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  • ROBERGE

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  • 1. Creating the ‘Perfect’ Local Sales Organization Mark Roberge Chief Revenue Officer, HubSpot @markroberge
  • 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. #1: Hire the same type of successful sales person
  • 4. Define, Score, and Analyze Criteria 4 @markroberge
  • 5. Define an interview scorecard 5 @markroberge
  • 6. #2: Train your sales people in the same way
  • 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. Train Sales to “Live” in your Prospects’ World
  • 9. Set Them Up to be Thought Leaders
  • 10. #3: Provide sales people with the same quantity and quality of leads
  • 11. Modern Lead Generation: Inbound Marketing Blog SEO Social Media Free Tip: Run your website through marketing.grader.com 11 @markroberge
  • 12. Create Your Content Engine
  • 13. Create Your Content Calendar 1 eBook w/ LP / Month
  • 14. Create Your Content Calendar 1 eBook w/ LP / Month 4 Blog Posts / Month
  • 15. Create Your Content Calendar 1 eBook w/ LP / Month 4 Blog Posts / Month 8 FB Posts / Month
  • 16. Create Your Content Calendar 1 eBook w/ LP / Month 4 Blog Posts / Month 8 FB Posts / Month 16 Tweets / month
  • 17. Create Your Content Calendar 1 eBook w/ LP / Month 4 Blog Posts / Month 8 FB Posts / month 16 Tweets / month
  • 18. The Marketing SLA Owner Ollie Leads Marketing Mary Leads (1-100 Employees) (100-2,000 Employees) Lead Type Lead Value Lead Type Lead Value Webinar $.07 Webinar $.35 eBook $.05 eBook $.45 Free Trial $.45 Free Trial $2.10 Demo Request $.95 Demo Request $2.75 Enterprise Erin Leads (2,000+ Employees) Lead Type Webinar $.85 eBook * Data has been altered from actual HubSpot data for the purposes of this presentation Lead Value $1.00 Free Trial $4.25 Demo Request $6.10
  • 19. LTV / COCA The Sales SLA Attempt # Erin Leads Ollie Leads * Data has been altered from actual HubSpot data for the purposes of this presentation Mary Leads
  • 20. Daily Accountability for Marketing & Sales * Data has been altered from actual HubSpot data for the purposes of this presentation
  • 21. #4: Have sales people work the leads with the same process
  • 22. 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 OPPORTUNIT Y Closed Lost 2. PROSPECT Get to a connect LEAD Marketing Queue No Fit Queue 1. RESEARCH Prepare for the sales process
  • 23. Implement a metrics-driven coaching culture 1st Day of Month Morning Afternoon 2nd Day of Month Sales Person / Manager Independent Reviews  Think through qualitative performance  Review individual metrics  Think about Skill/Development Plan 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 VP Meets with Director  Review Skill/Development Plans for each sales person
  • 24. 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
  • 25. “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
  • 26. 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  26 @markroberge Train Inbound Reps on Inbound Sales Methodology
  • 27. How an Inbound Trained Sales Person Prospects an Inbound Lead 360 View of a Lead’s Engagement with Your Company Researc h Monitor and React Inbound Prospecting Approach
  • 28. How an Inbound Trained Sales Person Prospects an Inbound Lead Research Social Media Website Email Monitor and React Inbound Prospecting Approach Monitor Sales Signals with www.getsignals.com
  • 29. How an Inbound Trained Sales Person Prospects an Inbound Lead Research Monitor and React Inbound Prospecting Approach Use Buyer Context
  • 30. Questions? Mark Roberge Chief Revenue Officer, HubSpot @markroberge