Predictable Revenue: Turn Your Business Into a Sales Machine with the $100 Million Best Practices of Salesforce.com
By Aaron Ross
4/5
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About this ebook
GROW REVENUE BY 300% OR MORE AND MAKE IT PREDICTABLE...
"Alexander Graham Bell discovered the telephone, Thomas Edison discovered electricity and Aaron Ross discovered the Enterprise Market for Salesforce.com."
SHELLY DAVENPORT - VP Worldwide Sales at Replicon & ex-VP Corporate Sales at Salesforce.com
Discover the outbound sales process that, in just a few years, helped add $100 million in recurring revenue to Salesforce.com, almost doubling their enterprise growth... with zero cold calls.
This is NOT another book about how to cold call or close deals. This is an entirely new kind of sales bible for CEOs, entrepreneurs and sales VPs to help you build a sales machine. What does it take for your sales team to generate as many highly-qualified new leads as you want, create predictable revenue, and meet your financial goals without your constant focus and attention?
LEARN INSIDE
How an outbound sales process ("Cold Calling 2.0"), that without cold calls or a marketing budget, can generate a 9% response rate and millions of dollars from cold prospects.
The Seven Fatal Sales Mistakes CEOs and Sales VPs (even experienced ones) make time and time again.
How outbound sales and selling can be friendly, helpful and enjoyable.
How to develop self-managing sales teams, turning your employees into mini-CEOs.
And more...
WHAT PEOPLE ARE SAYING ABOUT PREDICTABLE REVENUE
"I couldn't put it down. It's saved me so much time, and now revenue is ramping up. After reading the book, we closed major deals immediately with the strategies."
KURT DARADICS CEO, Freedom Speaks / CitySourced.com
"Reading Predictable Revenue is like having a delicious conversation with a sales guru who generously shares his sales process, results and lessons learned. I'm so impressed, energized and refreshed to hear such relevance mixed with humor and unabashed logic. This book is honest, relevant and logical and it's rated A++ because it's guaranteed to make you think and convinces you to change things up....fast. Now, please excuse me as I'm running out to a funeral for my phone. After reading my favorite chapter on RIP Cold Calling there's no doubt its dead and gone and Aaron tells us why."
JOSIANE FEIGON, CEO of TeleSmart and author of Smart Selling on the Phone and Online
"I just finished reading your book. Unbelievable! I now know what's wrong with our sales process..."
PAT SHAH, CEO, SurchSquad
"I have read Predictable Revenue and it's Entrepreneurial Crack!"
DAMIEN STEVENS, CEO, Servosity
"Working with Aaron Ross has been nothing short of amazing! His methods applied to our sales organization helped us produce a profitable and scalable new stream of predictable revenue. We saw at least 40+% new business growth. The best part is, we had a blast while doing it!"
MICHAEL STONE, VP Sales and Strategy, WPromote (#1 ranked Search Marketing Firm on the Inc. 500)
Read more from Aaron Ross
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Reviews for Predictable Revenue
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Book preview
Predictable Revenue - Aaron Ross
What people are saying about ‘Predictable Revenue’...
Reading Predictable Revenue is like having a delicious conversation with a sales guru who generously shares his sales process, results and lessons learned. I’m so impressed, energized and refreshed to hear such relevance mixed with humor and unabashed logic. This book is honest, relevant and logical and it’s rated A++ because it’s guaranteed to make you think and convinces you to change things up….fast. Now, please excuse me as I’m running out to a funeral for my phone. After reading my favorite chapter on RIP Cold Calling there’s no doubt it’s dead and gone and Aaron tells us why.
— Josiane Feigon, CEO of TeleSmart and author of Smart Selling on the Phone and Online
I just finished reading your book. Unbelievable! I now know what’s wrong with our sales process…
— Pat Shah, CEO, SurchSquad
I have read Predictable Revenue and it’s Entrepreneurial Crack!
— Damien Stevens, CEO, Servosity
Working with Aaron Ross has been nothing short of amazing! His methods applied to our sales organization helped us produce a profitable and scalable new stream of predictable revenue. We saw at least 40+% new business growth. The best part is, we had a blast while doing it!
