Most agencies aren't misunderstood. They're under-defined. We strip out the metaphors, the "we partner with ambitious brands" filler, and the bits that could appear word-for-word on three competitor sites. By the end of this session you'll know what your agency actually is to a buyer with eight seconds and twenty other tabs open

Sectors aren't segments. "B2B SaaS" isn't a segment. "Mid-market" isn't a segment. We use a five-gap sentence to turn your fuzzy sense of who you're for into something specific enough to tag in a spreadsheet, route on a website, and ask about on a sales call. If you can't write the sentence, the segment isn't ready.

Every agency has a target list full of people who will never buy. We sort the Signers from the Doers from the Blockers from the Spectators, work out who actually has authority and budget, and build a list that reflects reality rather than hope. Most lists shrink in this session. That's the point.

Cold email is not dead. Bad cold email is dead. We cover the 140-word rule, the "nice work on..." trap, the backwardsised structure that stops a prospect skim-reading, and why your subject line is doing 80% of the work. You'll leave with templates and the principles to write new ones without me.

A reply is not a yes. The fastest way to lose a warm lead is to oversell on email two. We work through how to read intent, what to send, what not to send, and how to turn "not now" into something that comes back in three months instead of disappearing forever.

The orthodox view is that creds are a closing tool, not a selling tool. The orthodox view is half right. We build two documents: a short segment-specific proof piece for early in the conversation, and a proper creds deck for later. Both numbers-first. Both shorter than the one you've got now.

Nobody cares what you did. They care what changed. We rebuild your case studies so that you have the version your prospect's boss can repeat in one sentence.

Your website is not a brochure. It's a sales asset that runs 24 hours a day with no holiday pay. We run the eight-second test on it, find the phrases that need retiring, fix the bits where the proof is one click away from where it needs to be, and make the next step obvious enough that nobody has to think.

The conversion call is where most agencies talk themselves out of the win. We cover how to structure the call so the prospect leads, how to qualify properly without sounding like a procurement form, how to price without flinching, and how to close without using the word "close".

A guest session with Matt Broughton, who spent years on the client side as a senior marketing buyer and has been on the receiving end of more agency pitches than he'd care to count. He'll tell you what it actually feels like when your email lands, what makes him reply, and what makes him delete. It's the most useful session in the course and also the one most people find hardest to hear.

By this point you'll have changed the positioning, rewritten the segments, fixed the outbound, rebuilt the creds, sharpened the case studies, and edited the website. This session puts the whole system on one page, stress-tests it, and turns it into a 90-day plan with named owners. No more "we'll get to it".

The last session is whatever you need it to be. LinkedIn presence, internal sales confidence, referral conversations, AI in the new business process, ghosting, fee conversations, the awkward bit of your pipeline you've been avoiding. You pick. We dig in.