Research — find the companies worth our sales team's time, and understand their business well enough to know why they'd care about us.
Outbound — reach out and follow up, whether that's inviting them to an event (marketing) or opening a real sales conversation (sales). Same skill, different endpoint.
Run the event — show up on the ground, help it run without a hitch, and see the decision-makers you researched actually walk into the room.
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