{"id":6278,"date":"2019-06-27T13:52:54","date_gmt":"2019-06-27T11:52:54","guid":{"rendered":"https:\/\/woodpecker.co\/blog\/?p=6278"},"modified":"2025-01-21T10:25:28","modified_gmt":"2025-01-21T09:25:28","slug":"predictable-revenue-evolution","status":"publish","type":"post","link":"https:\/\/woodpecker.co\/blog\/predictable-revenue-evolution\/","title":{"rendered":"Can You Still Create a Predictable Sales Process? The Evolution of Predictable Revenue"},"content":{"rendered":"

I had an immense pleasure to talk with Collin Stewart<\/strong>, a Co-Founder and Co-CEO of Predictable Revenue,\u00a0who hosts\u00a0their podcast, interviewing B2B<\/span> sales<\/span> leaders on the biggest opportunities and challenges in the industry.<\/p>\n

We’re great Predictable Revenue<\/em> fans at Woodpecker<\/span>. We mention the book every time somebody asks us about sales book recommendations<\/a>. It influenced our cold emailing<\/span> strategy, and our sales<\/span> development strategy, beyond any measure.<\/p>\n

Nonetheless, a book has become slightly dated, considering that we’re in the Internet era, where ideas and frameworks constantly develop. So, I decided to talk with Collin and ask him what he thinks about Predictable Revenue<\/em> and where\u00a0this sales<\/span> formula\u00a0is right now.<\/p>\n

How has\u00a0Predictable Revenue evolved?<\/h2>\n

Let’s read what Collin thinks about the evolution of Predictable Revenue<\/em>. Here’s the interview.<\/p>\n

Q: What’s the current state of sales development compared to what we started with?<\/h3>\n

Collin:<\/strong> Sales development has become an integral part of the modern sales<\/span> process. Year after year, we see new sales<\/span> development reps join not only the ranks of startups, but also established growth-minded companies, and international corporations.\u00a0Therefore,\u00a0sales<\/span> development is up and running.<\/p>\n

Q: Do you think Predictable Revenue shaped\u00a0this trend?<\/h3>\n

C:<\/strong> We\u2019re biased, of course, but we like to think Aaron\u2019s book, Predictable Revenue<\/em>, has had a little something to do with this still-growing trend. After all, it was Predictable Revenue<\/em> that set the template for the formula behind sales<\/span> development, discussed the importance of specialized sales<\/span> roles, and designed the Cold Calling 2.0 framework.<\/p>\n

Q: Have sales roles\u00a0changed since the book was published?<\/h3>\n

C:<\/strong> But like every dynamic blueprint, the concepts presented in Predictable Revenue<\/em> have evolved over the years to suit the needs of a rapidly shifting sales<\/span> landscape and a more discerning buyer. To highlight those changes, let\u2019s look at each of the Predictable Revenue pillars separately.<\/p>\n

Q: Could you remind us what is the Predictable Revenue formula?<\/h3>\n

C:<\/strong> Of course. The Predictable Revenue formula goes like this:<\/p>\n

Consistent top of funnel activity + consistent process = predictable revenue<\/h6>\n

This is the simple formula that remains the backbone of the Predictable Revenue methodology. At a high level, this framework hasn\u2019t changed over the years \u2013 if you add a consistent top of funnel activity each month and put those leads through a consistent sales<\/span> process, you will generate the revenue you need to grow your company.<\/p>\n

I\u2019ve come to realize over time are the distinct components that fuel that formula:<\/p>\n