Pure "cold calling" isn't the only way (but I've been there too) predictablerevenue.com/book changed the course of my first company by helping us fail faster. We built some internal tools to support the 'Cold Calling 2.0' process he lays out in the book and when we realized our product wasn't sellable, we pivoted our company around the tools we built.

6 months in, we're doing more revenue each month than we did all of last year.