Course Description

For more information email [email protected] / text 310-751-0656

This 12-Week Certification Course and Ultimate collection of outbound training materials and guides is for anyone who wants to assess themselves or learn the specific steps of what a world-class prospector should do each day: how to send emails, make phone calls, keep your accounts organized, and be successful at outbound prospecting. Call for remote coaching support & in-person onsite training.


Why Certify Yourself Or Your Team?

  • What Important Technique Are You Missing? 
  • Assess Strengths and Areas of Improvement.
  • Increase Training Consistency.
  • Understand Account-Based Prospecting & Differences From List-Based Prospecting.
  • Learn Or Refresh Key Approaches: Referral emails. Personalized Emails. Email Response Handling. Mapping Calls. Voicemail Techniques. 
  • Overlooked Essentials: Account Mapping. Staying Organized. CRM/SFA Practices. Key Metrics. Time Management. How To Make Part-Time Prospecting Work. Day In A Life
  • Meet Other Predictable Revenue Customers & Practitioners.


Assessment Overview:

  1. Nail your Niche
  2. Ideal Outbound Customer Profile
  3. Improve email & phone response rates
  4. Initial qualified opportunities in 60 days
  5. Steady creation of qualified opportunities 6 months
  6. Recurring revenue in 6-12 months

Three Capabilities

  1. Engage – Know who & how to reach key people, who can drive bigger deals..
  2. Intrigue – Non-threatening conversations that stimulate interest, curiosity & next steps
  3. Convert – Move the prospects through a repeatable process to predictably build your funnel + Scale – Build a process & team that breaks your lead generation and talent bottlenecks

Part 1 Key Topics:

  1. Nail A Niche & ICP
  2. Introduction: “Deep Dive 25”
  3. Primary Skill Building: Email Prospecting Process and Guide
  4. “Day In A Life” & Time Management
  5. List-Building

Topic Examples: Email Prospecting:

  • Client Guide: Predictable Revenue Email Templates
  • Writing & Customizing Email Templates
  • Response Handling - Email Organization & Sales Systems
  • Simplifying Messaging To Intrigue Prospects & Differentiate
  • Establish Realistic Email Benchmarks & Metrics

Part 2 Key Topics

  • Primary Skill: Phone techniques (ie Mapping & AWF calls)
  • Secondary skill: Social Media & Personalized Emails
  • Converting Emails To Phone Calls
  • “Popular Point Of Pain” Positioning
  • Dashboards, Tools, Apps Tuned

Part 3 Key Topics

  • Primary Skill: “Deep Dive 25” + “Selling The Dream”
  • Passing The Baton (Prospector -> AE Handoff)
  • Outbound Pipeline Conversion Rates
  • Quality Control
  • Follow Up Processes
  • Nurturing


Aaron Ross

Aaron Ross is the best-selling author of Predictable Revenue: Turn Your Business Into A Sales Machine With The $100 Million Best Practices Of Salesforce.com and his newest book with Jason Lemkin, From Impossible To Inevitable, called my many "the best business book i've ever read" (read Amazon reviews here).Aaron cofouned Predictable Revenue Inc. to help companies get their outbound programs off the ground. He graduated from Stanford University, and is an ex-Ironman triathlete. Aaron lives in Los Angeles with his wife and 9-going-on-12 children. You can see a sample day in his family life here.

Course curriculum

  • 1

    Intro: For Management & Team - How to Use This Course & Program Overview

    • Hot Coals Video 1.30 Mins: Stuck in the Coals?

    • How to use this course

    • Terminology Overview PDF

    • Project Plan - Solution Specifics (Outbound: Example Funnel Metrics)

    • Outbound Project Timeline - Example Review with your Coach

    • How Wpromote Doubles Outbound Sales Each Year (5-10 min)

    • We Highly Recommend you Watch: "Nail Your Niche" Video

    • Predictable Revenue Playbook: New Update in Process
  • 2

    Management 01: Building an Outbound Team - Could it fail, What does take to Succeed (101 Video Course)

    • Build your Business Case: ROI, Revenue & Costs

    • Chapter 01 Videos: Introduction, Should I Do Outbound, Why It Could Fail, What Does It Take To Succeed.

