Why we scrapped our outbound execution engine

Something we refrained from building is an outbound execution engine.

We built it at one point and then completely scrapped it.

Why?

Two points:

1. Focus on the Real-time Data Layer

At early stages, your business helps you focus on the most mission-critical, revenue-influencing part of the product.

If it's the automation or outbound execution layer - it almost always becomes mission-critical, and your focus shifts entirely there.

This takes away focus and precision on the data layer, making your data layer a commodity and causing your users to start getting data from other sources.

2. The dying trend of outbound email/LinkedIn blast automation

With Claude Code, it's super clear that the number one bottleneck was operationalizing, state management, and the number of clicks needed to manually outbound to an audience of, say, 50 people. The modern UX is a nightmare for that.

The solution to that isn't spray and pray - it's reducing the number of clicks to zero for manual outbound.

This way, the human in the loop always exists, but they're able to do much more precise outbound in terms of volume.

This allows for better ideas around the data layer, precision in finding pain points, accurate timing, and trigger-based outbound.

We see cold-calling-like mechanics happening to LinkedIn outreach and emails - where the human parts are essentially baked in.