When Kerry Cunningham joined us on The Digital Download, he dropped a metaphor that has stayed with me ever since

If you're in sales or marketing, the episode is absolutely worth your time, because the picture he paints is powerful - Link here

Kerry describes sales and marketing today as a house with just one door

And, for some reason, our industry has become obsessed, in fact fixated, on using only that one door

Despite everything we now know, teams are still clinging to cold calling, spam email, and outdated advertising as if no other entrance exists

But step back for a moment

Once upon a time the only way to contact someone was a desk phone… then came the fax… then mobiles… and now dozens of channels

Humans are brilliant at finding new ways around obstacles, except, it seems, in sales and marketing

Why are so many people still married to methods that no longer work?

The data is clear

Buyer behaviour has changed

Attention has shifted

Yet we double down on the same tired tactics

As Einstein said, “The definition of insanity is doing the same thing over and over and expecting different results.”

So why not try something different in 2026?

Our social selling methodology proves what’s possible

Across our 3-year benchmark, the average SDR is securing five meetings a week and that’s just the average

One AE at Salesforce, using our methodology, books seven meetings every single week and outperforms everyone else in Salesforce EMEA

Imagine what your year could look like if you stopped doing what doesn’t work… and doubled down on what does

Conclusion:
2026 doesn’t need to look like 2025

If you’re willing to try a different door, one that buyers actually use, you might just transform your results 

The house has more than one entrance

It’s time we stopped pretending otherwise