Predictable Revenue Guide To Tripling Your Sales Parts 1 4 PDF

PART%1%
1%
2%
You Can Crush Your Growth Goals
The worlds filled with sales advice. Some great, These Ideas Helped
some harmful, mostly outdated or nice. Salesforce.com almost double

enterprise revenue and add $1 billion
to its topline revenues.
Nice is helpful if you want a 30% bump. But what if you want a
300% increase? It happens more often and more systematically
EchoSign and the Adobe Document
than you may realize...
Services grow from $0 in revenue in
2006 to $144 million in ARR in 2013.
If you care about sales for your team or company, here are a few
PRACTICAL, REPEATABLE ideas that have been proven to
Responsys transform from a slow-
make a HUGE difference in sales.
growth $20 million business to
rocketing 10x to $200 million in
As in a $100+ million difference.
revenue in 5 years, and being sold to
Oracle for $1.5 billion.
Or going public & selling for $1+ billion.
Acquia (a $45 million company) to
Or only doubling or tripling sales.
add an extra $12-$15 million this
year AND make sure it is when, not
At a minimum, this ebook can help give you more peace of mind,
if it will break $100 million in
predictability and clarity in how to make next year the best yet.
revenue.
3%
5%Ideas%That%Drive%Big%Growth%
LeadGen'1:'Seeds' LeadGen'2:'Nets' LeadGen'3:'Spears'

Customer%Success% Inbound%MarkeBng% Outbound%ProspecBng%
Growth%Hacking%
Specialize'Your'Sales'Team% Drop'Sales'Team'Churn'To'<10%'
How%to%do%it,%big%or%small% Make%your%sales%team%scalable%
4%
About%The%Authors%
Aaron%Ross%is%the%#1%best[ Jason%is%a%Managing%Director%of%
selling%author%of% Storm%Ventures%and%writes%the%
Predictable+Revenue:+Turn+ #1%Saas%blog:%www.Saastr.com.%
Your+Business+Into+A+Sales+ %
Machine+With+The+$100+ Jason%founded%&%was%CEO%of%
Million+Best+Prac?ces+Of+ EchoSign,%the%webs%most%
Salesforce.com+(called%by% popular%electronic%signature%
Inc.com%the%Sales%Bible%of% service.%%Jason%led%it%from%$0%to%
Silicon%Valley).%%% $100%million+%in%revenues%and%through%a%successful%
He%built%the%outbound%prospecBng%sales%team%at% acquisiBon%by%Adobe,%where%he%then%served%as%VP%Web%
Salesforce.com,%which%has%helped%add%an%extra%$1%billion.% Services.%
% %
Aarons%married%with%ve%children%(growing%to%eight%soon%
Jasons%married%with%two%kids,%lives%in%Palo%Alto,%and%loves%
through%adopBon),%lives%in%westside%Los%Angeles,%loves%
running%every%day%without%fail,%and%anything%having%to%do%
motorcycles,%and%keeps%his%work%to%25[35%hours%a%week.%%%
with%Hawaii.%
5%
Bigger,%Beaer%
This ebook highlights powerful nuggets from the forthcoming sequel to the
#1 best-seller Predictable Revenue.
This ebook you hold contains highlights from the forthcoming full book,
The Predictable Revenue Guide To Tripling Your Sales, a sequel to
Predictable Revenue.
The Triple book builds on the original with more case studies, more
details, more apps, and more ideasas youll be able to see here.
6%
Select%Ideas%From%Predictable+Revenue+(1/3)%
Lead generation drives fast growth, not the size of your sales team.
If you havent read Predictable Salesforce.com added an extra

Revenue or its been awhile, heres $100 million in revenue in its early
a short summary of select key years (and by now $1+ billion),
ideas. almost doubling growth, by creating
a dedicated prospecting team
What Drives Rapid Growth? following a Cold Calling 2.0
process.
Thinking that adding salespeople
and working them harder is what Why Salespeople Shouldnt
drives sales growth remains a Prospect
common fatal mistake with 1. Experienced salespeople hate
executives & investors. to prospect.
2. Experienced salespeople
Lead generation drives growth; arent any good at prospecting.
salespeople fulfill it. 3. Even if a rare salesperson
prospects successfully, they
If you have predictable, scalable become busy closing, and stop
lead generation, you can create prospecting consistently. It's
predictable, scalable revenue. not sustainable.
7%
80% of the time, better & more predictable lead generation is the key to
unlocking faster, predictable growth.
Specialization Is Your Multiplier This ebook will have more details Of course you only want to hire
on specialization in the section, only great people, but the better
Prospectors should prospect, Your #1 Sales Multiplier: your lead generation is, the less
closers should close. Specialization. dependent you are on the quality of
your salespeople and sales
Specializing your sales roles is the On Scalable Growth process.
single most important thing you
can do to improve everything. Work harder" and "make more You can have the most perfect
calls" doesnt scale. Dont blindly sales process in the world, but if
The Four Core Sales Roles: do more of whats not working fix your lead generation lags, you will
the systems first, then put more struggle.
1. Inbound Lead Qualifiers energy into them after theyre
2. Outbound Prospectors working correctly. Conversely, you can have a terrible
3. Salespeople/Account sales process, but still do very well
Executives Great lead generation fixes a lot of if you have great lead generation.
4. Account Managers & sales problems.
Customer Success Managers
8%
Want new salespeople to ramp FAST? Create pipeline/leads for them to

walk into. And promote from within as much as possible.
By promoting from within using a A dedicated prospecting team with Hire hungry, coachable people (not
farm team system to develop a successful process (which isnt too much sales experience), train
talent, you reduce your "hiring risk" make 100 dials a day) is a very them on your products and
of new people because your talent predictable way to create leads. customers, and give them a
already knows your products and systematized process and they can
customers, your culture, your And if you can create predictable often generate all the appointments
systems and they've already leads, you can create predictable you need.
proven themselves - or at least you revenue.
already know the truth about their Sales Management
strengths and weaknesses. Traditional cold calls were
ineffective at Salesforce. But an A sales team can only grow to the
On Outbound Prospecting / Cold email-based approach, using extent that top leaders (CEO, VP
Calling 2.0 simple text-based emails asking for Sales) arent needed to bring in or
referrals, generated 7-10% initial close deals.
The outbound prospecting role is response rates & was wildly
often treated within a sales successful. Give your sales team the option to
organization as a low-level, cheap help create team goals & systems
job. If you treat it that way, youll even helping design their own
get low-level, cheap results. comp plans and you can get
better results & more buy-in.
9%
Which%Apps%Maaer?%
%
%
%
The original Predictable Revenue barely touched on useful sales &
marketing apps.
Since the book came out, the number of neat
sales & marketing apps has grown by one or two
bazillion.
It can be overwhelming. There are hundreds

and thousands of useful or interesting apps. And
many individual sales reps have found some of
them helpful.
But which ones can make a difference across

your entire team in repeatable, scalable ways?
Well, there are a LOT of great apps that can

work for you that way, but here are a few to start
with
10%
Which%Apps%Maaer?%
Some apps mentioned in the coming case studies:

Cirrus Insight: If you use both Gmail & LeadGenius: An innovative outsourced prospecting
Salesforce.com, run - dont walk - to get this app that service that helps in a small number of focused ways
lets you update Salesforce from within Gmail. (rather than trying to do too much).
Gainsight: A Customer Success Management SalesLoft: A fast-growing favorite app salespeople &
application to help teams more easily track & prospectors use to build targeted, high-quality lists
increase revenue with higher retention and upselling. (with emails & phone #s) from LinkedIn.
Hoopla: The #1 sales motivation app making it easy Showpad: A tablet / smartphone app for field
to excite inside sales teams into scoring more wins. salespeople, whether theyre visiting enterprises,
small businesses or manufacturing plants. Tablets
InsightSquared: An easy-to-use Sales Analytics change everything for the field!
solution that offers actionable insights into your
leadgen & sales metrics to improve decision-making Yesware: A sales acceleration tool that helps you
on how to triple your sales. understand what activities equal closed business by
tracking and analyzing email communications across
NewVoiceMedia: Cloud contact center solution that Gmail and Salesforce.com.
a) accelerates lead follow-up for sales, and b)
personalizes customer support & customer success
in Salesforce.
11%
To%Grow%Faster,%Hope%Must%Die%
How many reps or managers count maybes or long- For example, the app InsightSquared helps teams
shots to get them to quota every period? You know, reach the truth more easily and sell smarter with live
the deals that always could happen? Hope can charts.This Sales Strikezone chart makes it easy for
make you blind to seeing what is and isnt working a rep or manager to zero in on just a few of their best
or not; you need a reality check to make good opportunities to focus their precious time as the month
decisions. or quarter gets closer to the end.
12% IntroducBon:%%
Lead%GeneraBon%Is%Your%Gasoline%For%Growth:%%
Seeds,+Nets+&+Spears%
13%
Lead%GeneraBon%Absolves%Many%Sins%
Have any of these problems? When you struggle generating

More than 20% of your enough decent leads for your
salespeople missing quota salespeople, everything else
Sales turnover > 10% needs to be perfect.
Low close rates
Slow sales cycles You need perfect salespeople.
Demotivated salespeople You need a perfect sales process.
Missed 2+ quotas in a row You need a perfect product.
Bad breath (just checking to
see if youre still reading) Because you have no buffer to get
anything wrong.
Rather than chasing piecemeal
solutions like trying to improve A bigger, better lead generation
your demo process, hiring machine (whether from inbound, (Its not just the amount of leads
approach and Salesforce.com outbound, whatever) gives you a lot you need quality leads.)
setup (though all are important), of slack to get a lot of things wrong
more often than not, there is one and yet still crush your goals. With great lead generation, you
thing to rule them all better can get pretty much everything
lead generation can solve a lot You can have a perfect sales else wrong, and still do really
or most - of your sales process, but without scalable lead well.
problems. generation systems, you cant
help but struggle. There are the three basic types of
leads that you need to understand.
14%
Your%Gasoline%For%Growth:%%
Seeds,%Nets%&%Spears%
The best way to triple new sales You can have the most amazing Salesforce.com pioneered the
isnt by tripling your salespeople sales process in the world, but if Customer Success Management
(the traditional method) but by youre not getting enough leads, services approach to systematize
tripling your qualified leads. youre going to struggle. this. Happy customers beget more
happy customers, and are your
You can have a Ferrari car, but it If you have a crummy sales best source of long-term revenue
doesnt move an inch without gas. process, but excellent lead growth and high profitability.
generation, youre going to do well!
LEAD GENERATION IS YOUR
GASOLINE FOR GROWTH. 3 Types of Lead Generation:
Seeds, Nets & Spears
Yes - you do need a great product
or service and some happy 1) Seeds are many-to-many
customers, but thats not enough, campaigns; theyre based on
and none of that matters if you word-of-mouth and
cant proactively drive leads relationships. For most
from both new prospects and companies, this mainly will be your
current customers. happy customers who generate
referrals, high renewal rates, and
high upsell/cross-sell rates.
15%
Your%Gasoline%For%Growth:%%
Seeds,%Nets%&%Spears%
2) Nets are one-to-many One is not better than another

marketing campaigns, with
approaches like inbound Too many companies obsess on a
marketing and growth hacking. single form of lead generation and
Hubspot and Marketo are two ignore the others.
companies that have pioneered
the whole inbound marketing To build a house you need multiple
industry. tools: a hammer, a saw and a
screwdriver. Know why, how and
when to use each tool.
3) Spears are targeted Each type of lead can have

outbound prospecting or different marketing funnels,
business development, ideally by conversion rates, sales cycles,
a dedicated prospector(s). The average deal sizes, ideal target
Cold Calling 2.0 outbound team customers and methods of
and process at Salesforce.com has increasing them.
added more than $1 billion in
recurring revenue to companies, The important thing is knowing
including Salesforce.com and which type(s), and in what mix/
Responsys. balance, work best for your
business.
16%
Lead%GeneraBon%Type%#1:%Seeds%
17%
What%Youll%Learn%In%This%SecBon%
Customer Success is NOT free help, glorified support

or an afterthought!
The pros & cons of Seeds (word of mouth) leads, and the best
way to systematize their growth
What it takes to make Customer Success a C-Level function (on

par with sales & marketing)
6 keys to driving growth with Customer Success
Why youre underestimating your Lifetime Customer Value by

50%
How Gild dropped customer churn from 3-4% to <1% per month
5 Ways Topcon provides predictably excellent customer service

18%
Lead%GeneraBon%Type%#1:%%
Seeds%=%Customer%Success%
Customer Success is not about increasing customer satisfaction, but
creating revenue growth.
All the great work you do to help Pros & Cons of Seeds What Customer Success Isnt
others succeed & build
relationships is planting seeds Pros: Highly profitable, word of Customer Success is not free help.
whether theyre employees, mouth leads are the fastest to close It isnt glorified customer support.
partners, investors or customers. and have the highest win rates. And like sales, it should be a
Theres nothing better! revenue driver, not cost center.
Its getting what you want by
helping get what they want. So Cons: Its almost impossible to Customer Success begins as a
you can succeed and feel good at proactively grow them. mindset, at the CEO level, on
the same time. targeting, creating product for and
How To Grow Seeds - Predictably servicing the kinds of customers that
Seeds is word-of-mouth lead need your product.
generation. Which is not The best way to methodically grow
scalable or repeatable, except your Seeds is with a dedication to The future standard for executive
when you have a methodical way Customer Success, which reduces teams will include a head of
of making customers successful & customer churn, increases upsells, Customer Success whos on the
documenting it (Customer increases referrals & improves same level as the heads of sales,
Success). marketing content. marketing & demand generation.
19%
Lead%GeneraBon%Type%#1:%%
Seeds%=%Customer%Success%
Turn your funnel into an hourglass how does Customer Success create revenue?
Executives need to understand that

Customer Success is not about increasing
customer satisfaction, but creating
revenue growth.
With an executive focus on Customer

Success, you will see:
Lower Churn: The easiest revenue

comes from keeping the customers you
have.
More Revenue (New Business &

Upsells): More referrals to new
customers; more willingness to try & buy
your other offerings = $$$.
Better Marketing: You can improve

everything in lead generation & sales with
detailed case studies and testimonials.
20%
When%Does%95%%=%Failure?+
Your Goal: Negative Revenue Churn
Do you retain 95% of your customers month-to-month? Rules of Thumb In Saas:
Thatd be something to be proud of, until you do the math. Customer Churn (or Logo
Churn) of 15% or less per year
Thats 5% churn per month, or 60% per year. In other words, you (just over 1% per month.) This is
have to replace 60% of your revenue every year just to break based on the number of customers
even. who leave.
What if you have monthly 98% retention / 2% churn? Thats still Revenue Churn of 0% or less
25% a year, or a quarter of your revenue. per year. The customers who stay
buy enough new licenses or product
The best-run companies can see up to -2% churn per month (on a to cover revenue losses from the
revenue basis). Yes, thats NEGATIVE 2% which means they customers who left.
make more money every month.
HOW?
Because the customers who stay with them buy & spend more
over time than the company loses from other customers leaving.
21%
21%
6%Keys%To%Driving%
Growth%With%Customer%Success%(1/3)'
If youre a CEO, you need to take 2. Customer Success Is 5x More 3. Start Early, Hire Early
Customer Success as seriously Important Than Sales
as marketing, sales or product In Saas companies, a rule of thumb
development. Yes sales is critical. But sales is is having one Customer Success
only there at the very start of the Manager per $2m in revenue
1. Customer Success Is Your relationship. And to repeatedly hired in advance of that revenue,
Core Growth Driver close new customers, sales needs not after you have it.
Customer Success resources like
All great companies customers references. Silicon Valley companies with
come from one main source enough funding often now invest
Word-of-Mouthwhether the lead Generally, founders do a good job big at the beginning, with 2-4
comes via referral directly, or of doing whatever it takes to get a people on the team right away.
whether new customers are closed big deal closed but often a poor
with case studies, references or job of everything after that, Remember, a Customer Success
testimonials. because theyre off to help with the person, like a salesperson or
next fire, drama or Big Deal. marketing budget, is an investment
This is much more measurable in that should make you (a lot) of
recurring revenue models, where CEOs and founders dont focus money, not just a cost to be put off
we can track renewal rates, upsell on getting new customers in so as long as possible.
amounts & referrals. much that you ignore your current
customers. Get on planes to visit
customers as well as prospects.
22%
6%Keys%To%Driving%
Jasons 5+2 rule on this: 5. Customer Success Needs
* Every cofounder, the CEO, plus Financial Responsibility &
every Customer Success Manager, Metrics
* Must meet onsite with 5
customers a month (thats 60 per When your Customer Success
year), and function doesnt have financial
* Get 2 customer badges every goals, its value can get muddled.
year as a bonus (that is you visit
so often to warrant a badge.) One bad assumption is that a
great product will automatically
A phone call is not a meeting. By create happy customers, and you
visiting in person, regularly, your wont need to hire people to
company will learn more about actively work with your customers.
whats really working and not, earn
more trust, and those customers However easy or incredible your
will (almost) never churn. Its much product is, you need humans
4. Visit Customers In Person harder to tell a friend youre leaving talking to select categories of your
them than some faceless company. customers.
Unhappy customers dont (always)
complain before they leave. In- What if I have nothing to say? Just (Continued on the next page)
person visits can make all the show them your roadmap, and ask
difference in surfacing problems for feedback on it, and on issues
and in changing their attitudes. they are having today. That alone
will fill the meeting.
23%
6%Keys%To%Driving%
5. Customer Success Needs 6. Evolve Customer Success
Financial Responsibility & Goals & Metrics As You Grow
Metrics (continued from (Source: Gainsight)
previous page)
i. Traction ($0-$1m) What do
... The whole point of Customer customers want, and what do they
Success is to increase Net do with our product?
Negative Churn, so you need For example, at Gild (a case study
tools & processes to measure and coming on Page 27) Customer ii. Adoption ($1m-$5m) Why and
improve the function, including Success owns: how should customers include our
how the people on your team product in their daily business?
perform. 1. 90 Day Adoption
2. Feeding usage data & iii. Retention ($5-$20m) Why do
To justify investment (such as in customer feedback into the customers need to keep on using
headcount or tools) by a company, product roadmap our product after the honeymoon?
plus create the hunger a Customer 3. Renewals
Success leader and team need to 4. Upsells iv. Expansion ($20m-$100m)
deliver measurable results, Why should customers expand to
Customer Success needs to own And it makes it easy for the more seats, more features?
some financial results: usually at executive team and board to see
least a) retention rates & exactly how the Customer Success v. Optimization ($100m+)
perhaps even b) upsell revenue. functions contributing to Gild. Automation & improvements driven
by data.
24%
Why%Youre%UnderinvesBng%In%Customer%Success%
(The%Magic%of%Customer%Success%Revenue)%
Everyone in SaaS talks about The problem is that this doesnt go Total Lifetime Revenue From A
CLTV: Customer Lifetime Value; far enough. Standard CLTV Single Average SaaS Customer:
also known as LTV. (I try to avoid calculations dont account for
acronyms, but sometimes I just virality and "second order" Ok Sales closes its average
gotta use 'em). customers - the ones that come in Enterprise Customer A for $10,000
later, from the first customer a year. Nice.
You can see a detailed analysis of referring their friends.
how to calculate Lifetime Value by Then, in Year 2, average Enterprise
David Skok at Saas Metrics 2.0. In other words, your average CLTV Customer A adds $2,500 in
should be higher because the first additional licenses, for $12,500
And then, everyone goes on to customer should get extra credit for total in Year 2.
calculate some magic metric telling helping bring in their friends to your
you how much to spend on Sales company. Then in Year 3, they add another
and Marketing, usually some 25%, or $15,625 total.
fraction (1/3 or so) of your CLTV, or By underestimating the value of a
about the first year's worth of customer, you may underinvest So: direct revenue over the first
revenue from a customer. Sounds overall in acquiring them. Or - three years = $38,125 from that
fine, so long as you have the more commonly - you invest too First Sale.
money to fund it. much in Sales and Marketing and
not enough in Customer Success. Now most customers last longer
than 3 years, but lets stop there for
now
24%
25%
Why%Youre%UnderinvesBng%In%Customer%Success%
(The%Magic%of%Customer%Success%Revenue)%
Now: Second Order Effects So the first sale is actually worth So sure, figure out the perfect ratio
$60,000 with the second order of Sales and Marketing costs to
* At the end of Year 1, your revenue - if youre making your CLTV to share with your board.
champion quits Enterprise customers super duper happy.
Customer A, but goes to Enterprise Because the second order effects
Customer B to do the Exact Same So your all-in CLTV, including compound. This is where Seeds
Job. And buys your product again. second-order revenues, could be becomes a growth driver. Theyre
(This happens about 10% of the 2x your current estimate. essential to fast, profitable growth.
time.)
* So that first sale is actually worth

