Every demand channel saturates once everyone uses it, so a channel that works today will eventually stop working. Listen
Matt said email worked well at Zenefits, but over the following decade it became much harder as more companies used it. He said that this is the pattern for any growth channel: once it works and everyone adopts it, it stops working, which forces teams to find new creative approaches.
“anything that you do that works, like everybody does it and then it doesn't work anymore.”
Listen to the episode Episode Pipeline & demand generation Link to this
From The Funnel and Revenue Math w/ Matt Plank (CRO, Rippling).