At this HubSpot User Group virtual event, Jeff Russo covered the following topics: 1. HubSpot Solves the Needs of Sales Teams (Frictionless Selling) 2. HubSpot Gives a Single Source (#1 CRM for Scaling Companies) 3. HubSpot Supports Sales Teams at all Points of Maturity (Sales + CRM Maturity Model) PLUS: An exclusive sneak peak at the Sales Hub Road Map and upcoming product updates from the Director of Product himself!

1. August 17, 2022:
Sales + CRM
HubSpot User Group

2. Jeff Russo
Director of Product GTM
Sales Hub + CRM

3. Our view of the
world (of selling)

4. The evolution of sales can be defined by one thing -
a continuing search for convenience.

5. At first we
bartered.
Now, we buy
from the couch.
A bunch of
stuff happened.

6. This drive for convenience is reflected in
how we buy in our daily lives.
iTunes Spotify
Netflix DVD Netflix
Self-checkout Amazon
Taxi Uber
Record Stores
Blockbuster
Grocery stores
Walking
Websites Alexa
Encyclopedia

7. ...and convenience means different things
depending on what we’re buying.
“Make it fast and
don’t make me think”
“Show me how others
are using it first”
“This seems cool but I
have a few questions”
“I’d like to test drive
before I buy”

8. Low Change to Buyer
High Change to Buyer
Low
Price
High
Price
Consumer companies have done a nice job of
tailoring experiences to match our expectations.

9. Consumer companies have done a nice job of
tailoring experiences to match our expectations.
Low Change to Buyer
Risk Mitigation
Able to try before you buy, or
consume lots of reference data
and education
Low / No Touch
Everything can be accomplished
online without a human
Streamline & Support
Easy to buy online with
knowledgeable help available
Hand Hold
Sales-led motion high availability,
education, and authenticity
High Change to Buyer
Low
Price

10. Understandably, modern B2B buyers seek the
same great experiences they get as consumers.
They engage when
they are ready
They expect more
of the seller
They buy on their
terms
● Do their homework
● Rely heavily on peers
● Varying channel preferences
● Expect timely response
● Information no longer a premium
● Experience must be delightful
● Product expertise
● Authenticity, not gimmicks
● Will buy online whenever possible
● Prefer to try before they buy
● Purchase on their own timeline
● Subscriptions with low commits

11. Meanwhile, most companies
are still providing a one size
fits all experience.
One that’s filled with friction.

12. Efficiency
33%
Of a sales rep’s time
is actually spent
selling.
Relationships Learning
Friction is EVERYWHERE in sales, and it’s preventing
progress (and convenience)...
60%
Of B2B buyers
distrust the integrity
of sales people.
50%
Of reps say they are
coached. Yet 82%
of sales leaders
claim to coach

13. It’s time to rethink sales.

14. Enter, Frictionless Selling
A way of rethinking sales to make it more
convenient for both the buyer and the seller.

15. Frictionless Selling helps you build an experience that matches the
expectation of the modern buyer.
Low
Change
Low
Price
Risk
Mitigation
Low / No
Touch
Streamline &
Support
Hand
Hold
High
Price
High
Change

16. First, determine how your product(s) impact your buyer
Risk Mitigation
This is likely something new to
buyers; find ways to let them try
first; and provide references and
case studies
Low / No Touch
Likely more of an impulse
purchase. Reduce human
intervention to save time for your
reps and your buyers.
Streamline & Support
While the risk isn’t high, the price
tag may be. Provide clear paths
but backstop with strong support
and resources.
Hand Hold
Likely a massive change for a
customer; provide all the support,
education and time needed
High Change to Buyer
Low Change to Buyer
Low
Price
High
Price

17. ENABLE
your sales
team.
your sales culture
through
continuous
learning.
your sales
motion with
your target
buyer.
ALIGN TRANSFORM
FRICTIONLESS SELLING FRAMEWORK
Then, apply the Frictionless Selling Framework...