$42,000 (that first $38k above x
110%). But then it happens again
in Year 2. So its really $46,000.
* And at the end of Year 1, your

champion tells three of her friends
about your company. And one of
them purchases. (About 30% of
the time.)
26%
7%Common%Customer%
Success%Triggers%To%Watch%
Examples of Customer Success triggers & alerts
Use Data To Know Who To - Billing / payment history: e.g., But this data will help you:
Reach Out To, When & Why delayed invoices due to frustration
1. Develop triggers for when to
Most Customer Success efforts still - Product and feature usage: e.g., intervene proactively before bad
use a lot of guesswork and manual which features are sticky and who's stuff happens. Obviously its easier
reporting. But get your data act using them to save a customer before they
together, perhaps manually at first send you a canceling notice! First
and later with a product like - Marketing engagement: the team does this based upon
Gainsight, you can get a fuller look unsubscribing to newsletters intuition, and over time it can be
at each customer: based more and more on historical
- Survey feedback: e.g., bad input data and automatic triggers/alerts.
- Contract data: e.g., customers from key person
not expanding, stagnating, renewal 2. Standardize interventions so
or key dates coming up - Sponsor changes: e.g., exec that each Customer Success
contact leaves, new CMO Manager is using the same set of
- Support interactions: e.g., lots of best interventions, and with this
low priority tickets or customers Now, data cant warn you of every consistency you can better
that have stopped calling problem. You will always need measure the effectiveness of each
humans talking to humans to intervention or type of problem /
uncover & resolve issues. solution.
26%
27%
How%Gild%Dropped%Monthly%
Churn%From%4%%To%<1%%%(1/3)%
Gild is helping companies better After The First Year Of Selling
recruit engineers, by using data
available on the web (including During most of the first year of
developers actual code) to help selling, Brad helped bring in new
measure their abilities. customers, until there were about
50. Churn was artificially low as
Brad Wargas the SVP Customer everyone was on annual contracts!
Success there. He joined when
there were just 5 people: CEO, When the contracts began coming
CTO, CSO, head of sales & head up for renewal, churn jumped to
of marketing (now theres 50+). 3-4% a month, or 30%+ per year;
2-3x their target. Gild starting measuring and
Brad had been in HR/recruiting for analyzing churn, and realized many
20 years, including recently being Churn Goals: 15% & 0% of their assumptions were wrong.
the VP of Corporate Recruiting at
Salesforce, helping organize & Saas companies want: For example, it turned out that how
execute thousands of hires. 1) 15% or less churn per year on often people logged in wasnt a
their total number of customers, & great way to tell who would stay or
The team wasnt exactly sure what 2) 0% or negative revenue churn go. Gild actually needed to look at
Brad would do at first, but they felt (upsell revenue from ongoing which parts of the product were
he could bring a lot of credibility, customers should exceed revenue being used, and how. How savvy
and he did. First, he helped bring lost from leaving customers). were the users? What were their
in new customers. recruiting needs and methods?
28%
Churn%From%4%%To%<1%%%(2/3)+
What Gild assumed would help spot churn - such as how often users
logged or didnt log in - was wrong.
By digging into these root causes The team trains the new users how 3. Using Predictive Tools
of churn, Brad & Gild were able to to use the product, what the best Gilds main Customer Success
systematize customer success and recruiting practices are, and re- application is Gainsight, along with
drop churn to <1% per month. sells / re-evangelizes Gild to the Zendesk (captures trouble tickets
users to get them excited. and feature requests),
(And it made Gild much smarter Salesforce.com, and Olark (chat).
about targeting the right kinds of Gild found out that if theres
customers from the very beginning successful usage of the product in
with lead generation.) the first 90 days, then usage will be
3x higher for the rest of the year Brad:&Dont&Ignore&Your&Users&
The Three Methods That compared to a customer who didnt Now&more&than&ever&its&the&users&
Dropped Churn: adopt fast. who&decide&whether&to&renew&a&
product&or&not.&&As&a&renewal&comes&
1. 90 Day Adoption 2. Quarterly Business Reviews up,&decision&makers&will&ask&the&
The Customer Success teams These reviews are formal and team&Do&you&use&this&product?&&Get&
relationship with a customer starts help hold the customer accountable value&from&it?&&Should&we&use&it&
when the customer purchases the to what they signed up for. Ideally, another&year?''
product and its turned on. theyre onsite with the right
customers.
29%
Churn%From%4%%To%<1%%%(3/3)%
Four functions Customer Success owns at Gild: a) 90 Day Adoption, b)
roadmap feedback, c) renewals, & d) upsells.
Team Composition These teams main app is At Gild, Customer Success owns:
Gainsight, which also displays 1. 90 Day Adoption
The Gild Customer Success (CS) Salesforce.com & Zendesk data, so 2. Feeding usage data &
team has about 10 people across everythings in one interface. customer feedback into the
three roles (out of 50 employees!): product roadmap
The Gainsight reports & 3. Renewals
1) Inside CS reps who train, dashboards make it easy to spot at- 4. Upsells
monitor usage & run analytics. risk customers or customers who
Theres one rep per 70 users. need more product, and gives reps By owning these and being able to
a reason to call a customer to talk. clearly articulate them, its easy for
2) Outside CS reps who handle & the board to recognize the value of
are measured on renewals. There C-Level Customer Success Customer Success there.
is one rep per 30 users in their
relevant customer segment. A lot of companies treat customer
success as an afterthought, or
3) Executive CS reps who are glorified customer support.
responsible for upselling, and who Companies need to treat it (at
work mostly with the larger or fast- least) as important as sales or
growing customer segment. marketing.
30%
Use%Data%To%Know%Who%To%%
Reach%Out%To,%When%&%Why%
Turn Customer Success metrics/alerts into Dashboards to cut guesswork
(Source: Gainsight)
31%
Five%Ways%Topcon%Delivers%
Predictably%Excellent%Service%(1/3)%
Frustrated Customer Support agents
Help create frustrated customers.
Customer Support (like sales or Topcons customers are in Supports Two Main Applications
sales prospecting) doesnt have to industries like civil engineering,
be a burnout, boiler-room job. surveying & agriculture where It wasnt that long ago that the
mapping & positioning are vital. support team at Topcon used
Why are the two teams that binders and paper to track cases
interact with customers the most Topcon has contact centers around and manage the team.
(sales, support), so commonly the world. Angie Todd supervises
mistreated or unappreciated? the 18 USA agents in Columbus, Needing better documentation and
Ohio and in Olathe, Kansas. accountability/metrics, Topcon
That needs to change, since Angies spent four years as a implemented:
frustrated agents (& salespeople) support agent and four years as a
help create frustrated customers. supervisor. a) Salesforce for their Global Case
Management system, and
Topcon Positioning Systems (part The team handles handles 25,000
of the $1 billion / 4,000 employee calls per year, which are all b) NewVoiceMedias ContactWorld
global Topcon Corp.) is the worlds recorded and reported on. product (the #1-rated call center
largest developer & manufacturer app on Salesforce.coms
ofyes, positioning systems. Angie says their goal is to provide AppExchange) for telephony: call
predictably excellent service. routing, recording & reporting.
32%
Angies Expert Advice 5 Tips
1. Get Agents Away From The In the past few years, its finally The last time you called a bank
Phone easy with internet-based call how many times did you have to
center/telephony applications (like enter your credit card or account
Spending 40 hours a week on the NewVoiceMedia) to route calls to number before you got to the right
phone and interacting directly with any agents phone (mobile phones, person?
frustrated customers can be a home phones, etc.). Now agents
recipe for agent burnout. dont have to be chained to desks, When a customer calls Topcon,
making the job friendlier and more NewVoiceMedia compares the
Get agents away from their desks flexible for them. phone number against data in
regularly for product cross-training Salesforce and can automatically
and to visit customers at their 2. Use Technology To Help route that person to the right agent.
locations. Customers As Well As Yourself The customer doesnt have to type
anything.
This will keep agents interested, Dont forget that technology is also
fresher, and engaged. It will help about improving the experience for For example, if they are marked in
develop more experienced and customers as well as reducing your Salesforce as a Gold level client
confident agents with better costs. with the best Service Level
attitudes and a skilled ability to Agreement, that caller can be
help customers, increasing first- automatically bumped to the front
call resolution rates. of the phone line with no wait!
33%
Neat for customers: knowing whom to automatically route you based solely
upon your phone number and some data in Salesforce.com.
3. Continuously Listen to At Topcon, agents know they will With a variety of support
Feedback spend 2-4 years in support, specialists, customers can get
learning everything about Topcon better service and it creates
In most organizations, the and its products, as a first step in different opportunities for reps to
Customer Support group interacts their career path. grow within support.
with the customer the most.
If you hire right, you can use
Unfortunately, some organizations support as a great training
overlook the support team and all experience that develops experts to
that valuable knowledge. The later transfer or promote throughout
support team is the voice of the the rest of your company.
customer.
5. Specialize Agent Roles
4. Create A Career Path
Topcon has five first level agents
Your best employees wont want to with a basic understanding of all
stay in the same job their whole products; and 13 other agents that
lives, theyll want to grow. specialize in an application or
industry.
34%
Use%Your%Damn%Brain%
80% of ideas throughout this ebook you should just do.

The other 20% youll need to mutate, customize or throw away.
So what if youre not the CEO? No matter Do more of what works. Stop doing or
what your title is, be an entrepreneur, not an change what isnt working. (Its funny how
employee. often people dont do this.)
Dont wait around for others to make something Stop talking and thinking about it and
happen take the initiative. just DO IT or at least do something.
Test lots of different things; run experiments. Dig for the truth (not what you want to
hear).
Have a plan, but hold it lightly.
Just try it.
DONT'GIVE'UP.'
35%
Stay%Tuned%For%Part'2'
Thanks for reading Part 1. Part 2 will be about Nets lead generation,
including inbound marketing & growth hacking.
To automatically receive each free chapter as soon as we release them, and
to get additional case studies and other private freebies (like a separate
ebook just on the metrics of Seeds, Nets & Spears), make sure youre on
our mailing list at www.PredictableRevenue.com/triple.
PART%2%
PART%2:%Inbound%Marke3ng%aka%Nets%
37&
If&You&Missed&Part&1&
Welcome! This is Part 2 of the Predictable Revenue Guide To Tripling Your

Sales. Part 1 covered Seeds lead generation, including
The pros & cons of Seeds (word of mouth) leads, and the best way to
systematize their growth
7 Customer Success triggers to watch
How Gild dropped customer churn from 3-4% to <1% per month
5 Ways Topcon provides predictably excellent customer service
And much more
To download Part 1, CLICK HERE

38&
Chapter&2:&Nets&Lead&GeneraCon&
(Inbound&MarkeCng,&Growth&Hacking)&
39&
What&Youll&Learn&In&This&SecCon&
Marketings goal is to generate leads and revenue, not make you look pretty
Our Triple 4-Step Marketing Framework (Page 41)
Common Marketing Fails (Page 42)
The most important growth metric in marketing (Page 46)
The 15/85 Rule & Achieving Market Escape Velocity (Page 50)
How Marketing Geniuses Jon Miller (Marketo) and Neil Patel

(QuickSprout / KISSMetrics) Create Content (Page 55)
How SalesLoft Grew Leads 5x In One Year (Page 59)
Growth Hacking Tips From The Man Who Coined The Term (Page 64)
40&
Gasoline&For&Growth&#2:&Nets&
Cast a wide Net & attract inbound prospects right to you

In the prior chapter, we went into Out of a trillion ways to market, two Pros & Cons of Marketing Leads:
detail around the first type of leads, popular and growing approaches
Seeds and how Customer are: Pros: Often easy to generate high
Success Management helps
volumes of leads; some kinds of
systematize them. #1) Inbound Marketing, or marketing programs are scalable;
Content Marketing, is still the content online can generate leads
Nets is a general term for all most popular kid in school and forever; highly measurable.
your marketing leads and 1-to- focuses on creating marketing that
many programs, such as internet customers love, and inspires them
marketing, events, webinars, white to want to learn more from you and Cons: The leads arent free
papers, advertising, etc. buy your stuff. there can be high fixed costs to
generate leads (mainly time &
Because youre casting a wide net, #2) Growth Hacking is a newer salaries); low conversion rates
these leads are about quantity term, and refers to in our busy since most leads arent a fit; works
over quality. For example, if 50% world - making it easier for best generally with small/medium
of word-of-mouth (seed) leads prospects to become quickly businesses and smaller order
may turn into customers, perhaps acquainted with and in love with sizes, not as well with enterprises.
5% of marketing-generated leads your product; to get to Wow!
convert into customersso you fasterincreasing adoption, sales
usually want a lot of them. and word-of-mouth referrals.
41&
Gasoline&For&Growth&#2:&Nets&
How focused or distracted is your company & marketing?

A Triple Framework For #3) Messages
Growing Great Marketing Leads: What ideas, content or words
1. Management matter to your people? Are you
2. Market communicating to your targets in
3. Messages their language or in yours?
4. Methods
#4) Methods
Kids arent the only entities subject #1) Management
to ADD / Attention Deficit Disorder. Do you have the right person Video, webinars, email newsletters,
Companies suffer from it as well, leading marketing? Do they have a events, blogging, social media,
but lets call it MADD: Market quota or the right kinds of specific landing pages, calls to action,
Attention Deficit Disorder. goals? marketing software, widgets and
appsthere are infinite tactics &
When your marketing leads are #2) Market tools to choose from in creating &
frustrating you either the quantity Are you focused enough in your optimizing your marketing machine.
or quality - the most common target market to cut through the
problem is a lack of focus: usually clutter? Do you have a Needy Focus on doing fewer, better, rather
by creating the right content for the Niche? Or are you trying to be all than doing them all not-so-well.
wrong people, or the wrong things to all people?
content for the right ones.
42&
First&&MarkeCng&Fails&(1/2)&
Build it & they will come: great movie quote, bad marketing strategy
Inbound Marketing has been a Because the practice is so common Fail #2: Being Corporate (Boring
popular movement in b2b lead now, inbound fails are more & Jargony)
generation for the past 5+ years. interesting than how to do it
Theres a 90% chance youre Do you feel compelled to write
either already doing it, thinking Fail #1: Post and pray like this systemic ineffective
about doing it, or are feel guilty for activity obstructs sellers from
not doing it. OK, were blogging! Why dont achieving optimal close rates?
people care? You have to work at
But - if you really havent heard of getting the word out through SNORE. People write this way
it, the gist of it is to create distribution. The simplest effective because they are afraid of being
marketing that people love. solution is finding complementary rejected, or want to sound smart.
partners who will share your stuff But it just ends up being confusing
So publish educational or with their own relevant audience. and boring.
entertaining content online, then
people will find it (and thus you), Action Tip: Make a list of relevant Whether its a controversial opinion,
and theyll want more and come blogs/websites or complementary visuals, stories, your voice or
register as leads and buy your products, then reach out to get to anything else, bringing a personal
stuff. (A great basics overview is know them & perhaps work touch to content makes it more
here at Hubspot.) together (help them first before interesting and engaging to
expecting them to help you.) readers, so the facts will stick.
43&
First&&MarkeCng&Fails&(2/2)&
Dont make inbound your one-trick growth pony

