This document provides a summary of strategies for igniting revenue growth. It recommends specializing sales roles into inbound and outbound specialists. Outbound specialists, or prospectors, should be matched to specific account executives. The document also stresses the importance of nailing a niche by understanding customers' needs deeply through methods like walking in their shoes. It further emphasizes ramping predictable lead generation through outbound prospecting funnels. The overall message is that skipping steps like specializing roles and perfecting niche focus will inhibit growth, so these strategies must be implemented systematically to triple growth rates.

1. The Playbook
For (Re)Igniting
Growth

4. A dozen major updates
2nd Edition…

6. Top 4 Reasons Revenue Plateaus
1. You’re trying to skip a step
2. Not enough sales roles
3. Word-of-mouth dependence
4. Unpredictable lead generation

7. Skipping a step

8. The Missing Step

9. #1 Mistake
“Trying to force progress by jumping
ahead before completing the current
phase”
- David Skok-

10. The ”Inevitable” Sagemount Playbook

11. How Sagemount Triples Value in 3 Years

12. Example: $40m investment
• IT Services Company with 150 Employees
• Lead sources: Partners, referrals, inbound
• 6 generalist salespeople doing it all
• Goal: triple growth from 10% to 30%

13. 3 Primary Metrics
# New initial qualified meetings held
# Proposals sent, and
Opportunities won / revenue

14. 1. Specialize Sales Roles (all the way)
2. Nail A Niche
3. Ramp Leadgen (Outbound Prospecting)
The “Inevitable” Sagemount Playbook (Highlights)

15. Specialization => Focus

16. Where Sales Misses Out
YES!! Split “Inbound Sales Dev Reps” (inbound
lead qualification) from “Outbound Business Dev
Reps” (prospectors)
YES!! Split Account Management from
Closing

17. Nail A Niche:
How Twilio Nailed A Billion-Dollar Niche By
Customers’ Shoes

18. Paid growth (like outbound) will fail
until you Nail A Niche
You want to escape word-of-mouth & brand dependency

19. How clear or confusing is your message?
We are a lean, agile team of consultants, analysts &
developers serving a market sector usually overlooked and
underserved by larger consulting firms: small and middle-
market companies...

20. Your confusing your prospects!
(And your salespeople)

22. Nail A Niche…
Niche <> Small
Niche = Focused

23. When are you a “nice to have”
vs
When are you a “need to have”

24. Twilio gets its people out of the ivory tower
(aka their cubes) and into the lives and minds of
customers
How Twilio did it…

25. 1. Walk (literally) in your customers’ shoes
2. Make your lawyers build apps

26. “Who’s in charge of receivables?”
TO
“Who handles patient cash?”

27. Ramp Leadgen
Dream of people clamoring for your product?
Predictable lead generation is your lever for
growth

28. Seeds, Nets, Spears

29. • A.I.
• Email templates & scripts
• Account-based anything
• Apps
• Lists
Outbound is NOT all about…

30. Outbound is all about…

32. Classic Outbound Funnel
1. Activity Metrics (Email, Phone, Social)
2. Results Metrics (Conversations,
Meetings)
3. # Qualified, Audited Opportunities
4. Pipeline Creation Rate
5. Win Rates (Outbound Goal: 20%)

33. Examples
• MOBI: From 3-5 meetings per month to 30+ per month ($250k ACV)
• Kemberton: from failures to extra $1m Year 1
• Acquia: added extra $30m in 3 years (just sold to Vista $1b)

34. Zuora’s Outbound SDR 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

35. 1. Clean separation of “Inbound SDRs” and prospectors
2. Prospectors matched to 1-3 specific Salespeople/AEs
3. Comp on “Accepted Opportunities” and/or Revenue
4. CRM: use “Accounts”, not “Leads,” for outbound
5. Managers: no more than 10 reports
6. Territories (geo or not) required!
Some “SalesDev Operating System” Highlights
Focus, Quality, Scalability

36. To (Re)Ignite Growth
1. Slow Down: are you trying to skip predictable growth systems?
2. Sales Specialization: Add another role
3. Nail A Niche: Stop guessing, learn to read their minds (ex:
Interviews)
4. Predictable Leadgen:
- Not doing outbound? Assign 1 person to make a plan
- Doing outbound? Fix dashboards + ‘SalesDev Operating
System’

37. “Best Business Book I’ve Ever Read”
“The Growth Bible of Silicon Valley”
FromImpossible.com
air@predictablerevenue.com