Client Success Matters

Welcome back to Client Success Matters the podcast that dives deep into what it really takes to build brilliant client relationships and grow thriving agencies. In this episode, I’m joined by Claire Richardson-Critcher, founder of As The Crow Flies and a seasoned expert in agency new business. We get real about the state of new business in agencies today, what’s working, what’s not, and how to stop the chaos that can come with pitching, handovers, and misaligned expectations. We explore: Why the pressure to “offer the moon on a stick” in pitches is breaking trust before the relationship even begins How agencies can align internally around their Ideal Client Profile (and why that matters more than ever) The importance of a thoughtful handover from new business to client services The hidden power structures within client organisations and how to map decision-making more effectively Whether you’re leading pitches, managing client relationships, or overseeing agency growth, this episode is packed with practical strategies and honest reflections. For more information on how we can support you on your challenges, find out more here.

In this episode of Client Success Matters, Jo is joined by Stephanie Brown, Founder of On Point Marketing, to tackle a hotly debated topic in the agency world: awards. Are they really worth the time, money, and energy or just a game for the big players? Together we dig into the big questions: How can agencies decide if awards align with their business goals? What are the real pros and cons, from recruitment and retention to client impact? How do you choose the right categories and avoid the most common pitfalls? And how can you make an award win—or even a shortlist—work harder for your agency than just a press release? Packed with myth-busting insights and practical advice, this episode will leave you with clear steps on whether, when, and how to enter awards. Plus, Stephanie shares her top three tips for agencies looking to succeed with awards for the first time. If you’ve ever wondered whether awards are really worth the effort, this is the conversation you need to hear. www.clientsuccessmatters.co.uk

More agencies are turning to freelancers to stay flexible, but let’s be honest, it isn’t always smooth sailing. In this episode, I sit down with freelance copywriter Jonathan Wilcox to explore what makes (and breaks) the freelancer–agency relationship. We dig into the frustrations on both sides, why a strong brief is non-negotiable, and how respect, trust, and timely payments shape the partnership. Jonathan shares his best and worst experiences, what clients should do differently, and how agencies can unlock the real value of working with freelancers. www.clientsuccessmatters.co.uk

In this episode of Beyond the Bonus, I’m joined by the brilliant Gemma Hood someone I only met recently but quickly realised we’ve been orbiting the same world for years! We dive into a hot topic in agency land: bonuses for client services teams. Are they really the best way to drive motivation, or do they unintentionally damage collaboration and long-term success? Together, we explore: Whether bonuses truly motivate in the long term—or just push short-term wins The risks of tying bonuses too tightly to revenue targets The danger of encouraging transactional behaviour over quality service How to fairly reward individual contributions without overlooking team players Non-financial recognition strategies that actually work What agencies need to consider before implementing a bonus structure Whether you’re a founder, client services lead, or HR partner in an agency, this episode is packed with insights on building fair, sustainable and values-led motivation systems. Clientsuccessmatters.co.uk

In this episode, we’re joined by Claire Quansah, founder of Quansah Consulting, agency operations expert, and all-around fixer—to talk about a topic that divides opinions in agency land: timesheets. With 18 years of experience leading PR and communications teams, Claire knows first-hand how timesheet data, when used right, can drive better decisions, unlock capacity, and strengthen client relationships. We explore how to shift the mindset around time tracking, what good implementation looks like, and how client services teams in particular can benefit from it. Whether you love them, hate them, or avoid them entirely, this conversation will challenge how you think about timesheets and show you how they can become one of your most valuable business tools. Tune in if you’re in client services, agency leadership, or operations and ready to make every minute count. clientsuccessmatters.co.uk

In this episode, I’m joined by Jonathan Leafe, a growth consultant who helps agency owners build better businesses and find financial freedom. We dive into the tricky growth stage between 10 and 25 employees — what Jonathan calls the “fear of 13” — and why getting your processes and systems in order at this stage is crucial. We explore the balance of hiring, the importance of realistic forecasting, and why sustainable growth comes from looking after your existing clients, not just chasing new business. Jonathan also shares insights on becoming a strategic advisor to your clients and why retention is the key to long-term success. Plus, we touch on the challenges agencies will face in 2025 and why staying proactive and strategic will help you thrive.

Procurement is one of the biggest pain points for agencies - often seen as a cost-cutting machine that makes winning and growing client relationships even harder. But what if you could work with procurement, not against it?   In this episode, Jo Rogers sits down with Stuart Dunk, a former marketing procurement leader at global brands like Nike, Danone, Reckitt, and Betfair. Now running Don’t Forget to Look, Stuart helps agencies navigate procurement negotiations, pricing, pitches, and retention strategies.   Together, they break down: The real role of procurement—and why it’s not just about slashing budgets How agencies can differentiate themselves and escape the price race The secret to winning over procurement and turning them into an ally How to handle supplier reviews and avoid being cut from a client roster Why agencies should nurture procurement relationships—even after winning a pitch If you want to win more deals, negotiate smarter, and build lasting client relationships, this episode is a must-listen.   🎧 Tune in now! For support on how to build a best-in-class client-services team, visit - clientsuccessmatter.co.uk

In this episode, I sit down with award-winning marketing leader and fractional CMO, John Lyons, who brings over 25 years of experience working with global brands like The LEGO Group, Deutsche Bank, and Manchester United. With a unique perspective from both agency and client sides, John shares invaluable insights into what makes client-agency relationships thrive.   We explore how empathy, trust, and aligning agency work with business outcomes can transform transactional interactions into strategic partnerships. John also reveals practical tips for understanding client challenges, navigating organisational politics, and leveraging small opportunities to build long-term success.   Whether you’re an agency professional or a client-side marketer, this episode is packed with lessons you can immediately put into practice. Tune in for a masterclass in building better relationships and driving real results.

In this conversation, Jo Rogers speaks with Lucy Knox, founder of Alpha Alae, about the critical role of financial acumen in client services within agencies. They discuss the importance of training client services teams to understand financial processes, the impact of revenue recognition on agency profitability, and best practices for collaboration between client services and finance. The conversation emphasises the need for clear communication, accountability, and trust between departments to ensure the financial health of the agency. Takeaways Client services must understand financial implications for agency success. Training in financial acumen is essential for client services teams. Clear processes and accountability improve collaboration between teams. Revenue recognition is crucial for accurate forecasting. Client services should provide timely information for invoicing. Understanding client payment terms is vital for cash flow. Finance should be involved before contracts are sent to clients. Trust between client services and finance is built over time. Effective communication prevents misunderstandings and blame games. Client services play a key role in the agency's financial health.

In this conversation, Jo Rogers speaks with Bella Hegarty, Director of Client Experience & Operations and Kev Milnes, Founder of Liberandum about the importance of mental health and stress management for agency founders. They discuss the challenges faced by agency leaders, the impact of burnout, and the benefits of taking time off to reconnect with oneself. The discussion highlights the need for open communication within teams and the role of leadership in fostering a healthy work culture. They also explore personal growth through experiences like the ReConnect weekends, emphasising the importance of slowing down and listening to oneself and others. https://reconnectweekends.com/