We’ve reshaped JPC around two distinct but connected practices – bringing together strategic marketing, events and experiential with the specialist sales and growth consultancy that helps our clients win, retain and grow their most valuable business.
AI is changing the economics of marketing fast. Content can be created more quickly. Research is easier to access. Personalisation can be scaled. Execution can be automated. For B2B organisations, that creates enormous opportunity. But we believe it also changes the nature of real competitive advantage. As execution becomes faster and more accessible, value moves towards the things that are harder to automate: strategy, judgement, creativity, human understanding, trusted relationships, and the ability to connect activity directly to commercial outcomes.
At JPC, we’ve been giving this a lot of thought. And so, we’ve changed how we structure the business.
Two practices. One connected approach to growth.
We’ve organised JPC around two specialist practices:
Marketing Agency – Engage. Influence. Scale.
Building market presence, differentiation, engagement and pipeline through brand and proposition strategy, campaigns and demand generation, content, events and experiential, digital engagement and sales enablement.
Growth Consultancy – Win. Retain. Grow.
Working directly with sales leaders, account and deal teams to identify and shape high-value opportunities, influence buying groups, win critical pursuits, protect renewals and grow strategic accounts.
Both can stand independently. But their real power comes from the fact that they can also connect. The restructure makes clearer what’s always been at the heart of the JPC approach: connecting marketing and sales, strategy and execution, and ultimately activity and revenue.
Why change now?
Because we think the bar is rising for agencies and consultancies. Clients expect more than efficient delivery. As AI makes more execution accessible, they expect their partners to understand the commercial context, challenge the brief, bring an informed point of view and know when technology can accelerate an outcome – and when human judgement needs to lead.
So now, we’re hearing a different question from them. Less “What can you make for us?”, more “What can you help us change?”.
That might mean creating a stronger market position or proposition. Building engagement with the right audiences. Creating an event or experience that changes a customer relationship. Generating better-quality pipeline. Or it might mean getting much closer to the sales motion – shaping an opportunity before an RFP appears, understanding and influencing a complex buying group, developing the strategy for a must-win pursuit, protecting a critical renewal, or finding new growth inside a strategic account. That breadth – combined with the ability to move from one to the other – is where JPC brings something different.
Getting closer to sales – and to the revenue
Our relationship with client sales teams has been a defining part of JPC for many years. We don’t simply create marketing activity and step away when an account becomes a live opportunity. Through our Growth Consultancy, we work directly alongside sales leaders, account teams and deal teams at the points where the commercial stakes are highest – combining account and buyer intelligence, commercial strategy, human insight, ABM and deal-based marketing to help shape and convert major opportunities.
That can mean getting involved long before formal procurement begins. Or sitting alongside a pursuit team helping shape the strategy for a critical deal. It also means the intelligence created through marketing doesn’t have to disappear just as it becomes commercially most valuable.
An interaction at an event can inform account strategy. Campaign engagement can shape the next sales conversation. A proposition developed for the market can become the foundation of a major pursuit. Because the insight, narrative and stakeholder intelligence created upstream are designed to travel with the account, sales teams start with context rather than from scratch.
The hand-off from broad market influence to 1:1 commercial precision is designed in, rather than bolted on.
Doubling down on human advantage
There’s another important dimension to the change. The more AI enables organisations to scale communication and engagement, the more human interactions matter.
Complex B2B decisions are made by people navigating risk, competing priorities, internal politics and personal reputations. Information is rarely in short supply. What buyers need is confidence. That makes creativity, face-to-face experiences, trusted counsel and meaningful human interactions increasingly valuable. The opportunity is to use technology and intelligence to make those human moments more intentional, more relevant and more valuable.
That thinking runs across both sides of JPC – from the experiences our Marketing Agency creates to the complex buying groups and deal teams our Growth Consultancy works alongside.
Leadership for the next stage of JPC
Our new structure also gives each practice clear senior leadership.
Existing SLT members Jemma Clark and James Mollard move into Managing Partner roles, with Jemma leading the Marketing Agency and James leading the Growth Consultancy.
Claire Ellis continues as Managing Director of JPC – leading overall group strategy and growth, and senior executive client engagements, ensuring the two practices run as one connected commercial system.
Claire says:
“AI is making execution faster and more accessible to everyone. Strategy, creativity, judgement, trust and real human understanding become more valuable, not less. Our new structure doesn’t change what we believe or how we’ve always worked. It makes it clearer. Clients can engage us to build market presence and pipeline, to solve critical growth challenges, or connect the two when they need one partner across the full revenue journey.”
What changes for our clients?
In many ways, the answer is simple: greater clarity and easier access to the right expertise.- Come to our Marketing Agency when you need to engage, influence and create commercial momentum in your market.
- Come to our Growth Consultancy when you need to win, retain or grow the high-value accounts and opportunities that matter most.
- Bring the two together when you need to connect market engagement all the way through to sales and revenue.