— Michael Stone, VP Sales and Strategy,
WPromote (#1 ranked Search Marketing Firm on the Inc. 500)
The concept of the sales machine is brilliant. Aaron has done a great job distilling a complex concept into a simple-to-read, consummate bible for entrepreneurs and executives.
— Promise Phelon, CEO, UpMo
Aaron has created a work that is useful to established companies and entrepreneurs. The material is easily digested and applicable to businesses large and small.
— Brent Mellow, CEO, akaCRM
The companies I’ve seen that have followed Aaron’s advice have outperformed. What more can I say?
— Tim Connors, General Partner, US Venture Partners
Aaron’s one of the leading thinkers of the Sales 2.0 movement. I am inspired by Aaron’s vision, amazed by his creativity, and thankful for his counsel.
— Daniel Zamudio, CEO, Playboox
Aaron has been a great advisor for AdaptAds. His ‘cautiously but surely’ approach matches that of AdaptAds. He brings invaluable learning experiences in terms of building a sales team. He’s accessible, with the most astute of perspectives.
— Yogesh Sharma, CEO, AdaptAds
Aaron is the quintessential example of how great leaders can be if they set aside their egos, create a clear and bold vision, and empower their people to execute like mini-CEOs. I took over the team that Aaron created at Salesforce.com and I’ve been amazed by his leadership in building a solid foundation set for explosive and sustainable success. Thanks Aaron. You’ve made me look mighty good around here!
— Ryan Martin, Director of New Business, Salesforce.com
Aaron is really unique—on the one hand he is a savvy and experienced businessman, and on the other hand he is a grounded and balanced person who truly enjoys helping others become successful. He’s able to think like a bootstrapping entrepreneur and corporate chief at the same time. He knows that yesterday’s methods aren’t enough to create sustainable and predictable growth in the new economy. It is a real pleasure to know and work with him.
— Eliot Burdett, Founder and Managing Partner, Peak Sales Recruiting
Aaron has an amazing ability to assess, guide, and teach CEOs how to shift their approach to business to help them create more predictable revenue, a sales staff that runs itself as a sales machine, and to reduce stress and increase freedom in their lives. It’s been my honor to work with him and witness the changes he helps others bring forth.
— Onna Young, LifeAfterDebt.us
After attending my first CEOFlow Sales Machine gathering, I realized many of us CEOs face remarkably similar core issues. Better yet: the experience and advice from one entrepreneur is incredibly timely and relevant to another. There’s nothing better than having a conversation with a group of bright, motivated leaders to focus on what makes a company great.
— Andrei Stoica, Founder, ConnectAndSell
There is something extraordinary that happens when smart business leaders sit down to talk about their ideas for transforming business, and Aaron Ross is a master at guiding these conversations to help find the real gems. I think a best-selling business book could come out of every one of these events— wish I had the time to write one of them.
— John Girard, Founder, Clickability
Aaron Ross quickly grasped the issues and provided extremely helpful and creative ideas firmly rooted in his expertise about business growth. Most impressively, he did this with sensitivity to my personal motivations and comfort level. Thanks to Aaron, I now feel at ease moving my business to the national level.
— Klia Bassing, CEO, VisitYourself.net
Aaron is insightful, intelligent, and highly dedicated to the missions he designs for his life. The focus, drive, and determination Aaron demonstrates are admirable qualities that inspire. I would recommend Aaron to any company that is looking for a good person who is also a strong and formidable leader.
— Kim Santy, Founder, Soul Shui
You are doing good helping people, Aaron – your work will not go unnoticed. Sharing and helping others is a true talent of yours.
— Ryan Born, CEO, AudioMicro
Aaron has always looked out for and fought for the best interests of people who work for him. Beyond that, he is smart, strategic, and can go just about anywhere he wants to go in this industry. He’s a quality guy who I would jump to work with in the future.
— Brendon Cassidy, VP Sales, EchoSign
As usual, Aaron’s inspiring and his innovative Cold Calling 2.0 tactics are refreshing. I love that Aaron makes sure to include helpful advice on how to hire and compensate the best talent for maximum success. You can have great sales tactics and tools, but it will all be wasted if you put the wrong butts in the seats and neglect that talent! Follow Aaron’s hiring advice and you’ll see great results like I did.