Action Tip: When writing a Fail #4: Unrealistic Lead Action Tip: Outbound prospecting
newsletter, pretend youre emailing Expectations can be a great compliment to
a single person, an ideal reader. inbound marketing, especially when
This makes your message more As many companies learned targeting big companies. Like peanut
personal and engaging. through experience, most of your butter and chocolate, inbound and
inbound leads arent from outbound taste great together.
Fail #3: Thinking Its Free decision makers. 95% of the time
they are from small companies or Fail #5: The One-Trick Pony
While posting blogs is free, content low-level people at bigger
marketing can be a lot more companies. Today too many companies assume
expensive than you expect. inbound marketing is the end-all-be-
This isnt terrible, but be realistic all that will take them to the moon.
Whether its the founders time, or about what youll get. But at some point, inbound plateaus.
money to hire freelancers or a
marketing team, there is a real You can target medium & large Combine inbound, different kinds of
cost. Even with 100% focus, companies with inbound marketing marketing methods, outbound
building enough momentum to see can happen, but isnt easy and prospecting or anything else that
returns takes more than six often takes a lot longer than you works to create a portfolio approach
months (and often much longer). want (often, years if it even to growing your leads.
works).
44&
Management:&Your&MarkeCng&
Leader&Needs&A&Lead&Commit&(1/2)&
Your VP Sales has a quota; why doesnt your VP Marketing?
Your sales team has a quota. Your In the beginning, when youre so Once you get the ball rolling, you
marketing team & leader has to early theres little data, all you can can begin to set more confident
have one too, as a lead commit. do is start by taking your best future targets (just as with sales
estimate (aka guess). But having quotas).
Everyone hires marketing folks a guess is still better than nothing.
that have squishy goals. Half of
startups get this wrong, and dont
have any kind of lead commit at
all. Its the We get what we get
and we dont get upset approach.
Lead Commit goals forces also

force marketers to focus on
sustainable marketing practices,
instead of get rich quick methods
that spike leads, but only for a
short period of time.
Its not easy especially when

youre creating it for the first time
but it is important.
45&
Management:&Your&MarkeCng&
Leader&Needs&A&Lead&Commit&(2/2)&
EchoSigns 2009 lead commits, goals (blue) vs. actual (red)
46&
Management:&Your&#1&Key&Growth&
Metric&(&Lead&Velocity&Rate&(1/2)&
If you and the executive team watch only one metric, this is it
One great thing about all the new And what about pipelines? Its fun Your Key Metric: Qualified Lead
ways to measure marketing and to list out every possible company Velocity Rate (LVR)
sales is being able to better See who could buy, but a pipeline report
The Future (especially in SaaS is cr*p for predicting the future, LVR measures your growth in
businesses). since they are more often about qualified leads & pipeline, measure
hope than truth. month-over-month, every month.
Youre trying to gauge whether
your revenue will keep growing in Pipeline for this month is useful, but LVR is real-time, not lagging, and it
the future, but sales results vary a still dependent on how various reps clearly predicts your future
lot monthly or quarterly, and sales estimate (guess) at probability and revenues and growth - and - even
pipelines have big quality issues. close dates. Next quarters pipeline better, your growth trend.
is only slightly better than a guess,
And worse, sales numbers are a even once you get pretty big. So if you created $1 million in new
lagging indicator of all the hard qualified pipeline this month, and
growth work youve done (right But theres a better metric, your created $1.1 million in new qualified
or wrong) in the prior 12+ Key Metric, you should track and pipeline the following month, you
monthsthey cant predict score yourself to, and hold your VP are growing LVR at 10% month-
anything. Marketing and VP Demand over-month. So, your sales should
Generation team(s) to grow 10% as well after a period of
an average sales cycle length.
47&
Management:&Your&#1&Key&Growth&
Metric&(&Lead&Velocity&Rate&(2/2)&
Sales (or a lack thereof) is a lagging indicator of what youve done right or
wrong for the past 12 months but tells you nothing of the future
Once EchoSign hit $1 million in We hit the lead generation growth Follow other core business metrics
revenue run rate, we set a LVR goals, the LVR goals, just about of course just understand they
growth target of 10 %per month. every month, and certainly every arent as good. Sales and pipeline
Once we hit about $3 million in run quarter, and every year. And by lag. Monthly sales growth is
rate, we dropped it to 8% growth hook or crook, enhanced with an important, but minor variations can
per month. ever-improving sales team and an lead to huge forecasting / modeling
ever- improving product the variances.
The goal of 8% per month was to revenue growth followed.
produce enough leads to grow the Know You Will Grow
business at least 100% year-over- Not like clockwork every day. But
year. clearly over time, ever quarter, As long as you are using Qualified
every year. Leads (not raw or unqualified
leads) with a consistent formula
One great thing about LVR is while and process to qualify them, you
sales can vary a lot by month and can then See The Future. Hit your
quarter, theres no reason leads LVR goal every month and youre
cant grow every single month like golden. And with practice, youll
clockwork. Every. Single. Month. see the future of your business 12+
months out, clear as can be.
48&
Management:&How&To&Get&Blue&
Logo&Pens&Instead&Of&Leads&(1/2)&
Dont get blinded by a marketers fancy resume
So many tech companies have Demand Generation has been Corporate Marketing (like at
hired a head of marketing with a unappreciated, left to junior folks in Adobe, Google or
strong resume, from a strong tech the backroom slaving away. Salesforce.com) is all about
leader. protecting and promoting the
And because of this, youll find brand after youre already big.
But they hired someone from leading companies all spit out
Corporate Marketing, rather than tons of senior Corporate
Demand Generation. Marketers.
So that hire fails, and youre left

with nothing more to remember
him/her by other than those nice
blue pens with your logo on them
that they ordered.
Traditionally, Corporate Marketing

is the sexier of the two. With
branding, positioning, logos and
press releases, its #1 at big
companies.
49&
Management:&How&To&Get&Blue&
Logo&Pens&Instead&Of&Leads&(2/2)&
In the Fortune 500, Demand
Generation (DemandGen) folks
are usually second-class citizens.
But in growing tech companies,
these folks are the Lords of
Marketing.
DemandGen folks are all about the

numbers. Spend $Y, create Z
You want someone whos shown
leads, which should be worth 5 x
a passion for areas like
$Y in revenue.
inbound / web demand
So, for companies that need leads, generation programs, lead
Great DemandGen marketers can
brand marketing is very expensive nurturing and metrics - who will
handle the squishy stuff (logos,
in the early days and also work hand-in-hand with
branding, press releases) well
frustratingly, generates zero leads. your sales team. And thats not
enough until youre ready to get
Corporate Marketing.
corporate.
For companies with > $50 million,
corporate marketing is a nice to DemandGen folks can figure
Their blue pens may not be as
have, after youre already growing out Corporate Marketing.
pretty as the ones the Corporate
fast because of your kick-butt Corporate Marketing cannot
Marketer gets you. But youll get
DemandGen person. figure out Demand Gen. Ever.
leads.
50&
Market:+The&15/85&Rule&&&Achieving&
Market&Escape&Velocity&(1/2)&
Has someone from Iowa bought your stuff yet?
While you want to benefit from #3) Youre starting a new These people are willing to jump
things like referrals and risk-taking marketing initiative usually with through more hoops, and tend to
Early Adopters, you dont want to a new product or target market. be more tech savvy or risk-friendly,
be dependent on them for growth. which can give you false positives
The 15/85 Rule & Early Adopters about the market's reaction to your
No matter what kind of marketing product.
you do inbound / outbound / When growing a company, theres a
upside down you need to pay big milestone in getting your first Early Adopters arent like the rest of
special attention to a couple of key 10-20 paying customers of a new the (much bigger) market, that 85%
ideas if you fall into one of these product or target market. of the world who doesnt know you,
scenarios: arent like you and dont like risk:
Usually these customers are part of the Regular Buyers.
#1) Youre an early stage the 15% - the Early Adopters: the
company trying to get to or past feedback from these Early Adopters Those Early Adopters & word of
your first million in revenue. and friends is more positive, and mouth often can get you to $1-$10
generally not reflective with the million in revenue before you
#2) Youre been growing through general masses (which is the other plateau; when realize you havent
word of mouth and inbound 85%). Theyre more likely to think achieved Market Escape Velocity -
marketing but now you want to like you, be like you and buy like which includes the ability to market
get more aggressive in reaching you. & sell to Regular Buyers outside
out to colder prospects. your networks.
51&
Market:+The&15/85&Rule&&&Achieving&
Market&Escape&Velocity&(2/2)&
When youre selling-to-friends-of- Just Show Me Stop Bitching. Start Learning.
friends or startups-selling-to-
startups, youre still part of the They often will go to your website Rather than bemoaning why dont
incestuous 15% club. You havent and three others, submit Contact they get it?, start learning how to
crossed over until someone from Me inquiries, and sit back to have speak their language and learn how
Iowa buys your stuff. you and the other companies to help them buy. Especially at
educate them about the space. bigger companies, where it can be
Regular Buyers Are Different They want you to explain things to hard to buy and implement new
them with a demo over the phone. ideas.
The challenge: youve been selling
to people who are extra-trusting in They cant or wont unilaterally When you find ways to do this
working with your new thing. push a new project through they systematically, seeing 6 months of
want more approval and support month-over-month growth in
Then, when you try marketing to from more people. Theyre less qualified leads (aka your Lead
Regular Buyers, its incredibly risk-tolerant. They work at more Velocity Rate keeps up) thats
frustrating because they buy complicated organizations. Market Escape Velocity.
differently from how your first
customers do. This isnt bad, just different. Dont Youve found a niche in which
fall into the ego trap of thinking, customers need your products, and
For example, most Regular Buyers because they dont get it as ways to systematically generate
dont want to do a free trial or read quickly as you that theyre dumber qualified leads with both Early
all your blog posts to self-educate. or lazier they arent. Adopters & Regular Buyers.
52&
Market:+Whats&Your&Needy&Niche?&(1/2)&
Dont let the Fear Of Missing Out (FOMO) muddy your market & message
When your company is struggling Example #1: LeadGenius Then they narrowed (focused) even
to generate quality leads, first ask more, to on-demand prospecting &
yourself if youve found a Needy LeadGenius started out as a lead generationand sales took
Niche. company called Mobileworks, who off! It became easy for companies
did crowdsourcing. Whats that to understand how they could help.
Whats A Needy Niche? mean? Exactly few people who
werent friends-of-a-friend, or super
Of all the kinds of companies who Early Adopters, got it.
could use youand all the kinds of
buyers who should want you They were burning cash like crazy
which ones need & want you so when they narrowed their niche to
much that theyre willing to expend outsourced virtual assistance. By
their attention, energy & money to narrowing (focusing) on a tighter
buy and use you? market & service, they got to
cashflow neutral in only 60 days.
Finding a niche isnt about thinking
smaller its focusing, making it
possible to target & find the right
people and more easily showing
them how you can help.
53&
Market:+Whats&Your&Needy&Niche?&(2/2)&
Dont let the Fear Of Missing Out (FOMO) muddy your market & message
Example #2: Carburetor And sales took off. As Usually its for the same reason
VoltageCRM, they struggled instead of focusing on 1-3 killer use
Carburetor (Carb.io) started out as signing any customers after almost cases, theyre trying to speak to too
VoltageCRM, building sales two year. As Carburetor, they many types of buyers.
forecasting tools for software signed two dozen customers in
companies. months, and expect to hit a $1 That Fear Of Missing Out (a fear of
million run rate in less than a year. leaving money on the table, of
People were interestedbut not saying no to opportunities) has
enough to buy anything. So they Well get into more detail on the opposite effect, by muddying
pivoted, into Outbound Sales LeadGenius & Carburetor in the your messaging so that no one
Automation, doing the outbound next chapter on Spears lead understands what you can do for
prospecting for companies (using generation: outbound prospecting. them.
the Predictable Revenue Cold
Calling 2.0 methods & framework). For Bigger Companies Learn To Say No
They found a Needy Niche: Commonly, when a big company It takes courage to seemingly give
companies who wanted to whos done mostly inbound up a bigger market to narrow your
generate leads from outbound marketing starts outbound niche. But in order to become an
prospecting, but either didnt want prospecting, or starts marketing a easily-understandable need to
to do it themselves or struggled new product, they struggle. your market, you have to.
hiring & training prospectors.
54&
Messages:+To&Create&Compelling&
Content,&Know&Your&Buying&Stages&
A beautifully simple way to think about what types of content buyers need
When youre creating content for For example, Marketo created #3) Late Stage Which? - Your
marketing, make it useful to your content that taught people how to prospects are getting ready to buy,
ideal customers as they progress become better marketers. deciding which path do we take?
through their buying stages.
#2) Middle Stage How? - Your Now your content should be heavily
For example, we spoke to Jon audience wants to learn more about you, why youre better,
Miller (CMO Marketo) who uses about how to implement what you different, how you can ensure
three simple buying stages: Early, do in their business. Your content resultsincluding why you are
Middle and Late. Using them should help educate them on their better than the uber-competitor do
simplifies sorting out which content options and how to deliver nothing.
you need where, and to spot gaps. promised results. It should help
people thinking about a purchase to Where Marketers Go Wrong
#1) Early Stage: Why? - These make better decisions.
customers are actively learning, By creating too much me me me
but not buying (yet). Why should Marketo created content such as content for these Middle Stage
they care about your category? structured evaluations, to help buyers, and little or no content for
Why change? Your content should marketers learn more about a the Early Stage ones.
be entertaining and useful whether category and the space, multiple
people buy your stuff or not Definitive Guides (such as the
dont make it about you, your Definitive Guide To Marketing
product or features. Automation), and analyst reports.
55&
Messages:+How&Neil&Patel,&&
Boy&MarkeCng&Genius,&Creates&Content&
More than ever, people want step-by-step, detailed guidance
Neil Patels the youngin behind the #3) Add More Details To Create
QuickSprout internet marketing More Desirable Content
blog, and founder of KissMetrics, a
marketing analytics company. The more helpful your content is,
Here are his content tips the better. Blog posts that lay out
step by step instructions of how to
#1) Write Content For Your do things like implement
Readers, Not For You Salesforce.com, break down
inbound marketing steps, create
Try to create content that solves sales scripts, do growth hacking,
their biggest problems. Dont write etc. do really well.
to make your boss happy, write to #4) You Dont Need To Blog
make your audience happy. This may be why youve seen a
Every Day Or Every Week
growth in things like The Ultimate
#2) Use Tools To Find Interests Guide To ____ and The Definitive
Make a plan and stick with it,
Guide To ____ they work.
whether thats posting daily, weekly
Tools like Qualaroo surveys and or bimonthly. Start with less
drip email campaigns can help you Speaking of which, to see an
commitment and then increase as
get smarter about tuning into what example check out Neils
you go if it makes sense.
your audience cares about. Definitive Guide To Growth Hacking
56&
Messages:+How&The&Founder&&&&
CMO&of&Marketo&Creates&Content&
A lot of people think it must be easy for me because I create so much
content, but its not.
Jons Creation Process What helped Jons Writing After
Marketo Had Money To Spend
Slow and methodically he says
- my words dont flow out quickly. I It didnt really get easier for me; we
spend a lot of time reading and just got more budget for me to work
researching. Ill copy and paste with a writer. I take my detailed notes
points I like into a big document and send it to a writer I trust to turn it
with my notes. As I get my own into a draft and then edit into my
ideas, I put them in there. voice, which is how I wrote most of
my Definitive Guides for Marketo. I
It takes me time to think and found that works much better for me
organize my material into an than just doing a call with a writer.
Jon Miller is the Chief Marketing
outline. The process is a slow slog,
Officer and cofounder of the
like pushing through molasses Dont Fight Your Weaknesses
marketing automation tool
My content is more of a synthesis
Marketo. Started in 2006, Marketo
than original content or thought Its easy to avoid writing & creating
went public in 2013 at a billion
leadership. Distilling ideas to be content. Pay attention to your
dollar valuation. He started
digestible is still very valuable weakness, to find ways to work
blogging for Marketo before they
content. around them rather than fighting
began coding.
them.
57&
Messages:+Make&It&Personal&(1/2)'
People want to hear from people not machines

At least in business-to-business A Webinar Invitation A/B Test Monica Tripled Her Results
marketing, its still cool to make
your newsletters very pretty with Monica Girolamis the head of HTML Email Invitation:
logos, images, colors and HTML. marketing for NewVoiceMedia, and Open Rate: 13.2%
she ran a test for a webinar. First Click-through rate: 1.8%
But while its fancy (like Blue Logo she invited people with a fancy New Registrants: 20
Pens), its not the most effective HTML email that read more like a
way to write to your audience. mass update. Then she sent a Personal Email Invitation:
newsletter that looked and read Open Rate: 15.3%
People respond better to other more like a personal email from Click-through rate: 4.1%
people or what seems like her. New Registrants: 60
another person. When newsletters
look and feel more like an email It was in plain text. It came from Monica: Even more astonishing
coming from one person, your Monica, and reply-to went to were all the personal replies I
audience responds better. Monica. She wrote it as if she was received sorry I cant make that
writing to a friend. time but let me know about the next
This is something the best internet webcast.
marketers in the world have known Sample screenshots of the email
for a long time, but its slowly are on the next page.
trickling out to businesses.
58&
Messages:+Make&It&Personal&(2/2)&
A/B test screenshots of Personal Email vs. Mass Update

The&HTML&mass&update:&
The&personal&email:&
59&
Methods:&Puqng&It&Together&(&How&
SalesLor&Grew&Leads&5x&In&A&Year+(1/3)&
The power of partner / influencer marketing
SalesLoft was founded in fall 2011. Lesson #1: Influencer Marketing
Theyre a company who isnt falling
victim to the common inbound SalesLoft promoted the messages
marketing mistakes. of related thought leaders, through:
- A Sales Leader Video Series (both
In their first full year, 2012, they Aaron & Jason interviewed for it) Lessons #3: Live Events Matter
had 2,400 leads. The following - Infographics
year, 2013, SalesLoft grew - Book Reviews Nothing beats in-person!
inbound leads 5x, ending up with: - Webinars SalesLoft invented the B2BCamp
conference and Ultimate Sales
12,000+ inbound leads SalesLoft gained credibility and Conference to build community
191 sales opportunities sometimes experts promoted the (1300+ total attendees).
110 customers content. Plus, SalesLoft builds
$400k+ in recurring revenue relationships (how do you think
they ended up here?) Tip: Community events build
And in 2014 recognition, loyalty, and helped
Lesson #2: Simple Lead Signups solidify SalesLoft as a thought
That was 2013. In the first six leader. Frequently, the outbound
months of 2014, from inbound SalesLoft made the free product team gets VP responses like: Oh,
leads SalesLoft is already at a $2 SUPER simple to sign up for. (More I've heard of you, you put on that
million run rate. details in on page 65). event in December...
60&
Lesson #4: Maintain a Drumbeat Lesson #5: Use outbound
of 3-4 Weekly Blog Posts techniques with inbound leads
One of Kyles favorite blogging A common complaint about

strategies: make a list out the top 10 inbound leads is that many of them
questions your prospects have about end up being low-level people
their market (either take your best without any authority.
guess or go ask them). Then answer
those questions yourself, or use SalesLoft finds out who the
them as questions when interviewing boss(es) are for the leads coming Kyle+Porter,+CEO+SalesLoV+
other experts. in, and isnt afraid to go after them
with outbound prospecting. Total Inbound Marketing
Action Tip: Use graphics and break Activities Over Two Years (2012 +
up big paragraphs into small chunks Mr. VP, 15 members of your team 2013):
to make it easier to scan or read. are using our product, a handful
have attended our events, and
Many companies struggle to blog they've downloaded 6 white papers. 310 blog posts
that often. Its more important to be Could we set up a short call to 3500+ tweets
consistent in your posting once a learn about what you want & share 31 videos
week is common - than to post a lot. more?" 7 guest posts
5 hosted events
61&
You can build your own audience by tapping into other peoples audiences
SalesLoft has done a lot of David wrote it up as a book review, Bonus: weve found that doing
interviewing and writing about calling it Why Salespeople interviews and partnering with
thought leaders, including ones Shouldnt Prospect and shared it experts also makes creating
with big audiences. with his wide following, helping content easier and more enjoyable
Predictable Revenue take off. (aka more sustainable).
Thought leaders & experts wont
always share your stuff with their
audience, but when the right one
does, with the right article, it can
create a big impact.
This article SalesLoft wrote about

