1. 10
secrets to
Metrics-Based Coaching

2. Presented at #DF13 By:
Mike Volpe
Chief Marketing Officer
HubSpot
@mvolpe
Mark Roberge
Chief Revenue Officer
HubSpot
@markroberge

3. All about HubSpot
HubSpot’s marketing software helps 10,000 companies in
56 countries attract more leads and convert them into
customers with marketing people love.
§ 650 employees with 200 in sales and 60 in marketing
§ $75-80m revenue in 2013 growing ~50% annually
§ Hiring 50-75 people per quarter
§ Using Work.com in sales and marketing
§ Continuous feedback, monthly goal tracking
§ Formal review process including 360 reviews

4. Secret #1
Align Coaching and Management Style to Culture
click to tweet

5. Humans are Changing…

6. Humans are Changing…

7. Humans are Changing…

8. …Has Your Culture and Management Changed?

9. HubSpot Culture
• Flat & entrepreneurial
• Data-driven
• Transparent
• Open office w/ random
desk shuffles
• One policy: “Use good
judgment.”
• See http://slidesha.re/IitLXz

10. The HubSpot Organization Chart

11. INFLUENCE
The HubSpot Organization Chart

12. How Volpe Manages the HubSpot Marketing Team
• Team structure based on buying process stages and personas
• Agile marketing process
• Monthly cadence
• Monthly reporting & goal setting
• Marketing “board meeting” for team feedback
• Frequent awards and feedback – weekly and monthly

13. Volpe’s Management Philosophy
• Goals: Clearly explain to people the outcomes and results we
want and why we need them for the business
• Hiring: Hire the right people, get rid of the wrong people
• Mentoring: Mentor people by offering advice, context and
perspective
• Management: Get out of the way, never tell anyone what to
do, let them surprise you

14. Secret #2
Align Team’s to the Buyer’s Journey
click to tweet

15. HubSpot Marketing Team Organization
Product
Marketing
Top of Funnel
CMO
Middle of
Funnel
Brand and Buzz

16. Seating Based on Buyer Persona
Services
Sales
Marketing

17. Secret #3
Manage by Metrics: Track Results, Not Activity
click to tweet

18. Focus on Outcomes = Manage by Metrics
Top of Funnel
Middle of
Funnel
Product
Marketing
Brand and
Buzz
Results / Metrics
• Website visitors
• New contacts
generated
Results / Metrics
• Revenue pipeline $
• Sales goal %
Results / Metrics
• Sales test scores
• % sales selling
various features
• User testing
Results / Metrics
• PR hits
• Event attendance
and survey feedback
Activity
• Blog articles
• Ebooks & webinars
• Social engagement
• Other content
Activity
• Lead nurturing
• Lead scoring
• Sales coordination
Activity
• Product content
• Sales and other
product training
Activity
• Events
• PR pitches
• Videos & graphics

19. Monthly Cadence Focused on Outcomes
Goals for month
set by CMO

20. Monthly Cadence Focused on Outcomes
Goals for month
set by CMO
Team decides
on activities

21. Monthly Cadence Focused on Outcomes
Goals for month
set by CMO
Team decides
on activities
Team executes
on activities

22. Monthly Cadence Focused on Outcomes
Goals for month
set by CMO
Team decides
on activities
Team reports on
metrics / activity
Team executes
on activities

23. Monthly Cadence Focused on Outcomes
Goals for month
set by CMO
CMO / Mgmt
Feedback
Team reports on
metrics / activity
Team decides
on activities
Team executes
on activities

24. Monthly Cadence Focused on Outcomes
Goals for month
set by CMO
CMO / Mgmt
Feedback
Team reports on
metrics / activity
Team decides
on activities
Team executes
on activities

25. Secret #4
Use “Speed Bumps” to Ensure Recognition
click to tweet

26. “
What have you done for me lately.
”
- Janet Jackson

27. Frequent Motivation and Recognition
Weekly “Golden Unicorn” Award
Monthly “Champions Dinner” Award

28. Frequent Feedback

29. Secret #5
Track Progress Daily and Publicly
click to tweet

30. Use the Goal as Motivation

31. Track Progress to Goals in Real Time

32. Track Progress to Goals in Real Time

34. React to the Alarms to Make Sure You Hit Goals

35. React to the Alarms to Make Sure You Hit Goals
Create new offers
§
Ebooks, webinars, etc.
Publish more
§
Blog posts, videos, presentations
Promote more
§
Email and social promotion of new
offers
Increase paid ads
§
PPC on Google, Facebook, LinkedIn,
Twitter

36. Secret #6
Incorporate Metrics Into Every Stage of
Scaling Your Sales Team
click to tweet

37. Roberg’s mission as a sales executive:
MISSION
Predictable, scalable revenue growth

38. Roberg’s 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
5. Develop leaders to execute the process
… then I will achieve my goal.

