predictable-revenue

name	predictable-revenue
description	Build a scalable outbound B2B sales process with specialized roles (SDR, AE, CSM). Use when the user mentions "outbound sales", "Cold Calling 2.0", "prospecting emails", "sales pipeline", "SDR process", or "B2B SaaS sales". Covers lead generation, qualification frameworks, and separating prospecting from closing. For offer design, see hundred-million-offers. For persuasion science, see influence-psychology. Trigger with 'predictable', 'revenue'.
allowed-tools	Read, Glob, Grep
license	MIT
author	Wondelai <[e-mail]>
version	1.0.1
compatible-with	claude-code, codex, openclaw
tags	["business","scaling","predictable-revenue"]

Predictable Revenue Framework

A systematic approach to building a scalable, predictable B2B sales machine. Pioneered 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.

The foundation: Cold calling is dead. Cold Calling 2.0 — mass, personalized cold emails that generate referrals to the right person — is the new outbound. Combined with sales role specialization, this creates predictable, scalable revenue.

Scoring

Goal: 10/10. When evaluating or building a sales process, rate 0-10 based on predictability, specialization, and process maturity. A 10/10 means clear role separation, repeatable prospecting process, and predictable pipeline generation; lower scores indicate ad-hoc sales or reliance on heroics. Always provide current score and improvements to reach 10/10.

The Three Types of Leads

Not all leads are created equal. Treat them differently.

Type	Source	Conversion	Cost	Example
Seeds	Word of mouth, referrals, organic	Highest (best quality)	Lowest (takes time)	Customer referral, NPS-driven
Nets	Marketing campaigns, inbound	Medium	Medium	Content marketing, SEO, webinars
Spears	Outbound prospecting	Lower (but predictable)	Higher (people-intensive)	Cold Calling 2.0, targeted outreach

Key insight: Most companies over-invest in nets (marketing) and under-invest in spears (outbound). Seeds are the best but can't be manufactured quickly. A balanced mix of all three creates predictable revenue.

Revenue mix:

• Seeds: Invest in customer success, NPS, referral programs
• Nets: Invest in content, SEO, paid acquisition
• Spears: Invest in SDR team, Cold Calling 2.0

See: references/lead-types.md for lead source strategy and investment allocation.

Sales Role Specialization