Small Spark Theory · 2026-02-03 · 37 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.
EP106: How to stay profitable | Anna Appleton | Rofinery62 / 100EP105: Saving the Client - Agency Relationship | Nigel Sarbutts | Structured MediationEP103: Unlocking Growth Through Client Leadership | Kim Lawton | Enthuse MarketingEP102: The Evolution of Business Development | Nicky Rinks & Rich Banham | Daylight BureauEP101: AI and the Law: What Agencies Need to Know | Sharon Playford | Excello Law