Episode#15 – Predictable Revenue

Predictable Revenue

by Aaron Ross and Marylou Tyler


The book in one sentence

How to establish a sales system which ensures a continuous and predictable sales pipeline.


My personal opinion

Aaron Ross describes how he developed a sales system to build predictable pipeline in order to grow revenue fast. In this context a sales system does not mean a tool. It means how an organisation works together, establishing roles and responsibilities along the sales funnel. At this time, Aaron Ross was working at Salesforce – the company I am currently working for!

The book is very motivating and underlines that scaling revenue is about an intelligent sales system rather than just adding people or activities. An attitude I can totally agree with! It is all about gaining productivity, qualification and setting priorities.

Aaron Ross uses a lot of good charts to describe his findings and the sales system he developed at Salesforce. And I like the mix of recommendations what to do and the mistakes to avoid. This makes the book very useful.


To whom I would recommend this book

The book is great for sales people and company leaders who are in charge of creating pipeline and revenue.

For sure, the system Aaron Ross developed at Salesforce is probably not the right fit for every industry, business model or type of product. It works well if you have a sales funnel logic with multiple steps of opportunity feasibility. In this case you can take away a lot of practical tips to scale predicable revenue.

But also, for other businesses Predictable Revenue can be a good inspiration!


What I learned from this book

  • To scale your revenue you need an intelligent system, not only adding sales people
  • It is not about activities, it is about producing results.
  • To scale revenue, you need someone who is responsible for and focusing on prospecting and pipeline generation.
  • Focus on fewer and short but high-quality and specific touch points to interact with prospects. This is key to create a predictable revenue stream for your company.
  • Lead by example.
  • Think deeply about the point where a lead is passed from a Rep to an Account Executive.
  • Respect your prospects: respect their time, do not try cheap tricks to get in touch with them.
  • Have trust in your sales people. If you do not have it, you hired the wrong people.
  • Stay curious. Ask.
  • Take responsibility and control your own destiny.
  • Try to eliminate (approval) processes and focus on transparency instead.


Want to read this book?

Check it out on Amazon.com – Predictable Revenue by Aaron Ross and Marylou Tyler



Thanks to the publisher and author for printing such a great book!

Pebblestorm Press / Predictable Revenue