Why Adopt an Omnichannel Strategy?

Is the single-channel outreach strategy no longer working? Why did Srba switch?

Imagine having relied solely on cold calls and emails for your sales strategy and then making the decision to embrace an omnichannel strategy. What prompted such a shift in strategy, and why was it necessary? Let’s dive into the story of Srba, the Sales Leader at Deckrobot, and discover the challenges and opportunities that led him to adopt multichannel outreach.

In this article, I have tried to chalk down my conversation with Srba to bring out a few points that needed to be spoken about. But before that let’s understand the difference between single and multichannel outreach

Single channel v/s omnichannel outreach 

Think of single-channel like using one tool, like a hammer, for your sales and marketing efforts. It’s efficient but limited. Omnichannel, on the other hand, is like having a toolbox with multiple tools – email, LinkedIn, calls, and more. 

Plus, with the right omnichannel platform, all the information from these tools comes together neatly, giving you a clearer picture of how your prospects are responding. It’s like having a dashboard that shows you everything in one place.

Well, now that you know the difference, let’s back to my conversation with Srba

Omnichannel Outreach – Strategic Necessity

First off, Srba shared some valuable insights about the nature of enterprise sales. He points out that in this field, it typically takes seven to twelve touchpoints on various channels to get a response from a prospect, whether that response is positive or negative. It’s a competitive arena, and sales teams are constantly seeking ways to connect with potential clients effectively.

For Srba and his team at Deckrobot, the transition to an omnichannel strategy was not a matter of choice but a strategic necessity. The primary reason for this shift was the evolving landscape of email deliverability. They faced challenges with their emails ending up in spam folders, and to combat this issue, they were changing domains and implementing various strategies to improve their email reputation. However, they couldn’t afford to put their outreach efforts on hold during this process.

In Srba’s words, “We don’t really want to stop our outreach.” This is a sentiment shared by many sales leaders who understand that consistent outreach is crucial to achieving sales goals. So, when one channel faced challenges, such as email deliverability in this case, they had to rely more on other channels that were performing well. In Srba’s case, these channels included cold calling and LinkedIn outreach.

Omnichannel strategy – Hedge your bets

The pivotal point in Srba’s decision-making process was the realization that it’s unwise to place all your eggs in one basket, a principle he cleverly quoted Warren Buffett on. The analogy fits perfectly here; just as you wouldn’t risk all your investments in a single stock, you shouldn’t rely solely on one outreach channel in sales.

As Srba puts it, “If that one channel was working well for you six months ago, it doesn’t mean that it will work well like today.” The sales landscape is dynamic, and what worked yesterday might not work tomorrow. This dynamic nature makes it essential to diversify your outreach strategies.

One of the key takeaways from Srba’s experience is that you shouldn’t put all your risk on one channel. By embracing an omnichannel strategy, you spread out the risks and ensure that if one channel falters, others can compensate for the shortcomings. It’s a safety net that allows you to continue reaching your target audience and working towards your monthly quota.

In essence, Srba’s journey from single-channel to multichannel outreach was driven by the need to adapt to changing circumstances and ensure that Deckrobot’s sales efforts remained effective. The decision wasn’t a matter of choice but a strategic imperative to navigate the evolving challenges of email deliverability and the dynamic nature of the sales landscape.

So, if you are in a similar situation or contemplating a shift to multichannel outreach, remember Srba’s story. 

Embrace the idea that diversity in your sales outreach strategy is key to success in the ever-changing world of sales. Don’t risk it all by depending on one channel; adopt an omnichannel strategy to keep your outreach efforts robust and resilient.

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