What if the smartest business development move you could make isn't a sales call, but a microphone?

In this episode, Cindi Baldi talks with Kelly Kennedy, founder of Capital Business Development and host of The Business Development Podcast, about the role podcasting can play in building trust, authority, and business relationships. From parking cars to building a 300+ episode show that's become required listening in his industry, Kelly shares how a business podcast can create authority, clarify expertise, and gives potential clinets a sense of how you think before they decide to work with you.

As two business podcasters, Cindi and Kelly compare notes on what they've learned building shows in the business sector, from the awkward early episodes to the value of clear positioning, and why reputation is becoming more valuable, not less, as AI floods the internet with generic content.

If you've ever wondered whether starting a podcast is worth it for your business, this is the conversation to listen to before you decide.

Episode Highlights:

Why business development isn't just sales, and what most people get wrong about the difference
Why a podcast can close the trust gap before a sales conversation even starts
How to expand your network, build authority, and differentiate yourself
What two podcasters learned from building shows in the business sector
The increasing power of reputation and what that means for your business

Watch This Episode on YouTube: https://youtu.be/Rvc0cXRvizM

About Kelly Kennedy:

Kelly Kennedy is a Canadian business development strategist, founder of Capital Business Development, and host of The Business Development Podcast, a globally recognized show with over 300 episodes and listeners in more than 150 countries.

He is also the creator of The Catalyst Club, a private community for leaders focused on connection and results, and the host of I Used To Work There podcast. With nearly two decades in sales and business development, Kelly helps entrepreneurs, executives, and sales professionals turn strategy into consistent revenue through proven business development systems.

Connect with Kelly:

Linkedin | Instagram

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Want to Go Deeper? Check Out Our Recommended Reading:

Mildren, Andrew. “The Battle for B2B Influence is Won Before Sales Walks In: Shaping Perception and Engaging Hidden Buyers,” Edelman, 26 Jun. 2025, https://www.edelman.com/insights/battle-b2b-influence
Miller, Donald. Building a StoryBrand 2.0. HarperCollins Leadership, 7 Jan. 2025, https://a.co/d/08Nb5uEG

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