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10 Secrets to Metrics Driven Coaching
This document summarizes the keynote presentation "10 secrets to Metrics-Based Coaching" given by Mike Volpe and Mark Roberge of HubSpot. The presentation outlines 10 secrets for implementing a metrics-based coaching approach for marketing and sales teams, including aligning team structures and management styles to customer journeys, managing teams based on metrics and outcomes rather than activities, using frequent feedback and recognition, publicly tracking progress towards goals, holding all levels of sales leadership accountable to coaching plans tied to metrics, and co-creating skill development plans with individual team members based on diagnostic analysis of their metrics.
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10 Secrets to Metrics Driven Coaching
- 1. 10 secrets to Metrics-BasedCoaching
- 2. Presented at #DF13By: Mike Volpe Chief Marketing Officer HubSpot @mvolpe Mark Roberge Chief Revenue Officer HubSpot @markroberge
- 3. All about HubSpot HubSpot’smarketing software helps 10,000 companies in 56 countries attract more leads and convert them into customers with marketing people love. § 650 employees with 200 in sales and 60 in marketing § $75-80m revenue in 2013 growing ~50% annually § Hiring 50-75 people per quarter § Using Work.com in sales and marketing § Continuous feedback, monthly goal tracking § Formal review process including 360 reviews
- 4. Secret #1 Align Coachingand Management Style to Culture click to tweet
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- 8. …Has Your Cultureand Management Changed?
- 9. HubSpot Culture • Flat& entrepreneurial • Data-driven • Transparent • Open office w/ random desk shuffles • One policy: “Use good judgment.” • See http://slidesha.re/IitLXz
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- 12. How Volpe Managesthe HubSpot Marketing Team • Team structure based on buying process stages and personas • Agile marketing process • Monthly cadence • Monthly reporting & goal setting • Marketing “board meeting” for team feedback • Frequent awards and feedback – weekly and monthly
- 13. Volpe’s Management Philosophy • Goals: Clearly explain to people the outcomes and results we want and why we need them for the business • Hiring: Hire the right people, get rid of the wrong people • Mentoring: Mentor people by offering advice, context and perspective • Management: Get out of the way, never tell anyone what to do, let them surprise you
- 14. Secret #2 Align Team’sto the Buyer’s Journey click to tweet
- 15. HubSpot Marketing TeamOrganization Product Marketing Top of Funnel CMO Middle of Funnel Brand and Buzz
- 16. Seating Based onBuyer Persona Services Sales Marketing
- 17. Secret #3 Manage byMetrics: Track Results, Not Activity click to tweet
- 18. Focus on Outcomes= Manage by Metrics Top of Funnel Middle of Funnel Product Marketing Brand and Buzz Results / Metrics • Website visitors • New contacts generated Results / Metrics • Revenue pipeline $ • Sales goal % Results / Metrics • Sales test scores • % sales selling various features • User testing Results / Metrics • PR hits • Event attendance and survey feedback Activity • Blog articles • Ebooks & webinars • Social engagement • Other content Activity • Lead nurturing • Lead scoring • Sales coordination Activity • Product content • Sales and other product training Activity • Events • PR pitches • Videos & graphics
- 19. Monthly Cadence Focusedon Outcomes Goals for month set by CMO
- 20. Monthly Cadence Focusedon Outcomes Goals for month set by CMO Team decides on activities
- 21. Monthly Cadence Focusedon Outcomes Goals for month set by CMO Team decides on activities Team executes on activities
- 22. Monthly Cadence Focusedon Outcomes Goals for month set by CMO Team decides on activities Team reports on metrics / activity Team executes on activities
- 23. Monthly Cadence Focusedon Outcomes Goals for month set by CMO CMO / Mgmt Feedback Team reports on metrics / activity Team decides on activities Team executes on activities
- 24. Monthly Cadence Focusedon Outcomes Goals for month set by CMO CMO / Mgmt Feedback Team reports on metrics / activity Team decides on activities Team executes on activities
- 25. Secret #4 Use “SpeedBumps” to Ensure Recognition click to tweet
- 26. “ What have youdone for me lately. ” - Janet Jackson
- 27. Frequent Motivation andRecognition Weekly “Golden Unicorn” Award Monthly “Champions Dinner” Award
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- 29. Secret #5 Track ProgressDaily and Publicly click to tweet
- 30. Use the Goalas Motivation
- 31. Track Progress toGoals in Real Time
- 32. Track Progress toGoals in Real Time
- 34. React to theAlarms to Make Sure You Hit Goals
- 35. React to theAlarms to Make Sure You Hit Goals Create new offers § Ebooks, webinars, etc. Publish more § Blog posts, videos, presentations Promote more § Email and social promotion of new offers Increase paid ads § PPC on Google, Facebook, LinkedIn, Twitter
- 36. Secret #6 Incorporate MetricsInto Every Stage of Scaling Your Sales Team click to tweet
- 37. Roberg’s mission asa sales executive: MISSION Predictable, scalable revenue growth
- 38. Roberg’s mission asa 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 5. Develop leaders to execute the process … then I will achieve my goal.
