RelationshipOps of the Week #14.
Multilingual Content Agency
|
Jan 23, 2026
“Two of the largest accounts I’ve ever won, ASOS (worth over £3m) and UNiDAYS (roughly £1m) came directly from relationships that were built long before any commercial conversation.”
Mark Alford.
What kind of agency goes beyond brand strategy to localize voice itself?
That curiosity grew when I learned what Mark Alford and his team actually does. Because it’s one thing to help brands speak clearly… it’s another to help them speak locally.
That means mapping not just tone or vocabulary, but the nuances of regional culture across different states and cities, each with their own flavor. And getting that right is never easy.
With decades of experience behind Mark and the track record of his firm, Managed Language, he’s built a practice around tuning voice to place, making sure what a business says actually resonates locally.
The curiosity of his work has led us to inviting him onto this week’s article.
And here’s his take on how he’s been leveraging relationships to grow his firm over the past 11 years…
Approach With No Agenda.
Leonard Chin: What’s an instance when a relationship led to a big win or a really great opportunity for your business?
Mark Alford:
“For me, the biggest wins in my career have come from moments where I simply cared about someone when they were going through a difficult time. Two of the largest accounts I’ve ever won, ASOS (worth over £3m) and UNiDAYS (roughly £1m) came directly from relationships that were built long before any commercial conversation.
In both cases, the individuals I helped had lost their jobs. I didn’t approach them with an agenda; I just listened, supported them, and stayed present. Months later, when they were in new roles and in a position to make decisions, they remembered who showed up when they needed it—not who was trying to sell to them.
Those relationships turned into transformational opportunities for my business. Not because I pushed, but because I genuinely cared.”
Show Up Regardless.
Leonard Chin: What's your daily/weekly routine for maintaining relationships that help your business?
Mark Alford:
"It’s simple: I stay honest, consistent, and human.
I check in with people regularly, not to pitch, but to ask how they’re doing, to share something useful, or to acknowledge something they’re going through. I make a point of following up, keeping my promises, and never letting relationships fade just because there isn’t an immediate opportunity.
Every week I reach out to former clients, partners, and contacts I value, with no agenda beyond staying connected. The people who know me know that I don’t disappear when the work is done, and that builds trust that lasts for years. Some of the best opportunities I’ve ever had came from relationships I’d nurtured long before they became “business.”"
Real Engine of a Business.
Leonard Chin: What tips would you give to your younger self around relationships and how they impact business?
Mark Alford:
“I’d tell my younger self three things:
First, don’t chase deals, invest in people and relationships. The return always comes back, often in bigger ways than you expect.
Second, honesty is the most powerful currency you have. People can feel whether you’re genuinely there for them or just waiting for your turn to speak.
Third, consistency wins. Stay in touch, follow up, share their pain points, and never lose contact with good people. Even if years have passed, that consistency builds a reputation that will open doors you didn’t even know existed.
If I’d learned earlier that relationships, not tactics, are the real engine of a business, I’d have saved myself a lot of time.
Honesty, integrity and care.
These are my watchbirds.”
Key Takeaways.
Many agency leaders treat relationships as a channel and as something they turn to when their content or outbound strategies fail, that’s why I’m glad Mark Alford pointed out in one of the last few lines…
“relationships, not tactics, are the real engine of a business”.
To wrap up this piece, here are a few key takeaways…
Approach with no agenda. The biggest wins in Mark’s business came from caring first and selling later, with two major accounts stemming from empathy during others’ low points.
Show up regardless. He keeps relationships alive through simple check-ins and consistency, showing up even when there’s no immediate opportunity.
Honesty, integrity, and care. His core philosophy has shaped a long-game approach where trust, not tactics, drives business growth.
If you're open to sharing your experiences in one of our future articles… or know of someone who is, feel free to drop me an email here.
Author.
Leonard Chin
Follow me on LinkedIn.
Mark Alford.
What kind of agency goes beyond brand strategy to localize voice itself?
That curiosity grew when I learned what Mark Alford and his team actually does. Because it’s one thing to help brands speak clearly… it’s another to help them speak locally.
That means mapping not just tone or vocabulary, but the nuances of regional culture across different states and cities, each with their own flavor. And getting that right is never easy.
With decades of experience behind Mark and the track record of his firm, Managed Language, he’s built a practice around tuning voice to place, making sure what a business says actually resonates locally.
The curiosity of his work has led us to inviting him onto this week’s article.
And here’s his take on how he’s been leveraging relationships to grow his firm over the past 11 years…
Approach With No Agenda.
Leonard Chin: What’s an instance when a relationship led to a big win or a really great opportunity for your business?
Mark Alford:
“For me, the biggest wins in my career have come from moments where I simply cared about someone when they were going through a difficult time. Two of the largest accounts I’ve ever won, ASOS (worth over £3m) and UNiDAYS (roughly £1m) came directly from relationships that were built long before any commercial conversation.
In both cases, the individuals I helped had lost their jobs. I didn’t approach them with an agenda; I just listened, supported them, and stayed present. Months later, when they were in new roles and in a position to make decisions, they remembered who showed up when they needed it—not who was trying to sell to them.
Those relationships turned into transformational opportunities for my business. Not because I pushed, but because I genuinely cared.”
Show Up Regardless.
Leonard Chin: What's your daily/weekly routine for maintaining relationships that help your business?
Mark Alford:
"It’s simple: I stay honest, consistent, and human.
I check in with people regularly, not to pitch, but to ask how they’re doing, to share something useful, or to acknowledge something they’re going through. I make a point of following up, keeping my promises, and never letting relationships fade just because there isn’t an immediate opportunity.
Every week I reach out to former clients, partners, and contacts I value, with no agenda beyond staying connected. The people who know me know that I don’t disappear when the work is done, and that builds trust that lasts for years. Some of the best opportunities I’ve ever had came from relationships I’d nurtured long before they became “business.”"
Real Engine of a Business.
Leonard Chin: What tips would you give to your younger self around relationships and how they impact business?
Mark Alford:
“I’d tell my younger self three things:
First, don’t chase deals, invest in people and relationships. The return always comes back, often in bigger ways than you expect.
Second, honesty is the most powerful currency you have. People can feel whether you’re genuinely there for them or just waiting for your turn to speak.
Third, consistency wins. Stay in touch, follow up, share their pain points, and never lose contact with good people. Even if years have passed, that consistency builds a reputation that will open doors you didn’t even know existed.
If I’d learned earlier that relationships, not tactics, are the real engine of a business, I’d have saved myself a lot of time.
Honesty, integrity and care.
These are my watchbirds.”
Key Takeaways.
Many agency leaders treat relationships as a channel and as something they turn to when their content or outbound strategies fail, that’s why I’m glad Mark Alford pointed out in one of the last few lines…
“relationships, not tactics, are the real engine of a business”.
To wrap up this piece, here are a few key takeaways…
Approach with no agenda. The biggest wins in Mark’s business came from caring first and selling later, with two major accounts stemming from empathy during others’ low points.
Show up regardless. He keeps relationships alive through simple check-ins and consistency, showing up even when there’s no immediate opportunity.
Honesty, integrity, and care. His core philosophy has shaped a long-game approach where trust, not tactics, drives business growth.
If you're open to sharing your experiences in one of our future articles… or know of someone who is, feel free to drop me an email here.
Author.
Leonard Chin
Follow me on LinkedIn.