2011 12-01 how to achieve predictable scalable revenue growth v1

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2011 12-01 how to achieve predictable scalable revenue growth v1

  1. 1. How to Achieve Predictable, ScalableRevenue GrowthAA-ISP BostonDecember 1st, 2011 Mark Roberge HubSpot @markroberge
  2. 2. My mission as a sales executive MISSION Predictable, scalable revenue growth STRATEGY If I can…  Provide each sales person with the same quantity and quality of leads  Ensure sales people work the leads using the same process  Hire the same type of successful sales person  Train each sales person in the same way …then I will achieve my goal.2 @markroberge
  3. 3. #1. Provide each sales person with the same quantity and quality of leads
  4. 4. Use Science Not Gut to Determine Sales-Ready Leads * Data has been altered from actual HubSpot data for the purposes of this presentation 4
  5. 5. Which prospect behaviors are most influential? Requested a Demo What behaviors Downloaded BP White Paper are most Subscribed to Company Blog influential in Visited Pricing Page Mentioned company on Twitter converting Downloaded Mobile App prospects into Visited CEO Bio Page customers? Called Support Mentioned competitor on Twitter Submitted “Contact Us” Form Visited Success page Subscribed to eNewsletter Fan company Facebook Page Downloaded ISO Webinar Visited Awards Page* Data has been altered from actual HubSpot datafor the purposes of this presentation 5 @markroberge
  6. 6. How does each behavior influence sales cycle? * Data has been altered from actual HubSpot data for the purposes of this presentation 6
  7. 7. Hold Marketing Accountable to Lead Quality and Quantity  Create points goal  Hold Marketing accountable daily • MTD Rejected New Lead Rate (target < 5%): 4.6% • MTD 7 Day Lead to Opportunity Conv (target > 33%): 44% • MTD % Leads from B2B >1K employees (target > 20%): 23%7 * Data has been altered from actual HubSpot data for the purposes of this presentation
  8. 8. Do you want to be “targeted” or “educated”? OUTBOUND INBOUND 800-555-1234 Annoying Salesperson8 @markroberge
  9. 9. Maximize lead flow from inbound channels Source: survey of hundreds of businesses: HubSpot.com/ROI
  10. 10. Avoid reliance on spamming your leads database10 @markroberge http://www.hubspot.com/the-science-of-email-marketing/
  11. 11. Inbound Lead Generation Idea Repurpose webinar content into blog articles and tweets11 @markroberge
  12. 12. Inbound Lead Generation Idea Repurpose survey results into blog articles and tweets12 @markroberge
  13. 13. Inbound Lead Generation Idea  Blog articles, eBooks, etc. written by professionals  $15 - $20 per blog article  7,800 writers, 3,900 buyers, 170,000 titles purchased
  14. 14. Reading List Suggestion Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com14 @markroberge
  15. 15. Action Items 1. Use Science to define your sales ready leads. Hold marketing accountable 2. Maximize percentage of inbound marketing leads 3. Develop your “publishing” muscle15 @markroberge
  16. 16. #2. Ensure sales people work the leads using the same process
  17. 17. Define your process to establish common terminology Bad Lead 1. RESEARCH Prepare for the sales process Too Big No Fit Queue Queue Marketing Int’l 2. PROSPECT LEAD Queue Queue Get to a connect Unable to Qualify 3. CONNECT Schedule the assessment Unqualified 4. QUALIFY/DISCOVER Determine worthiness for demo OPPORTUNITY Closed Lost 5. DEMO Illustrate value of software Closed Lost 6. OBJECTIONS & CLOSE Sign up new customer
  18. 18. 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
  19. 19. 3.11 “Peal Back the Onion” on weak areas Lead-Worked-to-Connect Ratio Connect-to-Demo Ratio * Data has been altered from actual HubSpot data for the purposes of this presentation
  20. 20. Use Science, Not Gut, to Find Optimal Attempts per Lead 8 6 LTV / COCA 4 2 0 1 3 5 7 9 11 13 Attempt # All Leads 1-10 employees 11-25 employees 26-50 employees 51+ employees * Data has been altered from actual HubSpot data for the purposes of this presentation
  21. 21. Hold Sales Accountable to the Behavior You Want * Data has been altered from actual HubSpot data for the purposes of this presentation21
  22. 22. Action Items 1. Implement a metrics-driven sales culture 2. Use Science to define your sales process. Hold sales accountable daily22 @markroberge
  23. 23. #3. Hire the same type of successful sales person
  24. 24. Understand key characteristics for your sales context * Data has been altered from actual HubSpot data for the purposes of this presentation24 @markroberge
  25. 25. Build process around these characteristics25 @markroberge
  26. 26. #4. Train sales people in the same way
  27. 27. Train your sales people in the same way  What I saw 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.27 @markroberge
  28. 28. What is HubSpot?Complicated & Confusing Easy & Integrated
  29. 29. New Strategic Investment $32M
  30. 30. QUESTIONSMark RobergeVP of Sales, HubSpot@markroberge

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