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Predictable Prospecting: How to Radically Increase Your B2B Sales Pipeline Hardcover – August 15, 2016
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From the Publisher
Marylou Tyler is the bestselling coauthor of Predictable Revenue: Turn Your Business into a Sales Machine with the $100 Million Best Practices of Salesforce.com. A successful trainer and consultant, she advises Fortune 1,000 companies on how to improve the sales process, specifically the assembly, activation, and optimization of the outreach sales channel―the most consistent, predictable, and scalable model for generating new business opportunities.
Jeremey Donovan is the author of the international bestseller How to Deliver a TED Talk. He is Head of Sales Strategy at Gerson Lehrman Group (GLG). Previously, Donovan was Chief Marketing Officer of American Management Association International. Prior to joining AMA, he served as Group Vice President of Marketing at Gartner Inc., the world’s leading information technology research and advisory company.
From the Back Cover
"Most of what has been written for salespeople about prospecting and pipeline management does nothing to improve their sales results. Either it's too theoretical, which makes it complex and impractical or, even worse, it's too simple to help in the real world. This is the Goldilocks of prospecting books. It walks a just-right balance, with useful cases and examples."
--Neil Rackham, bestselling author of SPIN Selling
"Prospecting is the most important work in sales. It's also the one activity that virtually all salespeople and sales organizations struggle to do consistently. In Predictable Prospecting you'll learn how to streamline your prospecting activities into an effective selling system that works! If you're ready to make more money and accelerate your sales productivity, then this book is essential reading.
--Jeb Blount, CEO of Sales Gravy, Inc., and author of Fanatical Prospecting and People Buy You
"Marylou is one of the finest and brightest minds I know when it comes to 'upping the game.' She makes outbound prospecting far more productive, predictable, and profitable. Her latest thinking is not only worthwhile reading, it's a MUST if your business goal is increased revenue performance."
--Jay Abraham, founder and CEO of Abraham Group, Inc., and author of Getting Everything You Can Out of All You've Got
"Predictable Prospecting does for the 'modern seller' what Predictable Revenue did back in its day. In this book you get an updated process that integrates with what is currently working in your playbook. Not a rip-and-replace strategy . . . just better."
--Trish Bertuzzi, CEO of The Bridge Group and author of The Sales Development Playbook
"Predictable Prospecting offers a great mix of tactical recommendations within a strategic methodology for predictable pipeline generation. This is a great book for staying current on the technologies and processes that are proving to be the most effective."
--Brent Holloway, VP of Corporate Sales at Talend, Inc., and coauthor of Sales 2.0
"Most sales organizations suffer from an unoptimized sales process. The result? Inconsistent sales and revenue as well as missed forecasts. In Predictable Prospecting, Tyler and Donovan show you how to reengineer your sales prospecting into an opportunity machine."
--Max Altschuler, founder and CEO of Sales Hacker, Inc., and author of Hacking Sales
"This book is my team's go-to playbook for generating predictable revenue."
--Paul Fifield, Chief Revenue Officer of UNiDAYS
"Marylou Tyler combines great wisdom and knowledge to help solve the pipeline development challenge we face daily. This book will unlock the door to consistent and predictable pipeline growth like never before."
--Nick Scaglione, VP of Sales and Business Development at VoxGen
"This book leads you to a true understanding of sales productivity."
--Mark Kosoglow, VP of Sales at Outreach SaaS
"Predictable Prospecting provides a pragmatic approach to improving sales results with examples and stories that will motivate the reader to reach higher levels of personal success, striking the right balance of theory and practicality in a space where 'getting to the point' is critical."
--Daniel J. Houston, chairman, president, and CEO of Principal Financial
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A bit of context: Marylou Tyler is also the co-author of the best selling book “Predictable Revenue.” That’s part of the reason her co-author on that book, Aaron Ross, wrote the foreword to “Predictable Prospecting.” In “Predictable Prospecting” which is widely referred to as “the sales bible of Silicon Valley,” several breakthrough ideas for adding qualified opportunities at the front end of the sales pipeline were introduced that ensure rapid and consistent revenue growth.
The first breakthrough idea was that organizations need to have dedicated prospectors versus others who closed the sale. The second breakthrough idea was that phone- and email-based outbound prospecting is the most predictable way to create qualified appointments.
In “Predictable Prospecting” the authors have enhanced the key concepts of “Predictable Revenue.” While outbound prospecting remains the big idea, they explain that the world has moved from spray and pray to account-based sales development. Also, they have taken the tactical elements of “Predictable Revenue” and added field-tested details to explain precisely how to build and operate a successful outbound prospecting program.
Nothing like this book has existed before. If you’re a business owner or you’re in sales, you’ll definitely want to read “Predictable Prospecting.” And if you’re in marketing, you definitely need to read “Predictable Prospecting.”
Why? Because the most successful marketers today are fully informed of and involved in every aspect of the sales funnel. Those who aren’t are becoming of increasingly little value to their company. That’s why.
And to listen to an interview with Marylou Tyler about “Predictable Prospecting,” visit MarketingBookPodcast.com
Marylou Tyler has done a great job of presenting a framework that's simple enough to execute in today's hyper-competitive, complex B2B sales environment, while staying true to the proven principles of direct marketing.
For example, in Chapter 4: Crafting the Right Message, she writes:
"... messages designed to move prospects from unaware to aware and from aware to interested are primarily if not wholly emotional. Messages designed to move prospects from interested to evaluating and from evaluating to purchase are predominantly rational."
For the unfamiliar, that's a modern twist on one of the best marketing books of all time, Breakthrough Advertising by Eugene Schwartz, first published over 50 years ago.
One of the many nuggets you'll find in this book.
Highly recommended --- especially if you're involved in Sales Enablement or Account-Based Selling.