The Win Rate Podcast with Andy Paul *Classic Episode* Predictable Revenue is Dead; Now What?
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Dec 26, 2024 
In this insightful discussion, Adam Robinson, CEO of Retention.com, Craig Rosenberg, Chief Platform Officer at Scale Venture Partners, and Robert Koehler, go-to-market advisor, tackle the evolving landscape of sales strategies. They challenge the relevance of predictable revenue models in today's market and emphasize the need for aligning sales with marketing efforts. The trio also share their thoughts on leveraging LinkedIn for business growth, the impact of sales specialization, and innovative methods to enhance customer engagement.
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Predictable Revenue Model Is Broken
- Predictable revenue models no longer hold due to major market and channel changes.
- Demand creation has shifted to new channels like LinkedIn and live events, disrupting old BDR-driven strategies.
Demand Generation Is In Flux
- The demand generation playbook is morphing and traditional volume marketing and SDR models now underperform.
- Outbound still matters but requires sales and marketing alignment using higher-quality, integrated approaches.
Sales Skill Gaps Hurt Predictability
- Predictable revenue was aggregate predictable but individual seller performance was inconsistent due to low selling skills.
- The current environment requires improved skill and emphasis on winning qualified opportunities.
