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Mark Roberge - How HubSpot Scaled Sales Through Science and Social Selling

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Sales Acceleration Summit - This session is now available on demand: http://www.insidesales.com/events/2014/sales-acceleration-summit/mark-roberge

Session Overview
In this session, attendees will learn how Mark Roberge used science and social selling to grow HubSpot sales from revenue run rate $0 to a $90 Million in 6 years. Topics include:

- Building a high quality content machine on short resources, time, and money
- Using technology to streamline sourcing, prospecting, and activity tracking
- Generating the ideal sales prospecting formula
- Implementing a culture of “metrics-driven sales coaching”

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Mark Roberge - How HubSpot Scaled Sales Through Science and Social Selling

  1. 1. How HubSpot Scaled Sales with Science and Social Selling Mark Roberge Chief Revenue Officer - HubSpot @markroberge
  2. 2. Old School Sales vs. Modern Sales  Listen for prospects starting THEIR buy cycle  Engage prospects with THEIR interests  Help prospects through THEIR buying  Target prospects that are a good fit for YOU  Cold call prospects with YOUR elevator pitch
  3. 3. My Goals in Building the HubSpot Sales Team Better Buying Using CONTEXT Create a better buying experience for our customers by understanding their CONTEXT. Easier Selling Using SCIENCE and TECHNOLOGY Enable a more efficient sales process for our sales people using SCIENCE and TECHNOLOGY. HubSpot Sales Labs is born!
  4. 4. #inbound2013 Modern Sales Sourcing
  5. 5. 6 @markroberge Inbound Marketing: Get Found When and Where Prospects are Searching Blog SEO Social Media
  6. 6. Create Your Content Engine
  7. 7. Create Your Content Calendar 1 eBook w/ LP / Month
  8. 8. 4 Blog Posts / Month Create Your Content Calendar 1 eBook w/ LP / Month
  9. 9. Create Your Content Calendar 4 Blog Posts / Month FB Posts / Month 8 1 eBook w/ LP / Month
  10. 10. Create Your Content Calendar 4 Blog Posts / Month FB Posts / Month 8 Tweets / month 16 1 eBook w/ LP / Month
  11. 11. Create Your Content Calendar 4 Blog Posts / Month FB Posts / month 8 Tweets / month 16 1 eBook w/ LP / Month
  12. 12. Listen for Prospects Entering Buy Cycle  A Fortune 1000 company visits our website  A prospect opens a sales rep’s email  A prospect mentions HubSpot, a competitor, or an industry keyword in social media Use TECHNOLOGY to notify a HubSpot sales person when: Social Media Website Email Available at www.getsignals.com
  13. 13. Streamline Outbound Sourcing Using TECHNOLOGY  Search for ”good-fit” prospects online  Check CRM for existing lead ownership  Check Hoovers for industry, location, and revenue  Check LinkedIn for company connections  Enter information into CRM  Search for ”good-fit” prospects online  Web browser plug-in auto illustrates: • Whether prospect exists in CRM • Prospect industry, location, revenue, etc. • Company connections to prospect in LinkedIn  One-click “Add to CRM” button www.getsignals.com
  14. 14. #inbound2013 Modern Sales Prospecting
  15. 15. LTV/COCA Attempt # LTV/COCA * Data has been altered from actual HubSpot data for the purposes of this presentation. Erin Leads All Leads Ollie Leads Ollie Leads Attempt # Enterprise Small Business Mid Market Modern Sales Prospecting: Use SCIENCE Instruct sales reps when and how often to follow up with prospects. Do not have sales reps guess.
  16. 16. Modern Sales Prospecting: Use TECHNOLOGY  Leave prospect voice mail  Copy and paste email template. Manually personalize.  Send prospect email  Log voice mail in CRM (3 clicks)  Log email in CRM (3 click)  Leave prospect voice mail  Send prospect email. Template available in email client and automatically personalized.  Voice mail auto logged in CRM (0 clicks)  Email auto logged in CRM (0 click)  Next attempt scheduled (w/science) (0 clicks) www.getsignals.com Automatically log prospecting activities to CRM. Instruct sales reps when and how often to follow up with prospects. Do not have sales reps guess.
  17. 17. #inbound2013 Modern Sales Management
  18. 18. Implement a metrics-driven sales coaching culture Morning Afternoon 1st Day of Month 2nd Day of Month VP Meets with Director  Review Skill/Development Plans for each sales person 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 Sales Person / Manager Independent Reviews  Think through qualitative performance  Review individual metrics  Think about Skill/Development Plan
  19. 19. Implement a metrics-driven sales coaching culture * Data has been altered from actual HubSpot data for the purposes of this presentation Each Color Represents a Different Sales Rep
  20. 20. “Peel Back the Onion” for More Insight * Data has been altered from actual HubSpot data for the purposes of this presentation Lead-Worked-to-Connect Ratio Connect-to-Demo Ratio
  21. 21. 1 HubSpot Sample Email Sales Templates http://www.getsignals.com/sales-email-templates 2 More on Metrics-Driven Sales Coaching http://blog.hubspot.com/sales/secrets-to-metrics-based-coaching-df13-presentation 3 Free modern prospecting tools from the HubSpot Sales Labs www.getsignals.com Additional Resources

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