Rethinking New Business

In this episode of Client Success Matters, Jo is joined by Claire Richardson-Critcher, Founder of As The Crow Flies, to unpack the real challenges agencies face when it comes to new business. From pitch pressure to power dynamics, this is a must-listen for anyone navigating the ever-evolving client acquisition landscape.

Together, we explore the big questions:

• Why are so many agencies still overpromising in pitches—and what’s the cost?

• How do you build internal alignment around your Ideal Client Profile (ICP)?

• What does a smooth, trust-building handover from new business to client services really look like?

• And how can you better understand and influence client-side decision-makers?

We also get into the messy realities of agency growth: navigating competing priorities, staying true to your agency’s positioning, and building relationships that last beyond the pitch win.

With honest reflections, sharp insights, and loads of practical advice, Claire helps demystify the new business processand shows how to win the right clients, not just any client.

If you’re in client services, new business, or agency leadership, this is an episode you won’t want to miss.