Recently I read Predictable Revenue: Turn Your Business Into A Sales Machine With The $100 Million Best Practices Of Salesforce.com. This is a good book for startups with a B2B sales process and average lifetime values of at least $10,000. The general premise is that companies should have a dedicated person/team that is responsible for prospecting and generating qualified leads with quota-bearing sales reps exclusively focused on engaged leads (no prospecting).
Here are a few notes from the book:
- Targeted unsolicited emails are more effective than cold calls
- Use SalesLoft to manage the entire process
- Separate roles should be used for prospecting for leads (sales development reps), following up with inbound leads (market response reps), closing deals (account executives), and maintaining accounts (account managers)
- Delineated roles result in better results and specialization of skills as well as more measurable results
- A full-time sales development rep should create 10-20 qualified leads per month
- A full-time market response rep can handle 400 inbound leads per month
There’s too much talk of “Cold Calling 2.0” in the book which is literally cold information-request emails (legal spam) to targeted people within companies that fit the ideal customer profile. It does make sense that busy executives are more likely to respond to a short, relevant email that is highly targeted.
Overall, the book is recommended for startups with a B2B sales process that want a more modern perspective on consistent quality lead generation, and thus more predictable revenue.
What else? What are your thoughts on Predictable Revenue?
3 thoughts on “Predictable Revenue Book Review”
Timely review. I got the excerpt of the book from Amazon last week on my Kindle to check it out. Looks like it’ll be a worthwhile buy.
Do you know how good Data.com and Zoominfo are as sources of leads for the education market?
We’ve found the best information source is LinkedIn.
Thanks for the post. I’m always looking for relevant benchmarks within a B2B sales team. How many leads should be produced? How many inbound leads can a single rep handle? Good stuff.
As I was going to purchase on Amazon, I noticed that it’s available free for customers with Amazon Prime to “borrow” and read on a Kindle.
Derek Siver’s book “Anything You Want” is available with the same deal. Haven’t read it yet, but I’ll bet it’s pretty good for entrepreneurs.