— Kevin Gaither, Founder and CEO, InsideSalesRecruiting.com
Predictable Revenue: Turn Your Business Into a Sales Machine with the $100 Million Best Practices of Salesforce.com
ISBN: 978-0-9843802-1-3
Copyright © 2019 Aaron Ross. All rights reserved. No portion of this book may be reproduced mechanically, electronically, or by any other means, including photocopying, without written permission of the publisher. It is illegal to copy this book, post it to a website, or distribute it by any other means without permission from the publisher.
Aaron Ross
Predictable Revenue, Inc.
8605 Santa Monica Blvd, #39743 West Hollywood, CA 90069
Contact: air@PredictableRevenue.com (310) 751- 0656
www.PredictableRevenue.com
Limits of Liability and Disclaimer of Warranty
The author and publisher shall not be liable for your misuse of this material. This book is strictly for informational and educational purposes.
Warning – Disclaimer
The purpose of this book is to educate and entertain. The author and/or publisher do not guarantee that anyone following these techniques, suggestions, tips, ideas, or strategies will become successful. The author and/or publisher shall have neither liability nor responsibility to anyone with respect to any loss or damage caused, or alleged to be caused, directly or indirectly by the information contained in this book.
Acknowledgments
Thank you, Rob Acker, Shelly Davenport, Cary Fulbright, Frank Van Veenendaal, Ryan Martin, Marc Benioff, Jim Steele, Brett Queener, RTL, John Somorjai, Erythean Martin, all the past, present, and future members of the Enterprise Business Representative sales teams around the world, and my many other Salesforce.com friends and supporters.
Thank you, Tim Connors, Roberto Angulo, and John Girard, for getting me started on the sales consulting path after Salesforce.com.
Thank you, Jon Miller & Maria Pergolino, for your support with the Predictable Revenue book and message.
Thank you to my Co-CEO Collin Stewart, for working together to build and grow PredictableRevenue.com.
And last and most of all, thank you to my wife Jessica Ross, the most loving, honest, authentic and fun woman ever, who unfailingly believes in me, supports me and helps me grow.
Foreword
It’s popular now to believe you can grow a business through values like purpose, happy employees and customers, vision and fulfillment. They work, as proven by companies like Zappos (acquired by Amazon.com for $1.2B)!
But purpose
isn’t enough, and if your sales are sucking wind, it’s hard to be happy.
It’s all well and good to want to make a big difference, make money, create a fulfilled, happy workforce and change the world... but how are you going to do all that if you are living month-to-month, paycheck-to-paycheck, struggling constantly with your financial goals?
In order to make a difference that sticks, you also need solid, simple and sustainable sales practices.
What if you could implement an enjoyable sales process that can generate a predictable flow of highly qualified sales opportunities, month after month?
What would your company’s revenue and growth look like if you could grow new business sales by 40% to 300% – without having to make another unproductive cold call ever again?
This book can help you feel the success, freedom and peace of mind that comes with predictable revenue.
Jealously guard your enjoyment.
Contents
Where the $100 Million Came From
Start Here
The ‘Hot Coals’ Sketch
The Painful Planning Mistake Boards & Sales VPs Make Every Year
Have You Ever Felt Like an Utter Failure?
The $100 Million Sales Process
Make Your Lack of Money an Advantage
Cold Calling 2.0: Ramp Sales Fast Without Cold Calls
The First Breakthroughs
Terms and Abbreviations
RIP Cold Calling
Salesforce.com’s Cold Calling 2.0 Story
Cold Calling 1.0 Vs. Cold Calling 2.0
Could Cold Calling 2.0 Work for My Company?
Why Account Executives Should Not Make Cold Calls
Executing Cold Calling 2.0
Getting Started With Cold Calling 2.0
Why Sales Development and Market Response Should Be Separated
Choosing a Sales Force Automation System
How Cold Calling 2.0 Works – The Process
Step 1: Get Clear on Your Ideal Customer Profile
Step 2: Building Your List Of Targets
Step 3: Run Outbound Email Campaigns
Step 4: Sell the Dream
Step 5: Pass The Baton (When Is an Opportunity Qualified?)
