Seniority Myths Busted: Why You Should Call the C-Suite First

The State of Cold Calling report, compiled from over one billion outbound dials, disproves a long-standing belief. The C-Suite is not out of reach. In many cases, executives answer the phone as often as, or more often than, VPs. When sequenced properly into a multithreaded strategy, these conversations create momentum, uncover priorities, and accelerate pipeline.

For years, sellers have been advised to steer clear of the C-Suite. The assumption is that senior leaders never answer, that their calendars are too protected, and that you should always start at the lower levels and work your way up. Clearly, you should reserve these calls for when you’re ready to strike.

The data tells a different story.

Download the State of Cold Calling report

Do C-Suite executives answer cold calls?

Across personas, C-Suite connect rates often rival or surpass those of VPs:

• Admin: C-Suite connect rate of 6.6% vs VP at 4.8%
• Finance: C-Suite at 4.5% vs VP at 3.8%
• Sales: C-Suite at 4.0%, with VPs at 5.3% and ICs topping the chart at 7.6%

For context, “C-Suite Admins” represent their executive assistant. While this persona may be thought of as a “gatekeeper”, the reality is that they have a 50% conversation rate. This means that when they pick up, they are willing to provide you with substantial amounts of details.

Why the C-Suite Picks Up

Senior leaders are not unreachable. The data suggests several reasons they show up in your connect rates:

1. They often manage their own calendars and answer direct lines when available.
2. They value external insight and are willing to engage if the call feels strategic.
3. As discussed, gatekeepers are opportunities, not blockers, and once you have the additional information necessary to reach out to the executives, they will often pick up during quieter windows.

This challenges conventional wisdom. VPs are actually harder to reach overall, averaging just 3.8% compared to 4.0% for the C-Suite. While .2% may seem like a small difference, it adds up quickly. Over the course of 1,000 outbound calls, which is an amount that the majority of Orum users routinely make every month, that equates to 20 conversations with high-level executives who have strong influence over buying decisions.

This means you need to be prepped with a sequence plan that involves confidently reaching out to the upper levels of organizations early to gain momentum and intel.

Sequencing C-Suite in a Multithread Strategy

Calling the C-Suite is not about closing a deal on the first conversation. It is about creating momentum inside an account. Here is how to use the data to build a dynamic multithread:

1. Start at the Top - Lead with the C-Suite or Executive Admins. Their connect rates are as strong as anyone’s, and a conversation here provides immediate context on priorities and strategic initiatives.
2. Translate Insight Downstream - Use those insights to inform conversations with Directors and Managers. For example, if a CFO flags cost control as a priority, your outreach to Finance Managers should position your solution as directly connected to that initiative.
3. Leverage Individual Contributors for Detail - ICs have the highest overall connect rates, often above 5 percent. Sales ICs stand out at 7.6 percent, making them valuable for uncovering day-to-day pain points. The details you learn here reinforce the strategic context already gathered from executives.
4. Circle Back Up - Armed with executive-level framing and IC-level proof points, re-engage VPs and the C-Suite with a narrative that aligns strategic goals with tactical realities. This sequencing ensures you are not asking for time without context. You are bringing them validated insights from their own teams.

Myth-busting the belief that the C-Suite doesn’t pick up

The data shows that avoiding the C-Suite leaves opportunity on the table. Executives answer at meaningful rates, and when sequenced correctly as part of a multithread, their input becomes the foundation for momentum.

Cold calling is not just about dials and pickups. It is about building a map of influence inside an account. Start at the top, learn from the bottom, and connect the dots in between. That is how you turn raw conversations into qualified pipeline.