Welcome to this month’s Outbound Advantage — practical ideas to help make your outreach more targeted, relevant and effective. Each edition cuts through the noise with insights on market targeting, sales activity, automation, resourcing and growth — with practical ideas you can put to work
Explore this month’s articles below. August 2026 - Episode # 1
Who is buying and who is not
Global growth remains positive. Business confidence is weaker. Buyers are more selective. Services are outperforming goods. In Australia, businesses remain resilient but are under pressure to improve revenue, margins and productivity.
When organic market growth is weak, a company cannot simply wait for the market to deliver more customers. It has three choices:
1. Take market share from competitors
2. Find new markets/customers
3. Increase the value of existing customers
All three require proactive selling.
Marketing
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Growing Accounting
AI reduces the amount of human time required to deliver traditional accounting services.
That creates pressure on:
- Fees — clients may question paying traditional hourly rates for automated work.
- Headcount — fewer junior people may be needed for routine processing.
- Margins — firms that adopt AI can potentially deliver the same work with fewer hours.
- Client expectations — faster turnaround and more continuous information become possible.
- Competitive positioning — AI-enabled firms can potentially compete more aggressively on price and service.
Growing LAW
AI reduces the amount of human time required to deliver traditional accounting services.
That creates pressure on:
- Fees — clients may question paying traditional hourly rates for automated work.
- Headcount — fewer junior people may be needed for routine processing.
- Margins — firms that adopt AI can potentially deliver the same work with fewer hours.
- Client expectations — faster turnaround and more continuous information become possible.
- Competitive positioning — AI-enabled firms can potentially compete more aggressively on price and service.
Structured Sales Teams
Sales teams are moving from people using sales tools to people working inside AI-enabled sales systems.
CRM, prospecting platforms, automation, data and AI are increasingly connected automating research, messaging, follow-up, qualification and administration.
But technology alone doesn't create sales.
The critical questions remain:
Who should we target? Why them? What should we say? And how do we create a conversation?
The winners won't necessarily have the most technology. They'll have the best combination of strategy, data, platforms, AI and people.
AI can execute the process. People still need to define the right process.
ACHIEVE OUTREACH SUCCESS WITH PROVEN TACTICS & KNOWLEDGE
Outreach is a process that can be learned but the rules have changed, sales enablement platforms, CRM systems and now AI all claim to be game changers and the way to the promised land, but are they?
Learning and leveraging your own outreach experience is smart but learning and leveraging the outreach experience of hundreds of other is a true game changer, and has extreme impact on outcomes.
To fill in the knowledge gaps, we are building a community of people and companies who specifically rely on outreach. Our foundation is built on an in-depth understanding of outreach tactics, yet it's enriched daily by insights from our clients and frontline advocates who engage directly with the market through sales initiatives.