Karen Reyburn’s Take on Bridging the Gap Between Winning Clients and Serving Them Well

Imagine you’re pouring everything into marketing. Content, SEO, social media, ads. Leads start rolling in.

Great, right?

But then, something happens.

You realise your systems aren’t built to handle the influx of new clients. Your onboarding is clunky. Your processes don’t scale. You’re spending more time fixing backend issues than actually delivering value.

And then comes the thought:
“Maybe I should pause my marketing and sort out my operations first.”

It’s a tempting idea. Logical, even. But according to Karen Reyburn, that’s the wrong move.

At Engager LABS, she took to the stage to explain why marketing and operations must be connected, not treated as separate entities.

Marketing Gets Them In. Operations Keeps Them In.

There’s a simple formula:

✅ Marketing attracts clients.
✅ Operations sets them up.
✅ Client experience keeps them coming back.

Yet, many firms treat these as separate silos, focusing on one while neglecting the other.

“If your marketing and operations aren’t working together, you’re making life harder for both your new and existing clients.”

The truth is, marketing makes the promises. Who you are, what you do, how you work.

And operations delivers on those promises.

When they’re disconnected, the result is a gap between expectation and reality.

A frustrating client experience.

A firm that struggles to scale.

Why “Pausing” Marketing is a Dangerous Idea

Karen shared a story about a firm she worked with.

They had strong marketing, a clear brand, and a consistent client pipeline.

It worked too well.

So well that they felt overwhelmed and decided to pause their marketing to focus on operations.

“The problem is, in marketing, pause is just a fancy word for stop.”

It’s like hitting pause on a podcast, intending to come back later, but never finishing it.

Months pass.

Momentum is lost.

The firm loses visibility.

By the time they’re ready to restart, the landscape has shifted. Algorithms change. Audiences move on. The pipeline dries up.

Your Brand is More Than Just a Logo

Karen argues that your brand is the glue between marketing and operations.

It’s not just a name, logo, or colour scheme.

It’s who you are.

It’s the promise your marketing makes and the experience your operations deliver.

If there’s a disconnect, clients feel it.

The smallest inconsistencies, your website messaging versus how your firm actually works, can create distrust.

And when that gap widens, you lose credibility.

The Power of Clarity: Speak to Your Niche, Not “Everyone”

Most accountants say they serve small to medium-sized businesses.

That’s too broad.

“If you say, ‘We work with SME owners who want to grow,’ your audience won’t feel seen.”

But if you say:

🎯 “We work with creative agency founders who specialise in branding and work exclusively with accountants.”

That’s specific. That’s relatable.

Your ideal client reads that and thinks,
“How did they know? That’s me!”

That’s the power of branding that reflects reality.

Your Website Should Do 70% of the Work for You

When prospects land on your website, they want clarity.

🔹 How do you work?
🔹 What’s your pricing approach?
🔹 Who will they speak to?

If your site doesn’t answer those questions, they’ll leave.

“By the time a potential client meets you, they should already know 70% of what they need to know.”

A strong brand and clear messaging mean fewer objections, less selling, and a more seamless onboarding experience.

Watch the Full Talk

See Karen Reyburn’s full Engager LABS session here:

Build a System Where Marketing & Operations Work Together

Marketing and operations aren’t enemies.

They should be in constant conversation, feeding into each other.

When you update your operations, update your marketing to reflect it.

When marketing brings in new clients, make sure operations can handle them smoothly.

So, before you pause your marketing, ask yourself:

👉 Are my marketing and operations working together, or are they pulling in opposite directions?

If it’s the latter, it’s time to rethink your approach.

✅ Want to Improve Your Firm’s Systems?

Check out Engager.app and see how it can help your firm scale seamlessly.