From Impossible to Inevitable

Break your revenue records with Silicon Valley's "growth bible"
"This book makes very clear how to get to hyper-growth and the work needed to actually get there"
 
Why are you struggling to grow your business when everyone else seems to be crushing their goals? If you needed to triple revenue within the next three years, would you know exactly how to do it? Doubling the size of your business, tripling it, even growing ten times larger isn't about magic. It's not about privileges, luck, or working harder. There's a template that the world's fastest growing companies follow to achieve and sustain much, much faster growth.
 
From Impossible to Inevitable details the hypergrowth playbook of companies like Hubspot, Salesforce.com (the fastest growing multibillion dollar software company), and EchoSign--aka Adobe Document Services (which catapulted from $0 to $144 million in seven years). Whether you have a $1 billion or a $100,000 business, you can use the same insights as these notable companies to learn what it really takes to break your own revenue records.
* Pinpoint why you aren't growing faster
* Understand what it takes to get to hypergrowth
* Nail a niche (the #1 missing growth ingredient)
* What every revenue leader needs to know about building a scalable sales team
 
There's no time like the present to surpass plateaus and get off of the up-and-down revenue rollercoaster. Find out how now!

List of contents

Preface: Systematizing Success xiii
 
Lessons from the World's Fastest-Growing Companies xiii
 
Part I Nail a Niche
 
1 "Niche" Doesn't Mean Small 2
 
Are You Sure You're Ready to Grow Faster? 2
 
How to Know If You've Nailed a Niche 4
 
Achieve World Domination One Niche at a Time 6
 
The Arc of Attention 7
 
2 Signs of Slogging 12
 
Are You a Nice-to-Have? 12
 
Big Companies Suffer, Too 15
 
Case Study: Where Aaron Went Wrong 16
 
Your Current Strength Can Be a Future Weakness 21
 
3 How to Nail It 23
 
Where Can You Be a Big Fish in a Small Pond? 23
 
Work through the Niche Matrix 25
 
Case Study: How Twilio Nailed a Billion-Dollar Niche by Walking in Its Customers' Shoes 31
 
The 20-Interview Rule 36
 
4 Your Pitch 39
 
If You Were a Radio Station, Would Anyone Tune In? 39
 
Elevator Pitches Are Always Frustrating 41
 
They Don't Care about "You": Three Simple Questions 43
 
Part II Create Predictable Pipeline
Introduction: Lead Generation Absolves Many Sins 46
 
5 Seeds--Customer Success 50
 
How to Grow Seeds Predictably 51
 
Case Study: How Gild Dropped Monthly Churn from 4 to 1 56
 
Case Study: Customer Service Excellence at Topcon 58
 
6 Nets--Marketing 61
 
Three Uncommon Approaches of Hypergrowth CMOs 63
 
The Forcing Function Your Marketing Leader Needs: A "Sales Qualified Lead Commit" 70
 
Corporate Marketing versus Demand Generation 71
 
How Inbound Changed in 10 Years Between Scaling Marketo to $100M+ and Founding Engagio 72
 
Heroic Marketing: When You Have No Money and Little Time 76
 
7 Spears--Outbound Prospecting 80
 
Where Outbound Works Best--and Where It Fails 83
 
Outbound Lessons Learned Since Predictable Revenue Was Published 85
 
Case Study: Outbound's Role in Acquia's $100 Million Trajectory 87
 
Case Study: How Sagemount Triples the Value of a Company in Three Years 89
 
Case Study: How Zuora Drives 60%-Plus of Its Growth by Outbound, Even When Accounts Need Nurturing for Years 97
 
