The two variables
- Current inbound response time (median)
- Current outbound reply rate
The decision matrix
If inbound response is over 15 minutes and outbound reply is under 3%, start with inbound — the ROI is faster and the change is less controversial. If inbound is already under 5 minutes, invest AI in outbound targeting quality, not volume.
The wrong answer
Doing both at once with the same vendor before either is dialed in. Sequence matters.