In this episode, Matt Dixon, co-founder of DCM Insights, explores how Company Values Define Culture and shape leadership within professional services. DCM Insights No.112 on the 2025 Inc. 5000 list. Matt Dixon underscores the role of ‘a force of ideas’ and ‘a spirit of generosity’ in building strong, values-driven teams. Matt also addresses the unique challenges faced by non-traditional salespeople in fields like law and consulting, while highlighting the transformative impact of AI in sales. Drawing parallels between effective sales and leadership, he stresses the importance of empathy and value-added relationships. The conversation wraps with powerful insights on how shared values not only define culture but also drive performance, productivity, and long-term success.
- Introduction to Values and Growth
- The Role of Professional Services
- Understanding Sales in Professional Services
- The Impact of AI on Sales
- Leadership Principles for Success
- Values as a Driving Force
- Assessing Value Alignment in Hiring
- Ownership and Responsibility in Leadership
- Commonalities of Sales and Leadership
- The Challenger Sale and Its Insights
- Cultivating Company Culture through Values
Company Values Define Culture: Matt Dixon on Leadership and Growth in Professional Services
In the podcast episode featuring Matt Dixon, co-founder of DCM Insights, the discussion delves deep into the realms of company values, growth, and the intricacies of leadership in professional services. The conversation begins with Matt elaborating on the two core values established at his previous company, CEB, which have become essential to the culture at DCM Insights: “a force of ideas” and “a spirit of generosity.” These principles were not merely adopted but form the backbone of the firm’s operational philosophy and have guided their hiring and operational practices. Matt provides a comprehensive overview of DCM Insights, describing it as a boutique professional services firm specializing in business development training targeted at non-traditional salespeople, particularly in the realms of law, accounting, consulting, and executive search. He outlines the unique challenges faced by professionals in these fields, who often juggle client work and the need to secure new business, leading to discomfort and ineffectiveness in selling. Matt highlights his shift into the professional services industry from a background in business-to-business sales research, noting the significant gap in sales training for professionals who are not full-time sellers.
AI, Client Loyalty, and Company Values: Matt Dixon on Driving Growth in Professional Services
Throughout their conversation, Gene Hammett engages Matt on the implications of AI for professional services sales. Matt identifies that AI is poised to enhance the efficiency with which professionals can identify and act on sales opportunities. However, he also sheds light on a critical shift in client behavior: the traditional expectation for clients to automatically return to their previous service providers is changing. Research shows a decline in client loyalty to incumbent firms, largely driven by clients now utilizing AI technologies to seek and compare alternate service providers, challenging firms to adapt their sales strategies in a more competitive environment. The discussion transitions to explore the internal leadership principles at DCM Insights that contribute to their impressive growth rate of 3,000% over three years. Matt credits the firm’s success to its robust team and the strong alignment of its values, emphasizing the significance of ownership within the company. He stresses the importance of hiring individuals who are intellectually curious and willing to take initiative, noting the collaborative culture where employees are encouraged to both seek and provide help.
Ownership, Empowerment, and Empathy: Matt Dixon on the Parallels Between Sales and Leadership
Ownership is a pivotal theme for Matt—he articulates that allowing employees the freedom to take responsibility encourages them to thrive, fostering a sense of advancement in their careers while also benefiting the company’s growth. He remarks on the contrast between two types of leaders: those who are skeptical of employees’ capabilities and those who bolster their potential through trust and empowerment. As the conversation progresses, the connection between effective sales and good leadership emerges. Matt highlights the traits common to both roles, such as intellectual curiosity, empathy, and a commitment to helping others succeed. He reflects on the idea that sales is not merely a transactional relationship but an avenue for providing genuine value to clients, paralleling the empathetic approach required of leaders. This insight challenges preconceived notions about sales and frames it as a dynamic that focuses on collaboration and understanding client needs rather than pushing products.
How Company Values Drive Culture, Leadership, and Performance
Wrapping up the episode, Gene and Matt underline the critical role that values play in cultivating an empowered company culture and driving performance. They emphasize that aligning people around shared values leads to a more cohesive and productive organizational environment. Matt’s insights into the role of values in shaping DCM Insights’ identity and success provide a compelling narrative on the importance of intentional cultural practices in navigating growth and fostering effective leadership in challenging industries. The episode serves as an affirmation of the need for organizations to recognize and leverage the underlying force of values to create a supportive and high-performing workplace culture.
