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.** Rate any sales process 0-10 on predictability, specialization, and process maturity: 10/10 means clear role separation, repeatable prospecting, and predictable pipeline generation; lower scores mean ad-hoc sales or reliance on heroics. Always give the current score and the specific improvements needed to reach 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, inbound | Medium | Medium | Content, SEO, webinars | | **Spears** | Outbound prospecting | Lower but predictable | Higher (people-intensive) | Cold Calling 2.0 | **Key insight:** Most companies over-invest in nets and under-invest in spears; seeds are the best bu...