Predictable Prospecting: How to Radically Increase Your B2B Sales Pipeline

Foreword by Aaron Ross                                                          ix

Acknowledgments                                                                     xiii

Introduction: Turning Unpredictable into Predictable                   1

Part I: Target

Chapter 1: Internalizing Your Competitive Position                     9

Chapter 2: Developing an Ideal Account Profile                         31

Chapter 3: Crafting Ideal Prospect Personas                              45

Part II: Engage

Chapter 4: Crafting the Right Message                                       61

Chapter 5: Getting Meetings Though Prospecting Campaigns     85

Chapter 6: (Dis-) Qualifying Prospects                                      127

Part III: Optimize

Chapter 7: Measuring and Optimizing Your Pipeline                  147

Chapter 8: Leveraging the Right Tools                                       165

Chapter 9: Managing Sales Development Professionals              173

Chapter 10: Twelve Habits of Highly Successful SDRs              193

Conclusion: The Future of Predictable Prospecting                    203

Appendix: Quick Guide to Predictable Prospecting                   205

Notes                                                                                      219

Index                                                                                       225

The proven system for rapid B2B sales growth from the coauthor of Predictable Revenue, the breakout bestseller hailed as a “sales bible” (Inc.)

If your organization’s success is driven by B2B sales, you need to be an expert prospector to successfully target, qualify, and close business opportunities. This game-changing guide provides the immediately implementable strategies you need to build a solid, sustainable pipeline — whether you’re a sales or marketing executive, team leader, or sales representative.

Based on the acclaimed business model that made Predictable Revenue a runaway bestseller, this powerful approach to B2B prospecting will help you to:

• Identify the prospects with the greatest potential
• Clearly articulate your company’s competitive position
• Implement account-based sales development using ideal account profiles
• Refine your lead targeting strategy with an ideal prospect profile
• Start a conversation with people you don’t know
• Land meetings through targeted campaigns
• Craft personalized e-mail and phone messaging to address each potential buyer’s awareness, needs, and challenges.
• Define, manage, and optimize sales development performance metrics
• Generate predictable revenue

You’ll learn how to target and track ideal prospects, optimize contact acquisition, continually improve performance, and achieve your revenue goals—quickly, efficiently, and predictably. The book includes easy-to-use charts and e-mail templates, and features full online access to sample materials, worksheets, and blueprints to add to your prospecting tool kit.

Following this proven step-by-step framework, you can turn any B2B organization into a high-performance business development engine, diversify marketing lead generation channels, justify marketing ROI, sell into disruptive markets—and generate more revenue than ever. That’s the power of Predictable Prospecting.