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Predictable Revenue: Turn Your Business Into a Sales Machine with the $100 Million Best Practices of Salesforce.com Paperback – July 8, 2011
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From the Author
About the Author
Aaron graduated from Stanford University, is an ex-Ironman triathlete and graduate of the Boulder Outdoor Survival School. He lives in Los Angeles with his wife and five children (also expecting two other kids coming the way via adoption), loves motorcycles, and he keeps his work to 25 hours a week.
His next book is underway with Jason Lemkin, The Predictable Revenue Guide To Tripling Your Sales.
More About the Author
Top Customer Reviews
I would have liked it to have been more specific, but it still fully deserves a 5 star rating for being the course on "Bay Area Lead Gen Scaling 101." Having built and managed a 5+ member lead generation team from scratch exactly like the author, here are my thoughts on the book:
1) Don't let the so-called "reality" stop you. (Love this comment)
2) Subteams and miniCEOs, cool idea for teams within companies. (Great vision, his best)
3) Design CEOs and VPs of Sales out of the sales process. (Hmm, interesting. Agreed)
4) The future of sales is on new user acquisition and important titles like VP of Lead or Demand Gen. (Agreed)
5) Design self-managing teams. (Good)
The 4 things Ross nails especially well:
1) "Prospects should earn proposals." (This is the best line ever, I always say this)
2) Always get prospects to talk about their business, not selling the product. Ask "why" 3x or more. (Great!!)
3) In 6 months, follow-up on all past opportunities. (Important)
4) Ask yourself in order, "what can I:"
1) "Short and sweet" emails get over 9% open rate vs. sales-y at 0%.
2) Responsibilities of VP Sales includes: goal setting, involvement in big deals, culture, etc. (See full list)
3) Most inbound leads come from small businesses, not enterprises.Read more ›
I'd recommend this book to small/mid-sized business owners who have grown naturally from referrals and word of mouth who are looking towards being able to further automate themselves out of the company and free up more of their time for bigger thinking. A naturally grown business tends to have a smaller sales engine- and in some cases barely one, but a heavy dependency on the owner/operator for the referral modality to function. This book outlines a proven practice to transform and automate that.
The fundamental premise is that the conventional wisdom of growing sales by solely growing the number of salespeople no longer works without having a highly structured and highly specialized sales process consisting of the following:
1. Begin with inbound lead generation via referrals
2. Employ dedicated Market Response Reps whose sole job is to qualify and pass inbound leads to Account Executives they are aligned to. Market reps should adhere to the following process:
a. Pre-qualify / score leads to remove junk
b. Respond immediately to “Contact Me” or “Request a Trial” leads. Respond in 24 hours to most other leads.
3. Employ dedicated outbound Sales Development Reps whose sole job is to qualify dormant accounts or targeted accounts meeting you Ideal Customer Profile (see 3a). They should use the following process:
a. Define an Ideal Customer Profile
b. Assemble lists consisting of 6-month or longer dormant accounts and/or those fitting the Ideal Customer Profile
c. Each day before 9am and then after 5pm, send 50-100 short and sweet plain text emails to high level executives
d. Follow up each email with a call.
e. Repeat the email + call cycle 3 to 5 times over 21 days until you set up a scheduled discovery/qualification call. After 21 days, recycle the lead.
f. Once you reach the prospect, start with “Did I catch you at a bad time?”
g. During the discovery/qualification call, your goal is to ask great questions and listen.
h. Hot hand-off leads to one of the 2-5 Account Executives they are aligned to.
i.Read more ›
However, you can get several of the chapters for free on the book's website, and the points he makes are now commonly known. He doesn't really teach you how to get good at software sales; it's just some of the basics for clueless entrepreneurs who don't have any sales background. Here's the book in a nutshell:
1) Don't cold call. Instead, cold email.
2) Specialize your sales team up into different niches. He suggests 4 different ones: lead gen/cold emailers (get appointments), closers (actually do the selling), account managers (customer service) and inbound lead qualifiers.
3) B2B Sales 101: Have a marketing program that brings in leads, identify your niche/your most profitable customers, and develop a winning pitch.
Save yourself the money and just go on his website and the dozens of others that have this information for free.
Most Recent Customer Reviews
This book might have been enlightening in 2004, but now it's old news. If you haven't been in the selling business since 2004, or reading sales literature since then, this book... Read morePublished 5 days ago by Joshua Leeger
90% of businesses fail because they can't get anyone to buy, yet for all the books available to entrepreneurs on pitching, product development, and persistence – there are few... Read morePublished 17 days ago by Abi Noda
This book says the same thing 20 times in 42 pages. Once you read 5 pages in the middle you know everything there is to know. Not worth it.Published 28 days ago by Alessio
Content is very good - Could have been better written Great for entrepreneurs starting a sales organization and choosing what strategy to go for.Published 1 month ago by Amazon Customer
This was a great read that provide practical and actionable information. This is a must read for SaaS start ups.Published 1 month ago by CWSparks
Predictable revenue was foundational for changing the sales process, particularly with SaaS companies. Read morePublished 1 month ago by Luke
I'm inspired by the clarity of this sales process - for the first time I can truly understand how software sales revenue can truly be predictable, and I'm looking forward to... Read morePublished 1 month ago by JOSEPH R HUDICKA
Outstanding read for entrepreneurs, sales leaders, and sales reps. Highly recommended. #AirRossPublished 2 months ago by Trent Anderson