PredictableRevenueRoundTableCommunitymember,DavidBradleyisacoach,
consultant,andauthorof"GettingDigitalMarketingRight".AsmanagingdirectorofPrimal
DigitalMarketing,Davidhelpsconsultingandadvisorybusinessesgetmoreleadsandnew
clientsthroughonlineadvertising.Herearesomegreatnoteshecreatedforquick
reference!
Predictable Revenue Cheat Sheet
Turning Your Business Into A Sales Machine With The $100 Million Best Practices Of
Salesforce.com
ByAaronRoss&MarylouTyler
Onetimerevenuespikesthataren’trepeatablewon’thelpyouachieveconsistentyearafteryeargrowth.
Predictablerevenuefromleadgencantake212+monthsduetotimespentonwhethertostartanew
program,implementingit,andaddinginyoursalescyclelength.
Results/ROI=Simpleprospectivethatwashighlyeffective,repeatable,andpredictable.Makesiteasyfor
salesrepstorampupandsucceed.Allowsyoutopredictresultsofnewhires,howlongitwouldtaketo
rampupandbecomecashflowpositiveforthecompany.
Findingthedecisionmakeristhebiggestbottleneckinprospectingintomediumlargecompanies.
Emailstohighlevelexecutivesaskingforreferralstothebestpersonintheirorganizationforafirst
conversationhelpedthis.
Coldcalling2.0meansprospectingintocoldaccountswithoutevermakinganycoldcalls.Itallowsyouto
turnpipelinegenerationonandoffasyouwantbychangingthenumberofdedicatedoutboundprospectors
andhowmuchoutreachtheydo.
● Youdeveloprespectedexperts
● Qualifyaccountsandcontactsbeforecalling
● Researchratherthansell
● Sendbitesizedemails
● Gobeyondbasicsalesforceautomation
ThreeKeyPrinciples:
1. Nocoldcalling
2. Focusonresults,notactivities
3. Everythingissystematicallyprocessdriven
Testing&Refining:
● Emailresponserates
● Whatemailsarerespondedtoandwhy
● Whoisresponding(title) 
● Numberofscopingcallscompleted
● Whobecameaqualifiedopportunityandwhy
● RefinementstotheIdealCustomerProfile
ToimplementColdCalling2.0,have:
● Onepersonshouldbe100%dedicatedtoprospecting
● Asales/CRMsystem
● Prospectsthatuseemail
● Aprovenproduct/servicethathasgeneratedrevenue
● LifetimeValueofaCustomerover$10,000
SpecializeYourFourCoreSalesRoles:
SalesDevelopmentReps:Prospectintocoldorinactivecompanies.Organizedbyterritoriesthatmatch
thefieldandtelesalesrepsasit’svitalforthemtobuildrelationshipswiththeirsalesteammates.
OneSDRcansupportupto25accountexecutives.Verylargedealsmaybe1to1or2to1.
MarketResponseReps:Qualifyincomingleadswhoreachoutbyphoneorwebsite.Forevery400leads
permonth,acompanyneedsoneMRR.Theyremoveunqualifiedopportunities,determineaccountstobe
followedup,andhelptoincreasecloserates.
AccountExecutives:Shouldn’tmakecoldcalls:theydon’tlikeit;usuallyaren’tgoodatit;andit’sapoor
useofcompanyresources.Shouldprospectshort,targeted“top5/10”lists,theircurrentcustomerbase,
anddevelopreferralorchannelpartners.
Focushighvaluepeopleonlowvolume,highvalueactivitiesandspecializeotherrolestotakelowvalue,
highvolumeactivities.
RevenuePredictability=TheFunnel+AverageDealSize+Time
Time:RampingNewReps
Measureandpayattentiontothereality.Timewillvaryfromcompanytocompanydependingonleadflow,
peoplehired,training,andwhetherthey’repickingupanestablishedterritoryorstartingabrandnewone.
Putnewrepsintrainingthathasthemworkinotherpartsofthecompanylikecustomerservice.This
makesthemmoreeffectivesalespeopleandrampupfaster.
Time:ProspectingandSalesCycleLengths
ProspectingCycleLength:Measurethetimebetweenwhentheprospectfirstrespondstoacampaignto
whenaqualityopportunityiscreatedorqualified.Itgenerallytakes24weekstoqualifyanewopportunity.
