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.

Key insight: Most companies over-invest in nets (marketing) and under-invest in spears (outbound). Seeds are the best but can't be manufactured quickly. A balanced mix of all three creates predictable revenue.

Revenue mix:

• Seeds: Invest in customer success, NPS, referral programs
• Nets: Invest in content, SEO, paid acquisition
• Spears: Invest in SDR team, Cold Calling 2.0

See: references/lead-types.md for lead source strategy and investment allocation.

Sales Role Specialization

The #1 principle: Separate prospecting from closing.

Traditional (broken) model:

• AEs prospect AND close
• Result: AEs hate prospecting, pipeline is feast-or-famine

Predictable Revenue model:

SDR (Sales Development Rep)

Mission: Generate qualified pipeline through outbound prospecting.

Focus:

• Research target accounts
• Write personalized Cold Calling 2.0 emails
• Get referred to the right person
• Qualify opportunities (ANUM)
• Pass qualified opportunities to AEs

Not their job:

• Close deals
• Handle inbound leads
• Manage existing customers

Metrics:

• Qualified opportunities generated per month
• Response rate to outbound emails
• Meetings booked per week
• Pipeline value generated

SDR capacity: One SDR typically generates 10-20 qualified opportunities per month.

AE (Account Executive)

Mission: Close deals from qualified pipeline.

Focus:

• Run discovery calls
• Demo and present solutions
• Negotiate and close
• Hand off to CSM

Not their job:

• Prospect for new leads (this is SDR's job)
• Qualify inbound leads (this is MDR's job)
• Manage post-sale relationships (CSM's job)

Metrics:

• Revenue closed
• Win rate
• Average deal size
• Sales cycle length

CSM (Customer Success Manager)

Mission: Retain customers and grow accounts.

Focus:

• Onboard new customers
• Drive adoption and engagement
• Identify expansion opportunities
• Prevent churn

Metrics:

• Net revenue retention
• Churn rate
• Expansion revenue
• NPS / CSAT

The virtuous cycle:

SDR generates pipeline → AE closes → CSM retains/grows → Happy customer refers (Seeds)

See: references/roles.md for role definitions, career paths, and hiring profiles.

Cold Calling 2.0

The outbound prospecting methodology that replaces traditional cold calling.

Why traditional cold calling fails:

• Gatekeepers block calls
• Decision makers don't answer phones
• 1-3% connection rate
• Damages brand
• Not scalable

Cold Calling 2.0 process:

1. Build list → 2. Send mass email → 3. Get referral → 4. Call the referral → 5. Qualify

Step 1: Build Target Account List

Ideal Customer Profile (ICP):

• Company size (employees, revenue)
• Industry
• Technology stack
• Geography
• Pain points

Build list using:

• LinkedIn Sales Navigator
• ZoomInfo / Apollo / Clearbit
• Company websites
• Industry directories

Target: 200-500 accounts per SDR per quarter

Step 2: The Referral Email

The core innovation: Don't email the decision maker directly. Email above them and ask for a referral down.

Why it works:

• Senior people are helpful (they forward emails)
• Referrals have 3-5x higher response rate
• Creates warm introduction from within the company

The email template:

Subject: Quick question

Body:

Hi [Name],

I'm not sure if you're the right person to speak to about [specific topic] at [Company], but I was hoping you could point me to the right person.

We help [companies like theirs] with [specific value prop].

Would you mind pointing me to the right person to talk to?

Thanks, [Your name]

Key elements:

• Short (< 100 words)
• No pitch, no attachments, no links
• Asks for referral, not a meeting
• Specific about what you do
• Easy to forward

Response rate: 9-15% (vs. 1-3% for traditional cold emails)

Step 3: Follow Up

Follow-up sequence:

Break-up email example:

Hi [Name],

I haven't heard back from you. I don't want to be a pest.

Should I close your file, or would it make sense to chat?

[Your name]

Why break-up emails work: People respond to the threat of losing access/opportunity (scarcity principle).

Step 4: Qualify with ANUM

ANUM qualification framework:

Qualification call structure:

1. Build rapport (2 min)
2. Set agenda ("I want to understand your situation and see if there's a fit")
3. Discovery questions (10-15 min)
4. ANUM qualification (built into discovery)
5. Next steps (if qualified → schedule AE demo)

Step 5: Hand Off to AE

The handoff must include:

• Account background and ICP match
• Contact details and role
• Pain points discovered
• ANUM qualification notes
• Agreed next steps
• Any competitive intel

Handoff meeting: SDR introduces AE on a brief 3-way call or email, then drops off.

See: references/cold-calling-2.md for email templates, sequences, and scripts.

Pipeline Math

The math of predictable revenue:

Revenue Goal ÷ Average Deal Size = Deals Needed
Deals Needed ÷ Win Rate = Opportunities Needed
Opportunities Needed ÷ SDR Conver