Tony Robbins got 5,000 shares,
once Tony Robbins shared it with
his network!
The best marketing article for the

original Predictable Revenue book
was written by a popular Venture
Capitalist blogger, David Skok.
62&
Methods:+Why&Viral&Videos&Wont&Solve&
Your&Content&MarkeCng&Problems&(1/2)&&
Most of your videos should be for your existing audience
Chris Savage is the CEO of Wistia. #3) Dont Try to Surprise Your
They help businesses host & analyze Audience or Theyll Tune Out
amazing videos to improve customer
engagement & conversion rates. Put your most important information
Chris video tips: early in the video and make it part of
your title. Because your viewers
#1) Sell Something Bigger Than might not watch the whole video and
Your Company or Product could miss the point youre trying to
Want to create endless content & be make.
really effective with video? Sell a
mission or an idea instead of a #4) Forget about Going Viral
product, such as how video can be
powerful to your business. (Especially In many cases, viral videos are a PR #5) Use the Magic of Lighting to
for early stage buyers - remember the stunt, and require big budgets. Spikes Instantly Improve Your Videos
Buying Stages on Page 57?) in viral traffic dont last and are rarely
repeatable. One time hits usually The easiest way to dramatically
#2) Make Education Interesting dont grow your audience much; improve your video quality is by
Having experts from your company theyre just a small percentage in paying attention to lighting. Wistia
explain complicated things with white your total traffic. Focus on creating has a blog post on some simple
boards or visual aids works very well. content that grows your existing ways to do this for less than $100.
audience. Theyll love it and share it.
63&
Methods:&How&WisCa&Got&2000&New&
Subscribers&From&One&Video&(2/2)&
Wistia ran a video campaign about Lesson #1: Even With Video,
teaching people how to choose the Have A Call To Action
right video music. Heres the video.
Most business videos dont have a
They showed examples of the clear call to action. Wistias video
good, the bad, and how to think had a link to get free music tracks
about it. to download for video music if you
entered an email. About 1/3 of
They sent it to the 50,000 people viewers got the track. That meant
on their email list. 2600 email registrations, and 2,000 Lessons #3: Video-Specific Metrics
(80%) were brand new to Wistia.
Results: * Engagement rate: How many people
Lesson #2: Build For Your are watching & what are they
15,000 page views. Existing Audience responding to? Where in the video are
10,000 plays. they dropping off?
9800 unique visitors. Like we said on the prior page,
* Re-watching areas: What parts of
125 comments. dont try to build viral videos for the
the video are getting watched more
88% of people clicked play. entire internet. You should be
than once? These areas are either
500 hours watched. creating the right video content for
confusing or really interesting.
Viewers watched the video on your existing list to deepen the
average 1.5 times. connection with that audience. You * Play rate: Like subjects lines do for
2000 new email subscribers. can expand your audience through email open rate, this indicates how well
them. your thumbnail & description are doing
to get plays.
64&
Methods:&Growth&Hacking&Principles&
with+Sean+Ellis+of+GrowthHackers.com+(1/3)&
If your business is struggling to Sean says, by far, one of the most EXAMPLE: SalesLoft On Smart
find growth through typical neglected opportunities is creating Signups
marketing channels like paid a must-have experience with your
Google ads, email marketing, product from the start. We made our free product SUPER
simple to sign up for. And, when
affiliate programs and SEO, someone signs up we use oAuth (a
perhaps its time to take a new tack This must-have experience is what tool that pings social networks like
with your marketing efforts. takes a product from being a nice LinkedIn) to auto-populate their
to have, to one that your First & Last Names, so we only ask
them to fill out two fields: 1)
As the market gets more crowded customers absolutely cant live Corporate Email Address (no
& prospects attention spans without. gmail/yahoo/etc allowed), & 2)
shrink, companies are getting What CRM they Use.
creative in making it easier for When products hit this point,
prospects to become quickly suddenly, users get the value Then, through oAuth we can also
acquainted with and in love with proposition; theyre excited to refer grab their Company, Title, Industry,
social media URLs, geographic
your product to get to Wow! their friends, and happy to pay to location, # of LinkedIn connections,
faster. keep using it. etc (all behind the scenes without
them having to do anything).
The term for this in Silicon Valley is Only after youve identified a group
Growth Hacking, coined by Sean of people who passionately care This allows us to run sophisticated,
Ellis, CEO of Qualaroo and about your product can you really automated, lead grading/scoring
too because we have a lot of data
founder of the neat site start to scale your growth. about signups.
GrowthHackers.com.
65&
#1) Triple Down on Whats Example: While at Dropbox we Going after a broad market is great
WorkingThis may sound too abandoned Google AdWords for raising money, but terrible for
obvious, but do you have a because it cost us $300 each to getting customers to sign on the line
marketing activity that works well or acquire customers who only spent that is dotted.
better than the others? (You may $99. The faster we grew, the more
not have any idea!) Start by money we lost. Example: Circle of Friends was
analyzing what works and how you growing like a weed with viral
can improve your best program. So we shut off AdWords and built a Facebook invites, but saw a problem
customer referral program that gave as usage started to wane. They
#2) Stop Doing Whats Not existing users extra space (which discovered moms were their power
WorkingMarketers spread cost us nothing) for inviting their users, with more frequent logins,
themselves too thin. You probably friends. This hack helped Dropbox to writing longer and more engaging
are spending too much money on grow to 4,000,000 users without messages, and referring more
stuff thats just not working. Dont be spending any money on ads. friends.
afraid to just cut them to zero, if they
arent your top few programs. #3) Identify the Customers that They pivoted & refocused the entire
Love Your ProductWho are the company to become Circle of
Have Facebook ads or Google top 1-10% of your customers that Moms, which doubled their 2 million
AdWords that arent generating a cant live without what you sell? Get
monthly active users to 4.5 million,
positive ROI? Turn them off. specific! Then invest heavily in and led to an acquisition by
Reinvest your time and money back going after just that particular mini- PopSugar.
into your best program. slice of customers.
66&
#4) Slow Down Now To Speed Up So we added a link to a paid product Example: AirBnB took a creative
Later Growth hacking means on the landing page and instantly approach with Craigslist. AirBnB
coming up with hypotheses about saw a 3x improvement in tapped into Craigslists massive
what you think will improve your conversions, and continuing to tweak volume of traffic by developing a
business and then testing them in the design, ended up improving that clever bit of code that allowed
reality. You must think & work like channel by 10 times. AirBnB users to cross-post to
a scientist. Craigslist.
Fast-moving entrepreneurs often
It will slow you down to set up tests, forget to just ask customers what This increased visibility for AirBnB
run, measure & analyze them but they want. listings with people looking for
its worth it because you will get the vacation rentals, and resulted in
insights you need to repeat results & #5) Get Creative Yeah, Google both more bookings for current
scale. Adwords worked like a charm for AirBnB users, as well as tons of
your cousin Benny and drinking new AirBnB users. Many credit this
Example: Sean tells this story: At a buddy Tom, but that doesnt mean as the main hack that helped turn
former company, we found that the they will for you. Your customers AirBnB into a company valued at
visitors from a particular channel arent only found through Google more than $1 billion.
were signing up, but werent using Adwords, email or the AppExchange.
the product. We ran a survey on the
page to find out why. The answer Theyre all over the place; reading For More:
floored us. The visitors didnt blogs and forums, using services like Sean Ellis GrowthHackers.com,
believe our claims that the product eBay, Craigslist, and Facebook. plus he has an upcoming book:
was actually free. Unlocking Growth
67&
Methods:&How&Cirrus&Insight&&
Tripled&Their&Demos&Per&Day&
Cirrus Insight made demos much more efficient for Account Executives
Cirrus Insights a useful app that Cirrus sends a pre-defined series of The AE approves the meeting &
integrates Salesforce.com and drip emails to the prospects; drops GoToMeeting details in.
Gmail in a very neat way. particularly personal emails from Usually, the first time they speak to
the salesperson that include the customer is during the demo.
They creatively changed their free invitations and links to schedule a
trial system & saw: demo on their calendar using This allows AEs to keep their daily
- Demos grow from 2-3 to 8-10 a ScheduleOnce. schedules booked with demos with
day little effort on their part.
- Conversions of people who start Based on past data, they know if a
a trial then buy grow from 50% to user attends a demo, its very likely Note:
65% (even after a price increase) that user will convert.
- Churn dropped from 12% Normally we tell companies dont
annually to less than 9% If a user clicks on the link inviting send leads straight to salespeople!
them to schedule a demo, they are But this is a great example of an
What They Did taken to a page with the AE's exception, because the leads
calendar embedded in it, and lets Cirrus Insight auto-magically
As users start a free trial, Cirrus them pick an available time that passes to AEs are pre-qualified
Insight uses Pardot (a marketing works. (they have started a trial), and have
tool) and Salesforce to auto-assign a very high historical close rate.
them an Account Executive (AE)
based on company size.
68&
2015&
Watch for it! This ebook is being expanded & published in 2015
The expanded version of this ebook will be published (with Foundry

Group Press / www.FGPress.com) in 2015. Extra marketing-related
content will include topics such as
Meaningful Messaging simple ways to make your content

and emails easier to understand and engaging with prospects
Social Media & marketing
More Case Studies on campaigns, finding your Needy Niche
and metrics
How are these ideas different for Professional Services
companies than for Product companies?
How do Aaron & Jason create content?
And more!
69&
Stay&Tuned&For&Part&3:&Spears&
Thanks for reading Part 2. Watch for Part 3, about Spears lead
generation (outbound prospecting & Outbound Sales Automation).

to get additional case studies and other private freebies, make sure you get
on our mailing list here.
This ebook series shares highlights from the forthcoming full book to be
published, which will include even more case studies, more details, more
apps, and more ideas.
PART%3%
PART%3:%Outbound%ProspecOng%aka%Spears%
70%
2%
If%You%Missed%Parts%1%or%2%
This is Part 3 of the Predictable Revenue Guide To Tripling Your Sales. If

you missed the prior parts
Part 1: Seeds & Customer Success
An introduction + recap of the original Predictable Revenue
The pros & cons of Seeds leads, and how to systematize their growth
Download Part 1
Part 2: Nets & Marketing

Our Triple 4-Step Marketing Framework
Common Marketing Fails
The most important growth metric in marketing
Download Part 2
72%
Chapter%3:%Spears%Lead%GeneraBon%
(Outbound%ProspecBng)%
73%
Outbound Prospecting is sexy again
The pros & cons of Spears - outbound prospecting (Page 74)
Three outbound prospecting case studies with details on activity

funnels, goals & favorite apps (Pages 76, 84, 86)
The mistakes 95% of salespeople make with cold emails (Page 80)
Why, even if you have more inbound leads than you can handle,
you may still want to do outbound prospecting (Page 81)
How well can outsourcing prospecting work? (Pages 83 & 90)
Why Outbound Fails (Page 94)
For Hardcore outbound teams & managers (Page 97)

74%
Lead%GeneraBon%Type%#3:%Spears%
Outbound prospecting was in the doghouse for years. Now its hot (minus
the brutal cold calling) because it can supercharge sales growth
Inbound marketing is wonderful, but if youre dependent on it & waiting Pros: Generates predictable results
for the phone to ring, you dont have the ability to go out and have once you have it up and running; a
conversations with ideal prospects who arent already calling you. scalable way to grow leadgen;
enables very targeted approach to
The original Predictable Revenue book outlined the Cold Calling 2.0 ideal prospects at executive levels;
fast is-it-working-or-not feedback
outbound prospecting approach that helped Salesforce.com add an
extra $100 million in a few years (and by now, much more than that, cycle; a dedicated prospecting team
more like $1 billion in extra recurring revenue). creates a pool/farm team of future
sales talent.
Likewise, Responsys used the same Predictable Revenue Cold Calling Cons: Not profitable for small deals
2.0 prospecting system to drive sales 10x in 5 years, from $20 million or customers; much less effective for
to $200 millionuntil Oracle bought them for $1.5 billion. services companies than for product
companies; hard for old school
Thats what outbound prospecting or business development gives sales cultures to avoid a dials a
you, with your people reaching out to specific targets, lists or kinds of day or boiler-room approach; many
companiesthe ability to go out and make revenue-generating execs still dont buying into the idea
conversations happen in a predictable way, on your terms. that salespeople shouldnt do the
bulk of their own prospecting.
75%
When%Should%You%Make%
Outbound%Your%Top%Priority?%
Inbound and outbound two great tastes that taste great togetherbut for
some businesses, one tastes better than the other
Inbound & outbound totally #2) Your value proposition is #4) Youre not trying to replace
complementary. Inbound gets very easy for a prospect to other peoples stuff: If youre
you (hopefully) lots of leads, and understand and say yes/no to: trying to call in and compete with
some will be wonderful but many We help train & certify your people Dropbox, to getting a company to
inbound leads are too low on the in ___ over the web, rather than in rip them out and replace it with your
totem pole - they have no person can you do that today? If service, is HARD. You have to
influence. With outbound, you can your proposition or messaging is have a damn good reason for them
go talk to who you want to talk to. too jargony or not relevant and to do it; a reason that youre 10x
confuses prospects, youre in better.
If you want to go big with outbound trouble. (This is also a key reason
sales, it works especially well if marketing services is harder.) Its MUCH easier to look for
opportunities where the buyer
#1) You have a product to sell #3) Youre different: You cant doesnt need to replace or trash an
(not services) thats expensive have 100 competitors selling similar entrenched system that works well
enough. At least $10k in lifetime stuff and expect to have easy enough. Whether you call this
value (and $20k+ is better). success with outbound. Theres too whitespace, green fields, blue
much noise (i.e. confusion), and oceans or magenta flowers, look for
Yes, Outbound can work with prospects cant easily tell why that kind of market or way to
smaller deals, but not profitably. youre better than other options. position yourself.
76%
Example:%Acquia%On%The%$100M%Track%(1/2)%
$100 Million is When, Not If Prospectors Activities Goals

One year after launching the Each Month @ Acquia
prospecting team, and growing new Acquia expects each prospector to:
business sales by 75%, theyve * Send 300-500 cold outbound
proven the outbound team will help emails a month
them break $100 million with more * Have 100 phone conversations of
certainty & faster, by adding $30M+ all types (including mapping calls &
What does it take to become the in revenue within a couple of years. are we a fit calls)
fastest growing private software
company in North America, as * Schedule 20 longer Demo /
Outbound Results Year 1 Discovery Calls with key prospect
Deloitte named Acquia in 2013?
* Created an extra $6 million in influencers & Acquia salespeople
Acquias sales leaders, including Sales Qualified Leads * Tally 15 Sales Qualified Leads
Tim Bertrand (VP WW Sales, * Closed $3 million in revenue passed to and accepted by
pictured) decided that, to hit * Grew the prospecting team from salespeople
aggressive IPO-track / $100 million an initial 3 people to 25 reps across
goals, they couldnt depend solely the USA and UK
on inbound leads, or on partners. * The teams adding an extra $2m
in pipeline per ramped prospector
They discovered Predictable per quarter
Revenue, and decided to build an
* Prospecting went from generating
outbound prospecting team to 0% to then 40% of all new business
complement inbound leadgen. sales pipeline, almost doubling it
77%
Example:%Acquia%On%The%$100M%Track%(2/2)%
Funnel Math: Pipeline & Four Things That Made Acquias #4) They focused on bigger deals
Revenue Expectations Outbound Program Take Off & opportunities: Acquia has a big
average outbound deal size, and
With each prospector generating #1) The top management team, the way the math works out with
15 Sales Qualified Leads (SQLs) a including CEO, was on boar.d prospectors, the bigger the deals
month, and an average outbound you can find, the more total sales
deal size of $50,000 in Annual youll generate.
#2). They just did it, avoiding
Recurring Revenue (ARR)
analysis paralysis. It only took VP
WW Sales Tim Bertrand 37 days Main Apps Used:
Acquia expects each prospector to
from the time he read about * Salesforce.com
generate $750k pipeline a month,
and $720,000+ in closed revenue Predictable Revenue to having * Yesware.com for email templates
executive buy-in, prospector job & tracking across the whole sales
per year.
recs approved, & a signed team (see the next page for details)
Doing the math, and considering consulting agreement with * Cirrus Insight integrates
Predictable Revenue.
that many new hires on the team Salesforce.com & Gmail
are still ramping, Acquia expects to * SalesLoft for building clean target
add an incremental $60 million in #3) Acquia initially hired three lists
pipeline and 12-$15 million in extra excellent dedicated prospectors * InsideView for general list-building
revenue in 2014, and to hit $30 two in the US, one in the UK data & phone #s
million in extra revenue within a and their only job was to prospect.
year or two after. Not close deals. Not handle
inbound leads. But PROSPECT.
78%
Acquias%Favorite%Sales%App:%Yesware%(1/2)%
We interviewed Tom Murdock, Acquias sales team first started

manager of the US team of using it with 3-4 people with free
prospectors at Acquia, about their version, then rolled it out to all
favorite sales app: Yesware. 20+ inside sales people, before
completing a global purchase of
Yeswares an email add-on that almost a 100 licenses for every
helps salespeople do two critical person across sales.
things: #2) Closers use it to have more
timely conversations, answering
Monitor Email Effectiveness Toms Tips:
questions like: has their lawyer or
by tracking open rates (to identify signatory opened the email with the
subject lines that work) and reply #1) Prospectors use Yesware to contract yet?
rates (to identify email body measure different outbound
content works), and email templates. Small subject
line changes can make big impacts. #3) The Renewals Team uses it
For example: to spot potential trouble early. A
More Conversations: Reps
who called a prospect after the * A subject line that got a 10% open warning sign to a renewal rep can
be detected early on by seeing
prospect opened an email, clicked rate: "2014 Digital Initiatives at ABC
a link, or opened an attachment whether or not customer contacts
Company?" (Why not: too vague).
connected with that prospect 34% engage with emails (opening, re-
* A subject line that doubled (20%) opening, sharing).
of the time. Acquia improved reps their open rate: "Drupal at ABC
call connection rate by 29% with Company?" (Why: it was specific).
Yeswares insights.
79%
Acquias%Favorite%Sales%App:%Yesware%(2/2)%
Yesware has hundreds of thousands of active sales users, so they can