Improve Call Effectiveness Without Scripts
Move Prospects Through ‘Account Status’ Assembly Line Stages
SDRs: Account Executives Are Your Customers
Prospecting and Sales Best Practices
A ‘Day in the Life’ (SDR Example)
The Top Six Prospecting Mistakes Reps Make
My Favorite Prospecting Questions
Quick Prospecting Tricks
Time Management and Focus Tip: '3 Goals For The Day'
Example Dashboards in Salesforce.com
Sales Best Practices
Sell to Success
9 Ways You Lengthen Your Sales Cycles
Obsess About the Decision-making Process, Not the Decision-maker
9 Steps to Create Free Trials That Maximize Conversion Rates
A 3-Hour-and-15-Minute Sales Process
Killer Salespeople Uncover True Problems Behind Desired Solutions
Prospects Should Earn Proposals
My Favorite Sales Call Question of All Time
Lead Generation and ‘Seeds, Nets & Spears’
Distinguishing Leads: ‘Seeds, Nets and Spears’
Defining Prospects, Leads, Opportunities, Clients and Champions
Use ‘Layers of The Onion’ to Sell for You
How to Generate a Steady Flow of Inbound Leads
Marketing Automation Best Practices: How Marketo Uses Marketo
Maximize Your ROI From Tradeshows and Conferences
Seven Fatal Sales Mistakes CEOs and Sales VPs Make
Even Experienced CEOs and Sales VPs Make These Mistakes All the Time
Sales Machine Fundamentals
Happy Customers Create Extraordinary Growth
Sales 1.0 (Promotion) and Sales 2.0 (Attraction)
Nine Principles of Building a Sales Machine
Separate the Four Core Sales Functions
If You Sell to Sales Executives...
A Totally Different Vision for Structuring Sales Teams
Cultivating Your Talent
Happy Employees Develop Happy Customers
‘Where Do I Hire Great Salespeople?’
The Very Best Salespeople...
Should You Consider Commission-only Salespeople?
The Importance of Follow-through
The Best Kind of Sales Training
A Self-Managing Weekly ‘SalesforceU’ Training Meeting
Leadership and Management
6 Responsibilities of a Manager
Retaining Star Employees
How We Created Sales Machine Alignment Through Salesforce.com’s V2MOM Planning Process
Three Ways to Inspire and Improve the SalesOrganization
Why Do Salespeople Resist Following Directions?
How to Design Self-managing Teams and Processes
Engage the Whole Team in Designing Their Compensation
10 Ways to Improve Sales Force Automation Adoption
Next Steps and Resources
Where Will You Go From Here?
Sales Training and Consulting Services
About Aaron Ross
About From Impossible To Inevitable
1
Where the $100 Million Came From
I’d never done business-to-business sales before I joined Salesforce.com, and ignorance helped create breakthroughs…
Start Here
I’m going to start by addressing head-on one of the biggest misconceptions in modern, effective sales: that adding salespeople is what grows revenue.
Do you want the peace of mind that comes with knowing your own sales organization will be a Sales Machine,
cranking out predictable revenue, generating new leads on demand, and meeting your financial goals without your constant focus and attention?
I created a sales lead generation process and team at Salesforce.com that helped increase revenues by more than $100 million in the first few years. Partners and I then taught the same process to other companies, helping them double and triple their new revenue growth – like Responsys (bought by Oracle for $1.5B), WPromote (the #1 search engine in the Inc 500), and Acquia (fastest growing private software company in North America). It’s common for 80-95% of our clients’ sales pipeline to come from this outbound process, driving the bulk (or all) of their growth.
Of course you want more revenue, but what good is it if it isn’t predictable? One-time revenue spikes that aren’t repeatable won’t help you achieve consistent year-after-year growth. You want growth that doesn’t require guessing, hope and frantic last minute deal-hustling every quarter- and year- end.
The book is based on almost 20 years of experience at Salesforce.com, and consulting and studying hundreds of other