30 Minutes to President's Club | No-Nonsense Sales What Great Sales Teams DO DIFFERENTLY: Pain Chain First, Outbound Second | Mark Kosoglow | Ep. 312
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May 29, 2025 Mark Kosoglow, Chief Revenue Officer at Catalyst and CEO of Operator AI, shares insights from his journey leading Outreach to over $100 million in annual recurring revenue. He discusses why many outbound strategies fail, emphasizing the need to understand the buyer's journey and redefine the ideal customer profile based on real problems. Kosoglow introduces the 'pain chain' concept, advocating for educational outreach that shifts prospects from unaware to aware, ultimately enhancing engagement and conversion rates.
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Rethink ICP Definition
- Most define ICP by company data hoping for similarity in problems with existing customers.
- This often misses actual problems they can solve, like an offensive "business racial profiling."
Respect Buyers' Journey
- Respect the buyer's journey stage before asking for meetings to improve conversion.
- Messaging must align with whether prospects are unaware, aware, considering, or evaluating solutions.
Poor Connect Rates Uncovered
- Mark's company increased calling volume but discovered poor connect rates, shifting his awareness from effort issue to data quality.
- Proper messaging could have moved him from unaware to interested quickly.