I am the director of sales at a 5 person firm. I manage sales and marketing from cradle to grave. Cold calling delivers an extremely poor ROI. I've seen random

I am the director of sales at a 5 person firm. I manage sales and marketing from cradle to grave. Cold calling delivers an extremely poor ROI. I've seen random, large successes from cold calling with my own eyes, but these are quite literally 1 in 1 million. It's the equivalent of finding a bunch of $100 bills on the ground- has it happened to you often? What you really need, realistically, is strong PR and referrals. If you aren't doing Youtube, in-person speaking engagements, and asking customers for introductions, then you either are selling B2C or you aren't selling much of anything B2B. Direct-outreach B2B sales has poor ROI. Period. Cold calls, cold emails, cold letters in the physical mail-- this is grunt work and usually it ends poorly, even if you are giving your service away for free.