Predictable revenue is one of the most cited goals in B2B and one of the least understood. It doesn't mean revenue that grows every month. It means revenue that can be forecasted accurately because it comes from a system with measurable, repeatable inputs.

The investor definition of predictable revenue

When investors talk about predictable revenue, they mean: given X amount of outbound activity, what pipeline will be generated, and from that pipeline, what revenue will close? The answer needs to be grounded in data, not gut feel.

A company that can say 'we send 1,000 sequences a month, generate 30 qualified meetings, close 8 deals at an average ACV of £25K' has predictable revenue. A company that says 'it varies' does not. This is one of the key things investors examine during GTM diligence.

The four levers of revenue predictability

Activity volume: How much outbound is happening? Sequences sent, calls made, LinkedIn touches. This is the input you can control directly. It only becomes reliable once you've removed founder dependency from outbound.

Conversion rates: What percentage of activity produces outcomes at each stage? Reply rate, meeting rate, close rate. These rates should be stable and improving over time. For cold email benchmarks, see cold email in 2026: what still works.

Deal velocity: How long does it take a deal to move from first touch to closed? It should be consistent.

ACV: Predictability increases when average contract value is consistent — wildly varying deal sizes make forecasting harder.

What breaks revenue predictability

Founder dependency: When the founder's involvement is required to close, deal velocity varies with the founder's availability. This is key-person risk in its most financially damaging form.

Inconsistent targeting: When you're not clear on your ICP, conversion rates vary dramatically across deals. See how to build an ICP that actually converts.

No pipeline tracking: If you don't have clean CRM data showing deal stage, age, and source, you're forecasting from memory. This is exactly what RevOps infrastructure solves.

The 90-day plan to move toward predictability

Month one: Document current process, clean CRM data, establish baseline metrics. Month two: Tighten ICP, standardise sequences into a written playbook, implement consistent tracking. Month three: Analyse conversion rates by segment, identify highest-performing targets, double down.

Revenue predictability is not a destination — it's an operating discipline. At Advanced Client, it's the standard we build every GTM system toward.