This document discusses transforming sales processes from an outbound to inbound approach. It describes how inbound sales focuses on understanding prospects' needs through monitoring their engagement with marketing content. This helps salespeople reach out to prospects in a helpful way rather than always trying to close. The document also discusses using metrics to coach salespeople, such as diagnosing issues with prospecting, conversions, and closes. Coaching includes tactics like role playing and focusing development plans on specific skills. Overall, the key message is that inbound sales prioritizes helping prospects over hard selling through understanding their perspective.

1. Mark Roberge
SVP Sales and Services – HubSpot
@markroberge
Secrets of HubSpot’s Sales Machine:
Inbound Sales and Metrics Driven Sales Coaching

2. Old School Sales and Marketing
• Trade Show Booths
• Logo Design
• Messaging
• Pitch Decks
• Build Lists
• Cold Call High
• Lead with Elevator Pitch
• Always Be Closing

3. New School Marketing, Old School Sales
• Social Media
• Blogging
• SEO
• Context
• Build Lists
• Cold Call High
• Lead with Elevator Pitch
• Always Be Closing

4. #inbound2013
Transform the way
you target leads.

5. Inbound Flips the “Good Fit/Has Pain” Model
on Its Head. Filtering Leads is a Must.
OUTBOUND SALES
Good Fit
Has Pain

6. INBOUND SALES
Good Fit
Has Pain
Inbound Flips the “Good Fit/Has Pain” Model
on Its Head. Filtering Leads is a Must.
OUTBOUND SALES
Good Fit
Has Pain

7. Avoid the lead
scoring trap.

8. Prospect
Prospect
Prospect Lead Customer
Lead Opportunity Customer
Lead Opportunity Customer
Use Buyer Context to Determine when
to Pass Leads to Sales
Opportunity
Mid Market
Enterprise
Small
Business

9. Prospect
Prospect
Prospect Lead Opportunity Customer
Lead Customer
Lead Customer
Use Buyer Context to Determine when
to Pass Leads to Sales
Mid Market
Enterprise
Small
Business
Opportunity
Opportunity

10. Prospect
Prospect Lead Opportunity Customer
Customer
Lead Customer
Use Buyer Context to Determine when
to Pass Leads to Sales
Lead
Prospect
Mid Market
Enterprise
Small
Business
Opportunity
Opportunity

11. Prospect
Prospect Lead Opportunity Customer
Customer
Lead Customer
Use Buyer Context to Determine when
to Pass Leads to Sales
Opportunity
Prospect
Lead
Mid Market
Enterprise
Small
Business
Opportunity
Opportunity

12. Prospect
Prospect Lead Opportunity Customer
Customer
Lead Customer
Use Buyer Context to Determine when
to Pass Leads to Sales
Opportunity
Prospect
Lead
Mid Market
Enterprise
Small
Business
Opportunity
Opportunity

13. Use Lead Intelligence to Optimize the Marketing to Sales Hand Off

14. #inbound2013
Transform the way
you prospect leads.

15. How an Outbound Trained Sales Person
Prospects an Inbound Lead
“Hi Mark. This is John from XYZ Company. We help
sales executives streamline their closing process with
our state of the art electronic signature technology.
Are you free at 1 PM tomorrow to discuss?”
5/27 at 3 PM
#1

16. How an Outbound Trained Sales Person
Prospects an Inbound Lead
“Hi Mark. This is John from XYZ Company. We help sales executives
streamline their closing process with our state of the art electronic
signature technology. Are you free at 1 PM tomorrow to discuss?”
5/29 at 2 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing
process with our state of the art electronic signature technology. Are you free at 1 PM
tomorrow to discuss?”
Voicemail #1: 5/27 at 3 PM
#2

17. How an Outbound Trained Sales Person
Prospects an Inbound Lead
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of
the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
Voicemail #1: 5/27 at 3 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of
the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
Voicemail #2: 5/29 at 2 PM
“Hi Mark. This is John from XYZ Company. We help sales executives
streamline their closing process with our state of the art electronic
signature technology. Are you free at 1 PM tomorrow to discuss?”
6/1 at 4 PM
#3

18. How an Outbound Trained Sales Person
Prospects an Inbound Lead
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our
state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
Voicemail #1: 5/27 at 3 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state
of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
Voicemail #2: 5/29 at 2 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state
of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
Voicemail #3: 6/1 at 4 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their
closing process with our state of the art electronic signature technology. Are you free at
1 PM tomorrow to discuss?”
6/4 at 3 PM
#4

19. How an Inbound Trained Sales Person
Prospects an Inbound Lead
Research
Monitor and React
Inbound Prospecting Approach
360 View of a Lead’s Engagement with Your Company

20. Monitor Lead Engagement, not Their PR
• Monitors News and Press
about Leads
• Calls on these trigger events
Outbound Sales Inbound Sales
• Monitors Lead Engagement with
Your Company
• Calls to Help

21. How an Inbound Trained Sales Person
Prospects an Inbound Lead
Research
Monitor and React
Inbound Prospecting Approach
Social Media Website Email

22. How an Inbound Trained Sales Person
Prospects an Inbound Lead
Research
Monitor and React
Inbound Prospecting
Approach
HOW DOES
THAT WORK?

