Table of Contents
1. Here’s a glimpse of what you’ll learn:
2. In this episode…
3. Resources Mentioned in this episode
4. Sponsor for this episode…
Mark Wainwright

Mark WainwrightMark Wainwright is the Principal Consultant and Founder of Wainwright Insight, a firm specializing in fractional sales management and consulting for professional services firms. With over seven years of experience, Mark focuses on helping businesses refine their sales pipelines, build future sales leaders, and create client-centric sales processes. He is also the co-host of the Breaking BizDev podcast, where he explores the intersection of sales, marketing, and business development for professional services.


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Here’s a glimpse of what you’ll learn:

  • [03:26] How fractional sales management supports professional services firms
  • [05:24] The client-centric approach to building effective sales teams
  • [08:00] Mark Wainwright‘s three-part framework for effortless and enjoyable sales
  • [18:21] What is a sales pipeline?
  • [22:35] Essential steps to take when building your first sales pipeline
  • [27:10] Why weighting opportunities is critical for a realistic and actionable pipeline
  • [28:33] How to approach on-call work and manage uncertain contract values
  • [31:47] Tips for managing overly optimistic leaders when evaluating pipelines
  • [33:30] How to determine if your sales pipeline is enough to meet your goals
  • [39:17] Structuring long-term engagements and building predictable client relationships

In this episode…

What’s the secret to turning technical professionals into confident sales leaders? For many service-based businesses, the line between delivering exceptional work and securing new clients can feel blurry — if not overwhelming. How can businesses build a sales process that is both strategic and empathetic while maintaining the integrity of their craft?

According to Mark Wainwright, a fractional sales management consultant and expert in professional services sales, the key lies in structured and client-centric sales processes. He highlights that great sales aren’t about being pushy but about curiosity and inquiry. By teaching technical professionals to approach sales as an organized and logical process, they can develop confidence and achieve better outcomes. Mark’s framework — Create, Choreograph, and Contract — guides businesses in proactively identifying opportunities, orchestrating seamless sales conversations, and establishing solid agreements, ensuring long-term success.

In this episode of Financial Clarity, host Hannah Smolinski sits down with Mark Wainwright, Principal Consultant and Founder of Wainwright Insight, to discuss building a sustainable and healthy sales pipeline. They explore Mark’s insights on empowering technical professionals, the importance of realistic pipeline management, and how to overcome common misconceptions about sales. Mark also shares actionable strategies for staying solo while scaling impact effectively.

Resources Mentioned in this episode

Related Episodes

Quotable Moments

  • “Good sales is based on inquiry and curiosity, not in a pushy, salesy way, but in a more empathetic, more curious way.”
  • “It’s the whole ‘teach someone to fish’ adage. It’s more client-centric for experts to sell to their clients.”
  • “Sales doesn’t have to be for the schmoozers. There’s an entry point for technical professionals in an organized, orderly way.”
  • “There’s a lot of hope that lives in those pipelines. We need to focus on what’s next and not just old opportunities.”
  • “Every single client that I work with is kind of chained to the billable hour model, and I don’t charge for my hours.”

Action Steps

  1. Adopt a structured sales process: Developing a clear and organized sales process can empower technical professionals who may not naturally gravitate toward sales roles.
  2. Utilize pipeline management tools: By effectively using CRM systems or similar tools to manage your sales pipeline, businesses can gain better control and visibility over potential revenue streams.
  3. Stress-test your pipeline regularly: It’s crucial to frequently evaluate the opportunities in your pipeline to ensure they are realistic and up-to-date.
  4. Incorporate opportunity weighting: By assigning a probability to each sales opportunity based on its stage in the sales process, businesses can get a more accurate picture of their potential revenue.
  5. Educate and empower doer-sellers: Providing training and frameworks for technical team members who have selling responsibilities can significantly boost their confidence and effectiveness.

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To learn more about Clara CFO Group and how we can help your business, visit ClaraCFO.com.