building the hubspot sales machine
TRANSCRIPT
Building the HubSpot Sales Machine
Mark Roberge
CRO, HubSpot
@markroberge
SAFE HARBOR This presentation contains forward-looking statements that are subject to risks and uncertainties. All statements other than statements of historical fact included in this presentation are forward-looking statements. Forward-looking statements give our current expectations and projections relating to our financial condition, results of operations, plans, objectives, future performance and business. All forward-looking statements are subject to risks and uncertainties that may cause actual results to differ materially from those that we expected. Any forward-looking statement you see or hear during this presentation reflects our current views with respect to future events and is subject to these and other risks, uncertainties, and assumptions, and therefore are not guarantees of future performance. You are cautioned to not place undue reliance on such forward-looking statements because actual results may vary materially from those expressed or implied. All forward-looking statements are based on information available to HubSpot on this date and HubSpot assumes no obligation to, and expressly disclaims any obligation to, update or revise any forward-looking statements, whether as a result of new information, future events or otherwise.
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.
#1: Hire the same type of successful
sales person
5 @markroberge
What do you look
for in a sales hire?
The ideal sales hiring formula is
different for every company…
but the process to engineer the
formula is the same.
7 @markroberge
Engineer Your Own Sales Hiring Formula
8 @markroberge
Which criteria scored highest for us?
AGGRESSIVE
or
COACHABLE
or
CONVINCING
9 @markroberge
The HubSpot Sales Hiring Formula
Coach-ability
Curiosity
Intelligence
Work Ethic
Prior Success
#2: Train your sales people in the
same way
A “ride-along” training strategy is
neither scalable nor predictable.
Most top performing sales people
succeed in their own unique way.
12 @markroberge
Components of Predictable, Scalable Sales Training
The Sales Methodology
1. Buyer Journey
2. Sales Process
3. Qualifying Matrix
Use exams and certifications to measure quality and
consistency coming out of training
#3: Provide sales people with the
same quantity and quality of leads
14 @markroberge
How do you buy? Cold Call?
Cold email?
Google?
Social Media?
15 @markroberge
Modern Lead Generation: Inbound Marketing
BLOG SEO SOCIAL MEDIA
“JOURNALISTS” hold the keys to the
future of Demand Generation
Create Your Content Engine
Create Your Content Calendar
1 eBook w/ LP / Month
4
Blog Posts / Month
Create Your Content Calendar
1 eBook w/ LP / Month
Create Your Content Calendar
4
Blog Posts / Month
FB Posts / Month
8
1 eBook w/ LP / Month
Create Your Content Calendar
4
Blog Posts / Month
FB Posts / Month
8
Tweets / month
16
1 eBook w/ LP / Month
Create Your Content Calendar
4 Blog Posts / Month
FB Posts / month
8
Tweets / month
16
1 eBook w/ LP / Month
#4: Have sales people work the
leads with the same process
24 @markroberge
Coaching:
Golf vs. Sales
“Metrics-Driven Sales Coaching” Use metrics to diagnose the skill deficiency.
Customize a coaching plan.
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
“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
28 @markroberge
I want an all-in-one sales enablement platform
Download our free app at www.getsignals.com
SEPTEMBER 15-18, 2014 BOSTON, MA Boston Convention &
Exhibition Center (BCEC)
4 DAYS OF INSPIRING EVENTS
5 KEYNOTES
170+
SESSIONS
NETWORKING WITH 7,500+
PASSIONATE ATTENDEES
AND HUBSPOT PRODUCT EXPERTS INBOUND’s purpose is to
provide the inspiration, education, and
connections you need to transform your business.
30+
BOLD TALKS
HAPPY HOURS
#INBOUND14
30 @markroberge
Follow SalesHacker - Watch for Free Copies of My Book
http://www.saleshacker.com/contact/
Questions?
www.getsignals.com
Mark Roberge
CRO, HubSpot
@markroberge