18. ENABLE Cut the fat out of the system

19. Lead scraping and blast outreach Inbound & highly informed
10+ tools and tabs always open Centralized system of record
Forcing reps to enter data Automated data entry
Reps need to prioritize their day System tells rep what to do
Wondering about buyer motivation Clear buying signals
Work in silos Collaboration and teamwork
THE OLD WAY FRICTIONLESS

20. Scrutinize your sales process and tools
Document a rep’s day and eliminate wasted time
Build in automation wherever possible
KEY ACTIVITIES
ENABLE Cut the fat out of the system

21. Time to complete tasks
% of time selling
Quota attainment
KEY METRICS
ENABLE Cut the fat out of the system

22. Ruthlessly prioritize your buyer’s needs
ALIGN

23. The Old Way Frictionless
9-5 availability
7 emails to schedule a meeting
Hostile negotiations
Following rigid sales process
Heavy up-front commitments
24/7 access via chat
Simple Meetings experience
Transparent pricing/discounting
Buyer-driven timing
Buy online, cancel anytime

24. Ruthlessly prioritize your buyer’s needs
Simplify the buying process through online sales
Engage on their terms and preferred channels
Focus on authentically building trust
KEY ACTIVITIES
ALIGN

25. Close rates
Time to close
Buyer experience NPS
KEY METRICS
ALIGN Ruthlessly prioritize your buyer’s needs

26. Create a culture of learning
TRANSFORM

27. THE OLD WAY FRICTIONLESS
Schedule a demo with an expert Show them right now
Managers living in spreadsheets Managers provide ongoing coaching
Sell `em and forget `em
Proven process for onboarding reps
Sink or swim for new sales reps
Sales accountable for success
Sell `em and forget `em Sales accountable for success

28. Create a culture of learning
Develop an army of product experts
Embed coaching into your operating system
Seek customer feedback and leverage advocates
KEY ACTIVITIES
TRANSFORM

29. ● Capture a complete, searchable record of every
call and free your team up from note-taking (PRO+)
● Identify coachable moments and comment on specific
moments during calls from desktop or mobile (PRO+)
● Track mentions of specific terms and build detailed
reports on the contents of your calls (ENT)
● Works with native calling (inbound/outbound), Zoom,
and 7+ other calling integrations (PRO+)
New in Sales Hub Professional:
Transcription & Coaching
Transcription & Coaching
● Transcription (750 hrs/mo)
● Call Review & Commenting
Professional
Conversation Intelligence
● Transcription (1,500 hrs/mo)
● Call Review & Commenting
● Tracked Terms & Reporting
Enterprise

30. Playbooks
● Create Playbooks (5)
● Surface Playbooks in CRM
Professional
Playbooks
● Create Playbooks (5,000)
● Surface Playbooks in CRM
● Embedded Properties
Enterprise
● Create a library of call scripts, best practices, and
sales/services process documentation (PRO+)
● Easily search for and open playbooks right from contact
+ company records in your CRM (PRO+)
● Embed properties in your playbooks to capture key
details and drive follow-up actions using automation (ENT)
New in Sales Hub Professional:
Playbooks

31. Create a culture of learning
Customer retention
Rep productivity
Referrals
KEY METRICS
TRANSFORM

32. How HubSpot applies the Frictionless
Selling Framework to our business...
Change
Price
Risk Mitigation
Examples: Service Hub,
Enterprise Products
Low / No Touch
Examples: Starter Products
Streamline & Support
Examples: Marketing Hub
Enterprise
Hand Hold
Examples: Enterprise
Growth Suite
EAT approach:
Free trials, free
CRM, Academy
resources
EAT approach:
Nearly 100%
eCommerce, web
support
EAT approach:
Dedicated customer
success, simple
touchless renewals
EAT approach:
Knowledgeable sales
reps & SE’s, case
studies

33. A more
efficient sales
organization
Deeper
relationships
with your
buyer
A sales culture
centered on
learning.
Frictionless Selling helps you grow better.

