How Field Day Booked About 20 Meetings in Its First 3 Months

Foundation

Field Day is a growth marketing agency in London, working with consumer brands on brand and performance at the same time. Max Gowing is CEO and Founder, and his problem is the one every agency founder eventually hits.

Pitching marketing is deep work. You go a long way into a pitch before anyone signs anything, and the bigger the client, the longer that takes. Which means the people best at closing are the people with no time left to prospect.

“We were spending a lot of time in the pitching process and then not being able to spend enough time doing the BDR work and the SDR work.”

Ambitious plans for the next six to twelve months made that gap urgent.

The challenge

• Referral volume they could not rely on. Partners sent good quality leads consistently, but not in the numbers the plan required.
• Their own outreach starved of attention. Field Day was doing it, in the gaps between pitching, deck building and closing.
• No always on pipeline. What they wanted was a base level of volume that did not depend on who had a free afternoon.
• Quality still mattered. More leads is easy. More leads worth pitching is the actual brief.

The process

1. Taking outreach off the team

The point of the engagement was hands off: cold outreach owned by ColdIQ so that Field Day could stay in the part of the process it is best at.

2. Finding new opportunities to go after

Rather than only working the segments the agency already knew, the two teams identified new ones together.

3. Clay tables and personalization at scale

Max singles out the Clay tables built for them, and what they made possible: messages personalized properly, at a volume a human team could not hand write.

The outcome

• Around 25 leads in three months of working together.
• About 20 meetings booked off the back of them.
• A fair number closed out of those meetings, in Max’s words.
• Five good quality leads in a single day, the day before this interview was recorded.
• An always on channel alongside the partner referrals, rather than instead of them.

The ratio is what stands out here. This is not a volume story: it is 25 leads that were qualified enough that most of them turned into a meeting.

Lessons learned

1. Protect the closers. If your best people are your pitch, prospecting is the thing to hand over, not the thing to squeeze in.
2. Referrals are a floor, not a plan. Consistent quality from partners still leaves you unable to choose your volume.
3. Personalization at scale is a tooling problem. The Clay tables are what let the volume stay qualified.
4. Judge on meetings, not leads. Twenty five leads that produce twenty meetings beat a hundred that produce five.

What’s next

Field Day’s six to twelve month plan is the reason the channel exists. With outreach running without them, the growth now comes from the part they never wanted to delegate: the pitch.

Final thoughts

Agencies sell the thing they struggle to do for themselves. Field Day builds brand and performance growth for consumer brands, and still ran into the classic constraint: no time to fill your own pipeline while you are busy filling everyone else’s.

If your pitch team is also your prospecting team, the plays behind this story are in ColdIQ’s GTM Playbook.