SalesCycleLength:Measurethetimebetweenwhentheopportunitywascreated/qualifiedtowhenit
closed.
MappingCalls(AlternatetoEmailReferrals):Purposeistofindtherightcontactanddoresearch
● Createsresults(referralsormeetings)
● Buildandcleanyourlist
● Trainnewreps
● Refineyourmessage/pitch
● 90%successrate(coldcallis10%)
NineStepstoMappingCalls:
1. CallHigh(CEO–askforbyname,for“President’sofficeplease”,or“BobSmith’sassistantplease”)
2. Askpermissiontotalk“Hi,It’sDBfromPDM.AmIcatchingyouatabadtime?”
3. Tellwhyyouarecalling“I’mtryingtofindoutifthere’safitornot.”
4. Letthemaskwhatyoudo/howyouhelpclients(yousay,“WeworkwithB2Bcompaniesthatare
lookingtogrowandraiserevenues.UsuallytheCEOorheadofmarketinghiresus.”)
5. Ask“Areweafit”questions(“Idon’twanttowasteanyone’stimeandI’mactuallyjusttryingtosee
ifwe’reafitornot.Weonlyworkwithcompaniesthatspendover$50,000onmarketingeachyear
–doyouhaveanyideaifyoudo?”
6. Getaninternalreferral(Who’dbethebestpersonformetochatwithfirsttoseeifthere’safitor
not?–What’sthebestwaytoreachhim?CouldyoupleasegivemehisemailsoIdon’tsurprise
him?CanIhavehisphonenumberincasewegetdisconnected?)
7. Keepasking(“Onemorequickquestion…”)
8. TheTransfer–Toemailorvoicemail(“HiJohn,thisisDavidBradleyfromPrimalcallingfrom
4013163311.JaneSimpsonreferredmetoyouasthebestpersonforaquickchat.I’llsendyou
anemail,keepaneyeoutforit.Mynumberis4013163311,againDavidBradleyfromPrimal
DigitalMarketingat4013163311.”)
9. FollowupandupdateCRM(AccountStatus,notes,sendintroemailstoreferrals,etc.)
TheColdCall2.0Process
Step1:IdealCustomerProfile
Whoisyouridealcustomer(accountsandcontacts)?Findgreatprospectsanddisqualifypoorprospects
quickly.Ideally,fityourICPtoonepagewiththeideathatanewemployeecanbeeducatedasquicklyas
possibleaboutwhatkindsofcompaniestheyshouldstrivetoworkwith,oravoid.Create15total.
SmartTargeting: Choose35criteriaforsmarttargeting.
CriteriaWeWant
Why 
RedFlagsandDealBreakers:Whatsignalsorsignscanyoulookforasearlyinthesalesprocessaspossible
toknowthatworkingtogetherwouldbeawasteoftime?Budget?History?RecentInvestments?
CoreChallenges:Justaskwhatthecorechallengesareofthecompanyandindividualsinthebuying
process.Whatareyourgreatestchallenges?Whatkeepsyourupatnight?Whatareyourmain
frustrations?Whatareyouafraidof?What’smostimportanttoyou?Whatdoyouspendmoneyon?What 
doyoureallywant?
Step2:BuildYourList
Doyouhavedecisionmakers(ortheirbosses)andlowerlevelpeople?Howtargetedisthelist?Consider
theopportunitycosttomarketingtopoorfitprospects.
Differentsourcesofleadsmatchdifferencebusinesses.Fortune5000=OneSource;SmallBusiness=
InfoUSA;GeneralPurpose=Jigsaw.;alsotryHoovers,InsideView,ZoomInfo,andDataSalad.
Step3:RunOutboundEmailCampaigns
Beginwithemail,thenusephoneforfollowuptopeoplewhorespond.Send50100outboundmassemails
afewdaysaweekasarollingcampaign.Goal=510newresponsesperday.Moreisdifficulttomanage.
Filteryourlistsbasedon:Vertical,Revenue,Geography,Employees,B2B/B2C,LastContactActivity,Last
AccountActivity,ContactTitle,etc.
