We all are in a constant search for strategies that promise predictable revenue right?
There is a definite solace in following a method that ensures that you would generate a certain number of qualified leads periodically, out of which you would be able to convert “x” number of them into paying customers and generate a predictable income over time. This is exactly what predictable revenue promises for businesses.
Predictable revenue has been referred to as a “sales Bible for silicon valley”. Based on the $100 million best practices of Salesforce.com and authored by Aaron Ross, the former Salesforce director of sales. The book unlocks the process to take leads, qualify them for business, move them further down the stages of the sales pipeline, and effectively turn your business into a sales machine.
What is the predictable revenue sales model all about?
Predictable revenue acts as a guide that growing startups and companies looking to optimize their sales process can fall back on for streamlining their sales cycle. The book primarily focuses on four aspects of building a successful sales process.
1. Predictable lead generation leading to predictable revenue
Having marketing and sales qualified leads that are likely to convert is the key to a successful sales strategy. Predictable revenue aims at identifying desired leads that you want your sales reps to target and tracking the actual conversions.
2. Personalization of the outbound outreach strategy
Instead of cookie-cutter outreach, personalization at scale results in more targeted leads and higher conversions taking place. With his strategy of cold calling 2.0, Ross focuses on getting referrals to the right person within the company as a part of the outbound email strategy.
3. Sales role specialization, subteams, and mini-CEOs
The role of a sales development associate was non-existent. Before this book was penned down every sales-related task, including prospecting, negotiating and prospecting was designated to be completed by a single sales rep. Predictable revenue advocates a dedicated sales development team with specialized people for lead generation, giving demos and closing the deals.
4. Automation and creation of a replicable sales model
Consistency and having a replicable system is the key to a successful sales model. Predictable revenue focuses on having the process documented so that every sales rep can follow the same process without any confusion.
Formulating a successful sales strategy
Predictive revenue technique while proven to be effective is not going to be a panacea for all your sales woes. If you truly want to bring in scalability in your sales strategy and make it a more resource-effective process, the best way forward is to combine the outbound sales technique by Ross with an SEO and content marketing strategy.
The entire outbound sales strategy revolves around having specialist prospectors call up the clients to generate a consistent revenue stream. Even with personalization being implemented at scale in cold calling 2.0 the prospects that your team reaches out to still remain cold. Combining content marketing and search engine optimization with the predictable revenue model solves this problem for you.
Content marketing aims at providing the target audience access to the resources they need in order to address their pain points and solve the problems they face. SEO ensures that the content your team creates ranks up on Google and other search engines ensuring discoverability which in turn enhances brand identity.
Building a bigger sales pipeline by adding a layer of SEO + content marketing
Ever since the floodgates of information flew open in the form of the internet, the customers are increasingly taking ownership of their buyer journey. The modern-day consumers decide how they want to be sold to and proactively surf the web in search of relevant information before making a purchase.
Since the leads generated via content strategy are higher along in the funnel, instead of working on generating and qualifying leads, the sales team can utilize their time closing deals, thus generating a consistent stream of predictable revenue.
By acing the technique of generating qualified inbound leads via content marketing and SEO, you can ensure predictable traffic which can be followed up by predictable revenue model resulting in a highly scalable sales model.
Here are the advantages of combining content marketing and SEO with predictable revenue model.
1. Organic lead flow to the sales team
The content marketing and SEO methodology prioritizes the needs and interests of individual buyers and involves nurturing the leads, guiding them through the decision-making process and eventually closing the sale. The prospect’s pain points and needs are given primary importance so that the sales reps can adapt their sales process to the buyer’s journey.
WIth the predictable revenue technique, specialist prospectors need to reach out to the potential leads, demonstrate the value that your product or service adds and make them enter the sales funnel. Adding content marketing and SEO to the mix results in lead generation that takes place in an organic manner.
Content marketing ensures that leads enter the stages of your sales pipeline organically by offering value-adding content to the prospects. Techniques such as keyword research and content gap analysis make sure that your content is SEO optimized and comes up when your potential customers search for information pertaining to your product or service offering.
Once you nail the technique, it ensures that your sales reps have an organically generated pool of leads available to them. Instead of spending time working on qualifying the leads, the leads generated via this method are already further along their buyer journey. The sales team can spend more time actively selling resulting in greater efficiency, better outcomes, and predictable revenue.
2. Generates warmed up leads
Content marketing results in brand recognition for your company. Since it establishes you as a thought leader, there is an existing trust buildup that occurs when your target audience reads your content. By identifying the buyer’s common queries and pain points and creating content that displays thought leadership around that, you effectively become the buyer’s trusted consultants.
Contrary to using the predictable revenue technique in isolation and engaging in dealing with cold leads via outbound outreach and cold calling 2.0, the leads generated via content and SEO strategy are warm. When prospects come across your content while searching for solutions, you add value for them before contacting them. Instead of your sales reps reaching out to them, the prospects take ownership of their buyer journey and turn to your sales reps looking for more information.
Using content marketing and SEO alongside predictable revenue technique not only leads to a bigger lead pipeline, but it also ensures that the leads generated are warm and thus better receptive to the efforts of your sales team
3. A continuous inflow of qualified leads
When used as a standalone lead generation strategy, predictable revenue is a very resource-intensive model. The moment you stop prospecting leads stop flowing in. Using content and SEO strategy to supplement lead generation opens up the floodgates and results in a process that leads to the continuous inflow of leads into your sales funnel.
When you follow a strategy that gets your content to rank in the top results on the search engine pages, the leads organically come flowing in without having to put in consistent efforts to ensure the same. The fact that the inflow of leads takes place constantly in an organic manner brings scalability to the lead generation process.
As long as the demand for your product or service persists and you keep your content up-to-date to incorporate and reflect the changing trends, the leads are going to keep flowing in. Inclusion of a sustainable and reliable lead building strategy in the predictable revenue model makes the process scalable and efficient. WIth leads continuously flowing in, a constant and predictable revenue generation can be ensured.
Combining predictable revenue with inbound lead generation strategy through content marketing and SEO is an excellent solution for companies looking to excel at sales and transforming their organization into a sales machine. Since the leads generated are already more motivated with a high level of interest and strong buy intent, the sales reps receive way better reception than using cold calling and email in the outbound strategy.
The prospects are significantly more receptive to the efforts your sales reps put in and the responses received are far more favorable. When done correctly, the combination of content marketing and predictable revenue technique offers returns that only compound over time. It results in the creation of a stronger brand identity, a steady stream of incoming traffic, and warm leads which are more likely to convert. Scaling is also more cost-effective resulting in a surge in overall returns that your business receives.