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Mark Roberge
SVP Sales and Services – HubSpot
@markroberge
Secrets of HubSpot’s Sales Machine:
Inbound Sales and Metrics D...
Old School Sales and Marketing
• Trade Show Booths
• Logo Design
• Messaging
• Pitch Decks
• Build Lists
• Cold Call High
...
New School Marketing, Old School Sales
• Social Media
• Blogging
• SEO
• Context
• Build Lists
• Cold Call High
• Lead wit...
#inbound2013
Transform the way
you target leads.
Inbound Flips the “Good Fit/Has Pain” Model
on Its Head. Filtering Leads is a Must.
OUTBOUND SALES
Good Fit
Has Pain
INBOUND SALES
Good Fit
Has Pain
Inbound Flips the “Good Fit/Has Pain” Model
on Its Head. Filtering Leads is a Must.
OUTBOU...
Avoid the lead
scoring trap.
Prospect
Prospect
Prospect Lead Customer
Lead Opportunity Customer
Lead Opportunity Customer
Use Buyer Context to Determin...
Prospect
Prospect
Prospect Lead Opportunity Customer
Lead Customer
Lead Customer
Use Buyer Context to Determine when
to Pa...
Prospect
Prospect Lead Opportunity Customer
Customer
Lead Customer
Use Buyer Context to Determine when
to Pass Leads to Sa...
Prospect
Prospect Lead Opportunity Customer
Customer
Lead Customer
Use Buyer Context to Determine when
to Pass Leads to Sa...
Prospect
Prospect Lead Opportunity Customer
Customer
Lead Customer
Use Buyer Context to Determine when
to Pass Leads to Sa...
Use Lead Intelligence to Optimize the Marketing to Sales Hand Off
#inbound2013
Transform the way
you prospect leads.
How an Outbound Trained Sales Person
Prospects an Inbound Lead
“Hi Mark. This is John from XYZ Company. We help
sales exec...
How an Outbound Trained Sales Person
Prospects an Inbound Lead
“Hi Mark. This is John from XYZ Company. We help sales exec...
How an Outbound Trained Sales Person
Prospects an Inbound Lead
“Hi Mark. This is John from XYZ Company. We help sales exec...
How an Outbound Trained Sales Person
Prospects an Inbound Lead
“Hi Mark. This is John from XYZ Company. We help sales exec...
How an Inbound Trained Sales Person
Prospects an Inbound Lead
Research
Monitor and React
Inbound Prospecting Approach
360 ...
Monitor Lead Engagement, not Their PR
• Monitors News and Press
about Leads
• Calls on these trigger events
Outbound Sales...
How an Inbound Trained Sales Person
Prospects an Inbound Lead
Research
Monitor and React
Inbound Prospecting Approach
Soci...
How an Inbound Trained Sales Person
Prospects an Inbound Lead
Research
Monitor and React
Inbound Prospecting
Approach
HOW ...
How an Inbound Trained Sales Person
Prospects an Inbound Lead
“Hi John. This is Mark from HubSpot. I noticed you downloade...
How an Inbound Trained Sales Person
Prospects an Inbound Lead
“Hi John. This is Mark from HubSpot. I noticed you downloade...
How an Inbound Trained Sales Person
Prospects an Inbound Lead
“Hi John. This is Mark from HubSpot. I noticed you downloade...
How an Inbound Trained Sales Person
Prospects an Inbound Lead
“Hi John. This is Mark from HubSpot. I noticed you downloade...
#inbound2013
Transform the way you
connect with leads.
The Old School Sales Process: Call High
“Let’s talk profit margins and growth!” “Yes! Let’s.”
When Old School Tries to Go New School
“Let’s talk profit margins and growth!” “Huh?”
Transform Your Connect Strategy To Leverage Influencers
“I noticed you downloaded
our eBook. What specific
questions did y...
#inbound2013
Practice Metrics-Driven
Sales Coaching
Hold Sales Team Accountable to Effective Coaching
Morning
Afternoon
1st Day of Month 2nd Day of Month
VP Meets with Direct...
Diagnose the Skill Issue: Start at the Top
* Data has been altered from actual HubSpot data for the purposes of this prese...
Each Color
Represents a
Different Sales
Rep
Diagnose: Prospecting Issues
Causes of Prospecting Issues
 Over-investment in...
Diagnose: Conversion to Opportunity Issues
* Data has been altered from actual HubSpot data for the purposes of this prese...
Diagnose: Conversion to Customer Issues
* Data has been altered from actual HubSpot data for the purposes of this presenta...
Diagnose: “Peal Back the Onion” on Metrics for More Insight
Lead-Worked-to-Connect
Ratio
Connect-to-Demo Ratio
* Data has ...
Co-Creating the Skill/Development Plan
ONE-ON-ONE AGENDA
 Self assess qualitative performance
 Self assess quantitative ...
Development: Common Tactics We Use
 Group and 1-on-1 film reviews
 Role playing / modeling
 Prospecting call observatio...
