The document outlines a sales executive's mission to achieve predictable, scalable revenue growth through a consistent sales strategy. The strategy involves: 1) Hiring the same type of successful salesperson, 2) Training salespeople to align with the modern buyer, 3) Providing each salesperson with the same quantity and quality of leads, and 4) Having salespeople work the leads using the same process.

1. #inbound12

2. My mission as a sales executive
MISSION
Predictable, scalable revenue growth
STRATEGY
If I can…
1. Hire the same type of successful sales person
2. Train salespeople to align with the modern buyer
3. Provide each sales person with the same quantity and quality of
leads
4. Have the sales people work the leads using the same process
…then I will achieve my goal.

3. #1: Hire the same type of
successful sales person

4. 4 @markroberge
What do you look
for in a sales hire?

5. The ideal sales hiring formula is
different for every company…
but the process to engineer the
formula is the same.

6. 6 @markroberge
Engineer Your Own Sales Hiring Formula

7. 7 @markroberge
Which criteria scored highest for us?
INTELLIGENT
or
COACHABLE
or
CURIOUS

8. 8 @markroberge
The HubSpot Sales Hiring Formula
 Coach-ability
 Curiosity
 Intelligence
 Work Ethic
 Prior Success

9. #2: Train salespeople to align
with the modern buyer

10. Who is the sales person?

11. Who is the sales person?

12. Who is the sales person?

13. How did sales end up here?
Is it sustainable?

14. The power in the buying and
selling process has shifted
from the seller to the buyer.

15. Inbound sales transforms
sales to match the way
people buy.

16. 16 @markroberge
The Salesperson for the Modern Buyer

17. 1. Inbound sales teams base their entire sales strategy on the
buyer rather than the seller.
2. Inbound salespeople personalize the entire sales
experience to the buyer’s context.
INBOUND SELLING PHILOSOPHIES

18. #3: Provide sales people with the
same quantity and quality of
leads

19. 19 @markroberge
How do you buy?
Cold Call?
Cold email?
Google?
Social Media?

20. 20 @markroberge
Modern Lead Generation: Inbound Marketing
BLOG SEO SOCIAL MEDIA

21. “JOURNALISTS” hold the keys
to the future of Demand
Generation

22. Create Your Content Engine

23. Create Your Content Calendar
1
eBook w/ LP / Month

24. 4
Blog Posts / Month
Create Your Content Calendar
1
eBook w/ LP / Month

25. Create Your Content Calendar
4
Blog Posts / Month
FB Posts / Month
8
1
eBook w/ LP / Month

26. Create Your Content Calendar
4
Blog Posts / Month
FB Posts / Month
8
Tweets / month
16
1
eBook w/ LP / Month

27. Create Your Content Calendar
4
Blog Posts / Month
FB Posts / month
8
Tweets / month
16
1
eBook w/ LP / Month

28. The Marketing SLA
* Data has been altered from
actual HubSpot data for the
purposes of this presentation
Buyer
Journey
State
Customer
Conversion
%
Revenue per
Customer
Lead Value
Problem
Education
1% $40K $400
Solution
Research
5% $40K $2K
Solution
Selection
20% $40K $8K
Small Business Persona
Buyer
Journey
State
Customer
Conversion
%
Revenue per
Customer
Lead Value
Problem
Education
2% $200K $4K
Solution
Research
6% $200K $12K
Solution
Selection
25% $200K $50K
Mid-Market Persona
Buyer
Journey
State
Customer
Conversion
%
Revenue per
Customer
Lead Value
Problem
Education
3% $700K $21K
Solution
Research
10% $700K $70K
Solution
30% $700K $210K
Enterprise Persona

29. * Data has been altered from actual HubSpot data for the purposes of this presentation.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Profitability
Sales Attempts
Small Business Mid-Market Enterprise
The Sales SLA
Calculate the ideal number of sales attempts for each type of lead

30. Daily Accountability for the SLA
* Data has been altered from actual HubSpot data for the purposes of this presentation
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
120.0%
1-Sep 5-Sep 9-Sep 13-Sep 17-Sep 21-Sep 25-Sep 29-Sep
Plan Actual
Measure progress on the Marketing SLA each day

31. #4: Have sales people work the
leads with the same process

32. 32 @markroberge
Coaching:
Golf vs. Sales

33. “Metrics-Driven Sales Coaching”
Use metrics to diagnose the skill
deficiency. Customize a coaching plan.

34. Implement a metrics-driven sales culture
* Data has been altered from actual HubSpot data for the purposes of this presentation
Each Color
Represents a
Different
Sales Rep

35. “Peel Back the Onion” for More Insight
* Data has been altered from actual HubSpot data for the
purposes of this presentation
Lead-Worked-to-Connect Ratio
Connect-to-Demo Ratio

36. Say goodbye to manual tasks and confusing
features. Say hello to HubSpot CRM.
www.hubspot.com/crm www.hubspot.com/sales/sales-training

37. 37 @markroberge
All proceeds go to

38. Thanks!
Mark Roberge
Chief Revenue Officer, HubSpot
Senior Lecturer, Harvard Business School
@markroberge

39. #inbound12