet, as highlighted in the Design Business Association's recent In Focus report, "new business" is now seen as the most significant risk facing agencies in both the short and the long term.

So, it feels like perfect timing to welcome two brilliant guests who are working at the frontline of business development, landing significant new clients for some of the most impressive agency talent out there.

In this episode, I'm joined by Nicky Rinks and Rich Banham from Daylight Bureau. Together, we unpack:

• The ideal conditions for cultivating business development skills

• How to approach outreach when you have a highly strategic or complex offer

• Why prospect stakeholder management matters

• The role of AI and automation vs. human engagement in business development

• Practical tips for boosting your new business pipeline

Of course there is a cracking book recommendation The School of Life: An Emotional Education by Alain de Botton. Join the conversation on LinkedIn using #smallsparktheory and we will pick a winner and send a copy.

Also mentioned in this episode:

Design Business Association In Focus Report 2025

Win Without Pitching by Blair Enns

The Personal MBA: A World-Class Business Education in a Single Volume by Josh Kaufman

One Small Spark Monthly Email

Further reading from Daylight Bureau:

The Unseen Variable: Solving the Agency Pipeline Paradox

As we discussed in episode 92 with Stephen Kenwright, a solid sales and marketing strategy is crucial for agency growth. However, realising that growth brings its own set of challenges. Having experienced rapid growth through acquisition while leading agency sales and marketing, I'm well aware of the pitfalls of maintaining brand consistency while keeping momentum with an ever-evolving strategy.

For this episode, I was keen speak with a founder who has faced those challenges firsthand. Alisha Lyndon, founder of the growth consultancy Momentum ITSMA, secured investment in 2019 to fund a series of high-profile acquisitions. The company now offers an expanded suite of services to some of the world's largest B2B brands.

We discuss how the sales and marketing strategy has evolved to reflect additional service lines and expanded geographic reach, while also bringing clients and colleagues along on the journey.

As always, we're giving away a copy of Alisha's recommended book: Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect by Will Guidara. Tune in to find out how to win!

Also mentioned in this episode: 

EP92: How to scale fast

EP62: Mastering thought leadership

EP45: Client satisfaction

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Whether you are looking for a high value exit, attempting to break through the turnover ceilings of one, two five or ten million or simply want to avoid the boom and bust revenue rollercoaster, this podcast episode is for you.

Agency growth expert Felix Velarde has founded, grown and sold agencies many times over and now works with as a consultant and mentor focusing on strategy-driven growth and agency scaling. In this episode we discuss the need for differentiation, building superstar teams, and power of planning and process.

This month's book recommendation is The Four Obsessions of an Extraordinary Executive by Patrick M. Lencioni – as always we'll be giving away a copy – tune in to find out how to win.

You can read more about Felix here.

Follow us on Twitter @gunpowdertweets and join the conversation at #smallsparktheory

Sound the new business klaxon! You've got an opportunity to meet the prospect of your dreams.

That first meeting, the pitch, the first strategy or creative presentation with any new prospect or client is a huge opportunity to dazzle, yet this last precarious mile of securing the business can so often be derailed by nerves, lack of preparation or simply lack of experience.

How do you become an engaging presenter? How can you get rid of pre-pitch nerves? How can you make the very best first impression?

In this month's podcast I'll be exploring how we can make marginal gains with our communication and presentation skills with new business supremo and former actress Catherine Allison, founder of Master the Art.

You can also be in with a chance to win a copy of Catherine's recommended book: Gravitas: Communicate with Confidence, Influence and Authority by Caroline Goyder

You can find out more about Master the Art via the below links:

www.mastertheart.co.uk @mastertheartltd

Raising your agency profile works hand in hand with new business lead generation, but with so many (free) social media channels at our disposal, it's easy to overlook the impact of a planned and coordinated PR approach. In this episode I chat with Tim Duncan, founder of TDC PR about his PR successes, tips for getting noticed and published.

And there's another competition - we're spoiling you!

You can find out more about TDC PR via the below links:

www.tdcpr.com @TDCPR

http://sodazine.com/ @SODA_ZINE

Tim's book choice: Thinking Fast and Slow by Daniel Kahneman 

Richard Seymour's Ted Talk

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
Music from Jukedeck - create your own at http://jukedeck.com.
With thanks to Matthew Syed for audio extract permission.
Host - Lucy Mann
Editor - Isabelle Jarvis
Producer - Rosanna Miles makemypodcast.space

The thing with marginal gains is that it feels small. And we could be forgiven for thinking that applying this approach to agency growth is simply about tinkering around the edges, making small improvements and seeing small incremental results.

I know it has a far bigger sales and marketing role to play, but wanted to talk to someone who has experienced rapid agency growth to understand the interplay between big strategy and marginal gains. 

And who better than Stephen Kenwright, exited co-founder of one of the last decade's the most exciting agency start-ups, Rise at Seven. 

Join us as Stephen takes us through this incredible growth story and shares his top tips for leaders who are eager to scale their agencies fast.

As always, we'll be giving away a copy of Stephen's recommended read: Why Does the Pedlar Sing by Paul Feldwick. Listen in to find out how to win.

Also mentioned in this episode:

Good advice from J Schwan

The Challenger Customer by Brent Adamson, Matthew Dixon, Pat Spenner and Nick Toman.

EP51: Raising Your Profile with Ash Jones

Ride Shotgun

Rise at Seven

It's been 6 years since Tony Walford from Green Square joined me on Small Spark Theory to discuss the practicalities of selling an agency. 

To say a lot has happened since then would be an understatement. Aside from the obvious economic rollercoaster and acceleration in technology, we've seen a seismic change to the way many of us work. 

I was curious to find out how these changes have affected the agency M&A market, so invited my fellow Design Business Association expert David Blois from M&A Advisory to share his observations and insights. 

Join us in conversation to hear:

• which agency services are in demand
• how to measure your preparedness for sale
• what to consider when assessing a buyer

As always we have a book giveaway - David's recommendation is The Trusted Advisor by David Maister, Charles Green and Robert Galford. Simply join in the conversation on X, Instagram and LinkedIn using #smallsparktheory for a chance to win. 

Of all of the marketing tools available to agencies, I'd wager that one of the most effective, yet most overlooked, is the humble email newsletter. 

Which of course, makes it the perfect candidate for marginal gains and the perfect topic for this podcast. And this month, I have the perfect guest in the shape of agency newsletter specialist, Jamie Woodbridge  from The Inbox Club.

In this episode we discuss why newsletters are so important - particularly in the face of so many shiny new channels, how to set good objectives, what to measure, which platforms to use, the optimum frequency and what makes winning newsletter content. 

As always we'll be giving away a copy of Jamie's recommended read: A Whack on the Side of the Head by Roger von Oech

I'm delighted that Jamie and his team are going to be relaunching  my very own newsletter (which has fallen ominously silent over the last year). The first issue of One Small Spark lands at the end of this month, so look out for it if you are already subscribed, or sign up here to join in the fun: http://eepurl.com/dql7rf

You can also sign up for The Inbox Club's own weekly newsletter, full of actionable advice, here: https://theinboxclub-tips.beehiiv.com/subscribe