I just saw that Money magazine rated Scottsdale, Arizona the #7 best place to live in America. They point out all the great reasons to live there such as fantastic restaurants and golf courses. Phoenix magazine, on the other hand, did a "Pros & Cons" on all Arizona cities and pointed out that Scottsdale residents have a reputation for being rude, and for being the worst drivers in the state.
Two magazines. Two very different conclusions, and yet both are correct. They just took different factors into consideration.
(Personally, I chose to move out of Scottsdale. I guess you can see which of the two opinions I agree with!)
When someone tells you that cold calling works, and backs it up with numbers, do you take their conclusion as fact? Or do you ask which factors went into that conclusion? Sure, cold calling works, but at the very lowest percentage of success of any sales activity.
Remember, everything is relative.