RIP Cold Calling Why Aren’t Old Techniques Effective Anymore? Although once in awhile a cold call or classic new business letter might work, it’s becoming rarer. There are three dynamics in the market that have changed the nature of prospecting and what works: 1. Buyers are sick of being sold to, and become more resistant every year to classic sales and marketing methods, such as pushy cold calls or generic marketing materials. 2. Sales 2.0 technologies, both of CRM systems and Sales 2.0 applications, make it easier than ever to take the guesswork out of implementing, executing and auditing the ROI of a prospecting methodology. 3. More accountability on marketing budgets. There is ever-increasing pressure for lead generation and marketing budgets to show documented proof of revenue results. Every project is scrutinized: “What’s the ROI? How do you know?” Executives want proof of revenue generated. Have you ever done a careful measurement of your cold calling programs? Chances are they are much more productive in terms of amount of activity than revenue. Executives are taking closer looks at these programs, and not liking what they see.