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The Sales Evangelist

Mark Donnigan on The Sales Evangelist Podcast

Marketing and sales alignment is pivotal in the modern era of sales, and building credibility and rapport in your communication for all departments is essential. In today’s episode of The Sales Evangelist, Donald is joined by the CMO of Growth Stage Marketing, Mark Donnigan, to discuss his take on building rapport while unifying departmental collaboration.

Good CMOs think about marketing campaigns. Great CMOs bring value to the enterprise.

  • Between the evolution of technology and the pandemic, sales has completely transformed. Buyers no longer attend trade shows to talk with peers; they organize entirely through online forums.
  • Buyers are 50% or more through the buying process before reaching out to their first vendor. A seller’s job is no longer to get the first meeting; it’s to state the problem that the solution solves while differentiating from competitors.
  • CMO turnover is almost exclusively because they repeatedly try the old playbook rather than embrace these new changes.

Credibility plays into rapport building:

  • There’s one thing sellers can do at all times – add value to their network through social channels.
  • Nobody wants to be sold to, so content shouldn’t be explicitly sales-focused. Instead, create helpful content the audience will read. 
  • People are drawn to others who make intelligent observations about a problem or solution. 
  • Add value to customers as someone who can bring thoughtful insights to the industry – that’s the open door in the modern sales landscape.
  • Only 2% of LinkedIn users post content, so seeing thoughtful and relevant content from a person on the platform makes an impression on anyone. 

Create your own opportunities by providing internal and external value.

  • Too many executives see themselves as professional managers, but that position is a commodity. However, when you can add insight to a large enterprise organization, you become a lot harder to replace.
  • The new Rolodex isn’t names and addresses; it’s the community that forms around the network. People who like, respect, and are engaged with your content are more valuable than a simple name and number registry.
  • Create a network that respects your insights and content. There are plenty of other competitors who are just as competent and insightful. However, nobody knows it because they don’t post.

Mark’s final takeaway? Focus on the seller – find every possible way to add value to those in the ecosystem around you. Visit his company website at growthstage.marketing and connect with Mark on LinkedIn for more interesting and insightful content. 

This episode is brought to you in part by LinkedIn Sales Navigator.

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Gain the advantage of accurate, quality lead generation data from LinkedIn Sales Navigator. You can get a 60-day free trial of Sales Navigator at www.LinkedIn.com/TSE

This episode is brought to you in part by Skipio.

Are you sick of crickets? As a salesperson, the pain of reaching out with phone calls or emails and not receiving a response is real.

But all text messaging is not created equal. 85% of people prefer text over email and phone calls because they want to engage in a conversation, not listen to bots. Be more like people and start having conversations that end in the conversions you want. Try Skipio at www.Skipio.com.

This episode is brought to you in part by Closers.io.

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Committed to helping sales reps make a shift, Closers.io will place you in an available sales role that will increase your commissions and help you live the life you want. Apply for free now at go.closers.io/TSE.

This episode is brought to you in part by Scratchpad.

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Scratchpad is the first Revenue Team Workspace specifically designed to adapt to each salesperson’s workflow, so you don’t have to change your habits. Scratchpad creates a streamlined workflow that allows everyone to be a little more productive each day without the hassle of updating a database with whatever info you can find. Get Scratchpad free at Scratchpad.com

As one of our podcast listeners, we value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey. We’d love for you to join us for our next episodes by tuning in on Apple Podcast, Google Podcast, Stitcher, or Spotify. Audio provided by Free SFX, Soundstripe, and Bensound. Other songs used in the episodes are as follows: The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.


About the Author The Sales Evangelist

Donald is the host of the popular sales podcast,"The Sales Evangelist". He is the founder of The Sales Evangelist Consulting Firm where he helps small companies develop killer sales process to scale their business and increase growth.

Donald is also an award-winning speaker, sales trainer, and coach. He's a big fan of traveling, South Florida staycations and high-quality family time. Donald has a belief that “anyone” can sell if they have the desire and receives the proper training.

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