WritingtheEmail:Personalize,noHTML,besimpleandclearwhyyouarereachingout,makeiteasyto
readandrespondtoonasmartphone,offercredibility(examplesofcustomers),askonesimpletoanswer
question(likeforareferral)andbehonest.
Send150250outboundemailsperweekover34daysbefore9amorafter5pm,skippingMondayand
Friday.Alwaysincludeapurpose(who’sthebestcontact...when’sthebestday/timeforaquickdiscussion
around…
Ifsomeoneopensyouremailmorethanonce,call.Talklessthan30%onyourscopingcalls.
OldOpportunitiesCampaign:byyourSDRiftheopportunitywasinactivefor6+months:
Step4:SelltheDream
Helptheprospectpaintavisionofwhatkindsofsolutionswillsolvetheirproblems,thenconnectyour
solutiontotheirkeybusinessissue(s)anddream.Salesrepsaren’tjustappointmentsetters;theycreate
dreamsandstarttobuildtrust,credibilityandrapport.
Determinefitbyseeingiftheyarereadytotakeaction,beingconnectedwiththedecisionmaker(s),and
lookingforrealinterestinanextstep.
InitialQuestionsonaDiscoveryCall(choose34): 
● Howareyourmarketingteams/functionsorganized?
● Howdoesyourmarketingprocessworktoday?
● Whatsystemsdotheseteamsuseformarketingandleadgeneration?
o Howlonghasthesystembeeninplace?
o Whydidyoubuytheoldsystem?Whomadethedecisiontopurchaseit?
● Whatareyourchallengesnow?(Keepasking“whatelse”aftereachanswer)
● Haveyoubeenlookingatalternativesyet?
● Haveyoutriedandfailedwithothersolutions?Why?
● Wheredoesonlinemarketingfallonyourprioritylist?Whatishigher?
● Whatwouldanidealsolutionlookliketoyou?
● Howwillyourdecisionmakingprocesswork?
● Whatistheprobabilityanonlinemarketingprojectwilloccurinthenextsixmonths?
o Whydoitnow?(Or,whywaituntillater?
FirstCallObjectives:
● Getthemtalkingabouttheirbusinessandlisten
● CalllowbeforeaClevelconversationtofindhowtheirbusinessworksandcurrentchallenges
● Berespectfullyblunt:Askstraightoutifthereisapainifitisn’tobviousafteryourconversation
● Askforreferrals:Whoelseshouldyoutalktoattheotherdivisions/teams?
● Scheduleyournextstepwhileonthephone;don’tleaveitforemail
● Iftheprospectneedstoconvinceothersontheteam,makethemachampion:focusonwhatwill
makethatpersonsuccessfulandaskthemhowyoucansupportthem.Givetheminformation,time,
andcheckinperiodically.
Step5:PasstheBaton
ForanSDRtobecompensated,anopportunitymust:
● Haveatleastapotentialof20+users(ensureslargeenoughopportunity)
● Havenofundamental“redflags”ordealbreakers
● BeclearlygeneratedbytheSDR(noinboundsorfromotherSDRs)
● Berequalifiedbytheaccountexecutive(AE)
Whentohandoff?
● Doesthecompanyfitouridealclientprofile?
● Arewespeakingwithsomeonewithinfluenceorpower?
● Isthereaclearinterestinanextstep?(E.g.,scoping/discovercallwithaccountexecutive)
Howtohandoff?
● Best:HottransfertotheAE
● Good:Scheduleatimeonthecalendarsforadiscoverycall.
● LastOption:EmailintroductionbetweenclientandAE.
AuditProcess–ConfirmafterAErequalifies
● Contactwasoutbound,notinbound?
● AEqualifiedbyphone?
● SDRandAEenterednotesintoSFA?
o ThisconfirmssolidROIoftheteam,integrityofthedata,qualityofwork,andreduces
temptationstopushboundaries
ImproveCallEffectivenesswithoutPlanning
AAACallPlanning
● WhatAnswersdoyouwanttolearninthecall?
● WhatAttitudesdoyouwishtheprospecttofeel?
● WhatActionsshouldoccurafterthecall?
