Search a title or topic

Over 20 million podcasts, powered by 

Player FM logo
Artwork

Content provided by James Lawrence. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by James Lawrence or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
Player FM - Podcast App
Go offline with the Player FM app!

96. Buying Outcomes, Not Deliverables: Rethinking Client-Agency Partnerships w. Blair Enns

45:16
 
Share
 

Manage episode 508094095 series 3499846
Content provided by James Lawrence. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by James Lawrence or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

For decades the agency-client relationship has worked on a transactional view of marketing and creative services. Agencies gave away their best thinking upfront, clients judged on surface-level ideas and both sides accepted a process that often undervalued expertise.

In this Smarter Marketer Podcast episode, Host James Lawrence and renowned author Blair Enns discuss how the future of creative and professional services lies in changing how we buy, sell and trust expertise. Whether you’re in-house or agency-side, these shifts carry big implications for how you choose partners and build lasting relationships that drive marketing success.

Key Takeaways:

  • Why traditional pitching often undervalues creative work and what it takes to break free from it
  • How specialisation is the key to differentiation, growth and global reach
  • What three-option proposals and value-based pricing reveal about how expertise should really be sold
  • Why selling is less about the big presentation and more about a series of meaningful conversations
  • How AI is fragmenting the market and empowering smaller, more specialised players
  • What in-house marketers can do to unlock more value from their agency partners.

Guest:

Blair Enns is the founder of Win Without Pitching, a sales training organisation for creative and professional services firms. He is the author of The Win Without Pitching Manifesto, Pricing Creativity and The Four Conversations: A New Model for Selling Expertise. Blair is also the co-host of the widely followed 2Bobs podcast.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.

  continue reading

107 episodes

Artwork
iconShare
 
Manage episode 508094095 series 3499846
Content provided by James Lawrence. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by James Lawrence or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

For decades the agency-client relationship has worked on a transactional view of marketing and creative services. Agencies gave away their best thinking upfront, clients judged on surface-level ideas and both sides accepted a process that often undervalued expertise.

In this Smarter Marketer Podcast episode, Host James Lawrence and renowned author Blair Enns discuss how the future of creative and professional services lies in changing how we buy, sell and trust expertise. Whether you’re in-house or agency-side, these shifts carry big implications for how you choose partners and build lasting relationships that drive marketing success.

Key Takeaways:

  • Why traditional pitching often undervalues creative work and what it takes to break free from it
  • How specialisation is the key to differentiation, growth and global reach
  • What three-option proposals and value-based pricing reveal about how expertise should really be sold
  • Why selling is less about the big presentation and more about a series of meaningful conversations
  • How AI is fragmenting the market and empowering smaller, more specialised players
  • What in-house marketers can do to unlock more value from their agency partners.

Guest:

Blair Enns is the founder of Win Without Pitching, a sales training organisation for creative and professional services firms. He is the author of The Win Without Pitching Manifesto, Pricing Creativity and The Four Conversations: A New Model for Selling Expertise. Blair is also the co-host of the widely followed 2Bobs podcast.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.

  continue reading

107 episodes

All episodes

×
 
Loading …

Welcome to Player FM!

Player FM is scanning the web for high-quality podcasts for you to enjoy right now. It's the best podcast app and works on Android, iPhone, and the web. Signup to sync subscriptions across devices.

 

Copyright 2025 | Privacy Policy | Terms of Service | | Copyright
Listen to this show while you explore
Play