23. How an Inbound Trained Sales Person
Prospects an Inbound Lead
“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B
Lead Generation through Facebook. I took a look at your company Facebook
presence and had two quick ideas to run by you. I will email them to you now. Let
me if you would like to go over them.”
5/27 at 7 AM
#1

24. How an Inbound Trained Sales Person
Prospects an Inbound Lead
“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I
took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let
me if you would like to go over them.”
Voicemail #1 5/27 at 7 AM
“Hi John. This is Mark from HubSpot. I found a case study of one of you
customers that is in your industry that increased their lead flow by 50% using
Facebook. I will email you the case study and am happy to walk you through their
process when you have a moment.”
5/29 at 6 PM
#2

25. How an Inbound Trained Sales Person
Prospects an Inbound Lead
“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a
look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you
would like to go over them.”
5/27 at 7 AM
“Hi John. This is Mark from HubSpot. I found a case study of one of you customers that is in your industry that increased their
lead flow by 50% using Facebook. I will email you the case study and am happy to walk you through their process when you have
a moment.”
5/29 at 6 PM
“Hi John. This is Mark from HubSpot. I actually ran your marketing grader report
side by side with the HubSpot customer in your vertical. The report yields a few
additional opportunities for lead generation in social media. I’ll email you the
report now and am happy to walk you through it.”
6/1 at 12 PM
#3

26. How an Inbound Trained Sales Person
Prospects an Inbound Lead
“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a look
at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you would like to
go over them.”
5/27 at 7 AM
“Hi John. This is Mark from HubSpot. I found a case study of one of you customers that is in your industry that increased their lead
flow by 50% using Facebook. I will email you the case study and am happy to walk you through their process when you have a
moment.”
5/29 at 6 PM
“Hi John. This is Mark from HubSpot. I actually ran your marketing grader report side by side with the HubSpot customer in your
vertical. The report yields a few additional opportunities for lead generation in social media. I’ll email you the report now and am
happy to walk you through it.”
6/1 at 12 PM
6/4 at 10 AM
“Hi John. This is Mark from HubSpot. I have not heard back from you so I am going to assume
that generating more leads through social media in 2013 is no longer a priority. Call me
anytime if things change.”
#4

27. #inbound2013
Transform the way you
connect with leads.

28. The Old School Sales Process: Call High
“Let’s talk profit margins and growth!” “Yes! Let’s.”

29. When Old School Tries to Go New School
“Let’s talk profit margins and growth!” “Huh?”

30. Transform Your Connect Strategy To Leverage Influencers
“I noticed you downloaded
our eBook. What specific
questions did you have?”
“Wow! This is really
helpful. Can you keep
helping me?”
 Build trust with the influencer by helping them with their problems.
 Ask for the influencers help to engage with the Decision Maker

31. #inbound2013
Practice Metrics-Driven
Sales Coaching

32. Hold Sales Team Accountable to Effective Coaching
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

33. Diagnose the Skill Issue: Start at the Top
* Data has been altered from actual HubSpot data for the purposes of this presentation
Each Color
Represents a
Different Sales
Rep

34. Each Color
Represents a
Different Sales
Rep
Diagnose: Prospecting Issues
Causes of Prospecting Issues
 Over-investment in unqualified
opportunities
 Time management issues
 Lack of personal goals
 Call reluctance
* Data has been altered from actual HubSpot data for the purposes of this presentation

35. Diagnose: Conversion to Opportunity Issues
* Data has been altered from actual HubSpot data for the purposes of this presentation
Each Color
Represents a
Different Sales
Rep
Causes of Opportunity Issues
 Prospecting depth
 Prospecting personalization
 Building trust on the connect

36. Diagnose: Conversion to Customer Issues
* Data has been altered from actual HubSpot data for the purposes of this presentation
Each Color
Represents a
Different Sales
Rep
Causes of Close Rate Issues
 Developing sense of urgency
 Getting beyond surface pain
 Reaching the authority

37. Diagnose: “Peal Back the Onion” 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

38. Co-Creating the Skill/Development Plan
ONE-ON-ONE AGENDA
 Self assess qualitative performance
 Self assess quantitative performance
 Agree on a skill to work on – prefer one
 Co-create a development plan
 Schedule the plan

39. Development: Common Tactics We Use
 Group and 1-on-1 film reviews
 Role playing / modeling
 Prospecting call observations
 Call prep and post mortem discussions
 Pipeline reviews with specific content check
 Daily reporting on specific
content/activity

40. Development: Overcoming Activity Motivation Issues
* Data has been altered from actual
HubSpot data for the purposes of this
presentation

41. Development: Overcoming Call Depth Issues
Attempt #
LTV/COCA

42. #inbound2013
Transform the way your
prospects perceive your
sales people.

43. A lways
B e
C losing

44. Always Be Closing
ALWAYS BE
HELPING

45. Train Sales to “Live” in your Prospects’ World

46. Set Them Up to be Thought Leaders

47. #inbound2013
Inbound Sales feels more like a
Doctor/Patient relationship than
a Sales/Prospect relationship

48. Mark Roberge
SVP Sales and Services – HubSpot
@markroberge
Questions?