Welcome to Sales & Cigars, the sales podcast, where the only smoke we blow is from cigars. In this episode, host Walter Crosby is joined by Mark Cox, founder of In the Funnel Sales Coaching, to discuss his journey from leading sales organizations in large tech and outsourcing companies to becoming a consultant and entrepreneur. Mark shares how, after stepping away from a high-travel role, he stumbled into consulting through personal connections and quickly realized he preferred working with midsize businesses over large corporations. This epiphany led to the launch of In the Funnel, where he has since helped over a hundred companies build sales playbooks and trained thousands of sales professionals. Mark emphasizes the entrepreneurial energy and focus on growth that characterizes midsize companies, as well as his own desire for autonomy and a more meaningful, hands-on impact.

Mark also discusses the inspiration behind his book, Learn to Love Selling: The Universal B2B Sales Playbook, which offers a practical framework for converting business capabilities into revenue. He explains how the book is structured to serve both frontline salespeople and sales leaders, with clear steps including defining a value proposition, prioritizing market segments, generating demand, and executing an effective sales process. Although the content had been part of his training for years, the book took nearly three years to complete due to the demands of consulting work and the challenges of writing. He also underscores the importance of CEOs staying involved in sales strategy, warning against the common mistake of delegating it entirely without understanding its foundational role in scaling a business.

Walter and Mark emphasize the critical importance of CEOs maintaining a strong connection to the sales process—not necessarily by making cold calls themselves, but by regularly engaging with their sales team and understanding what’s resonating with customers. Mark explains that being close to sales helps CEOs make better hiring decisions, especially when choosing a sales leader, and also provides a clearer picture of customer needs and market trends. Traveling with sales reps or participating in client meetings allows CEOs to gain firsthand insight into what's happening on the front lines, which in turn strengthens the company’s ability to craft a compelling and competitive value proposition. He stresses that expecting a new salesperson to define this value proposition is unrealistic—it must come from leadership.

Mark and Walter highlights how many founders and CEOs are “unconsciously competent” in sales, having acquired clients and resolved issues themselves in the early stages of their business. Because of this, they possess invaluable insight that can elevate the sales team if shared effectively. When CEOs engage with clients, they often initiate high-level strategic conversations rather than sales pitches. This approach demonstrates genuine interest and sets an example for the sales team. Such intentional customer engagement, formalized as part of executive priorities, helps ensure the business remains aligned with its clients' evolving needs.

Links: Learn more about Mark Cox. Find more episodes here.