Channel effectiveness is highly dependant on the industry. We always recommend starting with every channel to figure out which channel is the most effective, and because it increases overall reach. Some prospects prefer to be contacted on specific channels or will be more responsive on a channel, and some contact data can only be found on specific channels, thus it is best to be on every channel. But, once you figure out what channels work best for your company’s sales outreach, then it is important to double or triple down on the best channel. Also, it is possible to simply maximize every channel to see the absolute best results, so while some channels may not be as cost-efficient you are still setting as many meetings as possible. Regarding cold calling, it can be good to start with 2 full or part-time callers as one may be less effective than the other. In order to get your true channel effectiveness for cold calling, it is best to have multiple cold callers. Similarly, it is important to optimize messaging before determining the overall channel effectiveness. It is also important to keep in mind that the most effective messaging can differ by channel, thus just because a script is working well for cold calling doesn’t mean that the same script dynamic will be the most effective script for LinkedIn or cold email/email marketing and visa versa.