Mark Roberge, SVP of Sales and Services at HubSpot, outlines a strategy for building a successful sales organization focused on predictable and scalable revenue growth. Key elements include hiring consistent successful salespeople, providing standardized training and lead generation, utilizing a defined sales process, and developing strong leadership to implement these practices. The approach emphasizes metrics-driven performance and structured processes to optimize sales effectiveness.

1. Building a Sales Machine
HubSpot Dublin Biz Talk
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
5. Develop leaders to execute the process

3. #1: Hire the same type of
successful sales person

4. 4 @markroberge
Define, Score, and Analyze Criteria

5. 5 @markroberge
Define an interview scorecard

6. 6 @markroberge
Probable success criteria/Interview questions
1. Intelligent
a) [Ask technical questions about the product they sell today]
b) [Teach them about your product and ask them to sell it back]
2. Work ethic
a) How did you prepare for this interview? How many hours?
b) Tell me about a typical work week?
3. Prior success
a) How many sales peers are at your current employer? Where do you rank? Why
did you rank that high? Why did the top rep out-perform you?
4. Coachable
a) Have them role play selling you your product. Tell them what they did well and
what they need to do better. Show them. Ask them to try it again.

7. 7 @markroberge
How do you find good sales people?
 Does not work
 Monster.com, Craigslist, etc.
 Might work
 Agencies, recruiters
 Works
 Networking at events and online
 Passive recruiting on LinkedIn
 Referrals
 Taking meetings with sales people

8. #2: Train your sales people in
the same way

9. 9 @markroberge
#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.

10. #3: Provide sales people with the
same quantity and quality of
leads

11. 11 @markroberge
Modern Lead Generation: Inbound Marketing
Blog SEO Social Media

12. Create Your Content Engine

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

14. 4
Blog Posts / Month
Create Your Content Calendar
1
eBook w/ LP / Month

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

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

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

18. The Marketing SLA
Lead Type Lead Value
Webinar $.07
eBook $.05
Free Trial $.45
Demo Request $.95
Owner Ollie Leads
(1-100 Employees)
Lead Type Lead Value
Webinar $.35
eBook $.45
Free Trial $2.10
Demo Request $2.75
Marketing Mary Leads
(100-2,000 Employees)
Lead Type Lead Value
Webinar $.85
eBook $1.00
Free Trial $4.25
Demo Request $6.10
Enterprise Erin Leads
(2,000+ Employees)
* Data has been altered from actual
HubSpot data for the purposes of this
presentation

19. The Sales SLA
Attempt #
LTV/COCA
* Data has been altered from actual HubSpot data for the purposes of this presentation
Ollie Leads Mary Leads
Erin Leads

20. Daily Accountability for Marketing & Sales
* Data has been altered from actual HubSpot data for the purposes of this presentation

21. #4: Have sales people work the
leads with the same process

22. Implement a Sales Process
1. RESEARCH
Prepare for the sales process
2. PROSPECT
Get to a connect
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
Too Big
Queue
No Fit
Queue
Marketing
Queue
Int’l
Queue
Unable to
Qualify
Unqualified
Closed Lost
Closed Lost
LEAD
OPPORTUNIT
Y
Bad Lead

23. Implement a metrics-driven sales culture
* Data has been altered from actual HubSpot data for the purposes of this presentation
Each Color
Represents a
Different
Sales Rep

24. “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

25. #5: Develop leaders to execute
the process

26. LEADERSHIP RESOURCES

27. Who should your first sales hire be?
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
Entrepreneur in your
industry
Sales background

28. Questions?
Mark Roberge
SVP of Sales and Services, HubSpot
@markroberge