No Forms. No Spam. No Cold Calls.

CHAPTER 4OUR BOLD NEW VISION IN ACTION

In the first three chapters of this book, I laid out my vision for a revolution in sales and marketing—a future with no forms, no spam, and no cold calls. I hope I fired you up about playing offense and forging your path as a leader within your organization. We also drilled down into why we're doing this—not for the accolades, but for the holy grail of results: predictable revenue growth. I've talked about the journey you'll need to take to achieve these outcomes, and in the previous chapter, I broke down all the specific processes and tech capabilities you need to make it happen.

Now that we have that solid foundation built, it's time to roll up our sleeves and put our bold new vision into action. So how exactly do we do that? I've boiled it down to six steps:

1. Align on a revenue operating model.
2. Find the red.
3. Design your go-to-market plan.
4. Execute using the five-step account-based formula.
5. Inspect what you expect.
6. Communicate and repeat.

I'll spend this chapter breaking down each of these steps so you'll have a detailed, repeatable process for creating truly customer-first, account-based, insights-driven sales and marketing programs.

Step 1: Align on a revenue operating model

If what we're after is revenue, and specifically reliable revenue that increases (aka, predictable revenue growth), it makes sense that we would need to start by defining our revenue operating model.

At a high level, a revenue operating model is a framework ...