Why the Best Agency Salesperson Might Not Be the Owner — Lori Cox

Learn the small shift that makes referrals repeatable. Check out our new video training: https://hey.salesschema.com/opt-in-mw-referral-engine?utm_source=podcast

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Most agency owners assume nobody can sell as well as they can. Lori Cox built an agency, sold it, and then took a BizDev leadership role — and says she's actually sharper at sales now that she's not running the whole show.

Lori brings 20+ years of B2B marketing and revenue experience. She built and sold a full-service healthcare-focused agency, then moved into VP of BizDev at Knack Collective, where she works with global tech companies on partner-led go-to-market strategies. We got into the systems that made her agency sellable, why most partnership pitches go nowhere, and how the inbound/outbound mix has shifted heading into 2026.

What You'll Leave With:

• Systems before salespeople
• Partnerships require intention and attention
• Diversify your pipeline, not just your client base
• Non-owners can be better salespeople
• AI is changing the job, not replacing it

Connect with Lori on LinkedIn: https://www.linkedin.com/in/lori-cox-mba/

Knack Collective: https://knackcollective.com/