1. How to Achieve Predictable, Scalable
Revenue Growth
AA-ISP Boston
December 1st, 2011
Mark Roberge
HubSpot
@markroberge

2. My mission as a sales executive
MISSION
Predictable, scalable revenue growth
STRATEGY
If I can…
 Provide each sales person with the same quantity and quality of leads
 Ensure sales people work the leads using the same process
 Hire the same type of successful sales person
 Train each sales person in the same way
…then I will achieve my goal.
2 @markroberge

3. #1. Provide each sales person with the
same quantity and quality of leads

4. Use Science Not Gut to Determine Sales-Ready Leads
* Data has been altered from actual HubSpot data for the purposes of this presentation 4

5. Which prospect behaviors are most influential?
Requested a Demo
What behaviors Downloaded BP White Paper
are most Subscribed to Company Blog
influential in
Visited Pricing Page
Mentioned company on Twitter
converting Downloaded Mobile App
prospects into Visited CEO Bio Page
customers? Called Support
Mentioned competitor on Twitter
Submitted “Contact Us” Form
Visited Success page
Subscribed to eNewsletter
Fan company Facebook Page
Downloaded ISO Webinar
Visited Awards Page
* Data has been altered from actual HubSpot data
for the purposes of this presentation
5 @markroberge

6. How does each behavior influence sales cycle?
* Data has been altered from actual HubSpot data for the purposes of this presentation 6

7. Hold Marketing Accountable to Lead Quality and Quantity
 Create points goal
 Hold Marketing
accountable daily
• MTD Rejected New Lead Rate (target < 5%): 4.6%
• MTD 7 Day Lead to Opportunity Conv (target > 33%): 44%
• MTD % Leads from B2B >1K employees (target > 20%): 23%
7 * Data has been altered from actual HubSpot data for the purposes of this presentation

8. Do you want to be “targeted” or “educated”?
OUTBOUND INBOUND
800-555-1234
Annoying
Salesperson
8 @markroberge

9. Maximize lead flow from inbound channels
Source: survey of hundreds of businesses: HubSpot.com/ROI

10. Avoid reliance on spamming your leads database
10 @markroberge http://www.hubspot.com/the-science-of-email-marketing/

11. Inbound Lead Generation Idea
Repurpose webinar content into
blog articles and tweets
11 @markroberge

12. Inbound Lead Generation Idea
Repurpose survey results into
blog articles and tweets
12 @markroberge

13. Inbound Lead Generation Idea
 Blog articles, eBooks, etc. written by professionals
 $15 - $20 per blog article
 7,800 writers, 3,900 buyers, 170,000 titles purchased

14. Reading List Suggestion
Inbound Marketing:
Get Found using Google,
Social Media and Blogs
Top 5 Web Marketing
Book on Amazon
InboundBook.com
14 @markroberge

15. Action Items
1. Use Science to define your
sales ready leads. Hold
marketing accountable
2. Maximize percentage of
inbound marketing leads
3. Develop your “publishing”
muscle
15 @markroberge

16. #2. Ensure sales people work the
leads using the same process

17. Define your process to establish common terminology
Bad Lead
1. RESEARCH
Prepare for the sales process
Too Big No Fit
Queue Queue
Marketing Int’l 2. PROSPECT
LEAD
Queue Queue
Get to a connect
Unable to
Qualify
3. CONNECT
Schedule the assessment
Unqualified
4. QUALIFY/DISCOVER
Determine worthiness for demo
OPPORTUNITY
Closed Lost
5. DEMO
Illustrate value of software
Closed Lost
6. OBJECTIONS & CLOSE
Sign up new customer

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

19. 3.11
“Peal Back the Onion” on weak areas
Lead-Worked-to-Connect Ratio
Connect-to-Demo Ratio
* Data has been altered from actual HubSpot data for the
purposes of this presentation

20. Use Science, Not Gut, to Find Optimal Attempts per Lead
8
6
LTV / COCA
4
2
0
1 3 5 7 9 11 13
Attempt #
All Leads 1-10 employees 11-25 employees
26-50 employees 51+ employees
* Data has been altered from actual HubSpot data for the purposes of this presentation

21. Hold Sales Accountable to the Behavior You Want
* Data has been altered from
actual HubSpot data for the
purposes of this presentation
21

22. Action Items
1. Implement a metrics-driven
sales culture
2. Use Science to define your
sales process. Hold sales
accountable daily
22 @markroberge

23. #3. Hire the same type of
successful sales person

24. Understand key characteristics for your sales context
* Data has been altered from actual HubSpot data for the purposes of this presentation
24 @markroberge

25. Build process around these characteristics
25 @markroberge

26. #4. Train sales people in the same way

27. Train your sales people in the same way
 What I saw at many companies
 Shadow a senior sales rep for 1 month
 Read a 2 page sales manual
 HubSpot approach
 Define sales playbook (unique value proposition, target customer,
competition, common objections, product information, etc.)
 Train sales people as consultants or experts. Give them hands on
experience if possible.
 Use exams and certification programs.
27 @markroberge

28. What is HubSpot?
Complicated & Confusing Easy & Integrated

29. New Strategic Investment
$32M

31. QUESTIONS
Mark Roberge
VP of Sales, HubSpot
@markroberge