College.town: News from Thursday, September 17, 2026

The CollegeTown/D1.ticker newsletter highlights ValueSelling Associates President and CEO Julie Thomas and recent research showing that human-led prospecting continues to outperform automated approaches. Thomas emphasizes that cold calling remains one of the most effective ways to reach new prospects, even as AI becomes increasingly embedded in sales workflows. The research found that salespeople rate every human-led prospecting tactic above automated alternatives, reinforcing the continued importance of direct, person-to-person communication. Her comments, originally featured by Revenue Brew, suggest that advances in AI have not eliminated the need for fundamental selling skills or authentic conversations. Instead, technology can support sellers with research, preparation, and productivity while humans remain responsible for creating meaningful connections with prospective customers. The newsletter positions these findings alongside broader business and revenue news, underscoring a central lesson for modern sales organizations: AI can enhance prospecting, but human interaction, confidence, and communication remain critical to effective customer engagement.