Gartner's June 2025 research found that 73% of B2B buyers actively avoid suppliers who send them irrelevant outreach. Not ignore … avoid. There’s a big difference. Ignoring a message is potentially a one-time thing. Maybe the person is swamped, maybe they forgot to hit send on their reply, maybe you’ll have better luck next time. But if a buyer has decided to avoid you, there is no next time. They’ve closed the door for good. It’s the difference between someone deleting your email and someone blocking you from ever reaching out again.
If relevance is the key to connecting with buyers, then you need to make sure your AI knows how to create it. And right now, the research is showing that most tools don’t. According to Apollo and ZoomInfo's 2026 outbound benchmarks, AI agents now send 6.4 times more outbound than reps do, but the people receiving the messages are replying 38% less often. More volume but less response reeks of irrelevant and impersonal messaging.
Most AI tools define personalization as the right title, right industry, right company size. From where we sit, that's not relevance. It’s segmentation. OptiComm defines relevance as actually understanding a customer and their account: what the business is about, the challenges it's trying to solve, and staying current as those things inevitably change. It’s what we call customer comprehension.
Before an OptiComm agent drafts a single line of outreach, it's already done the work most reps don't have time for: reading the executive’s articles and press releases, studying the account's recent activity, understanding where they are in their category, identifying the specific problem this business is likely facing right now, not the generic problem their industry faces in general.
This is where sales superintelligence separates itself from the AI tools most sales orgs already have. Those tools are optimized for one person: the rep, and one moment: the send. Nothing in that design accounts for the buyer on the other end. Our sales superintelligence builds relevance and insight by paying attention to both sides of the deal.
Every OptiComm agent operates inside a bilateral agent model. This means there are two agents working synergistically. One focuses singularly on the account. The other on the rep who handles the account. Together, they learn from both sides of the deal continuously, surfacing needs, opportunities and priorities in real time. This is the spring point of genuine relevance. And developing it ensure that when agents and reps reach out, it's not because the account hit a list or the quarter is ending. It's because the bilateral agent model found something specific and relevant enough to be worth a buyer's time.
Deep customer comprehension that allows reps to treat every customer like your biggest customer. That's what we call The Real Deal.