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If a referral closes up to 70% of the time, why are we spending most of our effort on strategies that close less than 1% of the time?! A typical B2B sales strategy relies on Sales Development Reps (SDRs) making cold calls or cold emails to try to set up an appointment for an Account Executive (AE) to deliver a sales pitch. In my conversation with my long-time friend Joanne Black, we explore the reasons for the decline in the effectiveness of this strategy and we explore the benefits of a formal
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