👋 Hello, I’m Andrew, and welcome to my newsletter. Each week I tackle reader questions about go-to-market strategies, growth, working with humans, and building online. 📩 Reply to this email 📩 and in return, I’ll humbly offer actionable real-talk advice (and tell you if I have no clue).

PS - I'm rebranding this newsletter to Andy's Newsletter (don't hate me :P). It was a tough decision and wanted to let you know. Content will be the same: go-to-market strategies, growth, working with humans and building online. Tough decision, but I wanted to make sure I had a one-stop-shop to tell you all about the projects I’m working on 🙏

The Top 5 Reasons Why Outbound Strategies Fail

1/ You aren't fully bought in 🤑

You are receiving a ton of inbound. If anything you can just go back to saying "well, we have inbound it's all good"

That inbound is eventually going to dry up.

*My take: don't start figuring Outbound out once inbound drys up. It puts too much pressure on your reps, on your management, and on your company.

*If you've never had any inbound and are still scaling. Kudos. 👏

2/ You think it's "set it & forget it" 🤔

You have started to dabble in inbound. You create a few sequences with your first round of content. Then you never optimize your outbound process again until it breaks.

The best B2B SaaS organizations are optimizing their Outbound process constantly.

Here's how:

• Tweaking the content

• Adding/removing/editing additional touchpoints

• A/B Testing content

• Automating trigger events like content downloads

• Eliminating efficiencies in the tool stack

Big Picture: Your Outbound strategy is one big feedback loop. Deploy. Optimize. Repeat. ♻️

3/ Not using the right tool stack 🤦‍♀️

If are tasking your reps with creating a 3X pipeline and all they have is Gmail/Outlook. You are in trouble. 😬

• Your competitors are using the best of the best toolstack (i.e. they are moving faster than you)

• Your reps have stopped prospecting because it's inefficient

• There's no way to measure what's working (or not working)

If I had to pick 2 tools to invest in now for your team:

1. Outreach/Salesloft (Sales Engagement)

2. LeadIQ/Zoominfo (Prospect Data)

You'll spend anywhere from $100-$300/month/rep on these 2 products. However, if they generate $50k in pipeline per month using them... You know what I'm about to say next :P

4/ Promoting the wrong outcomes 💩

Number of dials. Number of emails sent.

These are vanity metrics. 🔢

When measuring the success of your prospecting efforts, there is only 1 thing that matters:

Pipeline generated 🌊🌊🌊

And there are two approaches to generating pipeline:

Let me elaborate on #2 though. You need to measure the inputs in order to predict the outputs.

It blows my mind 🤯 how many companies try and forecast numbers without understanding how the inputs get to the numbers.

5/ Bad content 🛑

Now, when going outbound content is also king. Here's what a typically executive inbox looks like 👇👇👇

Each one of those emails asking for 15 minutes.

So the question to ask is... Why should they respond to your team?

If you are building out your Outbound strategy today, I'd say you need to focus on Content-driven pipeline:

• Viral Blog Post

• User-generated content (UGC)

• Data-generated content

• Value-based content

• Rep-generated content

We'll explore more on this in the next post. Subscribe below if you haven't already.

👏 Example companies to check out doing Outbound right

• Gong

• Recorded Future

• Drift

A successful Outbound strategy is a constant journey, and there's no end destination. It's constantly evolving.

Those than can optimize quickly on their outbound strategy will win.

How would you rate this week's newsletter? 🤔

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No Bad Days,

Andrew Mewborn 👋