measure some interesting things about email
#4) Sales Management uses it to
5 Email Tips From Yesware
get smarter about the operation.
For example: How many emails
on average does it take for a Sending to 2+ people increases your chance of opening
prospector to get a response? Is there someone you want me to copy on this?
Answer: either they a) respond
after an average of 3 emails, or b) Send emails on Friday afternoon
they never respond, and a Weekend open rates are highest
prospector needs to change
tactics. Dont wait days for a reply
After 24 hours, your email is all but done
#5) Salesforce.com Adoption/
Use: Acquia has Yesware Only 12% of emails get forwarded
automatically copying every email Knowing which do helps in targeting efforts
being sent & received into
Salesforce.com, vastly reducing
reps admin work and making
Email reading happens 24x7
managers much happier with the Schedule your sends for very early in the morning
systems data. !
80%
Why%No%Ones%Responding%
To%Your%Cold%Emails%
Your new email mantra: Simple to understand, easy to answer
Weve seen hundreds of thousands Your Questions Are Hard To Your Calls To Action Are
(if not millions) of cold emails sent, Answer: Vague:
from all kinds of companies, from If they dont know you, people Let me know if I can help. (Yeesh,
tiny startups to $20 billion+ arent going to give you much what does that mean?) Dont beat
behemoths. Whether youre writing mental energy. They wont bother around the bush. Be clear & direct
direct (straight to a decision maker) answering too open-ended about what youre asking for.
or referral email, or anything else questions like what are your key Instead of Id love your feedback,
marketing challenges this year? ask Whens a good day this week
Your Emails Are Too Long: Why should they? for a 15min call to discuss?
Try ones that are 300-500
characters, or 2-4 sentences. The easier you make questions to Dont Be Afraid To Followup
answer (How many salespeople On Your Followups: (Thanks
Your Emails Are Confusing : do you have?), the more Jessica Huang of SAP for that
Dont list more than 1 or 2 features / responses youll get. So when phrase!) Are you telling yourself,
offers / benefits / ways you can help. youre getting to know someone, Oh, I already emailed them or I
Avoid jargon how SIMPLE can you cold questions should be open, but dont want to bother them. Dont
make your language? Try for 3rd not too open. be afraid to send more emails
grade reading comprehension. more often they will thank you for
the reminder.
81%
81%
What%If%You%Already%Have%More%
Inbound%Leads%Than%You%Can%Handle?%(1/2)%
Outbound & Inbound taste great together, like peanut butter & chocolate
even when youre overloaded with inbound leads
Just because you have a massive [Vital] Avoid Inbound Easier To Double
inbound lead operationdont Dependence & Reactive Teams After you've figured out the
write off outbound prospecting. Sales people who only get inbound messaging & steps, prospecting is
leads become dependent on them. a place where you can double your
Even Hubspot & Marketo, the results by doubling the team.
companies that started the When inbound leads slow down
inbound movement, have big (through fewer total leads coming in Increase Deal Sizes By 3-10x
teams of outbound prospectors to or if the sales team grows faster The average outbound deal should
speed up growth, increase market than the lead volume), they feel be 3-10x largerbecause you can
coverage, and to teach their sales helpless and dont know what to do. specifically target bigger
teams vital skills. opportunities and avoid small ones.
When salespeople have been
When it makes sense for your trained as prospectors, they Increase Market Coverage
business, adding outbound in as a develop a proactive mindset & skills Say you have 10,000 companies in
complement can make your needed to be entrepreneurial, to go your target market. How long will it
business grow faster & your sales make things happen instead of take before they all call you? With
team more capable & resilient. waiting around for something to outbound, you can ensure filling in
happen for them. any gaps left by inbound.
82%
82%
What%If%You%Already%Have%More%
Inbound%Leads%Than%You%Can%Handle?%(2/2)%
Do companies really do 80% of their buying research before contacting

you? Not for outbound!
Less Competition Sometimes with outbound
Theres a leadgen stat that gets prospecting youll run across an
thrown around a lot in the b2b active project, but more often
space that goes something like youre going in to help the prospect
80% of the buying cycles already create a vision and plan for solving
done by the time they reach out to their pain.
you. Usually to emphasize how
important inbound marketing is, or More often than not, it will be much
social media use, etc. less competitive than if they start a Small Team, Big Gravy
You dont have to invest a ton and
project by researching the top 20
hire a huge team, even a small
Thats true but only for inbound options in the space.
number of outbound reps can
leads, not outbound-generated
contribute another 10% to sales.
opportunities. So while its Youll still lose 70-80% of the time,
fantastic when someone calls you, but the lost deals will show Lost -
And even a 10% increase in
they are also calling 5+ of your No Decision rather than Lost
recurring/Saas sales per year time
competitors at the same time. Competitor much more often than
has a huge impact on your profit &
your inbound deals.
valuation over time because of
compounding growth.
83%
Example:%How%Tapstream%
Kickstarted%Outbound%w/Outside%Help%
Starting from scratch, alone, can feel daunting They Found Experts Outside
While Tapstream wanted to build a

They had experimented with the prospecting team inhouse, it wasnt
Predictable Revenue outbound making sense at that time. They
system (aka Cold Calling 2.0) found Carburetor (carb.io), who
internally the summer before they does outsourced Predictable
raised money, but didnt have much Revenue prospecting.
success. [Disclosure Carburetors a
service of Predictable Revenue.]
At the end of 2013 Tapstream was a Their Outbound Problems
hot startup to watch in the mobile With Carburetor, Tapstream
analytics space. They had grown their 1) They didnt have a dedicated generated 84 appointments in the
mobile user acquisition platform to team member that could assume first 4 months, and after 7 had
2,000 users in under 2 years and had the prospecting role full time. doubled the number of key
just raised a seed investment round in customers.
order to grow sales. 2) They struggled to consistently
find accurate data on the people Fast-growth companies should
While they were growing, many of they wanted to reach. usually plan on building internal
their new users were coming from prospecting teams, but it can be
small independent app developers 3) They needed to increase low easier to get there - launch, scale,
and they needed a way to reach out to email response rates by simplifying or benchmark - with outside help.
top app developers. their email messaging.
84%
Example:%How%GuideSpark%
Tripled%To%$10M%With%Outbound%(1/2)%
In 2013 at GuideSpark they took a 2. Hire Fast. Hire Right: Growing
less-traveled path focusing outbound sales does require you to
exclusively on outbound, phone- double your people to double sales,
based sales. so you need to find the right
hunters competitive salespeople
No free trials. No freemium. with ambition.
Almost zero inbound leads. No
customer advocacy program. No 3. Bring The Noise: They created
SEO, no SEM. Passable website. an open sales floor without high
Non-existent Public Relations. cubes or offices. It can be noisy, but
Limited investment money. they wanted their people to learn
faster and push each other faster
Despite bucking the generally by hearing each other every single
accepted norms for SaaS startups day. It helps ramp people fast. 5. Use Metrics & Keep It
they grew fast tripling revenue. Transparent: Easily visible &
4. Break The Rules: They had understood metrics speak for
CEO Keith Kitanis Tips salespeople who did their own themselves. Everyone knows
prospecting, breaking a cardinal whats expected and whos
1. Hire a Great VP Sales: Well Predictable Revenue rule and delivering. Novices know who to
over this in the next Triple chapter, figured out how to make it work, emulate, and veterans know who
Part 4, on building scalable sales because it was a company priority, can help them develop even
teams not a side practice. further.
85%
Example:%How%GuideSpark%
Tripled%To%$10M%With%Outbound%(2/2)%
6. Test + Iterate: In your Why Outbound Worked So Well Identifiable Prospects: Their
exploratory (<$1-2M revenue) For GuideSpark customers span every size and
stages youre still figuring things industry, but the buyer in each
out. Stay nimble and flexible. Try Fast Speed-To-Learning: With company spans only a few different
different messages until you find outbound sales, you learn RIGHT titles. So they could know who to
one that works and then hammer AWAY if your messaging is call in a huge sea of prospects.
it. GuideSpark tried many resonating with prospects - like
messages during their first year of getting email responses (or not) or
outbound, finding several that phone hang ups (or not)., and can Whats Next For GuideSpark
worked, & kept sharing across the change tactics that day or triple
team what worked & didnt. down on whats working. For Act II, GuideSparks now
investing in marketing to build on
7. Avoid Travel Except When Focus: Instead of chasing many what they know works. They
Critical: GuideSpark found they different leadgen ideas, believe in marketing and want to
could close six-figure deals over GuideSpark was laser-focused on generate lots of inbound leads, they
the phone. While nothing beats one approach and got very good just found that starting with an
face-to-face for building at it. outbound model was more efficient,
relationships, it is expensive in measurable and immediate in
time and money so make sure you Cash Efficient. Each getting off the ground, and has
travel wisely. salesperson was paid on prepared them to be much, much
performance low performance = smarter about their marketing when
minimal expense. They were able they do begin spending money on
to get very far without outside it.
investment.
86%
Example:%How%WhatCounts%Added%
An%Extra%26%%Sales%Growth%(1/3)%
Are your sales dependent on a single rainmaker?
WhatCounts, a $20 million Within months, growth sped up:
business, specializes in helping
marketers (esp. in media / retail / * Sales Qualified Leads grew from
e-commerce / travel & financial 37 in 2012 to 109 in 2013 (+294%)
services) send personalized
messages to increase engagement * Sales Qualified Leads have
rates. been increasing by 30-70%
Whats Expected of a
quarter-over-quarter since Prospecting Rep at WhatCounts
After depending on their CEO/ beginning.
* Read Predictable Revenue within
founder for years for almost all first two weeks at company
their leads, in mid-2012 they * Outbound is now sourcing 43% of * 1000 outbound emails per month
decided to follow the Predictable the revenue from new customer * 52 Initial appointments per month
Revenue framework. To drive sales. * 24 Discovery Calls with AEs with
growth, they began building an
interested prospects
outbound Cold Calling 2.0 More importantly, they finally have * 6 Sales Qualified Leads / month
prospecting approach, control over their growth. JJ says * Average outbound deal size of
spearheaded by sales director JJ we can mathematically predict
$27,000 Annual Recurring Revenue
Imbeaux. what a new sales hire will do at a * If the deal size is under $4500 per
basic level, and map out their next
year, they pass it to their Small
6 months. Business sales team.
87%
And%about%their%superpower%
Superpower: 7 touches over 7 WhatCounts Keys To Outbound * They found some great apps (see
days Success next page) and figured out how
* The CEO and executives read best to get value from them.
JJ says this approach greatly Predictable Revenue and all * They have a well-defined path for
increased prospects responses bought-in. prospectors to grow as Small &
* Hired inexperienced, hungry, Medium Business Closers, then
Day 1 AM: Short and sweet competitive, and coachable reps Mid-Market Closers and finally
email. PM: afternoon voicemail that wanted to prove themselves Major Accounts Closers.
Day 2 Anytime: Call, dont leave
and beat their own results quarter %
a voicemail after quarter.
Day 3 AM: Call, no voicemail Main'Sales'Apps'Used:''
Day 3 PM: Leave a voicemail * Had a team-wide, consistent plan *%Salesforce.com%%
& approach among everyone in
Day 4 Anytime: Send a funny *%SalesLor:%primary%list[building%
email (re: farm animals in Latvia) sales in making Predictable
Revenue required reading.
tool%data%(see%next%page)%%
Day 5 Nothing
* Identified and focused on a *%Insideview:%for%phone%numbers%
Day 6 Nothing
Day 7 Send a break up email specific Ideal Customer Profile, *%Rivalry:%for%friendly%sales%
rather than blindly trying to compeBBon%%
Note: the exact steps of this kind of prospect any company willing to
series isnt as important as having talk.
a plan for consistent followup!
88%
Avoid%these%painful%lessons%
A Painful Lesson Learned From Once in awhile there are people
A Six-Month Delay who love prospecting, but for most
people it should be an interim job to
WhatCounts lost six months with do for a year or two while learning,
their first two prospecting hires, before moving up or on.
who had a lot of prospecting
experience, but who were too set Click To View The Predictable
in their ways and didnt work out. Revenue Hiring Guide It takes 4-6 months to have
consistent, quality leads coming
In hindsight, WhatCounts would JJs Advice To You It Takes from your outbound team, and
have hired different people, who Time another 6+ months to see regular
had less prospecting experience new deals coming in, depending on
and were more ready to learn, JJ says Plan for several months, your average sales cycle length.
were coachable and eager to not several weeks to get this
prove themselves. going. You can speed things up by
beginning with an internal
Be careful about hiring people with If youre starting from scratch, you transfer(s) rather than brand-new
a lot of prospecting experience and have the hiring cycle, training, hires, & sometimes outsourcing is
who havent moved up in sales. ramping, sales cycle times. also a way to speed things up, such
as with Carb.io or LeadGenius.
89%
WhatCounts%Favorite%App:%SalesLor%
Data is always a pain in the butt to SalesLoft has became their primary Then with a click they can pull the
deal with in lead generation. JJ prospecting contact-gathering tool, data into Salesforce.com.
makes each prospector with InsideView as a
responsible for his or her own list: complementary one used mostly for Its not a replacement (yet) for other
Each of our reps build their own getting phone numbers. data services like InsideView &
lists. Theyre accountable, have an Data.com, but a valuable
intimate knowledge of their They can use google like search complement to them.
territory, and cant complain that filters to find titles by regions or by
way about the quality of the list. industry verticals, building targeted SalesLoft has a lot of happy
lists for specific campaigns. customers who love it its a neat
WhatCounts originally used app and simple to start using.
Salesforce.coms Data.com service
(a respectable one) to get all their
data. But they werent happy with
the 30% bounce rate.
They tried out SalesLofts

Prospector tool, which allows them Just%click%and%add%%
to build a targeted list with from%LinkedIn%
contacts emails directly from
LinkedIn (which has the most up-
to-date data), & their email bounce
rates dropped to single digits.
90%
How%Well%Can%Outsourced%ProspecBng%
Work%&%Scale?%(1/2)%
Outsourcing anything including prospecting can be tricky, here are tips

on getting it right
While the idea of outsourcing Heres a case study about a fast- a) To build & filter the lists of
prospecting (or anything) can be growing, hot Silicon Valley targets, identifying new companies
enticing, its also tricky. company we cant name. Lets call as they were being formed in their
them ACME. target markets, using data from
Why? Companies commonly public corporation filings,
abdicate their prospecting rather About ACME Crunchbase, and AngelList (done
than delegate it to an outside firm. by workers overseas) and
ACMEs ideal customers are
And even more important - half the companies being newly created, b) To make first contact, sending
time projects fail because the because it was much easier to sell prospecting emails and getting
outsourcing company isnt picky them on their HR/Finance service responses in coordinated
enough about the customers they than to replace competitors who campaigns to set up product demos
take on (including many who arent were entrenched in established (done by workers in the USA).
a great fit), and the other half fail companies.
because the buyer has unrealistic LeadGenius reaches out to 300
expectations or doesnt know what ACME found & hired outsourced new people each week, gets 100 to
to do with the leads they get. prospecting company LeadGenius, reply and 30 eventually signing up
and found they could use them in for a demo. Then ACMEs team
two main ways: takes over to qualify & close sales.
91%
How%Well%Can%Outsourced%ProspecBng%
Work%&%Scale?%(2/2)%
Outsourcing is not a magic pill or silver bullet it still takes work
Keys To ACMEs Outsourcing 3) Never assuming were done:

Success LeadGenius and ACME continually
worked together to understand the
1) Fast (small) first success: best way to use LeadGenius
ACME started with a focused, tiny- people and services.
scale project that let them evaluate
LeadGenius before expanding, ACME stayed actively involved,
and got them some very fast never abdicating responsibility. 5) Working together through
results (<24 hours). bumps: Even when outsourcing
4) Leadership commitment: works right away, its rarely a
2) Trust Building: The two ACMEs head of marketing owned smooth ride (what is?), and
companies built up some the project to ensure it stayed on LeadGenius helped smooth the first
momentum and trust over the first track, even personally helping to phases by giving ACME some
two months as ACME saw manage both the project as well as control over swapping out workers
consistent results with campaigns those involved. and who was on the team.
going out, responses coming back,
and demos getting set up. This Remember if you treat outbound Whether you build in-house or
made it easy for ACME to decide prospecting as a cheap/low-level outsource, you will hit challenges.
to invest bigger. investment, youll get cheap results. But theres always a solution!
92%
A%Cold%Email%That%Got%16%New%B2B%Customers%
with+Heather+R.+Morgan+of+Salesfolk+(1/2)+
+
How to turn cold emails into conversations & clients

Heather R. Morgan runs a B2B Great Company, Crappy Emails
cold emailing consultancy, and Earlier this year a B2B company came to
these are some of her tips... me for help with their outbound emails.
Whats the difference between They offered an incredible service for
the cold email template that no SaaS companies, but werent very
one opens and responds to and successful with cold email: response #3) Too Me Me Me: Their emails
the one that generates leads from rates were below 2%. talked way too much about why they
dozens of new customers? were awesome, listing their
In about a month of working together I companys features instead of putting
Is it the subject line, the length, created a single email template that got it in terms of value for the customer.
the way the copy was written, or them more than 16 new customers.
the content (and the ideas in that #4) Too Hipster: They wanted to
content)? The answer is a seem young and modern, but all their
Why Their Emails Were Bad Before fancy marketing automation
combination of all of the above.
#1) Too long: No one wants to read a templates made their cold emails
If you have a good targeted list mini e-book in an email. seem impersonal and spammy, even
and your response rate is less with custom inserts.
than 10% with personalized #2) Tried to make too many points:
emails, then your emails could They have an amazing product, but No one thinks theyre getting a
use some work. highlighting too many value props personal email if its too pretty.
confused people. Remember: Keep It Simple.
93%
A%Cold%Email%That%Got%16%New%B2B%Customers%
with+Heather+R.+Morgan+of+Salesfolk+(2/2)+
+
The example template Why It Worked:

#1) Exciting subject line: The subject line is your
gate-keeper, so 50% of cold email work should be
spent crafting and testing different subject lines. You
want to create an exciting (but credible and not
spammy or salesy) subject that intrigues recipients.
#2) Enticing Offer: Give your prospects a reason to
respond, and a simple Call To Action. Mentioning your
past success with another client theyve heard of
makes this offer seem more realistic and obtainable.
#3) Personal Feel: The email has the same basic
format & tone of an email youd send to your mom or
best friend. When youre too formal, you sound stiff
and like a sales-person rather than a person-person.
#4) Social Proof: One of your biggest barriers to
selling is risk. No one wants to be the first customer
and work with someone without credibility or
Results: experience. Mentioning one of your customers and the
57% open rate results you delivered to them makes you less of a risk
21% response rate to start talking to.
End Outcome: 16 new customers
94%
Why%Does%Outbound%Fail?%
Dont become road kill on the road to building a killer outbound team
On the flipside of some key areas Unrealistic expectations: Hey You sell custom or
that make outbound successful, guys, its been 30 days where are commoditized professional
here are the reason it fails our closed deals? It takes 4-6 services. ProServices are harder
months to go from scratch to than products to market and sell.
Outbound prospecting isnt a fit for consistent pipeline generation You vastly improve your odds by
every company - here are some and longer for revenue. Stick it out! going super-narrow with a niche.
reasons not to do it, or signs you
need to change your approach: The CEO believes all Its Boiler Room 101 there:
prospecting needs to be done Your outbound strategy involves
Its not a real management only by salespeople, & doesnt telling the team every day to make
priority: Management hires an believe in dedicated prospectors. more calls, send more emails.
intern to dabble, then forgets about
it, or are just too busy to give it Youre in a commoditized or You dont know your Ideal
time. Or they wont pay for even saturated market, and everyone Outbound Customer Profile, and
some basic data or apps you need. you call on already has something are spraying anyone and everyone
(Funny how companies will spend in place thats good enough. with a pulse. Any buyers you run
$5000 a month on paying into is mostly through dumb luck
someone, but not $50 a month on You dont have any way to sell (even a stopped clock is right twice
an app that person needs.) deals bigger than $10k - $20k+ a day).
(lifetime value).
95%
LinkedIn%ProspecBng%%3%Beginner%Tips% +
with+Josh+Turner+(1/2)+
LinkedIns popularity keeps growing dont miss out on the basics
Almost anyone youre trying to get More and more people will check One challenge is that these people
in touch with can now be found on YOU out as well on LinkedIn often call themselves different
LinkedIn. And there are (whether youre reaching out things. President, Owner, CEO,
consultants and companies who through LinkedIn or regular email), Founderthe list goes on and on.
specialize only in generating leads and frankly itll look suspicious or
from LinkedIn. Josh here is the questionable if they cant find you Fortunately, LinkedIn makes this
CEO of LinkedSelling & has some with your work email. easy on us. Using a search for
tips President OR CEO OR Owner OR
#2) Finding People With Founder youll get results for
#1) First Make Sure YOU Are Advanced People Search anybody that has one of those
Findable On LinkedIn words in their title currently.
Even with a free account,
Especially if youre in sales or an LinkedIns advanced people search If this search creates too much
executive, make sure you have a gives you lots of useful information. noise, then you can upgrade to a
profile that is reasonably up to date Premium account to get extra
it doesnt need to be fancy. Lets say youre looking for owners filters, such as on Company Size
of IT companies in the San (very important) and Seniority
And ensure your current work Francisco area. Level.
email is attached to the account.
96%
LinkedIn%ProspecBng%%3%Beginner%Tips% +
with+Josh+Turner+(2/2)%
An example LinkedIn outreach approach and message

