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Transforming the SMB Sales Force
 

Transforming the SMB Sales Force

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    Transforming the SMB Sales Force Transforming the SMB Sales Force Presentation Transcript

    • Transforming the SMB Salesforce Mark Roberge SVP of Sales and Services, HubSpot @markroberge
    • 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
    • 4 @markroberge Define, Score, and Analyze Criteria
    • 5 @markroberge Define an interview scorecard
    • #2: Train your sales people in the same way
    • 7 @markroberge #2: Train your sales people in the same way  What I see 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.
    • #3: Provide sales people with the same quantity and quality of leads
    • 9 @markroberge Modern Lead Generation: Inbound Marketing Blog SEO Social Media Free Tip: Run your website through marketing.grader.com
    • 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
    • The Marketing SLA Lead Type Lead Value Webinar $.07 eBook $.05 Free Trial $.45 Demo Request $.95 Owner Ollie Leads (1-100 Employees) Lead Type Lead Value Webinar $.35 eBook $.45 Free Trial $2.10 Demo Request $2.75 Marketing Mary Leads (100-2,000 Employees) Lead Type Lead Value Webinar $.85 eBook $1.00 Free Trial $4.25 Demo Request $6.10 Enterprise Erin Leads (2,000+ Employees) * Data has been altered from actual HubSpot data for the purposes of this presentation
    • The Sales SLA Attempt # LTV/COCA * Data has been altered from actual HubSpot data for the purposes of this presentation Ollie Leads Mary Leads Erin Leads
    • Daily Accountability for Marketing & Sales * Data has been altered from actual HubSpot data for the purposes of this presentation
    • #4: Have sales people work the leads with the same process
    • Implement a Sales Process 1. RESEARCH Prepare for the sales process 2. PROSPECT Get to a connect 3. CONNECT Schedule the assessment 4. QUALIFY / DISCOVER Determine worthiness for demo 5. DEMO Illustrate value of software 6. OBJECTIONS & CLOSE Sign up new customer Too Big Queue No Fit Queue Marketing Queue Int’l Queue Unable to Qualify Unqualified Closed Lost Closed Lost LEADOPPORTUNITY Bad Lead
    • 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
    • 23 @markroberge Transitioning Sales Team to Inbound Outbound Sales Inbound Sales Good Fit Has Pain Has Pain Good Fit  Build list of target market  Call high  Use elevator pitch  Beg for appointment  Always Be Closing  Auto filter bad fit leads  Call low. Gather info. Then call high  Reference lead intelligence  Qualify out tire kickers  Always Be Helping Transition Sales to Inbound  Filter out bad fit leads  Specialize Reps by Inbound or Outbound  Train Inbound Reps on Inbound Sales Methodology
    • How an Inbound Trained Sales Person Prospects an Inbound Lead Research Monitor and React Inbound Prospecting Approach 360 View of a Lead’s Engagement with Your Company
    • How an Inbound Trained Sales Person Prospects an Inbound Lead Research Monitor and React Inbound Prospecting Approach Social Media Website Email Monitor Sales Signals with www.getsignals.com
    • How an Inbound Trained Sales Person Prospects an Inbound Lead Research Monitor and React Inbound Prospecting Approach Use Buyer Context
    • Questions? Mark Roberge SVP of Sales and Services, HubSpot @markroberge