CallFlows
● Useanonthreatening,researchorientedapproach;learnabouttheprospect,don’ttrytosell
TypicalFlow:
1. Opening(“DidIcatchyouatabadtime?”andIntroduction
2. Discussprospect’scurrentbusinesssituation(authenticcuriosity)
3. Probeforprospect’sneeds(andconfirmunderstandingofneeds)
4. Positionsolutiontomeetthosespecificneeds
5. Handleobjections
6. Nextsteps
LeavingVoicemails
● Useasatooltoincreaseresponseratesfromemailsratherthanforcallbacks
● Bewarmanddisarming,liketalkingtoafriendorfamily
GreatVoicemails:
● Stateyournameandnumberatthebeginningandend
● Speakslowlyandclearly
● Explaininoneortwosentenceswhyyouarecalling,whytheyshouldrespondandhow
● Saytheirnameatleasttwice
AccountStatusStages
SetupanewdatafieldinyourSFAunderAccounts/Organizationscalled“AccountStatus”withthese8
stages.
SDRCompensation
QualityPerson’sSalary:$35,00060,000 pluscompensation:$20,00060,000
Newcollegegraduatessellingservices$1,00015,000onlowend,5yearveteransonhighend.
CommissionStructure
Paidmonthly:
● 50%dependsonagoalforthenumberofqualifiedopportunities
● 50%ispaidbasedondealsthatclose(suchasapercentageofrevenue)
SimplifiedTrainingPlanforaNewSDR
Week12
● Generalcompanytraining,producttraining,services,etc.
Week34
● Everyday3Goals(seebelow)
● Dailytraining
● ConfigureandexploreSFA
● SitwithanSDRandAE
● Addanaccountandcontactsfromyoursourceofdata
● Learnhowtodeduplicateaccounts(ensurenewleadsaren’tinsystemalready)
● Sendamassoutboundemailto2050contacts
● TransitionthepriorSDR’sterritory
Week45
● Everyday3Goals(seebelow)
● Send100outboundemailsbeforeFriday
● Practiceloggingandrespondingtoemailscorrectly
● Workuptofivecallconversationsperdaybyendofweek
● HaveaveteranSDRsitwithyoueachday
● Draftapersonaldashboard
● Discussanewsectionofthetrainingmaterialswiththeteam
BeginningDailyGoals:
● PickanewonlineSFAtrainingmoduletostudy
● Callfiveold(notcold)leadstopracticediscussingtheirneeds
● “IdealCustomerProfile”discussionwithteammate
● Learnaboutthe“AccountStatus”stages
● AddfivenewaccountsandtheircontactsintoSFA
● Sendamassemail
● Meetwithamentor
● Meetsomeonefromanotherteam
● Listentoasalescall
● Listentoaprospectingcall
IntermediateDailyGoals:
● ConfigureSFAreportsoradashboard
● Customizeyourowncheatsheet
● Practice“mappingcalls”intocoldaccounts(askingforreferralfromCEO’sexecutiveassistant)
● Roleplaysomecallswithateammate
● Largeaccountmappingproject(mapout35divisionsinaFortune1000account)
● Draftyourplanforthemonth(Vision,metrics,methods?)
● BusinessProblemsvs.BusinessSolutionsroleplayexercise
● Runa“DeadOpportunities”campaign
DailyToDo’s:
● Set3goalsfortoday(IfIcouldonlydo3thingstogetclosertomygoals,theyare…)
● Recap3accomplishmentsatendofday
● Takebreaksevery90minutes,afulllunchwithcoworkers,andstopworkingatXpm
TopSixProspectingMistakes
1. Expectinginstantresults
2. Writinglongemails
3. Goingwide,notdeep(100broadtouchesvs.10deepconnections)
4. Givinguptooquicklyatidealtargets
5. Notgivingupquicklyenoughonnonidealtargets 
6. Dependingonactivitymetricsratheraprovenprocess(Trackresults,notvanitymetrics)
IdealProspectingQuestions
“DidIcatchyouatabadtime”–Showsrespectandtakesthemoffthedefense.
“MayIaskhowyourmarketingteamisorganized?”–Peopleliketotalkabouttheirbusinessandit’san
openended,easyquestion.Excellentforsituationalinformationorfollowupafteryousaywhyyou’re
calling.
“Ifyouwereme,howwouldyouapproachyourorganization?”–Afteryoutalkedwithsomeonewho’s
helpfulbutthewrongtarget.