Development: Overcoming Activity Motivation Issues
* Data has been altered from actual
HubSpot data for the purposes of th...
Development: Overcoming Call Depth Issues
Attempt #
LTV/COCA
#inbound2013
Transform the way your
prospects perceive your
sales people.
A lways
B e
C losing
Always Be Closing
ALWAYS BE
HELPING
Train Sales to “Live” in your Prospects’ World
Set Them Up to be Thought Leaders
#inbound2013
Inbound Sales feels more like a
Doctor/Patient relationship than
a Sales/Prospect relationship
Mark Roberge
SVP Sales and Services – HubSpot
@markroberge
Questions?
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Secrets of HubSpot’s Sales Machine: Inbound Sales and Metrics Driven Sales Coaching

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  1. 1. Mark Roberge SVP Sales and Services – HubSpot @markroberge Secrets of HubSpot’s Sales Machine: Inbound Sales and Metrics Driven Sales Coaching
  2. 2. Old School Sales and Marketing • Trade Show Booths • Logo Design • Messaging • Pitch Decks • Build Lists • Cold Call High • Lead with Elevator Pitch • Always Be Closing
  3. 3. New School Marketing, Old School Sales • Social Media • Blogging • SEO • Context • Build Lists • Cold Call High • Lead with Elevator Pitch • Always Be Closing
  4. 4. #inbound2013 Transform the way you target leads.
  5. 5. Inbound Flips the “Good Fit/Has Pain” Model on Its Head. Filtering Leads is a Must. OUTBOUND SALES Good Fit Has Pain
  6. 6. INBOUND SALES Good Fit Has Pain Inbound Flips the “Good Fit/Has Pain” Model on Its Head. Filtering Leads is a Must. OUTBOUND SALES Good Fit Has Pain
  7. 7. Avoid the lead scoring trap.
  8. 8. Prospect Prospect Prospect Lead Customer Lead Opportunity Customer Lead Opportunity Customer Use Buyer Context to Determine when to Pass Leads to Sales Opportunity Mid Market Enterprise Small Business
  9. 9. Prospect Prospect Prospect Lead Opportunity Customer Lead Customer Lead Customer Use Buyer Context to Determine when to Pass Leads to Sales Mid Market Enterprise Small Business Opportunity Opportunity
  10. 10. Prospect Prospect Lead Opportunity Customer Customer Lead Customer Use Buyer Context to Determine when to Pass Leads to Sales Lead Prospect Mid Market Enterprise Small Business Opportunity Opportunity
  11. 11. Prospect Prospect Lead Opportunity Customer Customer Lead Customer Use Buyer Context to Determine when to Pass Leads to Sales Opportunity Prospect Lead Mid Market Enterprise Small Business Opportunity Opportunity
  12. 12. Prospect Prospect Lead Opportunity Customer Customer Lead Customer Use Buyer Context to Determine when to Pass Leads to Sales Opportunity Prospect Lead Mid Market Enterprise Small Business Opportunity Opportunity
  13. 13. Use Lead Intelligence to Optimize the Marketing to Sales Hand Off
  14. 14. #inbound2013 Transform the way you prospect leads.
  15. 15. How an Outbound Trained Sales Person Prospects an Inbound Lead “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” 5/27 at 3 PM #1
  16. 16. How an Outbound Trained Sales Person Prospects an Inbound Lead “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” 5/29 at 2 PM “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” Voicemail #1: 5/27 at 3 PM #2
  17. 17. How an Outbound Trained Sales Person Prospects an Inbound Lead “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” Voicemail #1: 5/27 at 3 PM “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” Voicemail #2: 5/29 at 2 PM “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” 6/1 at 4 PM #3
  18. 18. How an Outbound Trained Sales Person Prospects an Inbound Lead “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” Voicemail #1: 5/27 at 3 PM “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” Voicemail #2: 5/29 at 2 PM “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” Voicemail #3: 6/1 at 4 PM “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” 6/4 at 3 PM #4
  19. 19. 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
  20. 20. Monitor Lead Engagement, not Their PR • Monitors News and Press about Leads • Calls on these trigger events Outbound Sales Inbound Sales • Monitors Lead Engagement with Your Company • Calls to Help
  21. 21. How an Inbound Trained Sales Person Prospects an Inbound Lead Research Monitor and React Inbound Prospecting Approach Social Media Website Email
  22. 22. How an Inbound Trained Sales Person Prospects an Inbound Lead Research Monitor and React Inbound Prospecting Approach HOW DOES THAT WORK?
