predictable revenue - aaron ross, marylou tyler 3 keys to ongoing sales machine predictable lead generation sales dev team to bridge between marketing and sales focused on prospecting consistent sales systems book about transition from starting organic growth & founder relationship growth to proactive programs generating predictable growth argument that growth isn't best accomplished by adding more salespeople rather by adding better lead generation (so far, seems more like it will be about better metric tracking of the internal sales process, from hiring sales to completing deals, establishing better internal language and understanding to facilitate better communication) common mistake: not understanding how long it will actually take to get new salespeople to good position account for prospecting ways to generate new load flow trial and error marketing through teaching (publish things to gain credibility) build word-of-mouth cold calling build partner ecosystem pr form a team solely for prospect predictable roi and ramp up time on hires robust system (to be scalable and with low dependency) cold calling insights / breakthroughs the biggest bottleneck is finding the right person to talk to 10% vs 0% response rate in (tiny) experiment typical cold email vs ask for referral to right person sent to executives in both cases has been pretty consistent over time 3 keys to successful team no cold calls (instead, research / referrals) focus on results not activity (proxy vs desired) emphasize systems (helps predictability and scaling) separate (potential) accounts into high value or unknown/low value allocate people accordingly needed things: budget, authority, need, timing, fit funnel prep define ideal target profile add target accounts add contacts prosp send emails, make mapping calls work responses call conversations demos sales new opportunities closed deals book has suggestions on how to get email lists, structure teams, training plans, how to hand off contacts, how to structure emails and phone calls prospecting and sales best practices respectful and easy to respond to experiment