Many believe that with all the new software based on content marketing and inbound marketing, that cold calling is a thing of the past. The real questions are: Can either bring down the cost of acquiring a qualified lead? Are the leads better using one method or the other, as measured by the close rate by the same set of salespeople? Can the cost of either be justified based on the worth of a new client and the cost to get and work the lead generated? Finding the definitive answer to this will go a long way in determining which of these techniques a company should adopt.