Cold calling is an extremely effective strategy for us. Most important lesson I learned building our SDR program is that nobody natively likes cold calling so to do it well, it needs to be their only job.

When I had account managers that had to do their own cold calling they greatly underperformed. When I had someone whose only job was to cold call and book demos which were then closed by account managers one person was getting more meetings than all my account managers combined.

Some people don’t like getting cold calls, I personally don’t mind and the number of people that don’t mind statistically out number the ones who do. We have tons of data to support this. I highly recommend evaluating this as a strategy in any B2B customer acquisition program.