Both. Cold-calling to me, as I am using it on the site, is contacting a business who is not expecting it. Rather than use the phone, or email etc, we are sending someone into the restaurant/bar/dog groomer etc for an in-person interaction, pitching your product/service/app etc.
To add to the feedback of others, this was confusing to me as well. I saw repeated use of "call" and "calling," and understood that to mean using the phone, which was inconsistent with "feet on the ground."
Doesn't matter what you think it means - if it confuses everyone, just change it.
To be fair, it's actually quite correct, as in "to call on someone at their doorstep". That usage is a bit archaic, but the terminology is pretty standard in sales. I'd suggest rather than change it to something nonstandard, just clarify what packages may include with a bit more copy.
Door-to-door-salesmen-as-a-service sounds a whole lot more impactful that cold calls over the phone. which could theoretically even be off-shored as well as outsourced.