Most reps skip straight to messaging. They write emails without knowing who they're targeting, when to reach out, or what the buyer actually cares about. Then they wonder why no one responds. The problem usually isn't the email itself. It's the lack of context behind it.
That matters even more if you're using AI for outbound. The way you collect and organize CRM data determines whether AI becomes a force multiplier or a firehose for bad outreach.
In this episode, John Barrows shares his Filling the Funnel framework, a five-step system for building a stronger outbound strategy from the ground up. It helps teams improve the CRM data that fuels productive outbound, including ICP, personas, trigger events, messaging, and contact strategy.
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