How to build a sales network to crush quota feat. Stephen Oommen

Sales is changing. The days of relying solely on cold outbound and high-volume dials are fading fast.

The best sellers? They’re focusing on relationships—on how to build a sales network instead of cold spamming.

If you want to crush quota, you need to stop thinking only about Go-to-Market (GTM) and start thinking about Go-to-Network (GTN).

As Stephen Oommen put it in a recent Mixology podcast episode: “Warm introductions speed up sales cycles and boost close rates.”

So, how do you build a sales network that actually helps you sell smarter—not harder? Let’s break it down.

P.S. If you prefer listening to/watching the interview instead, see the video below ⬇️

The big shift: From go-to-market to go-to-network

Most sales teams are still treating networking as an afterthought. But the reality is, your network is your biggest competitive advantage.

Think about it: Would you rather take a cold call from a random rep or an introduction from someone you trust?

Exactly.

Instead of relying on brute-force outbound, top salespeople are thinking about how to build a sales network to unlock warm referrals. And it works.

Here’s why:

• Referrals build instant credibility. A warm intro transfers trust from the referrer to you.
• They shorten sales cycles. You skip the awkward “who are you?” phase and move straight to value.
• They improve close rates. Prospects are more likely to engage when they’re introduced by someone they know.

As Stephen put it, “Cold outbound isn’t dead, but it should be the last resort.”

How to build a sales network: The 5-10% rule

If networking is so powerful, why aren’t more sales teams prioritizing it? 

Simple: It’s not easy to measure.

Pipeline math is easy—100 calls = X connects = Y opportunities. But network-building? That’s long-term thinking. And most reps are stuck in short-term cycles.

Here’s how to start:

Commit 5-10% of your time to networking. That’s it. A few hours a week. Not a huge lift, but it pays off.

What should you do in that time?

1. Talk to AEs, VPs, and founders. These are the people who will open doors for you later.
2. Send LinkedIn DMs. No pitch. Just a casual, “Hey, I’d love to connect.”
3. Set up ‘no-agenda’ meetings. Get to know people before you need something.
4. Ask for introductions. When you wrap up a convo, say, “Who else do you think I should meet?”

This is what Stephen calls network creation, activation, and maintenance—and it’s how you make networking a habit, not an afterthought.

The right balance: AI, outbound & relationships

Let’s be real: AI is changing the game. But it won’t replace the human side of sales.

Here’s where AI helps:

• Call summaries and follow-ups. AI-generated meeting notes and email follow-ups save time (Mixmax’s AI Meeting Assistant does this).
• Research. AI can surface relevant insights before you reach out.
• Optimizing outreach. AI can suggest the best time to send an email or make a call.

Here’s where AI won’t help:

• Building real relationships. AI can’t replace trust.
• Getting warm introductions. That takes human connection.
• Handling complex objections. Sales is still a people game.

As Stephen put it, “Use AI for tasks, not for faking connection.”

P.S. You can try Mixmax's AI tools for free here:

Final thoughts: Make networking a habit

If you’re waiting until you need your network, you’re already behind.

Start now: 

✅ Build relationships before you need them. 

✅ Make networking part of your weekly routine. 

✅ Leverage warm intros before going full outbound.

Sales is about more than just hitting numbers—it’s about playing the long game. And the best way to win? Build a network that works for you.

Want to learn more about how to build a sales network that actually helps you sell? Catch the full conversation on the Mixology podcast.