Like many other businesses, Vitality operates in a competitive and crowded market. According to Ross, the inside sales channel was becoming less efficient over time due to market exhaustion, aversion to cold calling, and the competitive landscape of Vitality’s market.
It was becoming clear that traditional company attributes like sector and turnover were not predictive of whether businesses would engage and buy from Vitality. They simply didn’t have access to more strongly correlated data points that could be used to model the likelihood to buy, which led them to call into a market that was shrinking day by day. Which led them to question the viability of inside sales as a go-to-market channel.