(or: why the head of sales wants one thing, and the reps want another)
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Here’s something fun about B2B sales teams – the boss and the troops can have completely different ideas about cold outreach.
Picture two axes: Professional vs Unprofessional, and Blend In vs Break Through.
Everyone agrees on Professional. That’s table stakes.
But sometimes there’s a massive divide on the other axis.
The CRO is thinking: “We need to get noticed. Stand out. Make waves.”
The AE is thinking: “I have to actually talk to these people someday. I need to seem safe.”
It’s a fascinating split:
- CROs believe being professional means knowing how to break through… and doing it
- AEs believe being professional means blending in with vendors the prospect already trusts
The goals are different too:
- AEs want: “Hmm, interesting. I should ask for more info.”
- CROs want: “We need to meet these guys, soon.”
Here’s why: Your perspective changes when you’re the one who has to meet quota versus when you need your team to meet quota.
The AE wants to look broadly similar to everyone else. It signals safety.
The CRO wants minimal similarity. Different. Memorable. Something that moves prospects to make a decision sooner not later.
Different seats, different views.
It’s one of the reasons writing outreach for companies is so interesting. Multiple needles need to be threaded, with every engagement, to move the process forward.
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Dean figures out angles, stories, and positions that clients use to connect to tomorrow’s customers. Then writes for them, or teaches them to write for themselves.