The document provides guidance on creating an effective local sales organization with predictable and scalable revenue growth. It recommends: 1) Hiring salespeople with the same successful traits by defining criteria and scoring applicants. 2) Training all salespeople uniformly using a playbook, hands-on experience, and certification. 3) Providing salespeople with the same quantity and quality of leads generated through inbound marketing tactics like content creation, social media, and SEO. 4) Implementing the same sales process with metrics-driven coaching to ensure all salespeople work leads consistently.

1. Creating the ‘Perfect’ Local Sales
Organization
Mark Roberge
Chief Revenue Officer, HubSpot
@markroberge

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

4. Define, Score, and Analyze Criteria
4 @markroberge

5. Define an interview scorecard
5 @markroberge

6. #2: Train your sales people in
the same way

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. Train Sales to “Live” in your Prospects’ World

9. Set Them Up to be Thought Leaders

10. #3: Provide sales people with the
same quantity and quality of
leads

11. Modern Lead Generation: Inbound Marketing
Blog
SEO
Social Media
Free Tip: Run your website through marketing.grader.com
11 @markroberge

12. Create Your Content Engine

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

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

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

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

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

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. 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. Daily Accountability for Marketing & Sales
* Data has been altered from actual HubSpot data for the purposes of this presentation

21. #4: Have sales people work the
leads with the same process

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. 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. 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. “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. 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. 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. 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. How an Inbound Trained Sales Person
Prospects an Inbound Lead
Research
Monitor and
React
Inbound Prospecting
Approach
Use Buyer Context

30. Questions?
Mark Roberge
Chief Revenue Officer, HubSpot
@markroberge