Going through my kindle collection of Sales Books this week, I picked up Predictable Revenue again, and wanted to share a quick summary and link below for anyone on this journey…
Biggest Take-away: Even experienced enterprise sales people hate cold calling… it burns up their time and energy… Get another team to work and produce good leads.. and this is where Marketing and a Go to Market team has to work to create pipeline in a consistent manner.. its got to be a system and process approach.. everyone’s black book eventually dries up, as does their social circle.
I also believe that scaling personalised outreach as “cold calling 2.0” is the way ahead.. very few clients actually want to take a call before they know who you are and why they should talk to you.
So while a lot of sales teams find they have to outsource demand generation and lead qualification this is actually a key competence to build in house.
Introduction:
In the ever-evolving world of sales, generating consistent and scalable revenue is crucial for any business. Aaron Ross and Marylou Tyler’s book “Predictable Revenue” offers valuable insights and strategies for building a sales development team that can achieve this goal. Since its release, the book has become a go-to resource for sales professionals and entrepreneurs alike. In this post, we’ll explore the key takeaways from “Predictable Revenue” and discuss how they can be applied in today’s sales landscape.
The Power of Predictable Revenue
The concept of predictable revenue is simple yet powerful: by creating a repeatable and scalable sales process, businesses can generate a consistent flow of high-quality leads and drive revenue growth. This approach is particularly effective for B2B companies, where long sales cycles and complex decision-making processes can make it challenging to achieve predictable revenue.
The Four Core Processes
Ross and Tyler identify four core processes that are essential for building a predictable revenue machine:
- Prospecting: Identifying and targeting potential customers through various channels, such as email, phone, and social media.
- Qualification: Assessing the fit of leads with your product or service and their potential to convert into customers.
- Follow-Through: Ensuring that qualified leads are properly handled and converted into customers.
- Practice: Continuously experimenting and improving the sales process to achieve predictable revenue.
Cold Calling 2.0: The Art of Personalized Outreach
The book introduces the concept of Cold Calling 2.0, which involves using targeted and personalized outreach strategies to engage prospects. This approach is designed to build relationships and establish trust with potential customers, rather than simply making cold calls.
Leadership and Talent: The Key to Success
Ross and Tyler emphasize the importance of aligning leadership with talent and developing sales professionals who can execute the sales process effectively. This involves identifying and hiring salespeople who are skilled in the art of personalized outreach and have a deep understanding of the product or service being sold.
Updates and Evolution
Since the release of “Predictable Revenue,” the sales landscape has undergone significant changes. The rise of digital marketing and social media has transformed the way businesses engage with customers, and the sales process has become more complex and nuanced.
Conclusion:
Building a predictable revenue machine requires a structured sales process, targeted and personalized outreach strategies, and a deep understanding of the product or service being sold. By applying the principles outlined in “Predictable Revenue” and staying up-to-date with the latest trends and best practices, sales professionals and entrepreneurs can drive revenue growth and achieve success in today’s competitive market.
References:
- Ross, A., & Tyler, M. (2013). Predictable Revenue: For Any Business. John Wiley & Sons.
- Ross, A. (2020). Predictable Revenue: How to Make Your Sales Team More Effective. Forbes.
- Tyler, M. (2020). How to Build a Predictable Revenue Machine. Entrepreneur.