Gerry Hill 🏌️🚀

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More dials per hour = more conversations = more meetings.

That made sense when the main constraint was human dialling capacity.

I’m not convinced it is the right production equation anymore.

125,066 dials

435 meetings

5.37% connect rate

287 dials per meeting

At first glance, you might conclude that the answer is simply more volume. But break the activity down by execution method and the economics change.

Parallel accounted for approximately 19% of the dials.

It generated approximately 6% of the meetings.

If every dial had roughly equal productive value, you would expect 19% of the activity to produce something approaching 19% of the output.

It didn’t.

Power: 248 dials per meeting

Parallel: 928 dials per meeting

That is roughly 3.7x as many attempts required to produce the same meeting outcome.

If I take a rep from 50 dials an hour to 200 dials an hour, I have created a 4x increase in activity velocity.

I have not necessarily created a 4x increase in production.

If the additional attempts are materially less likely to become conversations, meetings or pipeline, I may simply be moving through my addressable market faster.

That is acceleration.

It is not necessarily lift.

There was another interesting number in the same dataset.

Just 60 caller IDs handled 11,908 attempts while connecting below 3%.

That is nearly 10% of the entire dial volume travelling through a very small group of demonstrably low-performing numbers.

So consider what happens when we optimise for velocity without controlling the inputs.

We can dial bad data faster.

We can route more activity through degraded numbers faster.

We can burn through accounts faster.

We can make more simultaneous attempts faster.

And the activity dashboard can look fantastic while the economics underneath it deteriorate. That is why I think outbound needs a slightly different production equation.

Dials × speed = productivity

Right person × reachable number × healthy calling infrastructure × effective execution = productive conversation

Productive conversations × seller conversion = meetings and pipeline.

The objective isn’t maximum dial velocity.

It is maximum commercial output per unit of seller time and TAM consumed.

The point is that throughput has to earn its keep.

If 19% of your attempts are generating 6% of your outcomes, that is an economic signal worth understanding.

Because the next generation of outbound productivity won’t come from discovering another way to make humans initiate even more calls.

We already solved that problem.

The production lift now comes from becoming far more selective about which attempts deserve to happen in the first place.

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