When you throw a prospect who literally doesn’t “get it” back into the nurturing pool, you better make sure they aren’t qualified, because they’re swimming right over to your competitor’s boat.

We can draw pictures of fish all day long and call them “personas,” but the only reliable way to find out what they’re biting on is to get some biting going on.

the real question is, what’s on the hook? Because every fish that swims off before you have a conversation with it is a tragedy worse than the failure to land one that does end up on your line.

Let’s take a break from the question of whether outbound sales can be industrialized.