Last week, the sales category was taken by storm when some of the top thought-leaders in the industry came to Forecast 2015. For those of you who couldn't attend, or want a second look at the amazing content presented, we're posting all of our speaker's keynotes for you. Here's Mark Roberge's presentation on "The Sales Acceleration Formula."

1. The Sales Acceleration Formula
Using Data, Technology, and Inbound Selling to Go from $0 to $100M!
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. 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 your sales people in
the same way

10. A “ride-along” training strategy
is neither scalable nor
predictable.
Most top performing sales
people succeed in their own

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

12. Set Them Up to be Thought Leaders

13. #3: Provide sales people with the
same quantity and quality of
leads

14. 14 @markroberge
How do you buy?
Cold Call?
Cold email?
Google?
Social Media?

15. 15 @markroberge
Modern Lead Generation: Inbound Marketing
BLOG SEO SOCIAL MEDIA

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

17. Create Your Content Engine

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

19. 4
Blog Posts / Month
Create Your Content Calendar
1
eBook w/ LP / Month

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

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

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

23. 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

24. * 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

25. 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

26. #4: Have sales people work the
leads with the same process

27. 27 @markroberge
Coaching:
Golf vs. Sales

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

29. 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

30. “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

31. Implement a metrics-driven coaching culture
Morning
Afternoon
1st Day of Month 2nd Day of Month
VP Meets with Director
 Review Skill/Development Plans
for each sales person
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
Sales Person / Manager Independent Reviews
 Think through qualitative performance
 Review individual metrics
 Think about Skill/Development Plan

32. 32 @markroberge
All proceeds go to

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