GTM Glossary · Motions & Plays
Outbound Prospecting
Proactively contacting companies that have not raised their hand, based on a defined profile and a trigger.
[01]What It Means
Modern outbound is signal-led: a funding round, a leadership change, a hiring pattern, a technology switch. The list is the strategy; the sequence is the execution. In Europe it also has to be built on a lawful basis before the first message is sent.
[02]Why It Matters
It is the only channel that lets you choose your customers rather than wait for them, which is why it is the backbone of market entry when brand awareness is still zero.
[03]Where It Goes Wrong
Volume without a trigger, which burns domains, brand, and the market itself.Ignoring UWG §7 and GDPR requirements in DACH, where the rules are stricter than in the US.Junior callers representing a premium brand in a first conversation.
[04]Related Terms