    • Chapter 02 Videos: Results, Where Do I Begin, People, How Do I Pay, Goals.

    • Chapter 03 Videos: Onboarding, Territories, Quality Over Quantity, Why Hire, Conclusion.

    • Video For Management: Build your Team & Specializing Your Team (28 mins)
  • 3

    Management 02: Great SDR's, Hiring Process, Comp Plans, Onboarding, Territories.

    • Hiring: How to Hire Great Prospectors (Quick Review)

    • Hiring: Recruiting Process by Paul Fifield of Ceros to Hire Sales Stars & Speed Up Results

    • Hiring: ​Prospector/SDR Comp Prospector comp: article on Quora ​

    • Hiring "​A Great Exercise for Hiring a Prospector"

    • Hiring "Sample Interview Questions"

    • READ: Why Your Salespeople & Prospectors Need Territories

    • ​Case-Study: tackling Territories & Outbound resulted in higher Revenue.
  • 4

    Management 03: Management Checklist before Onsite!

    • First Steps for New SDR: First training Goals!!

    • Metrics - Why we use Dashboards

    • Read: NAIL your NICHE chapter 1

    • ​Video: How to Setup Salesforce Basics: (Account Status, Data Setup + Transcript)​

    • Management: Program Checklist Homework - (Pre-Onsite!)
  • 5

    Module 01 - Getting Started 1: Nail your Niche, Personas, Outbound Emails, Phone Techniques.

    • Read Chapters 1 to 4 "Predictable Revenue Book"

    • Read "Nail Your Niche" Chapter 1 From Impossible to Inevitable Book

    • Quick Videos 1: Introduction Email 101, Cold Calling, Responses, Sending Enough Email.

    • Quick Videos 2: Reasons People Respond, What Not to Send, Referral Email Breakdown, When to Send Email.

    • Quick Videos 3: Negative Responses, Positive Responses​, Personalized Emails​, Body of Email​, Insightful Questions​, Conclusion.

    • "High Response Email Templates"

    • First Action: Jump in & Send your First Emails :)

    • 5 short emails tips to get you started.

    • How to increase Email Responses

    • Initial Email Templates - Mass, Personalized, Customized, Enterprise.

    • Advanced / Direct Email Template Crafting & Sequencing

    • Example Cadence: Email, Phone, Social Media, Other....

    • Prep Video: Sell Ideas Not Stuff (2 mins)

    • Mapping Calls vs. Are We a Fit Calls - Key Differences

    • Mapping Calls Read Guide pptx

    • Prepare - Talking Points for Mapping Calls On-Site Live Training

    • Prep Video: Why "Nail your Niche" / Arc of Attention / Enrollment vs Pitching makes all the difference.

    • Review: How Do I Find My Niche?

    • Review: 5 Aspects of your Niche

    • Prep: for Nailing Your Niche - Workbook / Exercise

    • Personas / Psychographics: Workbook

    • Management & SDR(s) Prepared:
  • 6

    Module 02: - Getting Started 2: Deep Dive 5-25 & ICP - Walk Before You Run!

    • Video: Deep Dive 5-25 Project - Walk before you Can Run

    • Action: Deep Dive 5-25 Project Instructions

    • Deep Dive 5-25: Customer Interview Guide

    • Overcoming Fear of Sales Calls

    • Personality Types - how different folks communicate

    • BDR MASTER WORKBOOK: Tracking Activities to Opportunities

    • Read: Mapping Calls Guide pptx.pdf

    • Mapping Call Cheat Sheet

    • 3 Things every Enterprise Customer Wants to Know​

    • Customer Success Case-Study Interview Questions

    • Review: Your ICP & Personas (Detailed)

    • Homework: Ideal Customer Profiles: Guided Workbook

    • Deep Dive Workbook Updated
  • 7

    Module 03: Email Crafting - What To Do With Them

    • 0. Message Mastery - Checklist for creating engaging email, voice-mail and telephone conversations

