In this episode of GTM Science, USC Marketing Manager Rachael Bueckert interviews founder and CEO Eddie Reynolds on Union Square Consulting's Outbound Efficiency Framework. They explore key elements such as list building, segmented targeting, capacity planning, efficient cadences, and the adoption of advanced tools and automation to optimize outbound efforts.

Eddie emphasizes the continuous process of optimization, reporting, and analyzing data to ensure quality outreach. They also discuss the critical role of brand awareness and collaboration between marketing and sales teams to enhance outbound performance.

Throughout the conversation, Eddie and Rachel provide actionable insights aimed at helping listeners improve their outbound strategies comprehensively.

See the full Outbound Efficiency Framework here.

00:25 Discussing Outbound Efficiency Framework

01:28 Challenges in Outbound Sales

08:07 Importance of Targeting the Right Audience

12:21 Go-to-Market Efficiency Pyramid

16:04 Defining Ideal Customer Profile (ICP)

21:36 Capacity and Territory Planning

29:50 Segmenting Target Lists

32:22 Building Effective Cadences

39:47 Account Targeting and Pipeline Conversion

40:28 Narrowing Focus for Effective Sales

41:12 Identifying and Managing Zombie Pipeline

44:19 Optimizing Sales Reports and Data Analysis

47:41 Importance of Focused Account Coverage

49:42 Role of Rev Ops in Sales Optimization

56:42 Pipeline Council: A Collaborative Approach

58:15 Aligning Outbound and Inbound Strategies

01:04:27 Automation in Sales: Tools and Strategies

01:10:59 Conclusion and Next Steps

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