How Can Insights Agencies Grow and Become Indispensable with Paul Griffiths

“If we can’t demonstrate our value, we may not deserve to exist.” Paul Griffiths, Founder, Client Advocates, joins host Nick Graham, Founder, Vertemis, to unpack what insights agencies must do to grow in a disrupted market. They discuss why agencies often sell process over commercial outcomes, and how competitors like consultancies win by linking research to decision confidence and business impact. Paul argues the biggest growth opportunity is in the gaps between projects through consistent, value-driven communication, stakeholder mapping, and better packaging of insights (exec summaries, short videos, quarterly syntheses). He outlines making everyone accountable for relationship building via account activation, being less bashful about proactive outreach, using AI to test hypotheses about client pressures, and developing “what, so what, now what” storytelling that drives action.00:00 Stakeholders First Mindset00:26 Podcast Intro and Guest01:45 Why Value Matters Now02:57 Process vs Commercial Impact05:18 Grow by Deepening Clients07:55 Account Activation for All10:13 Be Bold in Outreach11:48 From Supplier to Partner14:17 Personal Rapport Skills16:31 AI for Proactive Ideas18:22 Build Brand Salience20:46 Tell Better Insight Stories22:42 Leadership Advice and WrapInsights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast NetworkExplore more episodes and resources → https://www.greenbook.org/podcast-networkLearn more about MRII → https://mrii.org/