34. Frictionless Selling Worksheet
Rep Efficiency Buyer Alignment Coaching
Low / No Touch
(toothbrush)
-allow reps to walk away from these
deals (automating the sale)
-KB/FAQs available
-enable completely touchless buying
-transparent pricing
-Build a community and push for
advocacy
-leverage data to improve at scale
-build up rep product expertise
(eliminate handoffs)
Risk Mitigation
(echo)
-enable scoring to filter best leads to
top
-shorten and automate steps in sales
process
-enable touchless buying
-KB/FAQs available
-Testimonials / references
-transparent pricing
-Cultivate advocates who can share
stories
-Templates and scripts
-Build up rep product expertise
(eliminate handoffs)
Streamline &
Support
(purple mattress)
-train reps on chat for quick ?s
-simplify & automate subscription and
account management
-touchless renewals
-Enable omni-channel engagement (SMS,
chat)
-transparent pricing & discounting
-KB/FAQs available
-customer community
-Playbooks & detailed competitive intel
/ use cases / messaging
-Templates and scripts
Hand Hold
(new car)
-ABM
-reduce total target accounts (let reps
focus)
-Consolidate data/company insight
into single system
-Automate data entry wherever
possible
-Collaborative deal rooms
-Enable omni-channel engagement (SMS,
chat)
-simple quotes and esign
-consider selling through new channels
(partners, etc.)
-In-depth, personalized deal and call
coaching
-provide Playbooks

35. What else is on the
horizon for Sales Hub?

36. HubSpot Sales Hub - Product Recap
2021
Conversation Intelligence
Call Index
Custom Object Settings
Improved Permissions
Improved Quote to Cash
Sandbox
Compliance
Auto Sequence Enrollment
Want to see more updates? Continue on to see the latest Product Spotlight Video.
Last Updated: Feb 2022
Deal Enhancements
Richer Quote-to-Cash
Native Payments
Advanced Reporting
Advanced Customization
Enhanced Sales Engagement
CRM Extensibility

37. Last
Updated
Feb
2022
Frictionless Experience for Sales Reps
Being a sales rep is tough enough without your systems getting in the way. That’s why our continued
mission is to measurably improve the lives of sales reps by delivering a consistently delightful and
efficient experience. We’ll be laser focused on improving performance, usability, and of course
adding key features so that reps never have to think twice about their systems. It just works.
Deeper Enterprise Functionality
As our customers get more sophisticated, their needs continue to evolve. We are working hard to
make HubSpot a great choice for scaling companies, ensuring sales leaders have what they need to
match the way their business works. This may include adding custom data structures, tools to better
manage user roles and permissions, and continued investment in key integrations and
enterprise-grade reporting sourced from curated data sets.
A Focus on Commerce
Our customers should feel confident that they can grow their revenue with HubSpot. That's why
we've brought commerce into the CRM, so our customers can run their end-to-end sales process
within the platform from the first time someone visits their website all the way through collecting
payments. In 2022, this may include key improvements to streamline our customers’ quote-to-cash
process, as well as our native payments tools built directly into HubSpot’s CRM.
1
2
3
HubSpot Sales Hub in 2022

38. Our note regarding forward-looking statements at the beginning of this presentation applies to this slide. Because the features listed on this slide may change at
any time, you should make your purchasing decision based on currently available technology and not in reliance on the information on this slide.
HubSpot Sales Hub - Product Roadmap
Currently In Development
Deeper CRM Customization - Building
flexibility into the layouts and content
seen on CRM records, board views,
and other parts of the rep experience.
Crafted Data Management - New tools
that aid in everything from data model
setup to quality monitoring, to
corrective actions.
Sales Acceleration improvements -
Improvements across Sequences and
Meetings like one-click meetings, and
sequence sentiment analysis
Quote-to-Cash Tools - Improvements
to HubSpot’s QTC tools including new
custom templates, accounting sync,
invoicing, custom billing schedules.
Conversation Intel. Improvements -
New features like call topic tagging,
advanced reports, and a coaching
library help you coach reps in real time
Exchange Support - Connect to your
Microsoft Exchange environment to
sync emails, your calendars, and
leverage productivity tools.
Newly available APIs - APIs across
features like Quotes, Payment Links,
and a new collection of standard
Commerce objects in HubSpot.
Sales Enablement - New tools to help
you build and organize a library of
content your reps can leverage
throughout the customer journey.
Deal Management - Building an easier,
more powerful and streamlined
experience across Forecasting, Goals,
and our deal management tools.
Permissions Improvements - More
robust and granular permissions
controls across HubSpot.
B2B Commerce - New features like
payments embedded in forms and
meetings to help you to start selling
touchlessly online.
Payments object - Harness the power
of automation and reporting, triggered
by data from the payments object.

39. Discussion