#3) A Sample First Message Your response rate will go way up After that, then send a connect
when you simply ask to connect, as invitation. Once they connect,
You can prospect all day long, but opposed to pitching your services. follow up a few days later to see if
if you dont have a process for Message them through a shared theyre open to a call or other
actually reaching out and lining up LinkedIn group BEFORE sending a request.
calls/meetings with these connection request. Try this:
prospectswhats the point? In Summary: Baby Steps
Hey Bob! I came across your
In our experience, one of the best profile here in the [insert group Dont blast people will cold pitches
ways to approach prospects is to name] group and was really from the get go take 2-3 baby
NOT initially talk about what you impressed by what your companys steps:
do. Dont lead with a salesy pitch. doing. Id love to connect here on Message them through a
LinkedIn if youd be open to it! shared group, then
Think about it this way. For every Send connection request, then
10 cold prospects that you hit up, If that sounds good, let me know or Send your prospecting
how many are interested in your feel free to send me a request here: message
products/services? Its probably http://linkd.in/1p0htob
pretty low right?
Thanks very much! Josh
97%
For%The%Hardcore%(And%Managers)%
A collection of detailed outbound tips and tactics, especially for managers &
execs such as on
Management: Estimating ROI or Selling
How Lou Ciniglia of TheLadders Outbound To Executives:
Turns His Sales Team Around Aaron, I Want To Copy What You
From Struggling To Self- Did At Salesforce.com, How Do I
Managing. Do That?
Improving Appointment Quality: More Metrics:

Too Many Appointments Our InsightSquared released an ebook
Prospectors Set Up Are No-Show (with our help) dedicated solely to
Or Not A Fit Key Seeds, Nets & Spears
Metrics.
Territories:
Why Your Salespeople &
Prospectors Need Territories!
And More, At
PredictableRevenue.com/Outbound'
98%
2015%
Watch for it! This ebook is being expanded & published in 2015
The expanded version of this ebook will be published (with Foundry

Group Press / www.FGPress.com) in 2015. Extra outbound-related
content will include topics such as
Many more specific Outbound email writing tips

Outbound Messaging simple ways to make your content and
emails easier to understand and engaging with prospects
More outbound Case Studies & examples
What do you do if youre a Professional Services company?
And more!
99%
Stay%Tuned%For%Part%4:%Build%A%Scalable%
Sales%Team%(+%SpecializaBon)%
Thanks for reading Part 3. Watch for Part 4, about how to build a sales
team that scales, including details on how to specialize your sales
roles.

to get additional case studies and other private freebies, make sure you get
on our mailing list here.
This ebook series shares highlights from the forthcoming full book to be
published, which will include even more case studies, more details, more
apps, and more ideas.
PART%4%
PART%4:%Build%An%Epic,%Scalable%Sales%Team%
100%
101%
If%You%Missed%Parts%1,%2%or%3%
This is Part 4 of the Predictable Revenue Guide To Tripling Your Sales. If

you missed the prior parts
Part 1: Seeds & Customer Success
An introduction + recap of the original Predictable Revenue
6 keys to driving growth with Seeds leads & Customer Success
Download Part 1
Part 2: Nets & Inbound Marketing

A 4-step marketing framework
The most important growth metric in marketing
Download Part 2
Part 3: Spears & Outbound Prospecting

3 detailed outbound funnels & case studies
Why no ones responding to your cold emails
Download Part 3
102%
Chapter%4:%%
Build%An%Epic,%Scalable%Sales%Team%
103%
What makes a sales team that is scalable, resilient through ups & downs
and creates for itself all the great sales talent you need?
Why your sales team attrition is WAY too high (Page 105)
Advice from the VP Sales of LinkedIn & EchoSign (Page 108)
How to hire a great VP Sales (Page 111)
Sales role specialization: why, how & why not (Page 120)
5 sales metrics that explain everything (Page 131)
How tablets are changing field sales (Page 138)
What makes sales contests fail or succeed? (Page 141)

104%
Overview%
What makes a team scalable? Leadership, leadgen & low attrition

You want to be able to build your Scalings hard when youre taking 1 We expand on how to do it
revenue & team as easily as step back for every 2 forward. * Handling CEO/Board objections
stacking legoshere are 5 ideas * How to implement specialization if
to help you successfully scale an #2 You need Systematic Lead youre really small or really big
epic team... Generation for and with the team * Exceptions to this cardinal rule
(which weve already discussed in
#1 Why your Sales Team Attrition the prior sections). #5 Some nuts & bolts sales topics:
should be under 10% per year Metrics, Mobile & Motivation,
(including both people fired and #3 What makes a Great VP Sales such as key metrics, why reps who
who quit), rather than the Industry (+ Recruiting), including why you meet in person with customers
average of 27% (?!) annual team should know within their first 30 should get tablets/iPads, and what
churn. days if theyre great. makes sales contests fail or
succeed.
Theres a legacy assumption in the #4 We dig deeper into Sales Role
sales world that goes something Specialization. Its becoming a
like this: hire 10 and keep the half standard in Silicon Valley, but still
that make their quotas. Some controversial to most of the b2b
level of churn is natural and sales world.
requiredbut 27% is horribly
expensive & exhausting.
105%
Are%You%Churning%10%+%
Of%Your%Salespeople%A%Year?%
A bad system will beat a good person every time W. Edwards Deming
Imagine you work at a growing * Reps Are Growing Faster Than If you are losing 25% of your sales
company that from the outside is Leads: as the team has gotten team a year (whether they leave or
doing great, and maybe youre still bigger, each rep is getting fewer are fired) is it the people, or is it
hitting your team-wide sales goals. leads passed to them. Lead your system?
generation isnt keeping up with
But internally the teams struggling sales team or goal growth. If almost every new sales hire is
with growing pains such as taking twice as long now to ramp, is
And despite all this and the other it them or your system?
- Missed Quotas: 30%, 40% or reasons, the board is still telling you
more of the sales team is missing to keep hiring more salespeople to See the pattern here?
quota. drive growth!
Who sets quotas & incentives?
- Team Attrition: Salespeople just Pouring water faster into a leaky Who defines territories, roles &
keep coming and going sales team bucket is wasting your responsibilities? Whos ultimately
10%-50% of the sales team is time and money without solving the responsible for hiring and training?
leaving every year (whether root problems. Who promotes, hires and trains the
voluntarily or involuntarily). sales managers on the front lines?
Its Not You, Its Me
* Ramp Times keep lengthening its not the salespeople. Ultimately,
for new sales hires, such as going Now, if say, 30% of a sales team is its the VP Sales & CEOs
from 2-4 months when you were missing quota, is it the people - or responsibility for ensuring
smaller to now 6-8+ months. the system? Was 30% of the team sustainable sales success not the
really mis-hired? individual salespeople.
106%
Why are you blaming salespeople for missing quota?
Your sales system and But 27% (or higher) is accepted as A commonly accepted estimate of
environment have enormous normal in sales?! That means the cost of one lost salesperson is
effects on salespeople whether youd turn over your whole team in 1.5-2x their annual comp.
helpful or hurtful. less than four years.
At 2x their comp, losing 5
Until you fix the systems, youre Losing People = System Defects salespeople with targets of
going to struggle getting $150,000 is a cost of $1.5M.
repeatable, resilient success. Your ability to scale a sales team
depends on making the whole thing A $200M Loss?
The average sales team attrition in a system. When salespeople leave
the b2b world is 27% per year. for any reason missed quotas, In 2013, rumor had it that
That means out of 100 dissatisfied, bad apple it means salesforce.com lost 750 of their
salespeople, 27 are lost per year you have defects in your system. 3000 people in sales (25%
whether they quit or are fired. So attrition).
you need to hire (and train, and Sales team attrition should be
ramp) almost 30 salespeople per MUCH lower say 10% or less per If their average comp was $125k
year just to tread water. year overall (and with 0% voluntary (which is probably low), then this
attrition). was a cool $187.5 million lost.
If you had 27% attrition on your
engineering team, total employees Not only is it incredibly expensive in That much turnover is just plain
or customers itd be a board-level time, money & lost opportunity it disruptive to everything in the sales
catastrophe. also frustrates prospects & team and with customers.
customers when their point people
at a company keep changing.
107%
More companies need to reduce sales attrition than need to increase it
Common Sales Attrition Causes Its no coincidence that a big chunk Maybe some of your sales
of this Triple Your Sales ebook hits managers or leaders are doing
There can be a million underlying on these topics! more harm than good with their
causes behind high-sales attrition, management style.
but three common ones are: Do Your Salespeople Have Tail-
or Head-winds to Success? Maybe your VP Sales is a bit crazy
1) Lead Generation: the company and is just hiring a bunch of random
isnt doing enough to support the You need to dig and find out what
reps with quality leads. people into a disorganized system
are the root problems that are (it happens), and you gotta rebuild
2) Specialization: the company making it so hard for people on the it before even leadgen matters.
isnt specializing at all, the right team to succeed. Is it that they
ways, or going far enough with it. need more leads? Maybe your Dont Make Assumptions
products are weak, or are targeted
3) Management: Leadership to the wrong markets. In addition to looking at those areas
(mostly the CEO & VP Sales) isnt of LeadGen, Specialization & Sales
connected with whats going on in Maybe youre an early company Management, go talk to your
the trenches, or is still very with completely wacky sales
traditional or conservative. We people, one by one, and look for
loved this quote people leave expectations. Or dont have enough patterns that lead you to discover
managers, not companies. case studies, reference-able the main one or two problems
customers or proof to back up causing high attrition.
your promises.
108%
Advice%From%The%VP%Sales%Who%%
Built%LinkedIn,%EchoSign%&%TalkDesk%(1/3)%
3x repeat VP Sales Brendon Cassidy on advice to sales leaders

Brendon Cassidy was one of the #1) Stop Blaming Others. #2) Build For The Present, Not
first 25 employees at LinkedIn, The Past.
building their corporate sales team Nobody wants to hear cant or its
from scratch, and the 8th employee not my fault. Stop blaming others. A common theme: you hire a
at EchoSign, taking them from $1 Its not Marketing. Its not Product. person who won before at
million to $50 million in ARR and Its not your salespeople. Its on Company X, then he/she comes in
an acquisition by Adobe. Hes now you. and implements the exact same
VP Sales at fast-growing TalkDesk. methodology in your company that
Here are lessons he learned from There is always a solution, even if worked before. But nothing is ever
both his success & failures. its not obvious. You need to help the same.
drive the organization to the
Its easier to learn from failure. solution to the problem. Sometimes changing one thing
Because what went wrong is (lead velocity, Average Sales Price,
obvious & leaves a resounding If you are facing disaster, and you sales cycle, pricing model, target
impression you cant ignore. tell your CEO what needs to buyer/market, competition, stage,
happen and he refuses to do it, etc) may mean you need to take a
Learning from success is harder, then quit. Just dont whine about it. totally different approach to
because success covers up Next time do better due diligence generating leads and selling.
mistakes. on the CEO before agreeing to
work for them.
109%
If you didnt get a fancy title, would you still work for that CEO?
Step back before you copy down constant goal. Early in my career I #4) Pay Well For Success.
the prior playbook, and look at the hired the best people I couldbut
numbers and funnel. What should who were just a little bit less better I dont get CEOs or VPs of Sales
work the same? What might need or smart than me. Thats who are cheap as it relates to
to be changed or adapted or re- inexperience and insecurity and paying their sales people. Its
created? makes scaling sales much harder. incredibly hard to find great sales
talent, much less hire and retain it.
Be objective and honest with The reality is that any hiring Pay them well. Trust me, they can
yourself, because its hard to admit shortcut you take now, means you go elsewhere, while the B & C
you might be wrong, need to are going to have to work 10x more players stay.
change your plan/playbook, or later to compensate for any
even admit that you dont know shortfalls, such as running too #5) Make Sure The CEO Fits.
what to do or sometimes feel lost! many of your reps deals because
they cant close them themselves, Dont take a job just for the title,
#3) Hire The Best. Period. having to coach too much, having investors or company. Pick the
high sales team turnover or missed wrong CEO to work with and youll
Surrounding yourself with goals. be miserable. Be honest about
superstar talent should be a what works for you before you
make a decision.
110%
5 to-dos for great sales leaders

(1) Drive Deal Size Up As (3) Honesty From Top To Bottom. (4) Great Sales Teams Stay
Quickly As Possible. Together.
Theres a bias towards being
Small deals pay the bills, big deals dishonest in sales. You and your Again and again. Folks that know
drive growth. Small deals are a reps are too optimistic about deals, how to make a lot of money
fantastic way to get started, get and this clouds the truth. together want to continue to do so.
fast feedback, and build
testimonials and word of mouth. Not knowing where reps and You should see very little churn
But fast revenue growth is usually managers honestly stand with amongst your top sales team
in bigger deals. deals, pipelines, or each other members and managers -- if any. If
creates uncertainty and anxiety. you see material churn, there's a
(2) Great Reps Perform In 30 You cant forecast without coaching real problem somewhere.
Days. reps to be brutally honest about
deals. (5) Outbound & Inbound Aren't
At Talkdesk, our first rep closed Either/Or, They Are Yes.
$150k his first 30 days. That's not You cant solve problems if you are
luck. You wont always see sales too busy or nervous to dig into the Always be doing both. The
numbers that fast, but if youre gut sometimes-painful or embarrassing question is just the relative ratio,
tells you that person was a truth of your situation and share it and when to begin or expand each.
mishire, your gut is probably right. with the team and CEO.
111%
VP%Sales%%The%#1%Mishire+
5+Things+A+Great+VP+Sales+Actually+Does+
Early stage companies are painfully misfiring by mishiring the most

important role on the sales team. Dont hire one until
In Tech, #1 Most Common Butbutthose VCs are right. Top 5 Things a Great VP of Sales
Mishire is the VP/Head of Sales Because in start-ups - especially Does At An Early, Growing
Software-As-A-Service (SaaS)/ Company (In Order Of Priority)
In fact, theres a venture capitalist tech, it seems like the majority of
saying we hate that goes first VP Sales fail. They dont even #1) Recruiting
something like Youve Got to Get make it 12 months. (Weve heard You hire a VP Sales not to sell, but
Past Your First VP of Sales that the average tenure for VP to recruit, train and coach other
Carcass or With The Second VP Sales of early companies in the people to sell. So recruiting is 20%
of Sales Is When You Really Start valley averages 18 months so + of their time, because youre
Selling or variants thereof. that includes the winners ouch.) going to need a team to sell. And
recruiting great reps and making
It especially bugs us because Lets look at what those VP Sales them successful is the #1 most
were firm believers in hiring & should do. Because most founder/ important thing your VP Sales will
training fewer, more committed CEOs are looking for the wrong do. And great VPs of Sales know
people rather than taking a churn things especially the first time this.
and burn approach. founders, or founders who havent
spent much time in or with sales.
112%
VP%Sales%%The%#1%Mishire+
5+Things+A+Great+VP+Sales+Actually+Does+
If any one key person (such as the VP Sales or CEO) is doing a lot of the
actual selling, youre bottlenecked
#2) Backfilling and Helping His/ #4) Sales Strategy SO: dont hire a VP Sales until
Her Sales Team What markets should we expand you are ready to scale and build
Helping coach reps to close deals into? Whats our main bottleneck? and fund a small, growing sales
(not doing it for them). Getting Where should our time & money team.
hands-on when needed, or in big go? What few key metrics do tell
deals. Spotting issues before they us the most about the health of our And any VP of Sales that doesnt
blow up. Seeing opportunities team & growth? see this themself probably isnt a
ahead of the horizon. great long-term VP of Sales for
#5) Creating and Selling Deals you. Instead, he/she is either just a
#3) Sales Tactics Him/Herself great individual contributor, a great
Training, onboarding. Territories This is last of the Top 5. Important, builder or a simply a flawed or
(you need them). Quotas, comp. yes for select deals. But last on the desperate candidate.
How to compete. Pitch scripts. list because if your VP Sales (or
Coordinating FUD and anti-FUD. CEO, for that matter) is doing the One challenge in hiring salespeople
Segmenting customers. Reports. closing rather than their team is that theyre often extra good at
Ensuring they and the team can youre bottlenecked. No scaling for selling themselves toowhether
get what they need from the sales / you, sir. or not theyre actually a good fit!
CRM system. Etc.
113%
The%Right%VP%Sales%For%Your%Stage%
Where you are in your growth curve affects what kind of VP Sales to hire
What Kind Of VP Sales Do You