“Doyouhaveyourcalendarhandy?–Neverschedulebyemailifyoucanhelpit.
TopSixQuickProspectingTricks
1. Call/EmailHigh
2. Attitude(nonthreateningresearcher,notasalesperson)
a. “DidIcatchyouatabadtime?”
b. “Whoistherightpersontotalkaboutonlinemarketing?”
c. “MayIaskhowyouronlinemarketingteamworkstoday?”
d. “Woulditbeawasteoftimetodiscussonlinemarketingtoseeifwecouldhelp?”
3. Think“Bitesized”Emails
4. Iftheyaren’tinterested,findoutwhy
a. Priority,budget,organizationalchangeissues?Learntheirobjections.
b. Isitworthitforyoutodigmoreorshouldyoumoveon?
5. Don’tgiveuptooeasilywithidealprospects–Don’tstopatnounlessit’sthedecisionmaker
6. Alwayssetupanextstep
a. Oneoffourprospectsmayhaveanidealnextstep;giveittothemandaddinyoursaswell
FocusontheDecisionMakingProcess,NottheDecisionMaker
Avoid:
● “Whoisthedecisionmaker?”
● “Whosignsthechecks?”
Ask:
● “Howhaveyouevaluatedsimilarproductsorservices?”
● “Whatisthedecisionmakingprocess?”
● “Whoisinvolvedinmakingthedecision?”
● “Howwillthedecisionbemade?”
● “Whatarethestepstohaveacheckcutorfundsreleased?”
Buildrelationships,butdon’ttrytoselldecisionmakersuntilinfluencersarewonover.
9StepstoCreateFreeTrialsthatMaximizeConversionRates
1. Designthetrialwithyourprospectsandhelpthemrunit
2. Understandtheprospect’struebusinessissuesbeforeyoubegin
3. Agreewiththeprospectonwherethefreetrialfitsintheirbuyingprocess
4. Nailfewerkeyproblemsratherthantryingtosolvethemall
5. Definewiththeclientwhata“successful”trialmeans
6. Createmilestonesforthetrial
7. Enrolltheprospect
8. Simplifythetrialprocess
9. Setexpectations
SalesProcess
1. (15minutes)FirstContact:“Isthisawasteoftime?”
a. Setexpectations,layoutprocesstofindmutualfit,andpositionittobenefitthem
i. “We’vefoundthebestwaytoquicklyfigureoutifthere’sarealfitornottakesjust
twosteps:first,amoreindepthdiscoverycallwithyourselfandanyotherpeopleyou
wanttobringin.Andthenifthatcallgoeswell,afollowupgroupwhiteboarding
sessionorcallwiththekeypeopleonyourteamwho’dbeinvolvedsothatwecan
fleshitoutallatonceif,howandwhenweshouldworktogether.”
2. (1hour)Qualification/DiscoveryCall:“Isthereafit?”
a. Yourgoal,ifthereisafit,istocreateaplanwiththeprospecttoorganizeaworkingor
whiteboardingsessionthatbringsintheirkeypeopleanddecisionmakerstomeetwithand
createavisionwithyourkeypeople.
3. (2hours)GroupWorkingSession:“Shouldweworktogether?”
a. Createajointvisiontogether;walkthemthroughadesignprocessonhowtheycanandwill
becomesuccessfulwithyourproduct.Coachthevisionoutofthemratherthantellingitto
them
ProspectsShouldEarnProposals
Thereisacosttogivingoutproposalstoosoon–theprospectdoesn’tvalueitoryourtime.Whenthe
prospectasksaboutpricingoraproposal,don’tgiveittothemuntilyouknowtheywantit.Tellthemyou’d
behappyto,andtodothat,you’dneedtsetupascopingcallwiththemandthekeypeople,tensurethe
proposalisaccurateandmeetstheirneeds.
Leads:Seeds,Nets,andSpears
Seeds–Taketimetocultivate;viaorganicinternetsearch/SEO,publicrelations,localusergroups,most
socialmedia,orpublishingexpertcontent.
