been seeing this a lot lately...

Another week, another pattern emerging from the trenches.

This week, I had a string of conversations with founders who’ve all come to the same conclusion:

“Outbound doesn’t work for us.”

But here’s the thing — in every single case, outbound wasn’t the real issue.

The problem was infrastructure.

They were running campaigns from primary domains, emailing stale contacts from static CRMs, ignoring job-change signals, and wondering why nothing stuck. Some were about to throw more SDRs at the problem, hoping headcount would cover the cracks.

It won’t.

Here’s a breakdown of what I’m seeing — and what needs to change if you want outbound to actually drive pipeline:

1. Sending from Broken Domains

Still one of the most common mistakes. Use your primary domain for cold outreach and you’re asking for deliverability nightmares. One spam flag tanks your sender reputation.

2. Reliance on Stale CRM Data

One founder confidently showed me their CRM - only to reveal contact data so outdated it might as well have been pulled from a phone book. With B2B data decaying roughly 30% each year, static CRM lists aren’t just ineffective, they're actively damaging pipeline health.

3. Hiring More SDRs Isn’t a Strategy

"We’re just going to hire more SDRs to fix the issue," another founder told me. But here’s the cold truth: scaling headcount without first optimising your infrastructure is like adding fuel to a leaky tank. It multiplies inefficiencies rather than solving the root issue.

4. Ignoring Job-Change Signals

One of the most common misconceptions I heard this week was that prospects ghosted them. They didn’t ghost - they moved jobs. Ignoring these job-change signals means leaving easy wins and warm re-engagement opportunities on the table.

5. Undervaluing Social Proof

Repeatedly, I've found that outbound campaigns lack the essential element of credibility. Without meaningful social proof - whether through logos, partnerships, or thought leadership - your SDRs struggle to generate trust. It's like sending them into battle without armour.

Here’s How You Actually Fix It

This isn't theory, this is exactly what we implement to get results:

• Dedicated Outbound Infrastructure: Always run outreach from secondary, warmed domains. Protect your primary brand domain from deliverability risks.

• Dynamic Data Enrichment: Use tools like Clay to automatically update and enrich your contact data weekly. Never send another email to a stale lead.

• Automated Signal Tracking: Implement real-time monitoring of job changes, promotions, and new hires. Instantly revive stalled or previously cold deals.

• Scalable Personalisation: Utilise spintaxed messaging and test at scale. Quickly find which variations resonate and drive responses.

• Rapid Inbox Response Teams: Assign dedicated teams to manage replies, aiming for responses within 15 minutes. Convert immediate interest into booked meetings efficiently.

My Bottom-Line Insight

Outbound isn't broken - it's misunderstood. If your results are flatlining, don't blame the method. Look closer at the machinery powering your efforts.

You don't need more hustle or more SDRs. You need smarter, stronger infrastructure.

That's what moves the needle.

Let’s get to work.