Build a scalable outbound B2B sales process with specialized roles (SDR, AE, CSM). Use when the user mentions "outbound sales", "Cold Calling 2.0", "prospecting emails", "sales pipeline", "SDR process", "B2B SaaS sales", "sales development", or "pipeline velocity". Also trigger when setting up a sales team from scratch, designing cold email sequences, or building qualification frameworks to improve close rates. Covers lead generation, qualification frameworks, and separating prospecting from closing. For offer design, see hundred-million-offers. For persuasion science, see influence-psychology.
A systematic approach to building a scalable, predictable B2B sales machine. Pioneered the outbound prospecting system that helped Salesforce add $100M in recurring revenue.
Predictable lead generation drives predictable revenue. The biggest mistake in sales is having the same people prospect AND close. Specialization creates a repeatable, scalable machine.
The foundation: Cold calling is dead. Cold Calling 2.0 — mass, personalized cold emails that generate referrals to the right person — is the new outbound. Combined with sales role specialization, this creates predictable, scalable revenue.
Goal: 10/10. When evaluating or building a sales process, rate 0-10 based on predictability, specialization, and process maturity. A 10/10 means clear role separation, repeatable prospecting process, and predictable pipeline generation; lower scores indicate ad-hoc sales or reliance on heroics. Always provide current score and improvements to reach 10/10.
| Type | Source | Conversion | Cost | Example |
|---|---|---|---|---|
| Seeds | Word of mouth, referrals, organic | Highest (best quality) | Lowest (takes time) | Customer referral, NPS-driven |
| Nets | Marketing campaigns, inbound | Medium | Medium | Content marketing, SEO, webinars |
| Spears | Outbound prospecting | Lower (but predictable) | Higher (people-intensive) | Cold Calling 2.0, targeted outreach |
Key insight: Most companies over-invest in nets (marketing) and under-invest in spears (outbound). Seeds are the best but can't be manufactured quickly. A balanced mix of all three creates predictable revenue.
Revenue mix:
See: references/lead-types.md for lead source strategy and investment allocation.
The #1 principle: Separate prospecting from closing.
Traditional (broken) model:
Predictable Revenue model:
| Role | Focus | Metrics |
|---|---|---|
| SDR (Sales Development Rep) | Outbound prospecting → qualified opportunities | Qualified meetings/month |
| MDR (Market Development Rep) | Inbound lead qualification | Qualified leads/month |
| AE (Account Executive) | Close deals | Revenue closed, win rate |
| CSM (Customer Success Manager) | Retain and grow accounts | Retention rate, expansion revenue |
Mission: Generate qualified pipeline through outbound prospecting.
Focus:
Not their job:
Metrics:
SDR capacity: One SDR typically generates 10-20 qualified opportunities per month.
Mission: Close deals from qualified pipeline.
Focus:
Not their job:
Metrics:
Mission: Retain customers and grow accounts.
Focus:
Metrics:
The virtuous cycle:
SDR generates pipeline → AE closes → CSM retains/grows → Happy customer refers (Seeds)
See: references/roles.md for role definitions, career paths, and hiring profiles.
The outbound prospecting methodology that replaces traditional cold calling.
Why traditional cold calling fails:
Cold Calling 2.0 process:
1. Build list → 2. Send mass email → 3. Get referral → 4. Call the referral → 5. Qualify
Ideal Customer Profile (ICP):
Build list using:
Target: 200-500 accounts per SDR per quarter
The core innovation: Don't email the decision maker directly. Email above them and ask for a referral down.
Why it works:
The email template:
Subject: Quick question
Body:
Hi [Name],
I'm not sure if you're the right person to speak to about [specific topic] at [Company], but I was hoping you could point me to the right person.
We help [companies like theirs] with [specific value prop].
Would you mind pointing me to the right person to talk to?
Thanks, [Your name]
Key elements:
Response rate: 9-15% (vs. 1-3% for traditional cold emails)
Follow-up sequence:
| Day | Action |
|---|---|
| Day 1 | Send referral email |
| Day 3 | Follow up if no response |
| Day 7 | Second follow up (different angle) |
| Day 14 | Break-up email ("Should I close your file?") |
| Day 30 | Re-engage (new trigger event or content) |
Break-up email example:
Hi [Name],
I haven't heard back from you. I don't want to be a pest.
