3. Consistent Sales Systems, because without consistency you have no predictability. Both at Salesforce.com and in consulting with companies, I've found time and again that the biggest impact on predictable revenue, the lowest hanging fruit, is made by creating an outbound sales development team that focuses 100% on prospecting (that means no closing deals and no working inbound leads!) You will learn all about what actually works in the "Cold Calling 2.0" sections in this book. Bite-Sized Chunks Sometimes all it takes is one good idea, one right practice, to get things moving again. I write this book as a series of bite-sized chunks of ideas that you can scan and try out. My intention is provide you a resource guide or manual that you can open to any page and find something useful to learn and apply. Are You New To Sales, Or A New CEO I wrote the book primarily for people who have some sales experience, so we jump right into topics early in the book like "Fatal Planning Mistakes" and "Cold Calling 2.0." If you're new to sales, sales management or being a CEO, I'd recommend you first read "Chapter 6: Lead Generation & "Seeds, Nets & Spears", and "Chapter 7: Seven Fatal Sales Mistakes CEOs and Sales VPs Make." Those two chapters will help give you more of a "Sales 101" foundation before getting into the rest of the book.