This matches what I'm seeing too, Liz. The "death of high-volume, low-ownership outbound" framing is exactly right, and the narrow-book point is the one I'd underline twice.
The one layer I'd add to the list: relationship temperature. Capping reps at 40-60 accounts and running coordinated sprints are both great, but they're still optimizing how you break into cold accounts. The bigger unlock I've seen is prioritizing the accounts where you already have a warm path first, an existing customer who can intro you, a champion who changed jobs, a mutual connection, before you spend the sprint energy on true cold.
A coordinated multi-channel sprint into a warm account converts at a completely different level than the same sprint into a stranger. And the FedEx package lands very differently when someone they trust already told them you were coming.
So I'd frame it as a prioritization order: warm paths first, then cold with ownership and coordination. Every tactic here is right. They just compound when you point them at relationships you already have.
This matches what I'm seeing too, Liz. The "death of high-volume, low-ownership outbound" framing is exactly right, and the narrow-book point is the one I'd underline twice.
The one layer I'd add to the list: relationship temperature. Capping reps at 40-60 accounts and running coordinated sprints are both great, but they're still optimizing how you break into cold accounts. The bigger unlock I've seen is prioritizing the accounts where you already have a warm path first, an existing customer who can intro you, a champion who changed jobs, a mutual connection, before you spend the sprint energy on true cold.
A coordinated multi-channel sprint into a warm account converts at a completely different level than the same sprint into a stranger. And the FedEx package lands very differently when someone they trust already told them you were coming.
So I'd frame it as a prioritization order: warm paths first, then cold with ownership and coordination. Every tactic here is right. They just compound when you point them at relationships you already have.
Awesome, Liz! I'd love to read more about those new best practices. Do you have any sources where I can learn more about them?