  23. 23. How an Inbound Trained Sales Person Prospects an Inbound Lead “Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you would like to go over them.” 5/27 at 7 AM #1
  24. 24. How an Inbound Trained Sales Person Prospects an Inbound Lead “Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you would like to go over them.” Voicemail #1 5/27 at 7 AM “Hi John. This is Mark from HubSpot. I found a case study of one of you customers that is in your industry that increased their lead flow by 50% using Facebook. I will email you the case study and am happy to walk you through their process when you have a moment.” 5/29 at 6 PM #2
  25. 25. How an Inbound Trained Sales Person Prospects an Inbound Lead “Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you would like to go over them.” 5/27 at 7 AM “Hi John. This is Mark from HubSpot. I found a case study of one of you customers that is in your industry that increased their lead flow by 50% using Facebook. I will email you the case study and am happy to walk you through their process when you have a moment.” 5/29 at 6 PM “Hi John. This is Mark from HubSpot. I actually ran your marketing grader report side by side with the HubSpot customer in your vertical. The report yields a few additional opportunities for lead generation in social media. I’ll email you the report now and am happy to walk you through it.” 6/1 at 12 PM #3
  26. 26. How an Inbound Trained Sales Person Prospects an Inbound Lead “Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you would like to go over them.” 5/27 at 7 AM “Hi John. This is Mark from HubSpot. I found a case study of one of you customers that is in your industry that increased their lead flow by 50% using Facebook. I will email you the case study and am happy to walk you through their process when you have a moment.” 5/29 at 6 PM “Hi John. This is Mark from HubSpot. I actually ran your marketing grader report side by side with the HubSpot customer in your vertical. The report yields a few additional opportunities for lead generation in social media. I’ll email you the report now and am happy to walk you through it.” 6/1 at 12 PM 6/4 at 10 AM “Hi John. This is Mark from HubSpot. I have not heard back from you so I am going to assume that generating more leads through social media in 2013 is no longer a priority. Call me anytime if things change.” #4
  27. 27. #inbound2013 Transform the way you connect with leads.
  28. 28. The Old School Sales Process: Call High “Let’s talk profit margins and growth!” “Yes! Let’s.”
  29. 29. When Old School Tries to Go New School “Let’s talk profit margins and growth!” “Huh?”
  30. 30. Transform Your Connect Strategy To Leverage Influencers “I noticed you downloaded our eBook. What specific questions did you have?” “Wow! This is really helpful. Can you keep helping me?”  Build trust with the influencer by helping them with their problems.  Ask for the influencers help to engage with the Decision Maker
  31. 31. #inbound2013 Practice Metrics-Driven Sales Coaching
  32. 32. Hold Sales Team Accountable to Effective Coaching Morning Afternoon 1st Day of Month 2nd Day of Month VP Meets with Director  Review Skill/Development Plans for each sales person Director Meets with Manager  Review Skill/Development Plans for each sales person Manager Meets with Sales Person  Discuss qualitative performance  Review individual metrics  Co-Create Skill/Development Plan Sales Person / Manager Independent Reviews  Think through qualitative performance  Review individual metrics  Think about Skill/Development Plan
  33. 33. Diagnose the Skill Issue: Start at the Top * Data has been altered from actual HubSpot data for the purposes of this presentation Each Color Represents a Different Sales Rep
  34. 34. Each Color Represents a Different Sales Rep Diagnose: Prospecting Issues Causes of Prospecting Issues  Over-investment in unqualified opportunities  Time management issues  Lack of personal goals  Call reluctance * Data has been altered from actual HubSpot data for the purposes of this presentation
  35. 35. Diagnose: Conversion to Opportunity Issues * Data has been altered from actual HubSpot data for the purposes of this presentation Each Color Represents a Different Sales Rep Causes of Opportunity Issues  Prospecting depth  Prospecting personalization  Building trust on the connect
  36. 36. Diagnose: Conversion to Customer Issues * Data has been altered from actual HubSpot data for the purposes of this presentation Each Color Represents a Different Sales Rep Causes of Close Rate Issues  Developing sense of urgency  Getting beyond surface pain  Reaching the authority
  37. 37. Diagnose: “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
  38. 38. Co-Creating the Skill/Development Plan ONE-ON-ONE AGENDA  Self assess qualitative performance  Self assess quantitative performance  Agree on a skill to work on – prefer one  Co-create a development plan  Schedule the plan
  39. 39. Development: Common Tactics We Use  Group and 1-on-1 film reviews  Role playing / modeling  Prospecting call observations  Call prep and post mortem discussions  Pipeline reviews with specific content check  Daily reporting on specific content/activity
  40. 40. Development: Overcoming Activity Motivation Issues * Data has been altered from actual HubSpot data for the purposes of this presentation
  41. 41. Development: Overcoming Call Depth Issues Attempt # LTV/COCA
  42. 42. #inbound2013 Transform the way your prospects perceive your sales people.
  43. 43. A lways B e C losing
  44. 44. Always Be Closing ALWAYS BE HELPING
  45. 45. Train Sales to “Live” in your Prospects’ World
  46. 46. Set Them Up to be Thought Leaders
  47. 47. #inbound2013 Inbound Sales feels more like a Doctor/Patient relationship than a Sales/Prospect relationship
  48. 48. Mark Roberge SVP Sales and Services – HubSpot @markroberge Questions?
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