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2011 12-08 scalable predictable sales and marketing

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  • 1. Predictable, Scalable Revenue Growth3 Best Practices Used in HubSpot Sales and MarketingSNEEFDecember 8th, 2011 Mark Roberge HubSpot @markroberge
  • 2. #1. Embrace a Metrics-Based Management Style
  • 3. What Actions Influence Leads to Become Sales? 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 3 @markroberge
  • 4. How Many Leads Should Marketing Create Each Month?  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%4 * Data has been altered from actual HubSpot data for the purposes of this presentation
  • 5. Why Do Some Sales People Outperform Others? Each Color Represents a Different Sales Rep * Data has been altered from actual HubSpot data for the purposes of this presentation
  • 6. 3.11 “Peel Back the Onion” to Diagnose Skill Deficiencies Lead-Worked-to-Connect Ratio Connect-to-Demo Ratio * Data has been altered from actual HubSpot data for the purposes of this presentation
  • 7. How Many Times Should a Sales Person Call a 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
  • 8. Hold Sales Accountable to the Behavior You Want * Data has been altered from actual HubSpot data for the purposes of this presentation8
  • 9. #2. Create a Culture of Coaching and Development
  • 10. Create a Culture of Coaching and Development Train sales people as consultants/experts. Give them hands on experience where possible. Listen to film of live calls Hold managers accountable to coaching  Diagnose the highest priority skill deficiency of each person  Devise and execute a coaching plan to address it10 @markroberge
  • 11. #3. Maximize Inbound Leads
  • 12. Do YOU Want to be “Targeted” or “Educated”? OUTBOUND INBOUND 800-555-1234 Annoying Salesperson12 @markroberge
  • 13. Growth of Leads After Inbound Marketing Adoption Source: http://www.hubspot.com/roi/
  • 14. Inbound Lead Generation Idea Repurpose webinar content into blog articles and tweets14 @markroberge
  • 15. Inbound Lead Generation Idea Repurpose survey results into blog articles and tweets15 @markroberge
  • 16. 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
  • 17. The HubSpot Story Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com17 @markroberge
  • 18. See How You Are Doing and How You Can Improve Grade your entire marketing funnel NOW! Marketing.Grader.com
  • 19. QUESTIONSMark RobergeVP of Sales, HubSpot@markroberge

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