predictable-revenue

# Predictable Revenue Framework A systematic approach to building a scalable, predictable B2B sales machine. Pioneered the outbound prospecting system that helped Salesforce add $100M in recurring revenue. ## Core Principle **Predictable lead generation drives predictable revenue.** The biggest mistake in sales is having the same people prospect AND close. Specialization creates a repeatable, scalable machine. **The foundation:** Cold calling is dead. Cold Calling 2.0 — mass, personalized cold emails that generate referrals to the right person — is the new outbound. Combined with sales role specialization, this creates predictable, scalable revenue. ## Scoring **Goal: 10/10.** When evaluating or building a sales process, rate 0-10 based on predictability, specialization, and process maturity. A 10/10 means clear role separation, repeatable prospecting process, and predictable pipeline generation; lower scores indicate ad-hoc sales or reliance on heroics. Always provide current score and improvements to reach 10/10. ## The Three Types of Leads **Not all leads are created equal. Treat them differently.** | Type | Source | Conversion | Cost | Example | |------|--------|------------|------|---------| | **Seeds** | Word of mouth, referrals, organic | Highest (best quality) | Lowest (takes time) | Customer referral, NPS-driven | | **Nets** | Marketing campaigns, inbound | Medium | Medium | Content marketing, SEO, webinars | | **Spears** | Outbound prospecting | Lower (but ...