The Quantity isn't enough.

Early days of OpenFunnel - we constantly heard the quantity of prospects is too less, we need way more.

This baffled us.

We were finding net-new prospects with high relevance, timing and inferred pain.

And thought how could we possible manufacture timing and pain for more quantity.

Then we dug in.

Reps are wired for volume & lists. Databases with less than 6 digits don't even make the buying talks.

They'd burn through a massive static contact list (with all the sprinkles of technographics, maybe) in 2 weeks. With not great results - because completely off on timing.

So they did what made sense - spam till someone replies.

But all channels are now spammed.

The new savior is "Signals". But the framing is still WRONG.

People are still thinking about it as - how many prospects can I buy that have signals.

The real question is - how many uniquely valuable signal cannons can I deploy that keep giving.

A signal cannon fires when something real happens in the market.

You don't work a list. You respond to fires - each one with context and a reason to reach out baked in.

More cannons = more volume. But only if the cannons are good.

Volume isn't front-loaded anymore. It's spread daily over time.

You never burn through anything. The cannons keep firing.

Reps wake up to new alerts every day - enough volume but spread out over time.