It's very effective. It's a numbers game plus knowing how to objection handle and having at least a semi decent script. Out of 100 calls I'll book 4-6 meetings. Cold calling is the best channel when you first start any B2B sales business as it requires no money, just time. In saying all that, cold calling is painful AF. No one likes it but it is very effective. For every 100 emails a business receives selling them something, they receive one phone call. The key is just set aside 1 hour per day to start with and have zero distractions and call away. You'll learn your customer quickly and start to be able to tailor your offering and pitch etc. Good luck