When we analyze all the lead sources across our portfolio companies that add new customers, outbound prospecting, and especially cold emailing, has created the most predictable pipeline (it commonly sources ~70% of new deals). But not all cold emails are equal, and the difference between amateur and expert cold emailing is dramatic. We target a 1-in-200 email-sent-to-meeting-booked ratio (yes, it can be much better in small samples, but not at the scale we operate at). We've seen an email-sent-to-meeting-booked ratio as poor as 1 in 9,000. The value of a qualified new initial meeting can be
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