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Modern Sales & Marketing Best Practices       Sales 4 Startups – San Francisco       Mark Roberge       SVP of Sales and S...
My mission as a sales executiveMISSIONPredictable, scalable revenue growthSTRATEGYIf I can…1. Hire the same type of succes...
#1: Hire the same type of successful            sales person
Define, Score, and Analyze Criteria4 @markroberge
Define an interview scorecard5 @markroberge
Probable success criteria/Interview questions1. Intelligent     a)    [Ask technical questions about the product they sell...
How do you find good sales people?  Does not work            Monster.com, Craigslist, etc.  Might work            Agen...
#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 ...
#3: Provide sales people with thesame quantity and quality of leads
The Marketing SLA            Owner Ollie Leads                                                      Marketing Mary Leads  ...
The Sales SLA               LTV / COCA                                                                      Attempt #     ...
Daily Accountability for Marketing & Sales* Data has been altered from actual HubSpot data for the purposes of this presen...
Modern Lead Generation: Inbound Marketing              Blog   SEO     Social Media14 @markroberge
Create Your Content Engine
Create Your Content Calendar       1eBook w/ LP / Month
Create Your Content Calendar       1eBook w/ LP / Month      4Blog Posts / Month
Create Your Content Calendar       1eBook w/ LP / Month      4 Blog Posts / Month      8  FB Posts / Month
Create Your Content Calendar       1eBook w/ LP / Month      4 Blog Posts / Month      8   FB Posts / Month      16     Tw...
Create Your Content Calendar       1eBook w/ LP / Month      4 Blog Posts / Month      8  FB Posts / month      16     Twe...
#4: Have sales people work the leads with the same process
Implement a Sales Process      Bad Lead                      1. RESEARCH Too Big      No Fit         Prepare for the sales...
Implement a metrics-driven sales culture                                                                                  ...
“Peel Back the Onion” for More Insight                                                                    Lead-Worked-to-C...
#5: Develop leaders to execute the             process
LEADERSHIP RESOURCES
Who should your first sales hire be?                                                         Entrepreneur in your industry...
createmarketingpeople love
www.HubSpot.com/3#inbound12
Questions?Mark RobergeSVP of Sales and Services, HubSpot@markroberge
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Sales 4 startups

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  1. 1. Modern Sales & Marketing Best Practices Sales 4 Startups – San Francisco Mark Roberge SVP of Sales and Services, HubSpot @markroberge
  2. 2. My mission as a sales executiveMISSIONPredictable, scalable revenue growthSTRATEGYIf I can…1. Hire the same type of successful sales person2. Train the sales people in the same way3. Provide each sales person with the same quantity and quality of leads4. Have the sales people work the leads using the same process5. Develop leaders to execute the process…then I will achieve my goal.
  3. 3. #1: Hire the same type of successful sales person
  4. 4. Define, Score, and Analyze Criteria4 @markroberge
  5. 5. Define an interview scorecard5 @markroberge
  6. 6. Probable success criteria/Interview questions1. Intelligent a) [Ask technical questions about the product they sell today] b) [Teach them about your product and ask them to sell it back]2. Work ethic a) How did you prepare for this interview? How many hours? b) Tell me about a typical work week?3. Prior success a) How many sales peers are at your current employer? Where do you rank? Why did you rank that high? Why did the top rep out-perform you?4. Coachable a) Have them role play selling you your product. Tell them what they did well and what they need to do better. Show them. Ask them to try it again.6 @markroberge
  7. 7. How do you find good sales people?  Does not work  Monster.com, Craigslist, etc.  Might work  Agencies, recruiters  Works  Networking at events and online  Passive recruiting on LinkedIn  Referrals  Taking meetings with sales people7 @markroberge
  8. 8. #2: Train your sales people in the same way
  9. 9. #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. 9 @markroberge
  10. 10. #3: Provide sales people with thesame quantity and quality of leads
  11. 11. 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 Lead Value Webinar $.85 eBook $1.00* Data has been altered from actual Free Trial $4.25HubSpot data for the purposes of thispresentation Demo Request $6.10
  12. 12. The Sales SLA LTV / COCA Attempt # Ollie Leads Mary Leads Erin Leads* Data has been altered from actual HubSpot data for the purposes of this presentation
  13. 13. Daily Accountability for Marketing & Sales* Data has been altered from actual HubSpot data for the purposes of this presentation
  14. 14. Modern Lead Generation: Inbound Marketing Blog SEO Social Media14 @markroberge
  15. 15. Create Your Content Engine
  16. 16. Create Your Content Calendar 1eBook w/ LP / Month
  17. 17. Create Your Content Calendar 1eBook w/ LP / Month 4Blog Posts / Month
  18. 18. Create Your Content Calendar 1eBook w/ LP / Month 4 Blog Posts / Month 8 FB Posts / Month
  19. 19. Create Your Content Calendar 1eBook w/ LP / Month 4 Blog Posts / Month 8 FB Posts / Month 16 Tweets / month
  20. 20. Create Your Content Calendar 1eBook w/ LP / Month 4 Blog Posts / Month 8 FB Posts / month 16 Tweets / month
  21. 21. #4: Have sales people work the leads with the same process
  22. 22. Implement a Sales Process Bad Lead 1. RESEARCH Too Big No Fit Prepare for the sales process Queue QueueMarketing Int’l 2. PROSPECT Queue Queue Get to a connect LEAD Unable to Qualify 3. CONNECT Schedule the assessment Unqualified 4. QUALIFY / DISCOVER Determine worthiness for demo OPPORTUNITY Closed Lost 5. DEMO Illustrate value of software Closed Lost 6. OBJECTIONS & CLOSE Sign up new customer
  23. 23. 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
  24. 24. “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 purposesof this presentation
  25. 25. #5: Develop leaders to execute the process
  26. 26. LEADERSHIP RESOURCES
  27. 27. Who should your first sales hire be? Entrepreneur in your industry Sales background25 years experience in your industryCurrently VP over $200 Million in sales 10 years sales experience In your industry Recently promoted to Sales Manager #1 Sales Rep out of 500 reps Not in your industry 5 years sales experience
  28. 28. createmarketingpeople love
  29. 29. www.HubSpot.com/3#inbound12
  30. 30. Questions?Mark RobergeSVP of Sales and Services, HubSpot@markroberge
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