Matt Pensinger on How Agencies Can Drive Growth by Farming Existing Clients

Many agencies focus heavily on new business, chasing logos and cold leads—while the biggest growth opportunity is already in front of them. In this episode of The Digital Agency Growth Podcast, Dan Englander is joined by Matt Pensinger, founder of Accelerate Advisors and former EVP at Jack Morton, to talk about how agencies can stop leaving money on the table and start expanding inside existing accounts.

Watch our latest video training, How to Take Charge of Your Agency’s Future Revenue. During this training, you’ll learn how we get qualified appointments every week using tasteful and highly targeted email outreach.

Drawing from over a decade of experience working with major brands like McDonald’s, P&G, and Diageo, Matt shares how agency leaders can build deeper relationships, navigate client-side politics, and turn trust into long-term revenue. You’ll also learn why in-housing doesn't have to mean losing the account, how to build a win-back campaign, and what separates the agencies that stay top-of-mind from the ones that don’t.

This week’s episode is all about building client trust, navigating internal change, and unlocking untapped growth within your current book of business. 

In this episode, Dan and Matt discuss the following:

• Why agencies over-prioritize new business and overlook their biggest asset
• The importance of relationship mapping inside complex client organizations
• What to do when your point of contact leaves the company
• When churn is actually a good thing
• How to re-engage lapsed clients with a win-back strategy
• Why origin stories and strategic perspective matter in pitches
• How to have better conversations around in-housing and agency value

Thank you for listening! If you enjoyed this episode, please take a moment to follow, rate and review the podcast and tell me your key takeaways!

Learn more about The Digitial Agency Growth Podcast at https://www.salesschema.com/podcast/ and our Video training at http://salesschema.com/takecharge 

CONNECT WITH MATT PENSINGER:

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Jack Morton Worldwide

CONNECT WITH DAN ENGLANDER:

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Sales Schema

Chapters

• 0:00 Welcome Matt Pensinger to the Show
• 1:14 Why Net-New Business Gets More Attention Than Farming
• 3:45 Matt’s Background and the Launch of Accelerate Advisors
• 5:34 Common Blind Spots Agencies Have About Clients
• 8:10 Building Trust to Avoid Losing Key Accounts
• 10:06 Understanding Clients’ Personal and Business Goals
• 10:50 The Value of a Team Approach to Client Relationships
• 13:13 Navigating Internal Politics and Stakeholders
• 16:47 When Client Churn Can Be a Good Thing
• 18:38 Building an Effective Win-Back Campaign
• 24:05 Talking In-Housing with Clients
• 26:19 How the In-House Trend Is Evolving
• 29:46 Understanding Internal Client Roadblocks
• 31:56 What to Standardize vs. Customize in Sales Process
• 34:27 Having a Clear POV in Your Pitch Strategy
• 36:48 When to Challenge the Client’s Brief
• 40:20 The Power of Sharing Your Agency’s Origin Story
• 45:59 The Right Time to Share Your "Why"
• 47:33 Final Thoughts on the Future of Agencies
• 51:30 Where to Find and Follow Matt Pensinger