Yeah, me too.
I get 10+ of those spray and pray emails/Linkedin messages a day.
That means the prospects do too.
We have all heard of people claiming outbound is dead.
Outbound isn't dead, but most of it is broken.
In a typical revenue organization, the tools in the stack give you more.
More signals.
More contacts.
More intent data.
More alerts.
The problem with More is that it drives reps running in multiple directions with great activities and a full pipeline.
But the revenue stays flat.
More data didn't solve the problem.
It just made the wrong decisions faster, and they compound.
IMO, it's that the most critical aspects of context are missing that inform where to spend finite selling time and, more importantly, why and when.
The platforms that not only scores accounts on who could buy, but also who is actually ready via data on leadership changes, revenue shifts, hiring patterns, etc.
It digs in a level deeper into the context behind the data.
They also learn from how deals actually close and apply that pattern forward.
It’s not just firmographics and technographics, but having the actual judgment of your best seller, scaled across the field.
My view of AI development and impact in GTM is that it will bifurcate the motions: those who spray and pray will spray more and harder while not having their prayers answered, and those who are utilizing AI to better track, analyze and expand on clear signals and intentions across, aim assemble and achieve
For any B2B who is not selling disposable products, it will be Depth over Breadth any day.