Need?
Type 1. The Evangelist (gets

you from nothing to $1-$2m).
The Evangelist is someone that is
smart and passionate about your
product from Day 1. They Get It.
The Evangelist can immediately go
out and just start selling from Day
2, and deals will happen simply
because of their passion.
The Evangelist can seem like just

what you need to hire, if youve
never hired a VP Sales. Youll like
the Evangelist. A lot.
114%
The elusive Mr-Make-It-Repeatable unicorn is a valuable find
The problem with The Evangelist? Youve hired 1-4 reps on your own. their titles by successfully growing
Theyve never actually built or But you have no idea or ability how something that was already
scaled or systematized sales. to scale & make it predictable. regularly working systematically
They know how to think creatively not by being the one who
and cross-functionally. Theyre fun This job is about taking something systematized it.
to work with. But 9 times out of 10, is happening here-and-there and
this is a waste of a hire and your were not always sure why to Heres what happens with Mr.
time. Why? Because the founder/ something is happening over-and- Make-it-Repeatable: Everything
CEO has to be the evangelist, over-again and we know why. seems much simpler and clearer.
along with the first 1-2 reps you Almost immediately, revenue goes
hire. This VP Sales has to make it up. Because they know how to
happen. He cant pretend or hide close, recruit, hire and coach. And
Type 2. Mr Make-it- behind Powerpoint presentations or they know how to build the basic
Repeatable (gets you from from pipeline dashboards. processes you need to make it
$1m to $10m) predictable.
In this phase, you have some This is the unicorn that every early
customers. Not a ton, but some. company ready to grow needs. The
You have some in-bound leads. problem is most VP Sales struggle
in this phase, because most got
115%
Interlude: Be careful hiring VPs Sales from Big (Or Hot) Companies
These prior two stages were about Joining salesforce.com when it was Easier meetings with executives or
getting off the ground to having at $1 billion in revenue, even as a investors. Easier hiring. More
Something, and then turning that manager? Yes, its SaaS but the manpower & budget support for:
into a repeatable system. sales processes & challenges at $1 everything. A real marketing team
billion+ just are so different from an & budget, admin support and lots of
Its extremely unlikely that any VP early company. inbound leads. Someone whod
Sales candidate from write sales collateral for them.
salesforce.com, SuccessFactors, When someone has only worked
Oracle or whatever currently Hot or for a Big (or Hot) Company with a Its not their fault but often they
Big company can possibly fill either Big (or Hot) Brand, they have an just wont understand how to do
of these early stage roles. unfair advantage in everything either of these early phases. It
theyve done there. How much was doesnt mean they CANT do it, just
They will all almost certainly fail. it them, versus the Big (or Hot) be very, very careful in hiring them
Brand? Rising tides and all. and dont let the resume blind you
Why? or your investors.
Plus, oftentimes they are
They never even remotely did it. unknowingly dependent on all the Now for VP Sales Types 3 & Type
free gifts they got before 4
116%
Type 3: Ms. Go Big (go from Its hard to find these candidates What changes can I make to the
$10m to $40m) but you can find them. Get them team to get the dashboards up?
Now were talking about pouring it from a company that just went How do I get more resources?
on. When a VP Sales comes into through this phase. More budget? Who can I hire,
a decently funded company with and who can I fire? How do I get
$10-$20m in annual revenue its But dont expect 95% of these rid of the bottom 10%? Where
mostly a process already. The candidates to be able to do the should the Sales Kickoff be this
main pieces are working, so you earlier phase (getting from $1- year, and what sort of suite can I
mostly do the same things, but $10m), if they didnt do it before. get? What events can I do
more. behind a secret rope for my Top
Type 4: Mr. Dashboards 50 prospects?
Hire the right people. Increase This is unfortunately what you get a
junior hires to further specialize lot of when you try to recruit out of Look, at some point, you may need
and develop a big talent pool. the Big Cos. This guy really Mr. Dashboard. Thats fine. A
Make field sales work. Tune your understands how to sell up. How to manager of managers of
Customer Success programs. make an internal presentation. And managers. But whatever you do,
Grow outbound prospecting. Get he often looks pretty good in a suit. dont hire them until you are past
the lead generation engine Your board will probably love him. Unstoppable. Because unless he
cranking with the VP Marketing. But really, all he does all day is look or she did it for real before they
at and think about Dashboards and were Mr. Dashboard they have
meet with his Managers. no idea how to get you to and past
$5m, or $10m, or $20m.
117%
The%Hubspot%Sales%Machine:%%
RecruiBng%&%Coaching%EssenBals%
Mark Roberge & Hubspot built a $0-to-$90M sales machine in 6 years
Mark Roberge is the Chief If those four things happen,
Revenue Officer of Hubspot, and then theyll be successful in
an active speaker/writer on the achieving their missionand its
science of scaling a sales team. been working so far. Here are
more details on how Marks sales
He describes his mission as machine hires & trains
Predictable, scalable revenue
growth. (We cant argue with that.) ** Its All About Recruiting **
Marks 4-Part Strategy: Especially for small teams looking He wanted to hire people whod
to scale is to put the effort into shown past sales success as well
1) Hire the same type of hiring, and make it your top priority. as people with untapped potential.
successful sales person. Mark spent 40% of his time on
2) Consistently train them the recruiting in his first couple years. After hundreds of interviews and
same way. hires, they found 5 indicators of
3) Provide each salesperson with Interview Strategically - Mark future success:
the same quantity & quality of developed criteria for hiring for Coachability (#1!)
leads. sales success even if people Prior success
4) Have the salespeople work the didnt have a sales background. Work ethic
leads using the same process. Curiosity
Intelligence
118%
The%Hubspot%Sales%Machine:%%
RecruiBng%&%Coaching%EssenBals%
How can you put your reps into customers shoes, to create empathy?
Their prior success doesnt have to They experience the actual pains Hubspot uses a matrix-driven sales
be in sales. Hubspots got an and successes of Hubspots coaching model. On the 2nd day of
Olympic gold medalist & a guy primary customers: professional each month Mark meets with the
whos a professional comic who marketers who need to generate sales directors, who each oversee
made it to Comedy Central. leads onlineso salespeople are a few managers and have about 40
These are people who went after able to connect on a far deeper sales reps underneath them.
something and achieved it. Thats level with prospects and leads.
what youre looking for. Because Mark takes coaching
After a month, new hires pass a seriously, these meetings force a
** A Real Training Program ** 150-question exam + six different coaching culture to the whole
certification tests on the HubSpot organization.
Too many companies have a product, sales methodology, and
training plan of go shadow some the concept of inbound marketing. Good coaching is both caring for
people. your reps success and trying to
** Take Coaching Seriously ** find out the one thing (not 10
Hubspots salespeople spend their things) at a time to work on thats
1st month in a classroom-style The biggest impact on sales going to make the biggest
setting. To gain an understanding productivity comes from how difference.
of the product, they create a blog effective your managers are at
and a website from scratch. coaching their people.
119%
More%Simple%Hiring%Tricks%
Builders vs. growers, hiring 2x, and slowing down

Do you want a Builder or a Both builders and growers are You Want Reps Who Are
Grower for the role? valuable: growers struggle when Business People That Can Sell
the systems arent defined, and Not Salespeople
We find most personality tests too builders struggle when theres
complicated to be of everyday nothing to figure out anymore. When a salesperson is an expert
practical use. But the idea of Know what you need and look around how your product can help
Builders vs. Growers can be appropriately. customers and when its not a fit
useful anytime. When youre in an they will build trust and
Exploration phase of figuring out When You Do Something New, relationships quickly with
how something should work such Hire 2 prospects.
as with a new company, sales
function or program - look for Because if one persons doing it, Theres no better way to quickly
people that like to figure things out: you cant tell if what is / is not ramp a salesperson than to find
Builders. working is them or the process. ways to rotate your new hires
around your company, giving them
When you have a system all Your first sales rep is crushing it? hands-on experience with support,
figured out and just need to hire Your first outbound prospector is product or account management.
more people into it, look for people failing? You cant tell if its that
who are great at following a pre- personor not. Slowing down their start of full-time
defined system: Growers. selling will speed up their ramptime.
120%
Your%#1%Sales%MulBplier:%SpecializaBon%
Prospectors should prospect, closers should close

We dont care if you have the most Your People Need Focused When Not To Specialize
amazing lead generation ideas in Dedication because exceptions exist for every
the world, they wont work without rule, such as:
the right team structure in place! For example, to have a successful,
durable prospecting team, the * You have a very simple sales
Why do you think so many people prospectors need to prospect. They process, like a one- or two--call-
complain about the sales & shouldnt close, respond to inbound close product.
marketing divide? Bridge it with leads, or act as part-time
the right people/jobs, in addition to telemarketers when marketings * Youre in a business or segment
the right process. trying to fill events. currently succeeding with
generalized salespeople (like
Exactly how you do it is up to you, OKand when you do need financial services advisors). Dont
in making it work for your specific prospectors to juggle tasks, try to fix what aint brokenbut also dont
situation. The principle is about have the non-prospecting work fill be afraid to try new ideas.
helping your people focus & do up less than 10-20% of their time.
fewer things better because * Common sense (not tradition,
when salespeople multi-task The sames true of new-business blind assumptions or what your
theyre doing many things poorly. closersother kinds of work should investors tell you) says it just isnt
be a small percentage of their time. right for you.
121%
Your%#1%Sales%MulBplier:%SpecializaBon+
Review: the four core roles

For past Predictable Revenue
readers, this page should be very
familiar! Skip ahead three pages
for new tips & tricks.
Specializing your salespeople is

the #1 most important thing to
creating predictable, scalable
sales revenue.
While every team is different and

creates different flavorsthere are
four basic roles:
1) inbound lead qualification,
2) outbound prospecting,
3) closing new business,
4) post-sales roles - such as
account management or customer
success.
Want+more+details+on+each+role?++Check+out+Why+Salespeople+Shouldnt+Prospect+
122%
SpecializaBon%Snapshot%@%Acquia%
Heres how Acquias specializing sales roles

In Part 3 of the Triple Your Sales
Guide, we laid out a case study on
how Acquia built an outbound
prospecting program to speed up
sales growth and ensure getting to
$100M was a when, not if.
From Tim Bertrand, VP WW Sales at

Acquia, heres how Acquia is
specializing sales roles, on track to
$120M in bookings ($75M in net
new) for 2014.
Your ratios will vary, since ratios are

affected by things like inbound and
outbound lead volume, deal sizes
and sales cycle/product complexity. Invest%in%a%balanced%inbound/outbound%%
Rule of thumb: Its very hard for a predictable%revenue%model%early%%Tim%Bertrand%
manager to be effective with more
than 10 direct reports.
123%
SpecializaBon:%Four%Important%
Reasons%To%Just+Do+It+
Restructuring a sales team can feel daunting

We realize some of you still need 2. Farm Team / Talent: Having 3. Insights: By breaking your roles
help convincing your team to go multiple roles in sales gives you a into separate functions, you can
all the way with specialization. It simple career path to hire, train, easily see & fix where your
can be daunting to take a sales grow & promote people internally. bottlenecks are. When everyone
team that has been closing and is doing everything, its like having
managing their own accounts, and This creates a much cheaper, less a tangled ball of yarn you cant
changeeverything. risky & better way to recruit than tease apart.
relying too heavily on outside hires.
Four Reasons To Specialize (A rule of thumb: over the long 4. Scalability: Specialization
term, grow 2/3 of your people makes it easier to hire, train,
1. Effectiveness: When people internally and hire 1/3 externally for measure, grow & promote people
are focused on one area, they new ideas and blood. across the board.
become experts. For example, in
10 years, weve never met a team
of generalized salespeople that
didnt struggle with generating or
responding to leads.
Without+specializa?on,+you+will+
struggle+to+grow+any+sales+team.++
124%
SpecializaBon:%Two%%
Common%ObjecBons+
Two common objections to specializing sales roles
The #1 Concern: Relationship With specialists at each step, The #2 Concern: Those Four
Ownership / Handoffs prospects are always getting fast Roles Dont Fit Us
responses appropriate to what they
Doesnt passing a prospect or need. The core roles discussed are not
customer off from one person to absolute requirements but a
another create problems? Its hard for a salesperson whos template for you to adapt.
Shouldnt the same person be working on proposals, or traveling,
building a relationship from Day to drop everything and get back Almost every b2b company should
one with a customer, then owning right away to a new inbound lead, have at least those four roles, but
and maintaining it? an urgent problem at a current there are exceptions.
customer, or to focus on much of
No not if you have simple, anything important thats not getting Dont be afraid to implement the
thoughtful ways to hand off them to their quota this period. principle behind specialization
customers, and set their focus in your own way. Give
expectations appropriately. So by specializing in a way that people fewer, more important
makes sense for your business - things to do, better.
In fact, prospects & customers get youre doing customers a favor too.
much better service this way. Also - the principle works in any
team marketing, customer
support, partners, etc.
125%
SpecializaBon:%
Too%Big?%Too%Small?+
Everyone is different use your brain to adapt the idea to your situation
If Youre Big Incremental Can Work If Youre Small: What if I only
have 1 or 2 people in sales?
At big companies - meaningful Its easier to add a prospecting
change requires involving lots of team to your current sales org than If youre small, start by specializing
pieces: people, politics, legacy to restructure who you have. your time.
practices & systems, making
change harder & more complex. If everyones struggling, you may 1) Block out regular chunks of time
need a drastic restructuring, (say 2+ hours) on your calendar for
But if you can do a small (even breaking your team into the prospecting or another top priority.
tiny) pilot on the side, a different specialties. 2) At those times, turn off any
skunkworks approach, and prove distractions.
some success it becomes a lot Salespeople should prospect, but 3) Get a buddy system going with
easier to sell people on your new only to a small number (say 5-10) a friend or partner to keep you
approach & create a change. at a time of important targets or accountable and review each
partners. They should never be others goals together.
Plus, by doing it before pitching blasting cold lists with calls or
it, you have real experience & emails unless theyre doing it as a
credibility to draw from, rather than new hire to learn for a couple of
just guesswork. months.
126%
Example:%How%Clio%Restructured%Their%
Sales%Team%In%Just%3%Months+
Roles, quotas, comp plans, territories, Salesforce.com changesthey

tackled it all at once
Those generalized reps did it all - By the time Clio had 10
prospecting, following up on salespeople theyd started
inbound leads, closing new deals, feeling growing pains.
& managing those customers.
* The team was frequently stepping
Transforming this team of 18 on each others toes, such as
generalized reps into three inadvertently starting to work the
specialized teams of six reps each, same deals.
Clios a fast-growing SaaS
restarted Clios sales growth.
company in Vancouver, whose
* There was a lot of unhealthy
CEO is Jack Newton (now thats a
The original 3 reps had it easy competition on the team, and they
cool action hero name!). Clio sells
the world was their oyster: they wouldnt help each other.
practice management software
had a lot of inbound interest, they
that helps lawyers better run firms.
didnt need structure, they could * Each reps success depended
cherry pick leads and deals to close wholly on themselves to sink or
Clio hit some sales team growth
a lot of business. They didnt need swim, as there was no sales
problems in 2012, after growing
territories. system or support.
from three to 18 generalized reps
in less than two years.
127%
Clio went with three, not four, key sales roles

Clios executive team felt the sales Clio took Predictable Revenues To make this transition, Clio had to
team could do much much better if specialization ideas and rework a lot of important sales
they got out of each others way customized it to their unique systems: designing new roles, new
and worked together to situation, creating three new roles: quotas, new comp plans, creating a
systematically break down & tackle territory system (which theyd never
the market. a) Six Prospectors: tasked with had), figuring out which rep should
getting into larger law firms. go into which team, changing
By the time the sales team grew salesforce.com, and a lot more. So
to 18 generalized salespeople in b) Six Closers (Account they dived in with both feet.
mid-2012, Jack read the Why Executives) tasked with closing
Salespeople Shouldnt Prospect larger law firms.
article, and knew they had to finally
specialize the team. c) An Engagement Team of six
reps mixing both inbound lead
Jack saw it reducing sales team response and closing of small law
conflict, improving how they handle firms/deals (firms of less than $100
small deals, and enabling more in monthly revenue).
outbound prospecting - especially
with larger law firms.
128%
Be generous, not stingy, with comp through a transition makes it easier for
everyone to keep working as a team
Lessons Learned By removing confusing comp #3) Create A Collaborative, Not
conditions, salespeople and Competitive, Sales Environment
#1) Simplify Comp: Past comp partners collaborate and close
plans had a ton of rules and much more because everyones Fun or friendly competition is
regulations around the kinds of interests are aligned. helpful & energizing. Hurtful or
deals that would be eligible for real competition kills your team.
quota. Clio was trying to drive the #2) Overpay Salespeople During
right behaviors with those rules, The Transition By shifting to territories +
but they created too much specialization, the sales team didnt
confusion and obstacles. During the restructuring, Clio paid feel anymore that it was a zero sum
the team a flat fee / fixed bonus for game.
For example: Clio used to have a three months while gathering data
lot of rules and conditions with and figuring out new quotas & Jack says they now have an
channel partner deals, and often goals. Clio wanted the team to feel unbelievably collaborative sales
salespeople didnt benefit at all if a comfortable helping switch to the team that helps each other close
partner closed a deal. Now, $1 of new model, without distracting deals, roots each other on, trades
revenue is $1 of revenue wherever them. tips and best practices & sale
it comes from. techniques. Beforehand, this never
happened.
129%
Geqng%The%Most%Out%Of%Salesforce.com%
(Or%Any%Sales%App)+
When it comes to apps, less is more

App Overwhelm Its a busy world and getting busier. 3) No Drive By App Buys (aka
The apps you buy should help you No Half-Assed Apps): When
Theres an overwhelming number and teams see more clearly you bring in a new app, small or
of great sales & marketing apps, through clutter & busyness, not add large, plan on spending double
and app overwhelm is the problem. to it. Rather than hoping The Next your expected time getting it set up
Great App is going to fix your right, your people trained, and
Its challenging sorting through the problem tuning it so that its solid.
clutter to find the ones that are a
good fit for your particular need, 1) First, Declutter: The first step in 4) Whats Practical? Its a
whether youre selling services vs. improving how a team uses wonderful vision of a whole sales
products, small deals or large, use salesforce.com or your equivalent team all eating their vegetables,
Gmail vs. Outlook, etc. is hiding all the stuff they dont use. meditating over crystals and using
Spring clean your apps, metrics & their sales apps regularly. Get
Avoid Shiny Object Syndrome fields before you buy more stuff to excited about your vision, but dont
load onto your team. forget they are honestly busy,
All these apps are so shiny and people and if your vision is
new! Maybe the next one is the 2) Fix Your Process Before Using impractical or you dont get buy-in,
one that will create a magical An App To Speed It Up. Putting a its going to flop.
revenue unicornor the next sales or marketing app in to do
one or the next one more of a bad process just Video: 8 Tips To Make
generates extra garbage. Salesforce.com Easier To Use
130%
Nuts%&%Bolts:%%
Metrics,%Mobile%&%MoBvaBon%
Hiring, metrics, mobile devices, contests
Here are some ideas for you on
day-to-day topics faced by most
sales teams:
1. A New Spin On 5 Metrics

data-overwhelm can paralyze
you heres a new twist on five
classic metrics, plus two favorite
new analyses.
3. Field Sales & Mobile Devices

any salesperson who visits
clients in person should probably
have an iPad/tablet.
4. Sales Contests why do they

flop so often, and how can you
make them more engaging,
impactful & sustainable?
131%
5%Sales%Metrics%That%Explain%Everything%
with+Fred+Shilmover,+CEO+of+InsightSquared+(1/4)+
Are you giving reps too many opportunities every month?

