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.