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2011 11-15 how to achieve predictable scalable revenue growth v5

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2011 11-15 how to achieve predictable scalable revenue growth v5

  1. 1. How to Achieve Predictable, Scalable Revenue Growth November 15, 2011 @Sales20Conf / #s20c Mark Roberge VP of Sales, HubSpot @markroberge Sales Strategies in a Social & Mobile World @Sales20Conf
  2. 2. My mission as a sales executiveMISSIONPredictable, scalable revenue growthSTRATEGYIf I can… Provide each sales person with the same quantity and quality of leads Ensure sales people work the leads using the same process Hire the same type of successful sales person Train each sales person in the same way…then I will achieve my goal. Sales Strategies in a Social & Mobile World @Sales20Conf
  3. 3. #1. Provide each sales person with the same quantity and quality of leads Sales Strategies in a Social & Mobile World @Sales20Conf
  4. 4. Use Science Not Gut to Determine Sales-Ready Leads * Data has been altered from actual HubSpot data for the purposesWorld presentation Sales Strategies in a Social & Mobile of this @Sales20Conf 4
  5. 5. Which prospect behaviors are most influential? Requested a Demo What behaviors Downloaded BP White Paper are most Subscribed to Company Blog influential in Visited Pricing Page Mentioned company on Twitter converting Downloaded Mobile App prospects into Visited CEO Bio Page customers? Called Support Mentioned competitor on Twitter Submitted “Contact Us” Form Visited Success page Subscribed to eNewsletter Fan company Facebook Page Downloaded ISO Webinar Visited Awards Page* Data has been altered from actual HubSpot data Sales Strategies in a Social & Mobile Worldfor the purposes of this presentation @Sales20Conf
  6. 6. How does each behavior influence sales cycle? * Data has been altered from actual HubSpot& Mobile World Sales Strategies in a Social data for the purposes of this presentation @Sales20Conf 6
  7. 7. Hold Marketing Accountable to Lead Quality and Quantity  Create points goal  Hold Marketing accountable daily • MTD Rejected New Lead Rate (target < 5%): 4.6% • MTD 7 Day Lead to Opportunity Conv (target > 33%): 44% • MTD % Leads from B2B >1K employees (target > 20%): 23% * Data has been altered from actual HubSpot dataa Social & Mobilethis presentation Sales Strategies in for the purposes of World @Sales20Conf7
  8. 8. Do you want to be “targeted” or “educated”? OUTBOUND INBOUND 800-555-1234 Annoying Salesperson Sales Strategies in a Social & Mobile World @Sales20Conf
  9. 9. Maximize lead flow from inbound channels Source: survey of hundreds of businesses: HubSpot.com/ROI Sales Strategies in a Social & Mobile World @Sales20Conf
  10. 10. Avoid reliance on spamming your leads database Sales Strategies in a Social & Mobile World http://www.hubspot.com/the-science-of-email-marketing/ @Sales20Conf
  11. 11. Inbound Lead Generation IdeaRepurpose webinar content intoblog articles and tweets Sales Strategies in a Social & Mobile World @Sales20Conf
  12. 12. Inbound Lead Generation IdeaRepurpose survey results intoblog articles and tweets Sales Strategies in a Social & Mobile World @Sales20Conf
  13. 13. Inbound Lead Generation Idea Blog articles, eBooks, etc. written by professionals $15 - $20 per blog article 7,800 writers, 3,900 buyers, 170,000 titles purchased Sales Strategies in a Social & Mobile World @Sales20Conf
  14. 14. Reading List Suggestion Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.comSales Strategies in a Social & Mobile World @Sales20Conf
  15. 15. Action Items1. Use Science to define your sales ready leads. Hold marketing accountable2. Maximize percentage of inbound marketing leads3. Develop your “publishing” muscle Sales Strategies in a Social & Mobile World @Sales20Conf
  16. 16. #2. Ensure sales people work the leads using the same process Sales Strategies in a Social & Mobile World @Sales20Conf
  17. 17. Define your process to establish common terminology Bad Lead 1. RESEARCH Prepare for the sales process Too Big No Fit Queue Queue Marketing Int’l 2. PROSPECT LEAD Queue Queue Get to a connect 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 Sales Strategies in a Social & Mobile World @Sales20Conf
  18. 18. Implement a metrics-driven sales culture Each Color Represents a Different Sales Rep Sales Strategies in a Social & Mobile World* Data has been altered from actual HubSpot data for the purposes of this presentation @Sales20Conf
  19. 19. 3.11 “Peal Back the Onion” on weak areas Lead-Worked-to-Connect Ratio Connect-to-Demo Ratio * Data has been altered from actual HubSpot data for the purposes of this presentation Sales Strategies in a Social & Mobile World @Sales20Conf
  20. 20. Use Science, Not Gut, to Find Optimal Attempts per Lead LTV / COCA Attempt # Sales Strategies in a Social & Mobile World * Data has been altered from actual HubSpot data for the purposes of this presentation @Sales20Conf
  21. 21. Hold Sales Accountable to the Behavior You Want * Data has been altered from actual HubSpot data for the purposes of this presentation Sales Strategies in a Social & Mobile World @Sales20Conf
  22. 22. Action Items1. Implement a metrics-driven sales culture2. Use Science to define your sales process. Hold sales accountable daily Sales Strategies in a Social & Mobile World @Sales20Conf
  23. 23. #3. Hire the same type of successful sales person Sales Strategies in a Social & Mobile World @Sales20Conf
  24. 24. Understand key characteristics for your sales context * Data has been altered from actual HubSpot data for the purposes of this presentation Sales Strategies in a Social & Mobile World @Sales20Conf
  25. 25. Build process around these characteristics Sales Strategies in a Social & Mobile World @Sales20Conf
  26. 26. #4. Train sales people in the same way Sales Strategies in a Social & Mobile World @Sales20Conf
  27. 27. Train your sales people in the same way What I saw 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. Sales Strategies in a Social & Mobile World @Sales20Conf
  28. 28. What is HubSpot?Complicated & Confusing Easy & Integrated Sales Strategies in a Social & Mobile World @Sales20Conf
  29. 29. New Strategic Investment $32MSales Strategies in a Social & Mobile World @Sales20Conf
  30. 30. Sales Strategies in a Social & Mobile World @Sales20Conf
  31. 31. QUESTIONS Mark Roberge VP of Sales, HubSpot @markroberge Sales Strategies in a Social & Mobile World @Sales20Conf

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  • pamperry

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