The motion where the seller reaches out first to people who never asked, usually through cold email, cold calls, or LinkedIn DMs run by sales development reps.
Ross had built Salesforce's outbound sales team from 2002 to 2006, contributing roughly $100M in recurring revenue. His 2011 book Predictable Revenue introduced the now-standard SDR model: dedicated reps doing only outbound prospecting, separated from closers. The playbook spread through every B2B startup of the 2010s and is still the most-cited sales book in YC office hours.