Are you using these classic A common number for a SaaS rep 2) Metric: # of Closed
metrics as insightfully as possible? doing low-five-figure deals to juggle Opportunities in Total & per Rep
is 25-30 opportunities. Yours may
1) Metric: # Open Opportunities or may not be different. Measure total opportunities closed
in Total and per Rep including both closed-won and
For yours: Look to your own history. closed-lost opportunities. (See the
Measure the total number of open How many have your best reps next page for a sample picture.)
opportunities each rep is working juggled? Does it vary much by
at any given time, and understand segment, type of customer or What to do with it: Your reps should
how many total new opportunities average deal size? When was it be closing a certain number of
they should be getting per month too many? sales deals each month (whether
not too few, not too many. won or lost). Its a form of
This metric also gives you a sanity throughput.
What to do with it: Your reps check if you need to grow your
should get a sufficient inflow of open opportunities a lot (crank up If theyre not closing enough total
new opportunities to have a steady lead generation), or if your team is opportunities, drill down: are they
number to work in their pipeline a) overwhelmed and you need to hire light on deals? Not closing
giving them enough opportunities more salespeople. effectively? Is their pipeline full of
to hit their number, but b) without hope that never goes anywhere?
overwhelming them so balls drop. Are they not updating the sales
system?
132%
Its common for sales teams

beginning to scale up to see
win rates drop. Is it because
of the new people? Has lead
quality or management
quality changed? Or
packaging, pricing or website
changes?
You need to drill in and see

exactly where opportunities
are falling off, in order to get
to the root cause.
The image to the right (via

InsightSquared) shows you
which stages have what
drop-off rates, to make it
easy to zero in exactly on
bottlenecks.
133%
High win rates arent good, low ones arent bad

3) Metric: $ Deal Size If you see a new trend in average What to do with it: High win rates
deal size then you need to dig into arent good; low ones arent bad
Measure the average value of your pipeline mix or discounting either give you a chance to get
closed-won deals. practices to understand why. smart about your sales system, to
spot areas of success or problems.
What to do with it: Knowing this 4) Metric: Win Rate
metric will make it easy for you to For example, if your win rate is
spot opportunities that fall outside Measure the number of closed high, maybe your pricing is too low!
the normal deal size (say 3x opportunities, in a specific closing
greater than average) and flag period, that you won = (Closed The simplest way to start
them for special attention. Won Opportunities) / (Total increasing your teams win rate is
Opportunities: both Closed-Won + to find the 1-2 most problematic
Also, if the trend shows an Closed-Lost). steps in your process, and then
increase in smaller won deals, look both inside (ex: a better
perhaps some reps are focusing This wont mean much unless you demo process) and outside the
on small fish. Or perhaps your reps can watch it trend, or use it to A/B team (ex: an easier free trial, or
are increasing discounts. test reps with similar segments, or simpler pricing)
compare against companies similar
to yourself.
134%
Dont assume, investigate

Look at your sales funnel and Dont assume investigate. Look An opportunity has lingered in the
understand conversions through at win rates with other data to get same stage 3x longer than the
every stage to closed-won. If most the whole story. Example: win average? Uh oh, flag it!
reps are struggling in the same rates for word-of-mouth leads
area, then dont blame them, it (Seeds), should be much higher Faster isnt always better focus
may be something outside their than marketing (Nets) or outbound on learning what the right
control. Nominate an investigator (Spears) generated leads. timeframes are that create
to find the truth of whats going on. successful deals and customers.
5) Metric: Sales Cycle
If specific individuals consistently For example, sometimes customers
have much higher or lower win Measure the average duration or move too fast for their own good,
rates, dont be too quick to jump to time (typically in days) it takes your and rush into a deal that later blows
conclusions & criticize or team to win a deal, and ideally how up because they didnt do their own
compliment them. First look at long opportunities spend in each diligence.
their data first to find out why & sales stage.
learn from it. A sales rep with the Our Uber-point: rather than
highest consistent win rate may be What to do with it: The best use of judging these metrics as high/low
talented at sales or talented at this metric isnt to see how fast you or good/bad, use them to drill into
sandbagging / cherry picking. are; its to get smart about whether your sales systems and get smart
your current deals are on track or in about what affects them the most.
trouble.
135%
BrightPearls%Two%Favorite%Sales%Analyses%
Two analyses that helped the US division grow 5x

In 2013, the execs at UK-based 1) How can we improve our reps Were big fans of salesforce.coms
BrightPearl which sells online sales activities through data-driven reports & dashboards for basic
ecommerce services to retailers coaching? (Rather than guessing.) visibility into your sales pipeline, but
were trying to scale their sales theres a lot they cant do and many
team when they came to a 2) How can we prioritize our sales (ok, most) users find them
realization: they needed better opportunities to optimize how our cumbersome.
visibility into their sales process to reps spend their time?
figure out what was / wasnt BrightPearl uses InsightSquared to
working, and they just werent 3) How can we accurately forecast enhance salesforce.com by linking
getting it from their sales/CRM which opportunities will close, and activities across sales and
system. (Ouch, but also pretty our end-of-quarter bookings, using marketing to actual sales, and
common.) data rather than guesstimating? better track their Seeds, Nets and
Spears lead generation metrics.
Carter Perez, SVP of Sales The chaps at BrightPearl
Americas & Tom Glason, VP of discovered InsightSquared (which On the following pages are
Sales EMEA, had 3 questions they has salesforce.com as an investor), BrightPearls two favorite sales
needed to answer in order to grow and in days began getting analyses, which they used to help
as quickly and successfully as actionable insights from their their U.S. sales team almost 5x its
possible: existing sales data, including contribution to global revenue from
answers to those 3 questions. 8% to 38% in less than 6 months.
136%
Analysis%#1:%Pinpoint%Sales%Coaching%With%%
Sales%Funnel%By%Employee%
This analysis pinpoints which stages give which reps the most problems, for data-driven coaching. It helped
BrightPearls managers to increase new sales hires revenue by 32% in their first six months over past hires.
In the before and after sales funnels below of a rep, you can see on the left where the sales rep is struggling (look
for the steep drop-offs). The sales rep started with only a 5% Win Rate. With targeted coaching, the rep ended up
winning almost twice as many deals 30 deals vs.16 before from half as many opptys - for a 4x better Win Rate.
For example, by zeroing in on improving demo and qualification skills, he doubled (67% vs. 38%) his effectiveness
at moving prospects from Present Solution to Technical Fit.
BEFORE:' AFTER:'
137%
Analysis%#2:%PrioriBze%With%%
A%Sales%Strikezone%Heat%Map%
BrightPearl%reps%oren%juggle%30+%deals%per%rep%at%any%one%Bme.%%This%Strikezone%Report%helped%sales%reps%increase%
revenue%28%%in%a%few%months%by%helping%them%instantly%separate%out%the%high[probability%deals%from%low[probability%
ones.%%It%plots%open%opportuniBes%in%a%reps%pipeline%(the%blue%dots%seen%below),%which%are%overlaid%on%a%heat%map%
displaying%the%Win%Rate%for%historical%opportuniBes%of%the%same%age%and%deal%size...%
%%%%%
%
138%
In%The%Field?%%Wheres%Your%Tablet?%
Field Sales Is Still Sexy Social Doesnt Replace In- Why Buy Em For Your Field?
Person
Building a killer sales model isnt 1. Easy, Simple, Clean: Laptops
about being the cheapest or Facebook, Twitter and LinkedIn can be very cumbersome, cluttered
moving as much out of the field only create the illusion of human and even ugly. Laptops take longer
and into inside/remotebut connection, not the real thing. to open, power up & searchwhile
finding the right balance of inside & Unless those online connections with a tablet, whip it out & go!
field sales for your situation. translate to a phone call or an in-
person meeting, they rarely matter 2. Always Up To Date: Ensure
Inside sales has been growing and in fact can be harmful as that field reps have the most up-to-
MUCH faster than field sales for distractions. date content automatically with
years, but dont forget field sales tablet apps. When you publish new
can be wonderfully effective, Make sure you treat social media content via email or a portal, all
whether with local businesses, as a complement to calls and your newest stuff is guaranteed to
manufacturing plants or any well meetings, not a replacement. be lost in the clutter.
planned onsite meeting.
Tablets Are Changing Everything 3. Instant Objection Handling:
Wed be suspicious of any With easier access to more and
company with a 100% inside or So while this may be a duh to you better content on a tablet, a
100% outside/field sales model in the field - an even bigger impact salesperson can more easily
it smacks of extremism either way. than internet / online services like answer any objection a customer
Where does it make sense for your salesforce.com - are the millions of has right there on the spot, rather
sales or success people to tablets being put into the hands of than saying Ill get back to you
increase in-person visits? remote salespeople. and risking their momentum.
139%
How%Electrabel%Created%10%Extra%
Hours%A%Week%Per%Salesperson%(1/2)%
Theres still no better way to learn fast, build relationships & differentiate
than with in-person meetings
Electrabel is a ~5000 person Collateral Hell
division of GDF Suez (a $100 A main problem for salespeople
billion+ power company). was the profusion of customer
Electrabel produces and sells content and collateral, often
electricity, natural gas and energy outdated, and in different locations,
services to retail and business such as electronic versions on
customers. shared drives and (somewhere) in Electrabel wanted to make it simple
for their reps to access a
email, or paper versions stashed in
Less Admin, More Selling closets and car trunks. marketing-managed library of all
their content & collateral on their
The energy markets have been
iPads/tablets.
chaotic the past few years, and Salespeople found it very
Electrabel needed to reorganize its cumbersome to pull up just the right
Electrabel bought tablets,
sales team to be more flexible, information at the right time to
waste less time and have more, share with their customers. developed a mobile approach &
decided to use Showpad as their
better sales visits, through:
main mobile sales app.
More useful time with customers And each salesperson printed 2300
More consistent sales messaging pages (!?) per year on average.
Less prep, admin and office visits
140%
How%Electrabel%Created%10%Extra%
Hours%A%Week%Per%Salesperson%(2/2)%
Their mobile strategy cut down admin so much, salespeople were able to
hold an extra five (5!) customer visits a week
Reps now can easily find the 3. Dont Have To Build It 5. Measure Usage: Marketing can
collateral they need, and they Themselves: Yes, your tech group actually report accurately on what
know that its 100% current. would think its cool to build mobile content pieces are being used - or
apps themselves (and itd be great ignored.
Whats So Great About That? for their resumes), but rather than
developing and maintaining an in- 6. Reps Can Sell In The Moment,
#1) Five Extra Customer Visits / house custom tablet apps, Not Later: A rep can instantly pull
Week: They cut down drastically companies like Showpad can do it up the few, best additional products
on the hours reps spent preparing cheaper, faster & better. or services a customer should
for and following up from meetings. consider buying and using (in fact,
4. Instant Objection Handling: If a 67% of the reps presented more
#2) Save Hassle & Money: prospect asks any obscure products than theyd planned on
Electrabels saving the time and question such as How much power before the meeting.)
expense of each salesperson does it require?, a rep can pull up
printing an average of 2300 pieces say, an Installation Guide, to
of paper (!?!) per year. answer the question on the spot,
rather than via email day(s) later.
141%
3%Keys%to%Successful%Sales%Contests:%
Make+Them+Fun,+Fair,+Visible+(1/2)%
Sales motivationand why contests fail

Contests are a popular tool used in Problems With Contests * They dont feel fair: If the same
almost all sales organizations to top performers always end up
motivate and rally teams around a * They can be a pain to set up. It winning, others begin to give up
specific goal. Sometimes they takes more time than you realize to before beginning, or when the gap
work great but often they flop come up with fresh ideas, create widens too far.
and are just distracting. the rules, assign points and
determine & award the prizes. * The contest isnt compelling.
Contests can be highly motivating Contests that run for months are
to salespeople, managed the right * Too complicated. Contests with easily forgottenor, the structure,
way. Because like athletes they too many rules and steps can make tracking & rewards arent
like a good challenge, they want it hard for the team to understand compelling enough. The contest
to be part of a winning team, and what they need to do to win. becomes more of a diversion than
they want to be recognized. fuel for sales.
* Too much manual effort.
So what makes the difference Tracking everyones status, * They overly depend on money /
between one-hit-wonder contests verifying results & publishing prizes. Prizes are great, but dont
and a repeatable way to run them? updates gets time-consuming. forget bragging rights and
Like anything, you cant treat them Reps can quickly lose interest in or recognition. Mix it up with low-
as something to throw together forget about the contest if its not dollar prizes, high-dollar prizes,
one time in a spare half hour you kept current. dinner with the CEO, etc.
have
142%
3%Keys%to%Successful%Sales%Contests:%
Make+Them+Fun,+Fair,+Visible+(2/2)+
Make sales contests badass, not boring, for your sales athletes
The experts at Hoopla, a company Whether its the # of phone 3. Make it visible. At a sports
that specializes in sales motivation conversations, demos or sales- game, imagine if everyone waited
software (with customers like accepted opportunities, focus until the end of the game or season
Glassdoor, Experian, Marketo, The contests on motivating these to celebrate a win? No instant
Sacramento Kings, and Zillow), leading indicators rather than just recognition for a great reception,
have some tips on how to make the end result. basket made or goal.
contests work:
2. Make it fair. When you focus That constant energy from the
1) Motivate play-by-play. Imagine only on end results, its too easy for team / audience / coaches helps
if your favorite teams coach only top performers to coast to victory keeps players amped up, right?
focused on motivating the team to regularly. They arent challenged
win (win win win!), but never and other players dont feel like Did someone give a great demo
coached them on how to play they have a chance to win, so they todayhit an appointments goal
better. A burst of extra work helps, give up early. score a renewalrecognize
but doesnt lead to sustainable your reps early, often, and
improvement without better skills. Try other approaches, like publicly. Instant, visible
measuring progress toward goals recognition is highly motivating not
How can you focus them on as a %, which levels the playing only to the rep who made the sale,
getting better at taking the right field for new reps & reps with varied but gets the entire team fired up to
actions with the right people that territories & quotas. win.
lead to results?
143%
How%Glassdoor%Re[Energized%Their%Sales%
Team%To%Beat%Quotas%(1/2)%
Has your sales manager ever gotten a standing ovation?

Its more and more common to Nick found Hoopla (Hoopla.net),
walk into a sales office these days, one of those apps that makes it
and see a bunch of bigscreen TVs easy to create contests and
around displaying live sales leaderboards to track and
leaderboards. showcase rep performance on The televised challenges and
ESPN-like leaderboards on big leaderboards were an instant hit
Sometimes theyre showing live screen TVs & computers around with the Glassdoor sales team. Ive
monthly sales goals, sometimes the office. Remote reps can view it never gotten a standing ovation
live sales contests leaderboards. all on their computers & mobile before, but thats what happened
devices. when we did the live presentation
Glassdoor is a free jobs & career of Hoopla to the sales team, says
community where employees post Nick signed on with Hoopla, bought Nick.
anonymous reviews of the some HDTVs and had the
companies where they work. application up and running the next Unlike the manual contests and
day. It integrates with Glassdoors updates Glassdoor used in the
Nick Boeka is a sales operations salesforce.com system, streaming past, Boeka found that
manager at Glassdoor. He wanted live sales updates as they happen broadcasting sales updates with an
an easy way to better motivate and straight from Salesforce to the TV app had a much more powerful and
focus the sales team. screens. immediate effect on the teams
performance.
144%
How%Glassdoor%Re[Energized%Their%Sales%
Team%To%Beat%Quotas%(2/2)%
Live leaderboards & contests helped increase the teams sense of urgency
+ sales system adoption shot up
But putting in live leaderboards did 100% Engagement: The fun / CRM Adoption: Nick says
more for Glassdoor than add some live / visible format doubled Salesforce user adoption shot up.
extra initial excitement. It helped engagement. For example, Nick Why? If a rep doesnt keep her
push the companys sales ran a March Madness-themed stats current in Salesforce, he/shell
performance to new levels. For contest to track appointments set. soon lose her position on the
example: With the new system, 100% of the leaderboards.
team participated, compared to
Urgency: Reps at Glassdoor went 50% of the team in the past. As a result, the team went from
from hitting 85% of their goal of tracking 70% to 100% of its key
appointments booked to hitting Performance: By focusing reps on metrics in Salesforce. (Whoa!)
125%. Reps whove been here key activities & goals, Glassdoors
awhile, who may have been reps started consistently beating
getting complacent, are sparked their quota; and even newly
again. ramping reps achieve 80% of
quota. New reps immediately
Ive heard them yell things like understand what they need to do to
John, Im coming for you! says be successful, they can see it on
Nick. the boards, which is very
motivating, Nick explains.
145%
Coming%In%2015%
Were just getting started

Thank you for reading this selection of highlights from the coming full
version of The Predictable Revenue Guide To Tripling Your Sales (to be
available in ebook/Kindle, paperback & audio editions in 2015).
The full version will expand on more areas such as:
Key Metrics
Making More Money
Unique Genius
Phone & Email Sales Techniques
And more
To automatically get updates and additions, make sure youre

on our mailing list at
www.PredictableRevenue.com/triple

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PART%1%

You Can Crush Your Growth Goals

some harmful, mostly outdated or nice. Salesforce.com almost double

LeadGen'1:'Seeds' LeadGen'2:'Nets' LeadGen'3:'Spears'

If you havent read Predictable Salesforce.com added an extra

Want new salespeople to ramp FAST? Create pipeline/leads for them to

It can be overwhelming. There are hundreds

But which ones can make a difference across

Well, there are a LOT of great apps that can

Some apps mentioned in the coming case studies:

Have any of these problems? When you struggle generating

2) Nets are one-to-many One is not better than another

3) Spears are targeted Each type of lead can have

Customer Success is NOT free help, glorified support

What it takes to make Customer Success a C-Level function (on

6 keys to driving growth with Customer Success

Why youre underestimating your Lifetime Customer Value by

5 Ways Topcon provides predictably excellent customer service

Executives need to understand that

With an executive focus on Customer

Lower Churn: The easiest revenue

More Revenue (New Business &

Better Marketing: You can improve

Your Goal: Negative Revenue Churn

Do you retain 95% of your customers month-to-month? Rules of Thumb In Saas:

* So that first sale is actually worth

* And at the end of Year 1, your

80% of ideas throughout this ebook you should just do.

Welcome! This is Part 2 of the Predictable Revenue Guide To Tripling Your

To download Part 1, CLICK HERE

Our Triple 4-Step Marketing Framework (Page 41)

Common Marketing Fails (Page 42)

The most important growth metric in marketing (Page 46)

How Marketing Geniuses Jon Miller (Marketo) and Neil Patel

How SalesLoft Grew Leads 5x In One Year (Page 59)

Cast a wide Net & attract inbound prospects right to you

How focused or distracted is your company & marketing?

Dont make inbound your one-trick growth pony

Lead Commit goals forces also

Its not easy especially when

So that hire fails, and youre left

Traditionally, Corporate Marketing

DemandGen folks are all about the

People want to hear from people not machines

A/B test screenshots of Personal Email vs. Mass Update

One of Kyles favorite blogging A common complaint about

This article SalesLoft wrote about

The best marketing article for the

The expanded version of this ebook will be published (with Foundry

Meaningful Messaging simple ways to make your content

To automatically receive each free chapter as soon as we release them, and

This is Part 3 of the Predictable Revenue Guide To Tripling Your Sales. If

Part 2: Nets & Marketing

Outbound Prospecting is sexy again

The pros & cons of Spears - outbound prospecting (Page 74)

Three outbound prospecting case studies with details on activity

How well can outsourcing prospecting work? (Pages 83 & 90)

Why Outbound Fails (Page 94)

For Hardcore outbound teams & managers (Page 97)

$100 Million is When, Not If Prospectors Activities Goals

We interviewed Tom Murdock, Acquias sales team first started

Yesware has hundreds of thousands of active sales users, so they can

Do companies really do 80% of their buying research before contacting