How often does this podcast release new episodes?

This podcast updates bi-weekly.

Where can I listen to this podcast?

This podcast is available on 9 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.

Does this podcast accept guests?

No, this podcast does not typically feature guests.

Small Spark Theory: a marginal gains approach to new business and marketing

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by Lucy Mann

5.0(4 reviews)

123 episodes

Updated Bi-weekly

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Podcast Authority

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FairBased on show quality, social media presence, reviews, charts, and more

Quality57

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Engagement81

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Podcast Overview

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

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1/24/2017

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🇺🇸 Charts #3

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Engagement81

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Recent Episodes

August 3, 2026

EP107: A fresh look at lead gen | John Schumacher & Laura Walker | Kindling

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: <a class= "underline underline underline-offset-2 decoration-1 decoration-current/40 hover:decoration-current focus:decoration-current" href="https://www.linkedin.com/in/john-schumacher-571049b1/">John Schumacher</a> and <a class= "underline underline underline-offset-2 decoration-1 decoration-current/40 hover:decoration-current focus:decoration-current" href="https://www.linkedin.com/in/laurawalker9/">Laura Walker</a> at <a href="https://kindlingleadgen.co.uk/">Kindling</a>. Together we explore: <ul class= "[li_&]:mb-0 [li_&]:mt-1 [li_&]:gap-1 [&:not(:last-child)_ul]:pb-1 [&:not(:last-child)_ol]:pb-1 list-disc flex flex-col gap-1 pl-8 mb-3 print:block print:space-y-1" dir="ltr"> <li class= "font-claude-response-body whitespace-normal break-words pl-2">The role of AI vs. human analysis and email craft</li> <li class= "font-claude-response-body whitespace-normal break-words pl-2">How agencies can get the best from their lead generation partners</li> <li class= "font-claude-response-body whitespace-normal break-words pl-2">Why smaller lists beat spray-and-pray targeting</li> <li class= "font-claude-response-body whitespace-normal break-words pl-2">Why people and culture are so important in lead generation</li> </ul> Of course, we'll also be giving away a copy of John's recommended read, <a class= "underline underline underline-offset-2 decoration-1 decoration-current/40 hover:decoration-current focus:decoration-current" href= "https://www.waterstones.com/book/just-one-thing/dr-michael-mosley//9781780725901?sv1=affiliate&sv_campaign_id=626889&awc=3787_1783697843_2d03704737eab8e3bc3d930704a91c44&utm_source=626889&utm_medium=affiliate&utm_campaign=adstrong"> Just One Thing</a>, by Dr Michael Mosley. Also mentioned in this episode: <a class= "underline underline underline-offset-2 decoration-1 decoration-current/40 hover:decoration-current focus:decoration-current" href= "https://open.spotify.com/track/2bwrL7XX4sIXOQCQd1rqj4?si=db119f97987f404e"> Kindling (Fickle Flame) by Elbow ft. John Grant</a> Kindling's branding is by <a class= "underline underline underline-offset-2 decoration-1 decoration-current/40 hover:decoration-current focus:decoration-current" href="https://www.johnwhalley.co.uk/">John Whalley</a>

June 1, 2026

EP106: How to stay profitable | Anna Appleton | Rofinery

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 <a href= "https://www.linkedin.com/in/anna-appleton-claydon/">Anna Appleton</a> set out to close. Anna is co-founder of <a class= "underline underline underline-offset-2 decoration-1 decoration-current/40 hover:decoration-current focus:decoration-current" href="https://wecreate.digital/">We Create Digital</a> a small digital agency specialising in design, development, and accessibility, and the driving force behind <a class= "underline underline underline-offset-2 decoration-1 decoration-current/40 hover:decoration-current focus:decoration-current" href="https://rofinery.com/">Rofinery</a>, an all-in-one agency management platform built by a small agency, for ALL agencies. In this episode, we talk about: <ul class= "[li_&]:mb-0 [li_&]:mt-1 [li_&]:gap-1 [&:not(:last-child)_ul]:pb-1 [&:not(:last-child)_ol]:pb-1 list-disc flex flex-col gap-1 pl-8 mb-3"> <li class= "font-claude-response-body whitespace-normal break-words pl-2">Why data is one of the most overlooked components of winning and growing new clients</li> <li class= "font-claude-response-body whitespace-normal break-words pl-2">How Rofinery brings together pipeline, proposals, time tracking, resource planning, and profitability in one place</li> <li class= "font-claude-response-body whitespace-normal break-words pl-2">The hidden cost of "profitability leaks" — and why agency leaders are often the worst offenders</li> <li class= "font-claude-response-body whitespace-normal break-words pl-2"> Building proposals grounded in real data, not finger-in-the-air estimates</li> <li class= "font-claude-response-body whitespace-normal break-words pl-2"> Rofinery's refreshingly straightforward pricing model — and why it's staying that way</li> </ul> Of course there's a brilliant book recommendation: <a class= "underline underline underline-offset-2 decoration-1 decoration-current/40 hover:decoration-current focus:decoration-current" href= "https://www.waterstones.com/book/the-7-habits-of-highly-effective-people-revised-and-updated/stephen-r-covey/sean-covey/9781471195204"> The Seven Habits of Highly Effective People by Stephen Covey</a>. Join the conversation on LinkedIn using #smallsparktheory and we'll pick a winner and send you a copy. Also mentioned in this episode: <a class= "underline underline underline-offset-2 decoration-1 decoration-current/40 hover:decoration-current focus:decoration-current" href= "https://www.dba.org.uk/members-area/dba-in-focus-report/">Design Business Association In Focus Report</a> Get in touch with Anna: Book a demo: <a class= "underline underline underline-offset-2 decoration-1 decoration-current/40 hover:decoration-current focus:decoration-current" href="https://rofinery.com/">rofinery.com</a> Email: <a class= "underline underline underline-offset-2 decoration-1 decoration-current/40 hover:decoration-current focus:decoration-current" href="mailto:anna@rofinery.com">anna@rofinery.com</a>

April 9, 2026

EP105: Saving the Client–Agency Relationship | Nigel Sarbutts | Structured Mediation

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 <a href= "https://www.linkedin.com/in/nigelsarbutts/">Nigel Sarbutts</a>, former agency MD and founder of <a href= "https://structuredmediation.com/">Structured Mediation</a>, 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 <a href="https://prcavalry.com/">PR Cavalry</a> 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: <ul> <li> Why client–agency relationships break down </li> <li> What mediation really is (and isn't) </li> <li> Typical timeframes and outcomes </li> <li> When to fight for the relationship – and when to walk away </li> <li> Prevention: how agencies can spot trouble earlier </li> <li> Client listening and audits </li> <li> The overlap between mediation and great account handling </li> </ul> Of course, we'll be giving away a copy of Nigel's recommended read: <a href= "https://www.worldofbooks.com/en-gb/products/leading-with-questions-book-michael-j-marquardt-9781118658130?sku=GOR007690274&gad_source=1&gad_campaignid=17415898947&gbraid=0AAAAADZzAIA65J8kOni4qDdaEmNIx275n&gclid=CjwKCAjwnN3OBhA8EiwAfpTYeiR6MM0Gp4JbswAF6_WNrae0qo2O9Sk7BmQB2FiHbelPhJRwko2gLBoC6qcQAvD_BwE"> Leading with Questions</a> 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

123 total episodes available

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What is Small Spark Theory: a marginal gains approach to new business and marketing?: 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
How often does this podcast release new episodes?: This podcast updates bi-weekly.
Where can I listen to this podcast?: This podcast is available on 9 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.
Does this podcast accept guests?: No, this podcast does not typically feature guests.

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