Brian LaManna argues that sales engagement platforms have made sellers lazy, pushing them to dump contacts into automated sequences instead of doing real research first. He recommends gathering intelligence from your predecessor, conversation data, and your CRM before reaching out, because 15-day, 22-step sequences just get people to unsubscribe.
I feel like sales engagement platforms have almost trained sellers to look at accounts and prospects the wrong way. And I think those people are treating sales as more of like a numbers game. First step in prospecting needs to be redefined. It's not just about grabbing the account and immediately enlisting 5 to 7 contacts into a sequence. It's just taking a little bit more time upfront to build that point of view, whether you're going to the previous rep that owned that account, you're looking at your conversation intelligence solution, you're checking CRM, spending time getting that information right. So then you can you can take a more creative approach than just, great, I found a prospect, I'm gonna put them into this 15-day, 22-step sequence that typically ends in an unsubscribe today.
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