Tracey has always been passionate about business and bringing ideas to life; she is entrepreneurial to her core. A native New Zealander, Tracey arrived in the UK over 20 years ago with £80, a backpack and a First-Class Master’s Degree in Marketing & Management.  With Creative Services as her focus, she went on to work for iconic brands including RBS, British Gas and Forte Hotels, before setting up her own agency. In 2004, Tracey founded her first software company, Sohnar, opening offices internationally.  Its Traffic software was used by agencies across the globe and received multiple awards, before being purchased by an American corporation in 2014. Not one to rest on her laurels, Tracey saw an opportunity to improve pricing and scoping, not just in agencies but for all professional services businesses: thus, SCOPE and The Virtu Group were born.  SCOPE is a CPQ (configure, price, quote) tool that is digitally transforming pricing and scope management, focalising on margin management, consistency, and connectedness.  It removes the manual processes that exist today and connects to other tools, therefore accelerating the opportunity to cash chain significantly. SCOPE has already won an award for The Virtu Group.  The trailblazing platform is being used by Ogilvy, MediaMonks and Syneos Health, to name but a few. Tracey is a passionate advocate of smarter business practices and connected processes.  She’s an industry champion for easy-to-use products that solve everyday business challenges and believes that great products and award-winning service are an invaluable combination for any business; it is at the heart of what she strives for. This episode covers:    Defining and owning what you and your business do  How to develop better pricing strategies How women are treated within the marketing industry Turning challenges into opportunities  Word on the Street is sponsored by Tanba.io. Tanba empowers agencies to grow their revenue, by giving agency leaders and their teams all the training, support and content they need to attract and win more new clients. To learn more about what Tanba.io can offer your agency, visit https://tanba.io/ Links & references: Katie Street: https://www.linkedin.com/in/katiestreet/ Tracey Shirtcliff: https://www.linkedin.com/in/traceyshirtcliff/ SCOPE: https://www.scopebetter.com/ The Virtu Group: https://www.thevirtugroup.com/ Get in touch: [email protected]