    • Review: ​High Response Email Templates

    • Review: Jump in and send some first emails

    • Review: Predictable Revenue: How To Increase Email Responses​

    • B. Direct Email Template Crafting & Sequencing - Advanced Level

    • C. Keyword or Key Phrases

    • D. How to Kill a Word - Patrick McLean

    • E: Brainstorm First Email Template​

    • F. Build Your Email Templates Workbook​

    • Weekly Homework!!!
  • 8

    Module 04: Learning: Success Requirements & Tripling Your Sales

    • STEP 1 Video: Success Requirements 1) Specialise your Roles - 2) Follow the Process (& transcripts)

    • Step 2A Video: Success requirement 3 "Smart Targeting" (& transcript)

    • Step 2B Video: Success requirement 4 "Moving Accounts through the Funnel" (& transcript)

    • Step: 3 Video: Success Requirement 5 "Quality of Target Prospects" (& transcript)

    • Step 4 Videos: Tripling Your Sales

    • Step 5A: Review ​5 Step Outbound Process

    • Step 5B: Outbound Day In A Life - Day Planner

    • Weekly Homework - Update Your Workbook!
  • 9

    Module 05: Advanced Email Crafting

    • Video 1: Red Herring

    • Video 3 Smash My Phone

    • Video 2 Email Template Obsession

    • E. If I had more time I would write a shorter letter​

    • F. Types & Templates: Email Common Response Handling

    • ​G. Signature Template

    • H. Email Personalized/Direct Templates​

    • I. Objection or Insightful Questions

    • J. 101-sales-email-templates_attach

    • K. Example Personalized Email Templates​

    • L. ​Nurture Status Responses & Nurture Campaigns

    • 4. Having Trouble Getting People On The Phone?​ (Email to a 10 min Qual. Call with a Decision Maker)

    • 5. How To Break A Rep’s Bottleneck​ - “I’m not hitting quota. What’s wrong?”
  • 10

    Module 06. Email Metrics (A/B Testing - Where's the Bottleneck)

    • Step 2: Email Testing Order of Operations

    • Step 3: Loop in, CTA, and Handoff Follow up Cadence / Calibration​

    • Step 4: Metrics: Objection Deflection: Great email response training

    • Step 5: Email Template: Objection Handling Tactics

    • Step 6: Email Objection Handling Tactic​ (Insightful Questions)

    • Comprehensive Milestones 1-5 Report​

    • Domain, Web, and Email Hosting Explained

    • Email Deliverability - Prospecting Domains Managed by Predictable Revenue / Carb.io

    • SMTP Sending Limit (Ramping & Email Sending Limits)

    • 365 Works Hosted Email Service & Setup

    • Google Apps Hosted Email Solution Setup

    • Spam Scoring & Email Deliverability Apps

    • Spam Spam Spam
  • 11

    Module 07: Phone Techniques Mapping Calls

    • Mapping Calls training video guide

    • Overcoming Fear of Sales Calls

    • Personality Types - Understanding Communication Styles

    • Mapping Calls Read Guide pptx.pdf

    • Mapping Calls Playbook: Be Prepared Conversation Starters & Talking Points

    • Mapping Call: Cheat Sheet/Script

    • How to Leave a Voicemail Message​

    • Example Mapping Call Recording #1 Alicia & Aaron training

    • Example Mapping Call Recording #2 (clio - live calls with coaching from aaron)

    • Example Mapping Training Call Recording #3 (Clio + Mobileworks)
  • 12

    Module 08: 'Are We A Fit' Calls & 'Sales Qualified Lead' Criteria

    • -Are We A Fit- AWAF Call Guide v4

    • 3.15 ​scoping process.tiff

    • Green Flags - AWAF

    • 7 Tips For “Are We A Fit” Calls

    • How to Make Prospecting Enjoyable

    • AWAF Calls + Ideal SDR-AE Practices

    • AWAF: Qualification Criteria Sale Accepted Lead/Opportunity

    • Homework: Pass The Baton (Qualifying an Opportunity)

    • AWAF Calls : Be Prepared / Call Flow Table / Objection Handling​

    • Insider Sales Secrets and Why You Need to Feed the Squirrels

    • Objection Handling Guide​

    • THE 8 MOST COMMON SALES OBJECTIONs

    • Keys to Successful Pitching
  • 13

    Module 09: List Building, Targeting, Finding & Appending Companies & Contacts.

