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.G
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Small Spark Theory: a marginal gains approach to new business and marketing is a business podcast hosted by Lucy Mann, with 108 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.
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Lucy Mann hosts Small Spark Theory: a marginal gains approach to new business and marketing, a business show with 108 episodes published.
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Small Spark Theory: a marginal gains approach to new business and marketing
EP107: A fresh look at lead gen | John Schumacher & Laura Walker | Kindling
Aug 3, 202646 min
What does good agency lead generation look like in 2026? At a time when we are surrounded by AI tools and bombarded by automated emails promising to deliver high-quality leads at minimal cost, it's a minefield for agencies considering new business outreach, particularly in challenging market conditions. I have a soft spot for anyone working in lead generation. It's how I started out in this industry over 30 years ago, and whilst so much has changed in that time, one thing remains true: regardless of the advances in technology, successful new business outreach is all about people. In this episode I talk to two brilliant people: John Schumacher and Laura Walker at Kindling . Together we explore: The role of AI vs. human analysis and email craft How agencies can get the best from their lead generation partners Why smaller lists beat spray-and-pray targeting Why people and culture are so important in lead generation Of course, we'll also be giving away a copy of John's recommended read, Just One Thing , by Dr Michael Mosley. Also mentioned in this episode: Kindling (Fickle Flame) by Elbow ft. John Grant Kindling's branding is by John Whalley
Small Spark Theory: a marginal gains approach to new business and marketing
EP106: How to stay profitable | Anna Appleton | Rofinery
Jun 1, 202640 min
Ask most agency owners how profitable their last project was, and you'll get one of two answers: a rough guess, or a long pause. This kind of data is rarely readily available, and when it is, it's usually buried in a spreadsheet that someone else built, that nobody's updated since for months, with a formula that breaks in the click of a mouse. And whilst there are a multitude of agency management platforms available, finding one that works for your agency, at your size, and providing ALL of the functionality and data you need in one place is almost impossible. This is exactly the gap that Anna Appleton set out to close. Anna is co-founder of We Create Digital a small digital agency specialising in design, development, and accessibility, and the driving force behind Rofinery , an all-in-one agency management platform built by a small agency, for ALL agencies. In this episode, we talk about: Why data is one of the most overlooked components of winning and growing new clients How Rofinery brings together pipeline, proposals, time tracking, resource planning, and profitability in one place The hidden cost of "profitability leaks" — and why agency leaders are often the worst offenders Building proposals grounded in real data, not finger-in-the-air estimates Rofinery's refreshingly straightforward pricing model — and why it's staying that way Of course there's a brilliant book recommendation: The Seven Habits of Highly Effective People by Stephen Covey . Join the conversation on LinkedIn using #smallsparktheory and we'll pick a winner and send you a copy. Also mentioned in this episode: Design Business Association In Focus Report Get in touch with Anna: Book a demo: rofinery.com Email: anna@rofinery.com
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
Small Spark Theory: a marginal gains approach to new business and marketing
EP104: A Deeper Dive into Client Development | Catherine Allison | Master the Art
Feb 3, 202637 min
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
Small Spark Theory: a marginal gains approach to new business and marketing
EP103: Unlocking Growth Through Client Leadership | Kim Lawton | Enthuse Marketing
Dec 16, 202534 min
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
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