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Creating the ‘Perfect’ Local Sales
Organization

Mark Roberge
Chief Revenue Officer, HubSpot
@markroberge
My mission as a sales executive
MISSION
Predictable, scalable revenue growth
STRATEGY
If I can…
1. Hire the same type of s...
#1: Hire the same type of
successful sales person
Define, Score, and Analyze Criteria

4 @markroberge
Define an interview scorecard

5 @markroberge
#2: Train your sales people in
the same way
#2: Train your sales people in the same way
 What I see at many companies



Shadow a senior sales rep for 1 month
Read...
Train Sales to “Live” in your Prospects’ World
Set Them Up to be Thought Leaders
#3: Provide sales people with the
same quantity and quality of
leads
Modern Lead Generation: Inbound Marketing
Blog

SEO

Social Media

Free Tip: Run your website through marketing.grader.com...
Create Your Content Engine
Create Your Content Calendar
1
eBook w/ LP / Month
Create Your Content Calendar
1
eBook w/ LP / Month

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

4
Blog Posts / Month

8
FB Posts / Month
Create Your Content Calendar
1
eBook w/ LP / Month

4
Blog Posts / Month

8
FB Posts / Month

16
Tweets / month
Create Your Content Calendar
1
eBook w/ LP / Month

4
Blog Posts / Month

8
FB Posts / month

16
Tweets / month
The Marketing SLA
Owner Ollie Leads

Marketing Mary Leads

(1-100 Employees)

(100-2,000 Employees)

Lead Type

Lead Value...
LTV / COCA

The Sales SLA

Attempt #
Erin Leads

Ollie Leads

* Data has been altered from actual HubSpot data for the pur...
Daily Accountability for Marketing & Sales

* Data has been altered from actual HubSpot data for the purposes of this pres...
#4: Have sales people work the
leads with the same process
Implement a Sales Process
Bad Lead
Too Big
Queue

Int’l
Queue
Unable to
Qualify

Unqualified

Closed Lost

3. CONNECT
Sche...
Implement a metrics-driven coaching culture
1st Day of Month

Morning

Afternoon

2nd Day of Month

Sales Person / Manager...
Implement a metrics-driven sales culture

Each Color
Represents a
Different
Sales Rep
* Data has been altered from actual ...
“Peel Back the Onion” for More Insight
Lead-Worked-to-Connect Ratio

Connect-to-Demo Ratio

* Data has been altered from a...
Transitioning Sales Team to Inbound
Outbound Sales

Inbound Sales

Good Fit
Has
Pain






Has Pain
Good
Fit

Build l...
How an Inbound Trained Sales Person
Prospects an Inbound Lead
360 View of a Lead’s Engagement with Your Company

Researc
h...
How an Inbound Trained Sales Person
Prospects an Inbound Lead
Research

Social Media

Website

Email

Monitor and
React

I...
How an Inbound Trained Sales Person
Prospects an Inbound Lead
Research

Monitor and
React

Inbound Prospecting
Approach

U...
Questions?

Mark Roberge
Chief Revenue Officer, HubSpot
@markroberge
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2013 12-11 bia kelsey conference