39. Secret #7
Hold the Entire Sales Organization
Accountable to a Metrics-driven Coaching
Model From the Top
click to tweet

40. Hold Sales Team Accountable to Effective Coaching
1ST DAY OF MONTH
MORNING
AFTERNOON
2ND DAY OF MONTH

41. Hold Sales Team Accountable to Effective Coaching
1ST DAY OF MONTH
2ND DAY OF MONTH
MORNING
AFTERNOON
VP Meets with Director
Ø Review Skill/Development
Plans for each sales person

42. Hold Sales Team Accountable to Effective Coaching
1ST DAY OF MONTH
MORNING
AFTERNOON
2ND DAY OF MONTH
Director Meets with Manager
Ø Review Skill/Development
Plans for each sales person
VP Meets with Director
Ø Review Skill/Development
Plans for each sales person

43. Hold Sales Team Accountable to Effective Coaching
1ST DAY OF MONTH
Director Meets with Manager
Ø Review Skill/Development
Plans for each sales person
MORNING
AFTERNOON
2ND DAY OF MONTH
Manager Meets with Sales Person
Ø Discuss qualitative performance
Ø Review individual metrics
Ø Co-Create Skill/Development Plan
VP Meets with Director
Ø Review Skill/Development
Plans for each sales person

44. Hold Sales Team Accountable to Effective Coaching
1ST DAY OF MONTH
MORNING
AFTERNOON
2ND DAY OF MONTH
Sales Person / Manager Independent
Reviews
Ø Think through qualitative performance
Ø Review individual metrics
Ø Think about Skill/Development Plan
Director Meets with Manager
Ø Review Skill/Development
Plans for each sales person
Manager Meets with Sales Person
Ø Discuss qualitative performance
Ø Review individual metrics
Ø Co-Create Skill/Development Plan
VP Meets with Director
Ø Review Skill/Development
Plans for each sales person

45. Secret #8
Use Metrics to Diagnose the Priority Skill
Development for Each Sales Person
click to tweet

46. Diagnose the Skill Issue: Start at the Top
Each Color
Represents a
Different Sales
Rep
* Data has been altered from actual HubSpot data for the purposes of this Dreamforce presentation.

47. Diagnose: Prospecting Issues
Causes of Prospecting Issues
Ø Over-investment in unqualified
opportunities
Ø Time management issues
Ø Lack of personal goals
Ø Call reluctance
Each Color
Represents a
Different Sales
Rep
* Data has been altered from actual HubSpot data for the purposes of this presentation

48. Development: Overcoming Activity Motivation Issues
* Data has been altered from actual
HubSpot data for the purposes of this
presentation
49

49. Diagnose: Conversion to Opportunity Issues
Causes of Opportunity Issues
Ø Prospecting depth
Ø Prospecting personalization
Ø Building trust on the connect
Each Color
Represents a
Different Sales
Rep
* Data has been altered from actual HubSpot data for the purposes of this presentation

50. Development: Overcoming Personalization Issues
Research
Monitor and React
Inbound Prospecting Approach
360 View of a Lead’s Engagement with Your Company

51. Development: Overcoming Personalization Issues
Research
Monitor and React
Inbound Prospecting Approach
Social Media
Website
Email

52. Development: Overcoming Personalization Issues
Research
Monitor and React
Ø Lead with buyer-context, not elevator pitch
Ø Build on your messages
Ø Alter your call times
Inbound Prospecting Approach
Ø Always “break up”

53. LTV / COCA
Development: Overcoming Call Depth Issues
Attempt #

54. Diagnose: Conversion to Customer Issues
Causes of Close Rate Issues
Ø Developing trusted advisor status
Ø Developing sense of urgency
Ø Getting beyond surface pain
Ø Reaching the authority
Each Color
Represents a
Different Sales
Rep
* Data has been altered from actual HubSpot data for the purposes of this presentation

55. Development: Overcoming Trust Development Issues
A lways
Be
C losing
ALWAYS
BE
HELPING

56. Secret #9
Seek More Clarity by Peeling Back the Onion with
More Metrics
click to tweet

57. “Peal Back the Onion” on Metrics 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

58. Secret #10
Co-create the Coaching Plan With the Sales Person
click to tweet

59. Co-Creating the Skill/Development Plan
ONE-ON-ONE AGENDA
Ø Self assess qualitative performance
Ø Self assess quantitative performance
Ø Agree on a skill to work on – prefer one
Ø Co-create a development plan
Ø Schedule the plan

60. Related Content for Further Reading
How to Build a Modern Marketing Team Kit: http://bitly.com/17uLV2f
Netflix Culture Deck: (5.8m views): http://slidesha.re/1aTYZep
HubSpot Culture Deck: (1 million views): http://slidesha.re/IitLXz
Mike Volpe’s Marketing Metrics Deck: http://bit.ly/MVmetrics
Motivation: “Drive” by Daniel Pink

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