Article · ~15 min read

15-Minute Summary of Predictable Revenue

Aaron Ross · Predictable Revenue Free Beginner

This is where the SDR and AE split came from, and the summary gives you the whole model without the book. The rule that no AE prospects and no SDR closes explains why GTM org charts look the way they do.

  • Split the role into three: SDRs on cold accounts, market response reps on inbound, AEs as the only quota carriers who close.
  • Start SDRs at 50 to 100 prospecting emails a day, aiming for a 10 percent response rate.
  • The core myth it attacks: selling more does not mean hiring more salespeople, it means building lead generation.
  • Hire for talent and initiative over experience, since technique can be taught.
Open on predictablerevenue.com ↗

It answers 8 questions

  1. SDR, AE, AM, growth, PMM, RevOps: what do these people actually do all day?
  2. I have never sent a cold email in my life. Where do I even start?
  3. I have been an SDR for about 18 months. How do I actually make the jump to AE?
  4. How do I qualify a deal properly instead of just hoping the enthusiastic person can buy?
  5. How do I build a target list that is worth working instead of scraping ten thousand random companies?
  6. How do I decide which GTM roles to hire, and in what order?
  7. When do I hire SDRs, and how many AEs can one SDR feed?
  8. How do I turn the thing that worked when I did it into an engine someone else can run?

Read with it

  1. Podcast · ~85 min Building a world-class sales org Jason Lemkin
  2. Evidence instead of folklore: 'did I catch you at a bad time' converts at 2.15% and leading with context converts at over 11%.... Gong Labs Article · ~8 min read The best and worst cold call openers (backed by data from 300M calls) Armand Farrokh
  3. The longest-running benchmark on SDR quota, ramp, ratios, comp and time to promotion, drawn from hundreds of B2B companies.... The Bridge Group Report · Benchmark report Sales Development (SDR) Metrics and Comp Report The Bridge Group
  4. Kirani has backed Freshworks, Chargebee and BrowserStack, and his rule that the product stays horizontal while the GTM goes... SeedToScale (Accel India) Article · ~15 min read How to Build a Clear and Actionable GTM Strategy Shekhar Kirani
  5. The reference explanation of all eight letters from the people who own the methodology, free to read. Use it as a deal... MEDDICC Article · long read MEDDIC / MEDDPICC Sales Methodology and Process MEDDICC
  6. Built from a masterclass with Mohit Garg, former CRO at MindTickle, and written for cross-border companies selling from India,... SeedToScale by Accel Article · long read SaaS Playbook: Sales Rachit Parekh
eChai Partner Brands The partnership →