Outbound isn't dead (your process is)

This is why 90% of outbound motions fail

Elric Legloire - Outbound Chef

Sep 21, 2025

Spoiler:

It's not because "outbound doesn't work." It's because you're running 2023's manual playbook in 2025.

Here's what I'm hearing from GTM leaders on calls and even on LinkedIn:

"SDRs don't work for ACVs under $250k"

"Outbound doesn't work for us."

"We're going all-in on inbound and PLG"

Sound familiar? GTM teams are cutting outbound entirely because their motions are failing.

But here's what's really happening:

They're blaming the channel instead of fixing the inefficiency.

Reason #1: The 2023 Manual Playbook is Dead

Your SDRs are probably spending 2+ hours daily on non-pipeline activities (everything except actual prospecting):

Looking for AND building account lists without proper scoring
Account/lead research for “personalization”
Hunting for contacts on Sales Nav
Manually looking for contact data across 3+ providers
Pushing bad data to your CRM
Sending emails that bounce
Calling disconnected numbers

And most leaders think this is just "part of the job."

Let me put this in perspective.

In 2021, I was in the leadership team of 30 SDRs, making $45/hour ($85k OTE). If they're spending just 2 hours daily on non-pipeline activities, that's $54,000 in wasted salaries. Every. Single. Month.

$648,000 annually.

But that's just the tip of the iceberg.

The real damage comes from the compounding effects:

Cherry-picking bias: Reps choose accounts based on preference, not fit
Tier 3 time waste: Hours researching accounts that'll never close
Bad data cascade: Low connect rates from unverified phone numbers

Reason #2: Conversion Rates Collapsed

The efficiency crisis only got worse as AI flooded inboxes and buyers ignore generic outreach:

2015: You needed 100 cold emails to get one opportunity (1% conversion rate)
2018: Took 200 outbound attempts (0.5% conversion rate)
2023: it took over 1,000 attempts (0.1%)

Outbound attempts VS Success Rate (Source: Revenue Architecture by Jacco Van Der Kooij)

What changed?

AI Message Explosion: Buyers now receive 10x more emails than before. What used to feel custom now screams automation. Your SDRs are competing against thousands of AI-generated messages that sound exactly like theirs.

Buyer Sophistication: Decision-makers developed "outreach immunity." They can spot templated messages instantly. The same "I noticed you just raised funding" opener that worked in 2020 now gets deleted in seconds.

When efficiency drops and costs skyrocket, leaders think: "Outbound doesn't work anymore."

The real problem: Your reps are spending 50% of their time on non-revenue activities while targeting the wrong accounts with unverified data.

This is why companies cut their SDR teams.

Because this manual playbook just doesn't scale profitably anymore.

So what do you do?

What the top 10% teams do differently

As an outbound leader, your role is productivity optimization.

2-3 years ago, you couldn't build this with current tools, data and AI.

I recently worked with a team that cracked this. They went from 50% prospecting time to 80% by layering AI and quality data across their entire workflow:

Data Quality:
- Account data: that's what you need for your scoring systems. s firmographics, technographics, intent signals, and what I call "digital breadcrumbs”.
- Contact data:
  - Waterfall enrichment for phone numbers and emails
  - Steps to verify and score the data
  - Reps don't spend their time looking for bad phone numbers
- Feedback loops in your systems to focus on the best providers
Account list building:
- Account Scoring: Built scoring for propensity and ACV. BDRs only touch best-fit ICPs now. Built based on account data (internal + external data).
- Routing: Highest-fit accounts automatically flow to reps. No more personal preference picking.
Pre-researched accounts: AI workflows look for what initiatives and challenges are relevant for your product
Relevancy at Scale: AI workflows drafts POV, hyper-relevant messages and talk track tailored to each account.
CRM updates: AI logs every activity and surfaces next-best actions for reps

The outcome?

More prospecting time = More quality touches.
Higher input quality = Better conversion rates
Predictable pipeline = Entire GTM focused on the right accounts

The high-performing teams in 2025 combine AI automation + outbound operations expertise. They're not just using tools, they're engineering entire workflow systems that eliminate manual work while improving output quality.

They aren't the ones with the most SDRs. They're the ones who've eliminated the $648K waste and turned their reps into revenue-generating machines.

What's your take? Are you seeing similar efficiency drains on your team?

Outbound isn't dead (your process is)

This is why 90% of outbound motions fail

Reason #1: The 2023 Manual Playbook is Dead

Reason #2: Conversion Rates Collapsed

What the top 10% teams do differently

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