  1. 1. Creating the ‘Perfect’ Local Sales Organization Mark Roberge Chief Revenue Officer, HubSpot @markroberge
  2. 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 the sales people in the same way 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. 3. #1: Hire the same type of successful sales person
  4. 4. Define, Score, and Analyze Criteria 4 @markroberge
  5. 5. Define an interview scorecard 5 @markroberge
  6. 6. #2: Train your sales people in the same way
  7. 7. #2: Train your sales people in the same way  What I see 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. 7 @markroberge
  8. 8. Train Sales to “Live” in your Prospects’ World
  9. 9. Set Them Up to be Thought Leaders
  10. 10. #3: Provide sales people with the same quantity and quality of leads
  11. 11. Modern Lead Generation: Inbound Marketing Blog SEO Social Media Free Tip: Run your website through marketing.grader.com 11 @markroberge
  12. 12. Create Your Content Engine
  13. 13. Create Your Content Calendar 1 eBook w/ LP / Month
  14. 14. Create Your Content Calendar 1 eBook w/ LP / Month 4 Blog Posts / Month
  15. 15. Create Your Content Calendar 1 eBook w/ LP / Month 4 Blog Posts / Month 8 FB Posts / Month
  16. 16. Create Your Content Calendar 1 eBook w/ LP / Month 4 Blog Posts / Month 8 FB Posts / Month 16 Tweets / month
  17. 17. Create Your Content Calendar 1 eBook w/ LP / Month 4 Blog Posts / Month 8 FB Posts / month 16 Tweets / month
  18. 18. The Marketing SLA Owner Ollie Leads Marketing Mary Leads (1-100 Employees) (100-2,000 Employees) Lead Type Lead Value Lead Type Lead Value Webinar $.07 Webinar $.35 eBook $.05 eBook $.45 Free Trial $.45 Free Trial $2.10 Demo Request $.95 Demo Request $2.75 Enterprise Erin Leads (2,000+ Employees) Lead Type Webinar $.85 eBook * Data has been altered from actual HubSpot data for the purposes of this presentation Lead Value $1.00 Free Trial $4.25 Demo Request $6.10
  19. 19. LTV / COCA The Sales SLA Attempt # Erin Leads Ollie Leads * Data has been altered from actual HubSpot data for the purposes of this presentation Mary Leads
  20. 20. Daily Accountability for Marketing & Sales * Data has been altered from actual HubSpot data for the purposes of this presentation
  21. 21. #4: Have sales people work the leads with the same process
  22. 22. Implement a Sales Process Bad Lead Too Big Queue Int’l Queue Unable to Qualify Unqualified Closed Lost 3. CONNECT Schedule the assessment 4. QUALIFY / DISCOVER Determine worthiness for demo 5. DEMO Illustrate value of software 6. OBJECTIONS & CLOSE Sign up new customer OPPORTUNIT Y Closed Lost 2. PROSPECT Get to a connect LEAD Marketing Queue No Fit Queue 1. RESEARCH Prepare for the sales process
  23. 23. Implement a metrics-driven coaching culture 1st Day of Month Morning Afternoon 2nd Day of Month Sales Person / Manager Independent Reviews  Think through qualitative performance  Review individual metrics  Think about Skill/Development Plan Director Meets with Manager  Review Skill/Development Plans for each sales person Manager Meets with Sales Person  Discuss qualitative performance  Review individual metrics  Co-Create Skill/Development Plan VP Meets with Director  Review Skill/Development Plans for each sales person
  24. 24. 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
  25. 25. “Peel Back the Onion” for More Insight Lead-Worked-to-Connect Ratio Connect-to-Demo Ratio * Data has been altered from actual HubSpot data for the purposes of this presentation
  26. 26. Transitioning Sales Team to Inbound Outbound Sales Inbound Sales Good Fit Has Pain      Has Pain Good Fit Build list of target market Call high Use elevator pitch Beg for appointment Always Be Closing      Auto filter bad fit leads Call low. Gather info. Then call high Reference lead intelligence Qualify out tire kickers Always Be Helping Transition Sales to Inbound  Filter out bad fit leads  Specialize Reps by Inbound or Outbound  26 @markroberge Train Inbound Reps on Inbound Sales Methodology
  27. 27. How an Inbound Trained Sales Person Prospects an Inbound Lead 360 View of a Lead’s Engagement with Your Company Researc h Monitor and React Inbound Prospecting Approach
  28. 28. How an Inbound Trained Sales Person Prospects an Inbound Lead Research Social Media Website Email Monitor and React Inbound Prospecting Approach Monitor Sales Signals with www.getsignals.com
  29. 29. How an Inbound Trained Sales Person Prospects an Inbound Lead Research Monitor and React Inbound Prospecting Approach Use Buyer Context
  30. 30. Questions? Mark Roberge Chief Revenue Officer, HubSpot @markroberge
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