Predictable Revenue: Summary Review

This is a summary review of Predictable Revenue containing key details about the book.

What is Predictable Revenue About?

"Predictable Revenue: Turn Your Business into a Sales Machine with the $100 Million Best Practices of" is a book by Aaron Ross and Marylou Tyler. "Predictable Revenue" is a book about how to build a scalable, repeatable sales model for technology businesses.

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Called "The Sales Bible of Silicon Valley" the sales specialization system and outbound sales process that, in just a few years, helped add $100 million in recurring revenue to, almost doubling their enterprise growth...with zero cold calls. This is NOT just another book about how to cold call or close deals. This is an entirely new kind of sales system for CEOs, entrepreneurs and sales VPs to help you build a sales machine.

Summary Points & Takeaways from Predictable Revenue

Some key summary points and takeaways from the book include:

* The book provides a blueprint for building a sales system that generates predictable revenue for businesses.

* The authors draw on their experiences at, where they helped the company generate over $100 million in new business.

* The book argues that businesses must focus on building a predictable and scalable sales system in order to achieve long-term success.

* The authors provide step-by-step guidance on how to build a predictable sales system, including best practices for lead generation, sales process, and sales management.

* The book also provides advice on how to develop a sales culture and team, and how to implement and maintain a successful sales system over time.

* Predictable Revenue provides insights into the role of technology and data in building a sales system, and provides advice on how to effectively use these tools to generate predictable revenue.

* The authors also provide case studies and examples of businesses that have successfully implemented a predictable sales system, and provide insights into the challenges and opportunities associated with building a sales machine.

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* In conclusion, Predictable Revenue is a comprehensive guide to building a sales system that generates predictable revenue for businesses, and provides a roadmap for success through the development of a predictable, scalable sales process.

Who is the author of Predictable Revenue?

Aaron Ross is part of the Computer Animation and Multimedia Faculty at the Art Institute of California at San Francisco.

Marylou Tyler, is Founder of Strategic Pipeline, a Fortune 1000 outbound sales process improvement consulting group.

Predictable Revenue Summary Notes

Quality over Quantity: The Importance of Updating Your Sales Approach

The old approach to sales of simply hiring more salespeople to increase revenue is outdated and ineffective in today's market. Quality, not quantity, is the key to success. In order to have a constant flow of new customers, a sales team must constantly generate new leads. However, the focus should be on attraction, not promotion. Customers are informed and have the power to research a company's reputation before making a purchase. This means that unscrupulous behavior can result in negative online reviews and harm a company's reputation.

In the current market, salespeople must be respectful and offer something of real value to attract prospects. Splitting tasks within the sales department is essential. A good lead generation team is just as important as a team that can work with new leads and take care of existing customers. If a company's revenue needs a boost, the sales approach should be the first thing to be investigated. Instead of hiring more salespeople, the company should work with what they have and ensure that all tasks are being completed to the highest caliber.

The key to predictable revenue is not in the number of salespeople, but in the quality of the sales approach. By providing real value and respecting customers, a company can attract new leads and customers, and maintain a positive reputation. Companies must adapt to the changing market and update their sales approach to remain competitive and successful.

The Importance of Understanding Leads in Sales

One of the key ideas presented here is that understanding leads is the first step to effective sales. Without a clear understanding of what a lead is, sales efforts can be unfocused and ineffective. There are three categories of leads: seeds, nets, and spears. Seeds come from building a strong brand image, winning followers, and spreading the word. Nets are won through classic marketing programs that reach a large audience, such as email marketing or television advertising. Spears are targeted outbound efforts that involve pursuing potential customers one by one.

Effective lead generation involves a combination of these three types of leads. Seeds are a long-term investment in building your brand and reputation, but they are more likely to become customers in the end. Nets may provide a large number of leads quickly, but they may not be as likely to convert. Spears require a targeted approach, but they can be highly effective when pursued correctly.

Understanding the differences between these types of leads is crucial for effective sales. It allows you to focus your efforts on the types of leads that are most likely to convert into customers. By focusing on quality over quantity, you can generate predictable revenue and build a strong sales pipeline. With the right lead generation system in place, your sales team can convert leads into customers and help your business grow.

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How to Generate Steady Inbound Leads through Referrals and Free Trials

One of the most important things for a business to do is to generate new leads, but not all leads are created equal. Inbound leads, those who approach you before you approach them, are often the easiest to convert into customers. In this article, we learn two effective ways to attract inbound leads: through referrals and free trials.

Referrals can be a powerful tool for generating new business. Happy customers who recommend your products or services can convey the trust they have in you to others, making those new leads more likely to convert to customers. Additionally, businesses can also influence referrals by giving referrals themselves, which can create a reciprocal relationship.

Free trials are also a great way to generate inbound leads. While they were once seen as risky, many companies now offer free trials to potential customers. This method is particularly effective for software and service companies. However, other businesses can offer free consultations, training videos, or sample products.

While referrals and free trials are effective ways to generate inbound leads, there are many other marketing methods that can be utilized as well, including SEO, email newsletters, affiliate marketing, and social media. It's important to focus on just a handful of these methods and use them effectively, before expanding to a broader base of inbound lead generation.

