The 5 usage-based plays Otter.ai used to 2x outbound pipeline

Most teams building a sales-led motion reach for lead scoring built on who a buyer looks like on paper. Few ask the question that actually predicts a deal: what is this account doing inside your product right now? Colin Netal, Head of Demand Generation at Otter.ai, scored first-party usage instead of firmographics, built five plays on top of it, and doubled outbound pipeline over