As someone who’s guided countless founders through building their sales motions, I’ve noticed a common thread: a reluctance to embrace outbound sales. But the fact is that outbound sales isn’t just another channel; it’s where the real learning happens for early-stage businesses.
The hidden power of outbound
Let me be clear: outbound sales means directly targeting people who don’t know you yet. Yes, they’re cold contacts who aren’t expecting your outreach. But this is precisely why it’s so valuable. When you’re doing outbound, you get to hear firsthand what people think about your solution. You’re not waiting for leads to come to you – you’re actively choosing who to target and learning from every interaction.
One of the biggest traps I see founders fall into is relying solely on inbound leads. While inbound is great, it can sometimes lead you down the wrong path. You might end up signing customers who aren’t the perfect fit simply because they came to you. Outbound, on the other hand, keeps you focused. You’re deliberately targeting specific types of customers, which helps refine your messaging, value proposition, and even your product direction.
The multi-channel approach
Here’s something crucial I’ve learned: successful go-to-market strategies rarely rely on just one channel. The most effective approach is covering as much of the GTM motion as possible. I regularly speak with companies that are doing fantastic purely through inbound, and others that are thriving solely on partner referrals or outbound. But you won’t know what works for your business until you’ve tested different approaches and have data to work from.
Even if you eventually end up with a predominantly inbound motion, the insights you’ll gain from those early outbound conversations are invaluable. When someone tells you they’re not interested because they’re using a competitor, or they’re handling the problem manually – that’s gold. These rejections are actually crucial feedback that can shape everything from your marketing message to your product development.
Getting started: The right way
Let me share the framework I use with founders starting their outbound journey:
1. Start small and focus
Don’t fall into the trap of building a massive list of 10,000 prospects. Start with just 50 target accounts. Because in B2B SaaS, it typically takes between 11 and 16 touchpoints to get a response. Most people give up after three or four attempts. By keeping your list focused, you can properly penetrate these accounts instead of spreading yourself too thin.
2. Keep it manual initially
I know automation is tempting, but resist that urge in the beginning. Do things manually so you can test different messaging approaches and really understand what works. Once you have data showing that certain messages consistently resonate, that’s the time to start thinking about automating elements.
3. Develop a value-led strategy
I see many founders stumble here because t’s easy to fall into the trap of immediate selling: “Hi, I’m [name] from [company], and we do [feature list].” Stop. People’s inboxes are getting busier every year, and the way to cut through the noise isn’t by selling – it’s by delivering value.
Leave value on the table before asking for anything in return. This approach consistently outperforms traditional sales pitches.
The tech stack you need
You don’t need to break the bank here. I recommend allocating about £300-500 monthly for a lean tech stack:
- LinkedIn Sales Navigator for building your prospect lists
- A data enrichment tool (like Apollo, Cognism, or ZoomInfo) for contact details
- A CRM platform (I use HubSpot because it handles the entire customer lifecycle)
- Basic calling capabilities (either through your mobile or a soft phone integration)
That’s it. Don’t get distracted by shiny new tools. Focus on the basics that let you identify, reach, and track your prospects.
Effective outbound methods
While email is common, I strongly urge founders to get on the phone as much as possible. Because on a call, you get immediate feedback.
You can hear objections in real-time and build relationships in ways that just aren’t possible via email. Plus, especially when selling to other founders, they’re likely to answer their phones – they might think you’re a potential customer or investor!
Mix up your approach using different channels:
- LinkedIn outreach
- Direct calls
- Personalised emails
- Video messages (if your product lends itself to visual demonstration)
- Direct mail for high-value prospects
Common pitfalls to avoid
The biggest mistake I see? Not doing enough outbound activity.
I’ve had founders tell me “outbound doesn’t work for us” after sending just 30 emails. That’s just not a valid test. You need consistent effort over time to generate meaningful data and results.
Another common trap, especially for technical founders, is jumping straight into product features. Remember: prospects don’t care about your solution until they understand how you can solve their problems. Stay focused on value and outcomes.
My final thoughts
Keep it simple. Most businesses have to prospect to get customers. The companies you’re reaching out to are probably doing outbound themselves. Focus on finding the right people, building real relationships, and delivering value.
Some prospects will be ready to engage, others won’t – and that’s okay. Just make sure you have a way to nurture those who aren’t ready yet.
But the most important thing? Just get started.
Block time in your calendar, treat it like any other crucial meeting, and commit to the process. Start small, but start now. The insights you’ll gain will be invaluable for your entire go-to-market strategy.
Author: Matthew Codd
I’m Matthew, I have 15 years of commercial leadership experience, helping VC-backed B2B technology companies scale revenue and transition from founder-led sales.
I use my experience to help early-stage start-ups with GTM expertise, sales best practice, and hiring insights.
I co-founded Cosmic Partners in 2022. We are SaaS sales recruitment specialists for VC backed B2B tech companies.