Build an Outbound Program Right the First Time 104
 
Have You Been Too Successful at Inbound? 110
 
8 What Executives Miss 114
 
Pipeline Creation Rate: Your #1 Leading Metric 114
 
The 15/85 Rule: Early Adopters and Mainstream Buyers 116
 
Why You're Underestimating Customer Lifetime Value 119
 
Part III Make Sales Scalable
 
9 Learn from Our Mistakes 123
 
Growth Creates More Problems Than It Solves--But They Are Better Problems 123
 
Top 12 Mistakes in Building Sales Teams 124
 
Advice from the VP Sales behind LinkedIn and EchoSign 126
 
10 Specialization: Your #1 Sales Multiplier 129
 
Why Salespeople Shouldn't Prospect 129
 
Case Study: How Clio Restructured Sales in Three Months 132
 
Can You Be Too Small, or Too Big, to Specialize? 134
 
Specialization: Two Common Objections 136
 
Specialization Snapshot at Acquia 137
 
11 Sales Leaders 139
 
The #1 Mis-Hire Is the VP/Head of Sales 139
 
The Right VP Sales for Your Stage 140
 
Ten Favorite Interview Questions 143
 
12 Hiring Best Practices for Sales 146
 
If You're a Startup: Four Phases of Hiring Your First Sales Team 146
 
Simple Hiring Tricks 149
 
When Doing Something New, Start with Two 150
 
The $100 Million HubSpot Sales Machine: Recruiting and Coaching Essentials 152
 
Case Study: How to Cut Down on Wasted Interviewing 154
 
13 Scaling the

About the author

Aaron Ross founded PredictableRevenue.com, a consulting company that helps b2b companies triple sales growth & create self-managing sales teams. Aaron is also the founder of PebbleStorm, which is helping 100 million people "make money through enjoyment" by combining happiness and money.
Jason Lemkin is a Managing Director of Storm Ventures. At Storm Ventures, Jason focuses exclusively on early-stage SaaS/enterprise start-ups and helping them scale. He has led and/or sourced Storm's investments in next-generation SaaS leaders including Talkdesk, Algolia, Pipedrive, Parklet, RainforestQA and Guidespark, as well as his own Storm-backed company, EchoSign (acquired by Adobe). He also serves an Advisory Board Member or investor in other emerging SaaS leaders, including Convertro (acquired by AOL), BetterWorks, AnyPerk, Retention Science, Showpad, FrontApp, Influitive, and Greenhouse.io. Jason is an acknowledged thought leader in SaaS through his creation of theSaaStr community for SaaS executives and founders. 

Summary

Break your revenue records with Silicon Valley's "growth bible"
"This book makes very clear how to get to hyper-growth and the work needed to actually get there"

Why are you struggling to grow your business when everyone else seems to be crushing their goals? If you needed to triple revenue within the next three years, would you know exactly how to do it? Doubling the size of your business, tripling it, even growing ten times larger isn't about magic. It's not about privileges, luck, or working harder. There's a template that the world's fastest growing companies follow to achieve and sustain much, much faster growth.

From Impossible to Inevitable details the hypergrowth playbook of companies like Hubspot, Salesforce.com (the fastest growing multibillion dollar software company), and EchoSign--aka Adobe Document Services (which catapulted from $0 to $144 million in seven years). Whether you have a $1 billion or a $100,000 business, you can use the same insights as these notable companies to learn what it really takes to break your own revenue records.
* Pinpoint why you aren't growing faster
* Understand what it takes to get to hypergrowth
* Nail a niche (the #1 missing growth ingredient)
* What every revenue leader needs to know about building a scalable sales team

There's no time like the present to surpass plateaus and get off of the up-and-down revenue rollercoaster. Find out how now!

Product details

• Authors: Jason Lemkin, Lemkin Jason, Aaro Ross, Aaron Ross, Aaron Lemkin Ross, Ross Aaron
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Hardback
• Released: 28.02.2019
• EAN: 9781119531692
• ISBN: 978-1-119-53169-2
• No. of pages: 336
• Dimensions: 163 mm x 236 mm x 27 mm
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Marketing, Business & management, Wirtschaft u. Management, Marketing & Sales, Marketing u. Vertrieb