- Don't be attached to the outcome - We discussed PE firm Sagemount’s playbook to triple company valuations in three years - Don't copy phrases from other people, be authentic in your communication - Aaron's Playbook for Systematic Growth: Start at the beginning, Specialise roles, Nail your niche, ensure your pipeline is predictable

2. Universidade Previsível
> Create Predictable Sales Revenue
Universidade Previsível

3. Aaron Ross
Universidade Previsível
> Create Predictable Sales Revenue

4. “From Impossible To Inevitable”
• The Anxiety Economy & Entrepreneurial Depression
• How Sagemount Triples Turnaround Valuations
• How Twilio Nailed a Billion Dollar Niche
• Creating Predictable Pipeline

5. Uber-Trend #1

10. Counter The Reality Distortion Field
2 years to ‘something’
5-10 years to exit

11. Uber-Trend #2

13. > Create Predictable Sales Revenue
Focus of
Sagemount
($3 Billion Investor)
1
Invest
2
3x valuation in
3 years

14. > Create Predictable Sales Revenue
1. Slow Down to Systemize
2. Specialize Sales
3. Nail A Niche
4. Predictable Pipeline
The Playbook To Reignite Growth
> Create Predictable Sales Revenue

15. Slow to
systematize.1
> Create Predictable Sales Revenue

16. Skipping a step
> Create Predictable Sales Revenue

17. The Missing Step
> Create Predictable Sales Revenue

18. > Create Predictable Sales Revenue
#1 Mistake
“Trying to force
progress by jumping
ahead before
completing the
current phase”
- David Skok-

19. Specialize
sales.2
> Create Predictable Sales Revenue

20. Salespeople Shouldn’t Prospect (Much)
They don’t like to do it
They aren’t very good at it
Even if they can do it well, they can’t sustain it
> Create Predictable Sales Revenue

21. > Create Predictable Sales Revenue

22. Specialization => Focus
Lead
Response
Prospect /
Outbound
Sign New
Customers
Customer
Success
> Create Predictable Sales Revenue

23. > Create Predictable Sales Revenue

24. Specialization => Predictability
=> Insights
=> Scalability
=> Talent / farm team system
> Create Predictable Sales Revenue
You will
struggle
without (more)
specialization

25. Rules of thumb
• 6 months to define and tune new role
• “When you do something new, start with 2”
> Create Predictable Sales Revenue

26. Common ratio samples
• 1 inbound lead responder per 400 inbound leads a
month that need human review
• 1 prospector per 1-4 salespeople
> Create Predictable Sales Revenue

27. > Create Predictable Sales Revenue
• “we’re too small”
• “won’t relationships & service suffer?”
Common questions & objections

28. Nail a
niche.3
> Create Predictable Sales Revenue

29. Systematizing Market-Message Fit
Is growth
dependent on a
brand or
relationships?
What does
‘paid growth’
require?
> Create Predictable Sales Revenue
Can be a
blessing and a
curse!

31. > Create Predictable Sales Revenue

32. > Create Predictable Sales Revenue

33. Your content
confuses
your
prospects!
> Create Predictable Sales Revenue
(And your own people)

34. Confusion => “no!”
> Create Predictable Sales Revenue
but they say:
“later”
“maybe”
“i don’t know”
“send me more information”
“it’s too expensive”
but they say:

35. Nail A Niche
> Create Predictable Sales Revenue
The Arc of Attention

36. > Create Predictable Sales Revenue
Niche <> Small
Niche = Focused
It’s easier to make
the pond smaller,
than make the fish
bigger
Be a big fish in a small pond

37. > Create Predictable Sales Revenue
vs.What is a
“nice to have”
to a customer
What do they
NEED to have

38. > Create Predictable Sales Revenue

39. > Create Predictable Sales Revenue
CEOFlow “Turn Your Employees Into Mini-CEOs"

40. > Create Predictable Sales Revenue> Create Predictable Sales Revenue

41. > Create Predictable Sales Revenue

42. > Create Predictable Sales Revenue
people don’t care
what you do...
they care about what you
can do for them
What do
customers
want?

44. > Create Predictable Sales Revenue
TO
“Who’s in charge of
receivables?”
“Who handles
patient cash?”

45. Twilio gets its people out of the ivory tower
(aka their cubes) and into the lives and minds of
customers
How $1+ billion Twilio did it…
> Create Predictable Sales Revenue

46. 1. Walk (literally) in your
customers’ shoes
2. Make your lawyers build apps
Twilio
> Create Predictable Sales Revenue

47. Predictable
pipeline
(leads)4
> Create Predictable Sales Revenue

48. Predictable Lead Generation
Predictable
leads are your
lever for growth
There are 3
types of leads
> Create Predictable Sales Revenue
How can you
systematize lead
generation?

52. Seeds, Nets, Spears
> Create Predictable Sales Revenue

53. Outbound
> Create Predictable Sales Revenue

54. > Create Predictable Sales Revenue

55. • A.I.
• Email / Whatsapp templates
• Cold Call Scripts
• New applications
• Lists
Outbound is NOT all about…
> Create Predictable Sales Revenue

56. Outbound is …
> Create Predictable Sales Revenue

58. Example Outbound Funnel
1. Activities (Email, Phone, Social)
2. Results (Conversations,
Meetings)
3. # Qualified, Audited
Opportunities
4. Win Rates (Outbound Goal:
20%)
> Create Predictable Sales Revenue

59. Zuora’s $100M Outbound Funnel
10 NEW ACCOUNT PLANS 200–400 CONTACTS ADDED
600 DIALS (30/DAY) 1200 NEW COLD EMAILS
16 “ARE WE A FIT CALLS”
4 SALES ACCPT OPP’S (20% WIN RATE)
2 TECH DEMOS
$100K ARR
> Create Predictable Sales Revenue

60. Emails
> Create Predictable Sales Revenue
Keep them
SHORT and
SIMPLE to
understand
Easy to
act on

62. USA Examples
MOBI: 10x From 3 meetings to 30+ per
month
Kemberton: from failure to extra $1m Year 1
Acquia: added extra $30m in 3 years
(sold to Vista $1b)
> Create Predictable Sales Revenue

63. • Missing pipeline goals
• Disappointing win rates
• Deal sizes are too small
• Outbound SDRs doing different things (inconsistent)
• Unhappy, unmotivated prospectors and AEs
If you have Outbound team challenges
> Create Predictable Sales Revenue

64. 1. Completely separate Inbound SDRs from Outbound SDRs
2. Outbound SDRs matched to 1-4 specific Salespeople/Account Executives
3. Don’t pay for meetings; only comp “Sales Accepted Leads” and
Revenue
4. Managers: no more than 6-10 reports!
5. Required: territories or ‘segments’ for salespeople
“Outbound System” Assessments
> Create Predictable Sales Revenue

65. A Playbook For Systematic Growth
1. Slow to Systematize: Go back to the beginning
2. Specialize Sales: Add more roles
3. Nail A Niche: Who NEEDS you most?
4. Predictable Pipeline / Outbound:
a) Assign a single person, or
b) Fix your metrics
> Create Predictable Sales Revenue

66. “Best Business Book I’ve Ever Read”
“The Growth Bible of Silicon Valley”
FromImpossible.com

67. Build Outbound Sales Teams:
PredictableRevenue.com
air@predictablerevenue.com