Really appreciated this info and will check out that book -- looks great. As a biz dev guy for a web development company, the thing i'm struggling with is how

Really appreciated this info and will check out that book -- looks great. As a biz dev guy for a web development company, the thing i'm struggling with is how to bank on cold-emailing as a sales approach when there is so much variability/unpredictability. Sure, someone might pass on your contact to a referral, etcetera, but i'm having a hard time justifying devoting so much time on an outbound marketing campaign a la cold emails when the results are scattershot. How does this low cost marketing campaign you speak of fit within the composition of the rest of your sales efforts?