[Topline #69] Cold Calling Sucks, and That’s Why it Works with Armand Farrokh

Armand Farrokh is the founder of revenue media platform 30 Minutes to President's Club and author of "Cold Calling Sucks, and That's Why It Works”. He joins the show to discuss the evolving landscape of outbound sales, particularly the impact of AI and automation tools. 

We delve into the paradox of using cold calling techniques in a world increasingly dominated by automated outreach and ask questions like: “How important is personalized, human-driven sales tactics?” and “Are we over-reliant on technology for outreach?”

Key chapters:

• 03:58 - The Changing Buying Behavior of Customers
   
• 07:07 - The Importance of Investing in Brand
   
• 13:20 - The Overlap Between Brand and Demand Generation
   
• 23:28 - The Need for Long-Term Brand Investments
   
• 31:07 - Balancing Brand and Demand Generation
   
• 33:00 - Weirdness from the Finance Team
   
• 34:29 - The Power of Content in Branding
   
• 36:51 - The Importance of Brand Investment
   
• 39:58 - The Impact of Brand Investments on Conversion Rates
   
• 41:34 - The Relationship Between Brand and Product
   
• 46:41 - Brand's Role in Demand Generation and Retention
   
• 49:31 - The Power of Brand in Self-Identity
   
• 52:22 - Thinking Long-Term in Building a Business
   
• 55:10 - Introducing the Topline Newsletter
   
• 58:57 - The Value of Books in Gaining Insights

Listen to new episodes of Topline every Sunday and subscribe to Topline Newsletter.