    • Step 1: Predictable Revenue: Building Your First List​

    • Step 2: ​List Building Drill Down

    • Step 3: List Building & Advanced Resources - Company Insights, Contacts, Analytics etc..
  • 14

    Module 10: "Prospector Sales Stacks" Apps, Tools, Software...

    • Prospecting software / tools / apps /data etc.

    • Sales & Marketing Technology Stack: blog post (tools & apps)

    • Predictable Revenue's Acceleration Software: Carb.io (Classifying & Answering Emails​)

    • Predictable Revenue Acceleration Software - Product Client Playbook

    • Predictable Revenue Acceleration Software: Wiki Platform Support FAQ's
  • 15

    Module 11: CRM Part 1 SFDC Setup

    • ​Video: 3 mins Why Track Aaron (& Transcript)

    • Video: How to Use Salesforce: Data Setup SFDC (& Transcript)

    • CRM - "Configuring Your Sales System For Cold Calling 2.0" guide (Fields, Dashboards & Declutter)

    • Key Metrics & What To Put On Your Dashboards

    • Organizing Tips for Views and Workflow

    • Video: 8 Tips To Use SalesForce Effectively (& Transcript)

    • *Manage by Dashboard (build Reports & Dashboards - how to Documentation & Videos)

    • SFDC Deduping by Aaron

    • CRM Data Cleaning & Data Migration - tools

    • Video: Inbound lead dashboard configuration - by Aaron (& Transcript)

    • Video: Mass Email SetUp SFDC (& Transcript)

    • Video: BCC Email to SFDC (& Transcript)

    • Video: SFDC Aaron Undeliverable Email (& Transcript)

    • SFDC Opportunities Sales Stages/Process

    • Assignment - What Gets Measured Gets Managed
  • 16

    Module 12: CRM Part 2 - SFDC (Account Status & Email Response Handling)

    • Video: SFDC Account Status ML (& Transcript)

    • Video: SFDC Mass Email Negative Response (& transcript)

    • Video: SFDC Mass Email Positive No Contact (& Transcript)

    • Video: SFDC Mass Email Response Handling (& Transcript)

    • Video: SFDC Mass Email Undeliverable ML (& Transcript)

    • Video: SFDC Positive Response ML (& Transcript)
  • 17

    Module 13: CRM Inbound / Configure SFDC Dashboard / Lead Scoring / Funnels / Qualification Improvement

    • A/B Significance Test

    • Lead Funnel

    • Video: Create an Inbound Lead Dashboard

    • Lead Scoring: Marketo cheat sheet

    • Review: career path inbound outbound

    • Build a Bridge Between Sales and Marketing

    • Marketo Example Marketing Solutions
  • 18

    Module 14: Time to Build Your Company Playbook

    • Time to Start Create Your Workbook: Example Playbook WorkFlow - (work as a team to build best practices!!)

    • Example Predictable Revenue Playbook

  • 19

    Module 15: Why is Customer Success a Revenue Generator?

    • ​Customer Success is not about increasing customer satisfaction, but creating revenue growth.

    • Read: Customer Success (Flip to Slide 17) - Predictable Revenue ebook

    • Customer Interviews Guide: Sample Questions

    • Read: Customer Success (for more information & case-studies)

    • How to Write a Case Study (longer explanation)
  • 20

    Module 16: Bonus Reading Materials - PR / Impossible to Inevitable / Revenue Funnel Science

    • Predictable Revenue Book

    • Read: From Impossible To Inevitable

    • A really good book that describes the different funnel metrics per role specialization in sales & marketing