EP75: Mastering uncertainty | Matt Watkinson | Methodical
Small Spark Theory: a marginal gains approach to new business and marketing
Release Date: 04/06/2023
EP99: A new agency marketplace | Pete Sayburn | StudioSpace
Small Spark Theory: a marginal gains approach to new business and marketing
I'm always fascinated with innovations in the space that exists between agencies and their potentail clients, whether that's new marketing channels (hello podcasting!) or services that are designed to make the process of agency selection or client aquisiition more effective. So I was delighted to be introduced to , co-founder of , a brand new agency marketplace model allowing clients to easily access the very best independent agency talent. In this episode we discuss Pete's own experience of scaling an agency to successful exit, how the StudioSpace model is cutting through some of...
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EP98: A client perspective | John Gleason | A Better View
Small Spark Theory: a marginal gains approach to new business and marketing
Against a backdrop of news disproportionately full of business headlines, this month felt like the perfect opportunity to bring a client perspective to this podcast. And who better to guide us through todays challenging landscape than . Having worked at Proctor and Gamble for 20 years before setting up his strategic consultancy, A Better View, John advises both clients and agencies on how to deliver better, more relevant, more valued (and valuable) solutions. In this episode we explore the current state of design as a discipline and John shares insights from - the conference he...
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EP97: Why independent agencies matter | Amar Chohan | DCA
Small Spark Theory: a marginal gains approach to new business and marketing
One of the most exciting developments I've spotted so far in 2025 has to be the launch of the ). So, I was delighted that DCA's founder, , was able to join me for a chat here on Small Spark Theory. In this episode, Amar shares his career journey—from aspiring lawyer to media sales—before spending 11 years at Contagious, championing creative excellence. Now at the helm of DCA, Amar is on a mission to shine a light on independent agencies, helping them form stronger partnerships and gain the recognition they deserve. We talk about the frustrations with the traditional intermediary model and...
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EP96: What to measure and why | Lucy Mann
Small Spark Theory: a marginal gains approach to new business and marketing
Can you believe we’re already in February? In this episode, we’re diving deep into one of the most crucial (yet often overlooked) aspects of agency sales and marketing—measurement. If you’ve ever struggled with tracking the success of your marketing efforts or found yourself making gut-based decisions about new business opportunities, this episode is for you. I’ll break down two key areas: Marketing Measurement: How to stay consistent by using a simple tracking tool to see what’s really working. New Business Pipeline Measurement: Moving beyond guesswork with a structured,...
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EP95: Thriving as An Agency in 2025 | Jim Hawker
Small Spark Theory: a marginal gains approach to new business and marketing
Kicking off our 2025 line-up, we catch up with previous guest . Since discussing client development with us back in 2019 (), Jim has gone on to sell Threepipe, the agency he co-founded 20 years earlier. He finally exited the agency last year to focus on a variety of new ventures as a fractional CMO, VC, and agency advisor. Jim shares his insights on the key challenges agencies faced in 2024 — from forecasting income to dealing with ghosting prospects and balancing resources. He also offers a fresh perspective on how agencies can better align their offers with evolving...
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EP94: Empowering your people to drive growth | Zoe Tuffs | Times Ten
Small Spark Theory: a marginal gains approach to new business and marketing
As we wrap up 2024 with this final episode, I’ve been reflecting on the many conversations I’ve had with agencies throughout the year, as well as the recurring themes shared by our amazing podcast guests. It’s been a challenging year for many, which makes this the perfect moment to focus on an invaluable asset every agency has, no matter its size, discipline, or sector: our people. So in this episode, we’re diving into how empowering our people through effective leadership and a strong culture can drive real growth. Joining me is culture transformation coach from Together,...
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EP93: Managing sales and marketing as you scale | Alisha Lyndon | Momentum ITSMA
Small Spark Theory: a marginal gains approach to new business and marketing
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. , founder of the growth consultancy , secured investment in 2019 to fund a series of high-profile...
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EP92: How to scale fast | Stephen Kenwright
Small Spark Theory: a marginal gains approach to new business and marketing
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 , exited co-founder of one of the last decade's the most exciting agency start-ups, Rise at Seven. Join us as Stephen takes...
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EP91: An agency M&A update | David Blois | M&A Advisory
Small Spark Theory: a marginal gains approach to new business and marketing
It's been 6 years since 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 expert from to share his observations and insights. Join us in conversation to hear: which agency services are in demand how to measure your...
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EP90: Unlocking the power of agency newsletters | Jamie Woodbridge | The Inbox Club
Small Spark Theory: a marginal gains approach to new business and marketing
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, from . 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...
info_outlineWhen I saw the title of Matt Watkinson’s new book, Mastering Uncertainty, earlier this year I jumped at the chance to interview him on the podcast.
Matt runs LA based agency Methodical. His first book, The 10 Principles Behind Great Customer Experiences had already been recommended on here by Nick Phipps back in episode 22 and having subsequently enjoyed his next book, The Grid, I was eager to see what Matt had to say about how we navigate these uncertain times.
It turns out the book is far from a response to our post-pandemic disarray, but a rallying cry to not only accept uncertainty as a constant reality, but to use it to our advantage.
There are so many new business takeaways in this conversation. I’ll be bulk ordering copies of Mastering Uncertainty for my clients, and giving away a copy with this episode, as well as a copy of the Grid – essential reading for anyone running a business or selling marketing services to businesses. Listen in to find out how to win.
Also mentioned in this episode:
Accelerating Excellence by James A. King
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.