If your “business development strategy” is do great work + hope clients stay loyal, I have bad news: that strategy has been officially declared dead on arrival.

In this episode, Nicole sits down with Karen Freeman, Chief Product Officer at DCM Insights and co-author of The Activator Advantage, to break down why client loyalty is collapsing—and what the best “rainmakers” are doing instead. Spoiler: they’re not waiting around to be chosen. They’re activating.

What you’ll learn:

Why client loyalty is shrinking (even when you are excellent at your job)
The buyer behavior shift: from “we trust you” to “we’re still taking calls, though”

Practical ways to build a stronger pipeline without turning into a sleazy salesperson

How AI + procurement + buying committees are changing the game (and the budget)

The Activator playbook (aka: stop crossing your fingers)

Commit: plan BD weekly (yes, even when you’re busy)
Connect: treat your network like an asset, not a dusty LinkedIn list
Create value: show up before the ask with insight, context, and solutions

Because “doing good work” is table stakes. Activating is how you win, retain, and grow today.

Thank you to our sponsors!

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Connect with Karen:

Book: https://www.dcminsights.com/activator-advantage

Karen’s LI: https://www.linkedin.com/in/karenefreeman/

DCM insights’s LI: https://www.linkedin.com/company/dcm-insights/

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