60 Second Book Brief: Predictable Revenue by Aaron Ross

Do you want to know the exact sales process used by Salesforce to grow their outbound sales revenue from $0 to over $100 million in less than 3 years?

Aaron Ross tells us that creating a predictable revenue process takes 3 things: (1) predictable lead generation, (2) a sales development team that connects marketing and sales, and (3) consistent sales systems.

However, the most important factor is predictable lead generation, because without it, nothing else matters.

At the core of this strategy is Cold Calling 2.0, which is prospecting into cold accounts without ever making cold calls.

There are 5 steps:

1. Get clear on your ideal customer profile, including the companies you want to sell to, and the positions of the people in those companies responsible for buying what you sell.
2. Build your list of targets using a data service.
3. Run outbound email campaigns, getting a referral to the person you ultimately want to sell to at the target company.
4. Have the “discovery call with the target prospect.
5. Pass the baton to the sales closers once you’ve determined that there is a good fit.

The good news? This process works, very very well.

So there you have it. Predictable Revenue in 60 Seconds.

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