Most B2B teams think outbound is just about activity. Book meetings, hit quota, move on.

But this week on The B2B Playbook, we sat down with Shawn Sease—aka The Professor of Prospecting—to expose why that model is broken.

Shawn’s seen it all. From old-school cold call sprints to modern GTM teams trying to do outbound in the age of AI. And he’s brutally honest about what actually works today.

Together, we unpack how to rebuild your sales development system around truth, timing, and trust—not just activity.

Here’s what we cover in this episode:

+ Why most sales development strategies fail before the first call

+ The power of cataloguing accounts (and why it's better than intent data)

+ How to build outbound systems that don’t collapse when your SDR quits

+ What real Sales and Marketing alignment looks like

Tune in and learn:

+ Why timing is a weak signal (and what to track instead)

+ How cataloguing transforms your outreach strategy

+ What great commercial architecture actually looks like

This episode is a must-watch if you’re a B2B marketer or sales leader who’s tired of outbound that doesn’t scale, and wants a better way to reach your market.

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00:00 The Professor of Prospecting: Who Is Shawn Sease?

04:18 Why B2B Outbound Is Broken

07:43 Cold Calls Aren’t Dead—But Your Strategy Might Be

11:12 The Real Job of SDRs Today

14:40 Why Buyers Aren’t Listening to You Anymore

17:55 How to Build Trust Instead of Noise

21:01 Is Your Go-To-Market Strategy Just Tactics in Disguise?

24:46 Cataloguing: The Secret to Smarter Outreach

28:05 Feedback Loops That Actually Align Sales and Marketing

31:36 Why "Booked Meetings" Are a Broken Metric

35:14 The Role of Customer Success in Sales Development

38:46 Outbound Needs a System—Not Just a Script

42:33 Stop Chasing Timing—Start Building Permission

46:10 What Good Commercial Architecture Looks Like

49:22 The Future of Prospecting: What's Coming Next

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💰 Need to bring in more revenue for your company (so sales and your boss love you??)

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So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

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S07 E187 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing

#b2bsaas #salesdevelopment #sdstrategy

Professor Richard Susskind Discusses Online Courts