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In this episode, Owen Cole, Director at Paragon Marketing Projects, joins host Martin from Lead Forensics to cut through the noise on what actually makes outbound work in today’s B2B landscape. From two decades in sales to running a team of nearly fifty SDRs across multiple industries, Owen has seen the patterns that separate teams who scale consistently from those who stay stuck chasing their tail.
He shares why the obsession with objection handling is overrated, how his team achieves a 30-40% higher conversion rate using intent data versus cold outbound, and the one question most reps forget to ask before they even pick up the phone. We also get into why single-channel marketing is quietly killing pipeline predictability, the cold call opener Owen has used for years that lowers prospect defences without a word of deception, and why the best salespeople right now aren’t selling at all.
If you’re an SDR, sales leader, or anyone trying to build predictable pipeline without burning out your team, this one’s packed with things you can put to work straight away.