Nets–Classicmarketingprograms;viaemailmarketing,conferences,advertising,andPPC
Spears–Targetedoutboundefforts(“top10targets”)
Definitions
● Prospects–Namesoralistthatyouaremarketingtowhohavenotyetresponded
● Leads–Prospectthathaspositivelyrespondedtoshowinterest
● Opportunities–LeadmeetsyoursetofqualificationcriteriaandwasqualifiedbySDRandAE
● Clients–Gaveyoumoneyforaproject
● Champions–Referredyoubusiness,offeredatestimonial,oractivelysupportedyouinanotherway.
MaximizeROIfromTradeshowsandConferences
● Phase1:Preparation
● Researchwhoandwhichcompaniesareattending,review,andprioritizethelist(34weeksout)
● Dotheyhaveacurrentcompetitivesystem?Whoaretherightdecisionmakerstotarget?
● Preparea“cheatsheet’summarizingkeypointsabouttargetcompanies
● Phase2:ExecutionattheEvent
● Logeveryconversationassoonaspossible
● Disqualifypeopleearlytonotwastetime
● Phase3:FollowThrough
● Whatcanyoudotomakethenexttradeshowevenmoresuccessful?Whatworked,whatdidn’t?
FiveMetricstoTrack
1. Newleadscreatedpermonth(andfromwhatsource)
2. Conversionratesofleadstoopportunities
3. Numberof,andpipelinedollarvalueof,qualifiedopportunitiescreatedpermonth(determinesROI!)
4. Conversionratesofopportunitiestocloseddeals
5. Bookedrevenuesinthreecategories:NewBusiness,AddOnBusiness,RenewalBusiness
WhentoSpecializeSDR,AE,AccountManagers
Use80/20rule:Whenyourreps,asagroup,arespendingmorethan20%oftheirtimeonasecondary
function,breakoutthatfunctionoutintoanewrole
CreateaFarmTeamSystem
1. MarketinginternorSalesOperationscontractor
2. InsideSalesDevelopment–QualifyInboundLeads
3. InsideSalesDevelopment–OutboundProspecting
4. InsideSalesClosing–Small/MediumBusinesses
5. InsideSalesClosing–SmallFieldDeals
6. FieldSalesClosing–MidMarketAccounts
7. FieldSalesClosing–EnterpriseAccounts
CommissionOnlySalespeople/AccountExecutives
Pros:
● Reducedriskinhiring
● Highlyincented
Cons:
● Ifyoursalescycleismorethanamonthortwolong,they’llstarve
o Financialworrieswilldistractfromworkgoals
● Attractsmoreinexperiencedsalespeoplewithfeweralternateoptions
● Motivatesto“dowrong”togetdealsdone
NewHireProgramandSalesBootCamp
Ex:Asalesbootcampwithroleplayingforcall,demo,andpresentationexercises,endingwitha
certification
Annuallyrecertifyonproductknowledgeandcompetition(twoeverchangingareas)
● Ascenarioiscreatedanddescribedtothegroup
● Traineeisselected
● Oneormorepeopleactastheprospectcompany
● Sendoffthepersontobetrained,backtotheircube,oranotherroom
● Everyoneelsegoestoconferenceroomtolistenin
● Traineedialsintoconferenceroomandbegins
SelfManagingWeeklyTrainingMeeting
Theagendaoftenincludedamixoftopicsin1015minutechunks,suchas:
● Productorsalestraining
● Generalbusinesstopics(E.g.,howtoleadormanage)
● Publicspeakingpracticeandfeedback
● “Dealer’sChoice”–anythingtheownerwantstoincludejustforfun
MeetingLeaderfortheweekfindsspeakers,organizesthem,andrunsmeetings,butdoesn’tcreatecontent
● 1min:OpeningbyMeetingLeader/MiniCEO
● 1020min:SalesSkills(Presentationskills,businessscenarios,objectionhandling,pitches,etc.)
● 1015min:QuickQuestions(roleplayprospectquestions,answerquickly,andgetfeedback)
● 1020min:SalesSkills2(publicspeaking,roleplayphonecalls,etc.)
● 10min:NewBestPractice
● 15min:Industry/VerticalLearning(Oneteammemberresearchesverticalandteachesteam)
● 5min:MeetingLeaderClosing(Askformeetingfeedbackandchoosenextleaderandcontent
owners)