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Why Did It Fail?A Sales Podcast Author: Cognism
Welcome to Why Did It Fail?, a series hosted by Cognisms Sales Coach, Shivan Pillay. Each episode digs into the real stories behind deals that fell through, strategies that didnt land and campaigns that missed the mark. Through honest conversations with sales leaders, founders, and operators, we unpack what went wrong and more importantly, what they learned from it. No fluff, just failures that made them better. Language: en Genres: Business, Careers, Management Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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From Spray and Pray to Strategic: How Ayah Daniel-Rashid Levelled-Up Her SDR Game
Episode 19
Tuesday, 20 January, 2026
When Ayah joined Cognism, she didn’t know what an SDR was, but she knew how to hustle. Her first few months were a blur of spray-and-pray dialling: huge lists, minimal research, mass calls… and 400% of target in month one. It worked. Until it really didn’t.In this episode of Why Did It Fail?, Ayah sits down with Shivan to unpack the dark side of spray and pray: the stress, the lack of control, the low-quality pipeline and the moment she realised her “success” wasn’t sustainable. She talks through how reaching out for help changed everything, how she rebuilt her approach around intentional accounts, proper research and multi-channel outreach, and what a genuinely good cold call looks like now.Ayah also shares how this phase shaped her resilience, mindset and confidence, from handling constant objections to nurturing accounts “like little babies” instead of burning through them. If you’re an SDR leaning on spray and pray to hit your number (or managing a team who are), this conversation is a sharp, honest look at why that approach fails long term — and how to replace it with something that actually scales.