- 39. Secret #7 Hold theEntire Sales Organization Accountable to a Metrics-driven Coaching Model From the Top click to tweet
- 40. Hold Sales TeamAccountable to Effective Coaching 1ST DAY OF MONTH MORNING AFTERNOON 2ND DAY OF MONTH
- 41. Hold Sales TeamAccountable to Effective Coaching 1ST DAY OF MONTH 2ND DAY OF MONTH MORNING AFTERNOON VP Meets with Director Ø Review Skill/Development Plans for each sales person
- 42. Hold Sales TeamAccountable to Effective Coaching 1ST DAY OF MONTH MORNING AFTERNOON 2ND DAY OF MONTH Director Meets with Manager Ø Review Skill/Development Plans for each sales person VP Meets with Director Ø Review Skill/Development Plans for each sales person
- 43. Hold Sales TeamAccountable to Effective Coaching 1ST DAY OF MONTH Director Meets with Manager Ø Review Skill/Development Plans for each sales person MORNING AFTERNOON 2ND DAY OF MONTH Manager Meets with Sales Person Ø Discuss qualitative performance Ø Review individual metrics Ø Co-Create Skill/Development Plan VP Meets with Director Ø Review Skill/Development Plans for each sales person
- 44. Hold Sales TeamAccountable to Effective Coaching 1ST DAY OF MONTH MORNING AFTERNOON 2ND DAY OF MONTH Sales Person / Manager Independent Reviews Ø Think through qualitative performance Ø Review individual metrics Ø Think about Skill/Development Plan Director Meets with Manager Ø Review Skill/Development Plans for each sales person Manager Meets with Sales Person Ø Discuss qualitative performance Ø Review individual metrics Ø Co-Create Skill/Development Plan VP Meets with Director Ø Review Skill/Development Plans for each sales person
- 45. Secret #8 Use Metricsto Diagnose the Priority Skill Development for Each Sales Person click to tweet
- 46. Diagnose the SkillIssue: Start at the Top Each Color Represents a Different Sales Rep * Data has been altered from actual HubSpot data for the purposes of this Dreamforce presentation.
- 47. Diagnose: Prospecting Issues Causesof Prospecting Issues Ø Over-investment in unqualified opportunities Ø Time management issues Ø Lack of personal goals Ø Call reluctance Each Color Represents a Different Sales Rep * Data has been altered from actual HubSpot data for the purposes of this presentation
- 48. Development: Overcoming ActivityMotivation Issues * Data has been altered from actual HubSpot data for the purposes of this presentation 49
- 49. Diagnose: Conversion toOpportunity Issues Causes of Opportunity Issues Ø Prospecting depth Ø Prospecting personalization Ø Building trust on the connect Each Color Represents a Different Sales Rep * Data has been altered from actual HubSpot data for the purposes of this presentation
- 50. Development: Overcoming PersonalizationIssues Research Monitor and React Inbound Prospecting Approach 360 View of a Lead’s Engagement with Your Company
- 51. Development: Overcoming PersonalizationIssues Research Monitor and React Inbound Prospecting Approach Social Media Website Email
- 52. Development: Overcoming PersonalizationIssues Research Monitor and React Ø Lead with buyer-context, not elevator pitch Ø Build on your messages Ø Alter your call times Inbound Prospecting Approach Ø Always “break up”
- 53. LTV / COCA Development:Overcoming Call Depth Issues Attempt #
- 54. Diagnose: Conversion toCustomer Issues Causes of Close Rate Issues Ø Developing trusted advisor status Ø Developing sense of urgency Ø Getting beyond surface pain Ø Reaching the authority Each Color Represents a Different Sales Rep * Data has been altered from actual HubSpot data for the purposes of this presentation
- 55. Development: Overcoming TrustDevelopment Issues A lways Be C losing ALWAYS BE HELPING
- 56. Secret #9 Seek MoreClarity by Peeling Back the Onion with More Metrics click to tweet
- 57. “Peal Back theOnion” on Metrics 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
- 58. Secret #10 Co-create theCoaching Plan With the Sales Person click to tweet
- 59. Co-Creating the Skill/DevelopmentPlan ONE-ON-ONE AGENDA Ø Self assess qualitative performance Ø Self assess quantitative performance Ø Agree on a skill to work on – prefer one Ø Co-create a development plan Ø Schedule the plan
- 60. Related Content forFurther Reading How to Build a Modern Marketing Team Kit: http://bitly.com/17uLV2f Netflix Culture Deck: (5.8m views): http://slidesha.re/1aTYZep HubSpot Culture Deck: (1 million views): http://slidesha.re/IitLXz Mike Volpe’s Marketing Metrics Deck: http://bit.ly/MVmetrics Motivation: “Drive” by Daniel Pink
- 61. Free Tool: SeeWho Opens Your Emails We’d like to thank you for viewing our presentation by sharing our latest free sales tool. Signals allows you to track email opens and clicks directly from Gmail, Outlook, and Salesforce. Get Signals for Free Now
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