Why "predictable revenue" is costing you deals

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The morning started like any other—coffee in one hand, inbox full of “quick check-ins” from SDRs who definitely weren’t checking in for the first time. Same script, same pitch, same predictable approach.

And that’s the problem.

Buyers aren’t dumb. They’ve seen the playbook before. Cold calls, automated emails, and meetings booked just to hit quotas—it’s all noise. And when sales and marketing keep running the same tired process, deals don’t just stall… they disappear.

If you’ve ever felt like your pipeline is full but nothing’s actually closing, you’re not alone. Let’s talk about why the old way is failing—and what actually works now.

SALES

Predictable revenue is broken

Predictable Revenue was supposed to be the gold standard for B2B sales.

But in reality? It’s burning future deals, frustrating buyers, and keeping sales & marketing teams stuck in a broken loop.

Here’s the problem:

SDRs are pressured to book meetings at all costs—leading to churn, not conversions. Marketing crushes MQL targets, but sales still misses revenue goals.

Buyers are bombarded with cold calls, creating 3-5% negative touchpoints—meaning they won’t just ignore the pitch; they’ll avoid your brand entirely.

It’s a system built for quantity over quality, and that’s exactly why it fails.

Here’s what works instead:

1. Align sales and marketing on pipeline quality 
   Stop chasing MQL numbers that don’t translate into revenue. Instead of celebrating lead volume, focus on deals that actually close. Sales and marketing should work together to qualify and nurture leads based on true buying intent, not just activity.

2. Grade accounts to prioritize high-value prospects
   Not all leads are created equal. Segmenting accounts into A, B, and C tiers ensures sales focuses on high-potential buyers while marketing supports the broader audience with demand generation. This way, sales efforts go where they’ll have the most impact.

3.  Ditch attribution battles - focus on closing deals 
   The constant debate over whether a lead “belongs” to sales or marketing is a waste of time. It doesn’t matter who sourced it—what matters is closing it. A unified revenue approach ensures both teams pull in the same direction, maximizing efficiency and results.

Ditch the attribution battles—it’s not about who sourced the lead; it’s about closing deals. Sales and marketing aren’t separate functions anymore.

They’re part of the same revenue engine.

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