A SaaS company told me their 14-step outbound cadence was proof their messaging was working. It wasn't. (I will not promote)

Had a discovery call today with a well-funded SaaS company. Two people on their side, including a VP and a senior sales rep. The rep said the problem was at the top of the funnel. Specifically, the messaging their BDRs were sending to prospects wasn't landing. The VP said they were crushing it at the top of the funnel. Great tools, 14-step cadences across email, phone, and LinkedIn. Generating plenty of pipeline. Two people. Same team. Completely different answers. When I asked about conversion from top of