Why do we think this is and what are the implications for go-to-market teams?

The reality is that if you aren’t in a person’s contacts, your call is likely not getting answered.

We’ve talked for a long time about cold calling being less effective and this is a great example of how other industries are looking to adapt.

How should we as marketers and sales pros adapt? Build relationships. Get in their contacts list. Be a wanted call, instead of an unwanted call.

Find the channel they want to speak with you on, but don’t just spam through every channel. In the end, an unwanted message on any platform is likely getting ignored.