The document discusses building a scalable sales team through four key strategies: 1) Hiring the same type of successful salesperson by defining clear criteria. 2) Training all salespeople in the same way using a defined playbook and certification. 3) Providing salespeople with the same quantity and quality of marketing-generated leads. 4) Having salespeople follow the same sales process from initial lead research to closing deals. The goal is to achieve predictable, scalable revenue growth by standardizing how salespeople are hired, trained, supported, and managed.

1. Building a Scalable Sales Team
Mark Roberge
SVP of Sales and Services, 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. 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. #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. #3: Provide sales people with the
same quantity and quality of leads

9. Modern Lead Generation: Inbound Marketing
Blog
9 @markroberge
SEO
Social Media

10. Create Your Content Engine

11. Create Your Content Calendar
1
eBook w/ LP / Month

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

13. Create Your Content Calendar
1
eBook w/ LP / Month
4
Blog Posts / Month
8
FB Posts / Month

14. Create Your Content Calendar
1
eBook w/ LP / Month
4
Blog Posts / Month
8
FB Posts / Month
16
Tweets / month

15. Create Your Content Calendar
1
eBook w/ LP / Month
4
Blog Posts / Month
8
FB Posts / month
16
Tweets / month

16. #4: Have sales people work the
leads with the same process

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. 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. “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. 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. Questions?
www.getsignals.com
Mark Roberge
SVP of Sales and Services, HubSpot
@markroberge