Predictable Revenue Framework

A systematic approach to building a scalable, predictable B2B sales machine — the outbound prospecting system that helped Salesforce add $100M in recurring revenue.

Core Principle

Predictable lead generation drives predictable revenue. The biggest mistake in sales is having the same people prospect AND close — specialization creates a repeatable, scalable machine. Traditional cold calling is dead; Cold Calling 2.0 (mass, personalized cold emails that generate referrals to the right person) is the new outbound.

Scoring

Goal: 10/10. Score a sales process 0-10 by awarding 2 points for each of the five Quick Diagnostic rows it satisfies (prospecting/closing separated, defined outbound process, 3-month pipeline predictability, known lead-type mix, standardized SDR→AE handoff). Bands: 9-10 = role separation plus a repeatable process that predicts pipeline; 5-6 = some specialization but ad-hoc prospecting or unpredictable pipeline; ≤3 = one person prospects and closes, revenue depends on heroics. Always give the current score and the specific diagnostic rows blocking 10/10.

The Three Types of Leads

Not all leads are equal — treat them differently.

Key insight: Most companies over-invest in nets and under-invest in spears; seeds are the best but can't be manufactured quickly. Invest accordingly — customer success and referral programs (seeds), content and paid acquisition (nets), SDR team (spears).

See references/lead-types.md when deciding where to invest — it sizes the seeds/nets/spears budget split by company stage.

Sales Role Specialization

The #1 principle: separate prospecting from closing. When AEs prospect and close, they hate prospecting and pipeline becomes feast-or-famine.