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Is Cold Calling Dead? 74% of You Say No!

admin by admin
March 13, 2023
in SaaS News


So even after doing SaaS all this years, and being perhaps the biggest fan of SaaS sales and sales processes out there … I still struggle with the idea of cold calling.  Personally, I never answer a cold call, and want at least my initial discovery to be done over email.

But I’m not the average tech buyer, and you probably aren’t either.

So I put out the latest survey to see how many folks were successful doing cold phone outbound (not email) in 2023?

The answer: a lot.  Most:

Now granted, a survey isn’t that nuanced.  A lot of phone-based cold calling isn’t 100% cold.  It’s to folks that already have taken at least a “pre-action” in many cases (been to the website, been to an event, etc.).  That’s not true raw cold calling.

I really liked this summary from CRO Jesse Gomez:

Cold calling represents one piece of a comprehensive go to market. >60% of decision makers visit the website and other sources to consume data on the solution, competitors, and understanding the problems the solution solves. If it’s a priority for prospect they are more than 80% inclined to respond to “cold calling” to schedule an appointment. IME, none of the pieces in a well designed GTM are a silver bullet, independently. Also, I have personally observed the evolution of the “buying behavior” evolve over the last 10 years, to what it is today. Point being, if I implemented a plan today that is an exact replica of what I used 10 years ago to grow revenue at that time, it would be wildly ineffective today. My $0.02

Maybe this survey isn’t a surprise to many of you, but it is to me.  I never check my voicemail and avoid phone calls as much as possible.

But yes, when I want to buy, and a great rep calls … that can be a great experience.

It looks like most of you are trying to run that playbook, and importantly, are seeing it work.  40% of you say cold calling really works, and another 34% say it still works a little and is worth it (my general experience).  The reality is, anything that works even a bit is usually worth doing — if you have the resources than know how to run that playbook.

How are you running “cold” phone outbound?

Published on March 13, 2023



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