For many years now I’ve had the opportunity to observe new business performance in a wide variety of agencies and regardless of size, or discipline of agency, the challenges are remarkably similar. There are familiar patterns of success, ebbs and flows of revenue, euphoric wins and debilitating disappointments.
And I’ve become fascinated with those patterns, the formulas for success, the reasons for failure and a little obsessed about how we can become more effective in our marketing and new business endeavours.
Increasingly, the solution is not necessarily an ambitious marketing plan, an expensive sales resource or brilliant marketing idea (although that never hurts) but instead a forensic application of process and a marginal gains approach to performance improvement.
This brand new podcast series, Small Spark Theory®, explores the small changes we can make to our sales and marketing process to achieve better new business results. In this, the first episode, we set the scene for the using marginal gains and think about how to get some solid foundations for growth in place. Oh, and there’s a little competition too. What more could you want?!
With thanks to Matthew Syed for audio extract permission. Matthew’s book, Black Box Thinking is available here.
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