Should I close your file, or would it make sense to chat?
[Your name]
Why break-up emails work: People respond to the threat of losing access/opportunity (scarcity principle).
ANUM qualification framework:
| Criteria | Question | Strong Signal | Weak Signal |
|---|---|---|---|
| Authority | Can this person decide? | Decision maker or strong influencer | No buying power |
| Need | Do they have the problem you solve? | Active pain, looking for solutions | "Nice to have" |
| Urgency | When do they need to solve it? | This quarter, budget allocated | "Someday" |
| Money | Can they afford it? | Budget exists, within range | No budget, too expensive |
Qualification call structure:
The handoff must include:
Handoff meeting: SDR introduces AE on a brief 3-way call or email, then drops off.
See: references/cold-calling-2.md for email templates, sequences, and scripts.
The math of predictable revenue:
Revenue Goal ÷ Average Deal Size = Deals Needed
Deals Needed ÷ Win Rate = Opportunities Needed
Opportunities Needed ÷ SDR Conversion = Prospects Needed
Prospects Needed ÷ Response Rate = Emails Needed
Example:
Capacity planning:
| Metric | Benchmark | Your Number |
|---|---|---|
| Emails per SDR per day | 50-100 | |
| Response rate | 9-15% | |
| Qualified opportunities per SDR per month | 10-20 | |
| AE demo-to-close rate | 20-30% | |
| Average sales cycle | 30-90 days |
See: references/pipeline-math.md for revenue modeling templates.
Ideal SDR profile:
Where to hire:
SDR career path:
SDR (6-18 months) → Senior SDR → AE or SDR Manager
| Phase | Timeline | Expectations |
|---|---|---|
| Training | Weeks 1-2 | Product knowledge, tools, process |
| Shadowing | Weeks 3-4 | Observe experienced SDRs, practice |
| Ramping | Months 2-3 | 50% of full quota |
| Full quota | Month 4+ | 100% of quota |
Full ramp: Expect 3-4 months to full productivity.
Structure: Base salary + variable (commission on qualified opportunities)
Typical split: 60/40 or 70/30 (base/variable)
Variable triggers:
See: references/team-building.md for hiring, onboarding, and compensation.
Key metrics to track:
Dashboard cadence:
See: references/metrics.md for dashboard templates.
| Mistake | Why It Fails | Fix |
|---|---|---|
| AEs prospecting | Feast-or-famine pipeline | Hire dedicated SDRs |
| Long, pitchy emails | Low response rate | Short, referral-focused emails |
| No ICP definition | Wasted effort on wrong accounts | Define ICP before hiring SDRs |
| Too few SDRs | Can't generate enough pipeline | Pipeline math: work backward from revenue goal |
| No hand-off process | Leads fall through cracks | Standardize SDR→AE handoff |
| Measuring activity, not results | Busy but not productive | Track qualified opportunities, not just emails |
Audit any B2B sales process:
| Question | If No | Action |
|---|---|---|
| Are prospecting and closing separated? | SDRs doing both = bottleneck | Create dedicated SDR role |
| Is there a defined outbound process? | Ad-hoc prospecting | Implement Cold Calling 2.0 |
| Can you predict pipeline 3 months out? | Revenue is unpredictable | Build pipeline math model |
| Do you know your lead type mix? | Over-reliance on one source | Balance seeds, nets, spears |
| Is SDR→AE handoff standardized? | Leads lost in transition | Create handoff checklist |
This skill is based on Aaron Ross's Predictable Revenue methodology. For the complete system:
Aaron Ross built the outbound sales process at Salesforce.com that added $100M+ in recurring revenue. His Cold Calling 2.0 methodology became the standard for B2B outbound prospecting and is used by thousands of companies worldwide. Predictable Revenue is known as "The Bible of Outbound Sales" and has influenced an entire generation of SaaS sales organizations. Ross is also co-founder of Predictable Revenue Inc., which helps companies build outbound sales machines.