• Steve

BOOK REVIEW: Predictable Revenue by Aaron Ross and Marylou Tyler




BOOK REVIEW: The book Predictable Revenue by Aaron Ross and Marylou Tyler promises big things over it's circa 200 pages. As the tagline says "Turn your business into a sales machine with the $100m best practises of Salesforce.com". 🤯 🤔

In practise the book falls down on several points:

The main learning from the book is that short emails work best, with each containing no more than one question / required response. 👍🏻

The author describes a system (using Salesforce's automated email systems) where they send out 50-100 emails a day with the desire to get a 3-9% response rate... sending these either first thing or after 5pm.

They then have different people within the business who handle each stage of the response process, as it then goes into a standard sales handling process (within a large organisation).

Whilst I'm sure this does work, the book fails to mention any third party factors such as the huge marketing spend going on to push Salesforce.com; or the actions of the other Salesforce sales teams etc; which may have played a part in the companies success. It also rides on the dot com growth curve of the early 2000's where many companies grew off the charts with the growth of the internet. (It wasn't just this secret sauce).

The author also admits this also only works on accounts worth over $10k each, otherwise the economics don't stack up.

As such the book does have some worth but it must be taken with a pinch of salt. 🧂

I do believe that short emails work best, with each containing no more than one question / required response, and be patiently persistent with your follow ups... but overall I'd save the 4-5 hours and look elsewhere.

4/10

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