Revenue Leadership System

A missed forecast is often the visible symptom of something deeper: weak qualification, unclear ownership, distorted incentives, unreliable data or managers who have never been shown how to coach.

In Revenue Leadership System, Mike Conrad connects people, process and evidence into a practical leadership system for building stronger teams and making revenue more predictable. Drawing on more than two decades of building and leading sales and revenue teams, he shows how to diagnose the business before changing it-and how to make the people inside it more successful.

Across twenty-two chapters, you will learn to:

• Coach observable behavior and build career paths before a promotion opens.
• Test whether compensation, territory, quota and ramp assumptions fit reality.
• Separate buyer evidence from seller optimism in pipeline and forecast reviews.
• Align Sales, Marketing, Customer Success, Delivery and Finance around one revenue story.
• Use AI to return time to preparation, judgment and customer relationships.
• Prove an operating change before multiplying it across the business.

The book includes twenty-two core field tools: the New Manager's Monday Sheet, Revenue Friction Diagnostic, Pipeline Debt and Requalification Check, Compensation Stress Test, Executive Operating View and more.

Written for new sales managers, experienced revenue leaders and CEOs, this is a practical guide to the next difficult meeting, the next uncertain forecast and the next person who needs help.

The philosophy behind it is simple: "I cannot be successful unless you are successful."