Building a Scalable Sales Team

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 s...
#1: Hire the same type of successful
sales person
Define, Score, and Analyze Criteria

4 @markroberge
How do you find good sales people?
 Does not work


Monster.com, Craigslist, etc.

 Might work


Agencies, recruiters
...
#2: Train your sales people in the
same way
#2: Train your sales people in the same way
 What I see at many companies



Shadow a senior sales rep for 1 month
Read...
#3: Provide sales people with the
same quantity and quality of leads
Modern Lead Generation: Inbound Marketing
Blog

9 @markroberge

SEO

Social Media
Create Your Content Engine
Create Your Content Calendar
1
eBook w/ LP / Month
Create Your Content Calendar
1
eBook w/ LP / Month

4
Blog Posts / Month
Create Your Content Calendar
1
eBook w/ LP / Month

4
Blog Posts / Month

8
FB Posts / Month
Create Your Content Calendar
1
eBook w/ LP / Month

4
Blog Posts / Month

8
FB Posts / Month

16
Tweets / month
Create Your Content Calendar
1
eBook w/ LP / Month

4
Blog Posts / Month

8
FB Posts / month

16
Tweets / month
#4: Have sales people work the
leads with the same process
Implement a Sales Process
Bad Lead
Too Big
Queue

Int’l
Queue
Unable to
Qualify

Unqualified

Closed Lost

3. CONNECT
Sche...
Implement a metrics-driven sales culture

Each Color
Represents a
Different Sales
Rep
* Data has been altered from actual ...
“Peel Back the Onion” for More Insight
Lead-Worked-to-Connect Ratio

Connect-to-Demo Ratio

* Data has been altered from a...
Who should your first sales hire be?
Entrepreneur in your industry
Sales background
25 years experience in your industry
C...
Questions?

www.getsignals.com
Mark Roberge
SVP of Sales and Services, HubSpot
@markroberge
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Building a Scalable Sales Team

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Building a Scalable Sales Team

  1. 1. Building a Scalable Sales Team Mark Roberge SVP of Sales and Services, HubSpot @markroberge
  2. 2. 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.
  3. 3. #1: Hire the same type of successful sales person
  4. 4. Define, Score, and Analyze Criteria 4 @markroberge
  5. 5. How do you find good sales people?  Does not work  Monster.com, Craigslist, etc.  Might work  Agencies, recruiters  Works     The “Forced Referal” (leverage your team) Networking at events and online Passive recruiting on LinkedIn Taking meetings with sales people 5 @markroberge
  6. 6. #2: Train your sales people in the same way
  7. 7. #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. 7 @markroberge
  8. 8. #3: Provide sales people with the same quantity and quality of leads
  9. 9. Modern Lead Generation: Inbound Marketing Blog 9 @markroberge SEO Social Media
  10. 10. Create Your Content Engine
  11. 11. Create Your Content Calendar 1 eBook w/ LP / Month
  12. 12. Create Your Content Calendar 1 eBook w/ LP / Month 4 Blog Posts / Month
  13. 13. Create Your Content Calendar 1 eBook w/ LP / Month 4 Blog Posts / Month 8 FB Posts / Month
  14. 14. Create Your Content Calendar 1 eBook w/ LP / Month 4 Blog Posts / Month 8 FB Posts / Month 16 Tweets / month
  15. 15. Create Your Content Calendar 1 eBook w/ LP / Month 4 Blog Posts / Month 8 FB Posts / month 16 Tweets / month
  16. 16. #4: Have sales people work the leads with the same process
  17. 17. Implement a Sales Process Bad Lead Too Big Queue Int’l Queue Unable to Qualify Unqualified Closed Lost 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 OPPORTUNITY Closed Lost 2. PROSPECT Get to a connect LEAD Marketing Queue No Fit Queue 1. RESEARCH Prepare for the sales process
  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. “Peel Back the Onion” 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
  20. 20. Who should your first sales hire be? Entrepreneur in your industry Sales background 25 years experience in your industry Currently VP over $200 Million in sales #1 Sales Rep out of 500 reps Not in your industry 5 years sales experience 10 years sales experience In your industry Recently promoted to Sales Manager
  21. 21. Questions? www.getsignals.com Mark Roberge SVP of Sales and Services, HubSpot @markroberge
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