predictable-revenue

# Predictable Revenue Framework A systematic approach to building a scalable, predictable B2B sales machine — 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. Traditional cold calling is dead; Cold Calling 2.0 (mass, personalized cold emails that generate referrals to the right person) is the new outbound. ## Scoring **Goal: 10/10.** Score a sales process 0-10 by awarding 2 points for each of the five [Quick Diagnostic](#quick-diagnostic) rows it satisfies (prospecting/closing separated, defined outbound process, 3-month pipeline predictability, known lead-type mix, standardized SDR→AE handoff). Bands: **9-10** = role separation plus a repeatable process that predicts pipeline; **5-6** = some specialization but ad-hoc prospecting or unpredictable pipeline; **≤3** = one person prospects and closes, revenue depends on heroics. Always give the current score and the specific diagnostic rows blocking 10/10. ## The Three Types of Leads **Not all leads are equal — treat them differently.** | Type | Source | Conversion | Cost | Example | |------|--------|------------|------|---------| | **Seeds** | Word of mouth, referrals, organic | Highest | Lowest (takes time) | Customer referral, NPS-driven | | **Nets** | Marketing campaigns, inb...