Jamal Reimer on the Shift Away from Volume-Based Outreach Towards Executive Engagement

June 10, 2025

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The explosion of AI has made it easier than ever for organizations to conduct marketing outreach at scale, which, in turn, has more and more executives feeling the fatigue that comes with a seemingly endless supply of cold emails.

This reality places even more of a premium on identifying tangible relationships to high-level decision makers when it comes to an organization’s go-to-market strategy. When artificial intelligence is everywhere, genuine relationship intelligence stands out that much more.

The potential for data-driven relationship intelligence to accelerate growth as a piece of a broader executive engagement strategy was just one of the topics covered at the Private Equity Value Creation Summit, co-hosted by Equilar and Nasdaq.

Event panelist Jamal Reimer, Founder of Enterprise Sellers, spends quite a bit of time thinking, speaking, and writing about thoughtful strategies for engaging executives as part of the dealmaking process. More recently, he announced the launch of Whyzer, a software platform that helps B2B sellers craft impactful, board-level messaging.

Reimer believes the current dealmaking environment makes it essential to think in these terms when it comes to B2B outreach.

“I think a huge trend that’s going on, particularly in the go-to-market area, is all about how we begin our conversations, because there are so many go-to-market teams that are, for lack of a better word, stuck in a very volume-based model,” Reimer said. “That goes quite against another trend that’s going on, which is that decisions about spend from buyers are rising in the organization.”

Relationship Mapping is a Key Step in Executive Engagement

Intelligently mapping the relationships your organization has to the right stakeholders, which ExecAtlas can help companies do efficiently, is a key first step in developing an executive engagement strategy.

“The ability of a go-to-market team to have a conversation with a senior person is becoming dependant on doing a different outbound motion, which includes doing much more research, putting together a strong point of view, [and the] beginnings of a business case, so that senior leaders will have that conversation rather than talking to folks who are lower down in the organization.”

As Reimer suggests, identifying paths to key executives within your network is just a piece of the research and strategizing that goes into engaging executives early in the dealmaking process. To get it right, putting in detailed up-front work is non-negotiable, because you only get to make your pitch once, and executives are quick to move on if you aren’t grabbing their attention.

“Customer executives form an opinion of you in about 30 seconds,” Reimer noted in a recent LinkedIn post. “Your best shot at saying something compelling is to lead with Financial Intelligence (FI), the art of discussing value in the language of executives.”

But speaking an executive’s language won’t mean a thing if you can’t get the meeting in the first place. The ability to quickly identify who might be most receptive to actually engaging with your team is a critical step towards intelligently engaging executives, shortening sales cycles, and closing deals.

If you're curious how ExecAtlas can elevate your organization’s go-to-market strategy, contact us to learn more.

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