In short, generating inbound leads is essential to growing a business, and referrals and free trials are two effective ways to attract new leads. By utilizing these methods along with other marketing techniques, businesses can create a steady flow of inbound leads, which can lead to more conversions and growth.

Conferences as a powerful tool for lead generation.

Conferences and trade shows have a bad reputation in sales, but they can be a powerful tool for lead generation if you have a solid strategy in place. The first step is to create a list of attending companies, research them, and identify decision-makers that match your target group. Use cheat sheets to prepare for conversations, and approach target prospects proactively. It is essential to have an event sales team that takes responsibility for the entire process, from preparation to execution, evaluation, and follow-through.

After the event, evaluate its success by measuring the number of leads generated within two to four weeks and examining the actual sales results over the next two to six months. This data will help you to make better-informed decisions about attending future events.

Although conferences are just one tool for lead generation, they can still be effective, especially when used in combination with other strategies such as referrals, free trials, SEO, email newsletters, affiliate marketing, and social media. Building a strong sales organization requires a multi-faceted approach, with a clear understanding of your target audience and how to engage with them effectively.

Finally, always remember that generating leads is just one part of the sales process. It’s also crucial to nurture and convert these leads into customers. With a well-planned sales strategy and a dedicated sales team, you can create a predictable revenue stream that will drive the growth of your business.

Specialized Sales Teams Can Boost Productivity

To build a successful sales organization, it's important to divide responsibilities and tasks into specialized roles. This approach, known as specialization, allows sales teams to work more efficiently and increase productivity. By dividing sales teams into four core functions - inbound lead qualification, outbound prospecting, closing deals, and account management - businesses can focus on different tasks and achieve better results.

Inbound lead qualification involves taking care of marketing leads that come through the website or hotline, usually arising from marketing programs, search engine marketing, or referrals. Outbound prospecting, on the other hand, involves developing sales opportunities from lists of target accounts that are "cold" or inactive. New business representatives work in this section and implement Cold Calling 2.0, a method that will be explained in the next book summary.

Account executives work within the third core function, which is closing deals, while account management focuses on maintaining and encouraging current customers to keep buying from the business.

Even small businesses can specialize their sales team by hiring at least two people, one who can close deals and the other who is dedicated to generating leads. Specialization allows businesses to streamline their sales process, which results in better communication, higher efficiency, and greater sales productivity. With a specialized sales team, businesses can focus on their strengths and provide better customer service, leading to increased sales revenue and customer loyalty.

Boost Your Sales with Cold Calling 2.0

In today's digital age, cold calling might seem like an outdated sales strategy. However, the truth is that it can still be a powerful tool for generating new leads and closing deals. That's where Cold Calling 2.0 comes in.

Cold Calling 2.0 is a modern approach to cold calling that emphasizes personalization and efficiency. Instead of blindly calling potential customers, you start by creating an ideal customer profile and building a database of prospects that fit that profile. Then, you use email to introduce yourself and your product, and follow up with phone calls to those who respond.

The key to success with Cold Calling 2.0 is to be strategic and consistent. You need to focus on the right prospects and be persistent without being pushy. You also need to have a system in place to ensure that leads are passed smoothly between departments and that the relationship between sales reps and customers is respectful and fair.

Implementing Cold Calling 2.0 requires careful planning and execution, but the results can be impressive. By using this approach, you can generate high-quality leads, build stronger relationships with customers, and ultimately boost your sales and revenue. So don't dismiss cold calling just yet – give Cold Calling 2.0 a try and see how it can help take your sales to the next level.

Strengthen Your Sales Approach with Best Practices

In this book summary, we learn that implementing best practices is crucial to building a solid sales approach. Many sales teams make the mistake of focusing solely on closing deals, which can negatively impact their performance. Instead, a successful sales approach involves building positive relationships with clients and prioritizing their success. One way to do this is by creating a success plan that outlines how your products or services can improve the client’s life.

Another best practice is the three-hour-and-15-minutes sales process, which consists of three stages: a 15-minute conversation to determine if there is a fit, a one-hour qualification/discovery call, and a two-hour group working session to develop a collaborative vision. By following this process, both sides can determine if there is a fit and plan a strategy that benefits everyone.

It’s important to remember that these best practices should be combined with the other methods outlined in the book summary, such as creating an ideal customer profile, building a database of prospects, and implementing Cold Calling 2.0. By doing so, you can increase revenue and build a strong foundation for your sales approach.

Book Details

  • Print length: 208 pages
  • Genre: Business, Nonfiction, Entrepreneurship

* The editor of this summary review made every effort to maintain information accuracy, including any published quotes, chapters, or takeaways. If you're interested in furthering your personal development, I invite you to check out my list of favorite personal development books page. On this page, you'll find a curated list of books that have personally impacted my life, each with a summary and key lessons.

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Chief Editor

Tal Gur is an author, founder, and impact-driven entrepreneur at heart. After trading his daily grind for a life of his own daring design, he spent a decade pursuing 100 major life goals around the globe. His journey and most recent book, The Art of Fully Living, has led him to found Elevate Society.

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