When Pardot was founded, we weren’t just building software for small businesses - we were a small business! In this session, Pardot’s own Derek Grant will walk you through how Pardot grew our own internal sales and marketing function, how we used Pardot at each stage of our evolution, and what we learned along the way.

1. Building
a
World
Class
Sales
Team
Mysteries
Revealed
About
Pardot
Sales
Presented
by:
Derek
Grant,
Pardot
#Pardot2012
October
2012

2. I’m
@derekgrant
FSU
Fun
Facts:
• #8
Party
School
• #101
Best
Colleges
• 40%
4
Year
Grad
Rate
University
MoCo:
• “C
Pares
Gradu”
C
Equals
Degree

3. I’m
not
@derekrgrant
Rock
Star
(Literally)
• Alkaline
Trio
• Member
of
church
of
satan
I
rock,
but
please
don’t
accidentally
tweet
this
guy!

4. What
will
we
talk
about?
• What
we
did
what
we
did
• Our
Hiring
Process
• Ramping
Up
New
Reps
• CRM
Processes
and
Measurement
• Random
Tomfoolery

5. Why
We
Did
What
We
Did:
RetrospecPvely,
it
makes
sense

6. The
Profile
A
Sad
Story:
• Young
man
rejected
It
got
me
wondering…
• How
do
you
get
experience
when
you
don’t
have
experience

7. The
Profile

8. Limited
Experience
1-­‐3
Years
of
Experience:
• Desire
to
learn
• No
bad
habits
• Prove
us
right

9. Prior
Commodity
Sales

10. Entrepreneur’s
Spirit

11. The
Hiring
Process:
3
Steps
to
Amazing
Hires

12. My
Mantra
Hire
Slowly
Fire
Quickly

13. The
Velvet
Rope

14. Step
1
-­‐
Assessments
WriCen:
• Pardot’s
Direct
CompeUtors
• Find
10
companies
Technical:
• Leverages
the
KB

15. Step
2
–
Skills
Interview
• Corporate
Values
• PosiUve
/
Self
StarUng
/
SupporUve
• Canned
QuesUons
• Measure
ObjecUvely

16. Step
3
–
Culture
Interview
Culture
MaCers
• Culture
Keepers
• Different
Team
• “Canoe
Test”

17. Recruiters
=
#HistoricalFail
Recruiters
Hate
Us
• Interest
not
aligned
• Quick
hit
v.
Long
term
• 2
Internal
recruiters

18. Wait
-­‐
we
hired
them?
Time
to
make
them
credible

19. Trust
The
System
Paint
by
Numbers
• Training
• It
takes
a
village
• Scripts
• Demo
/
Cold
Call
/
Templates
• Color
within
the
lines
• No
Freelancing

20. Sales
Playbook
Includes:
• General
Info
• Our
Story
• TargeUng
• CRM
Processes

21. Onboarding
New
Reps

22. New
Hire
Drip
Program
• Daily
• Linear
• 1
paragraph
or
less
• 1
value
proposiUon

23. In
Their
First
Week
• Think
like
a
Marketer
• Playbook-­‐Based
Training
• Industry
Whitepapers
• Demo
for
2
Peers
• Prospect
30
Companies
• Cold
Call
Prospects

24. IniPally
They
Make
Me…

25. But
With
PracPce
They
Get…

26. Our
Structure
BlueprinPng
the
team

27. Tom
Brady
is
a
Football
Player

28. Vince
Wilfork
is
a
Football
Player

29. SpecializaPon
is
Key
Cold
Caller
(BDR)
• Complete
monthly
demo
goal
• Team
of
5
Account
ExecuPve
• Achieve
monthly
quota
• Team
of
18

30. Management
Is
CriPcal
Management
Structure
• 3
AE
Managers
• 1
BDR
Manager
• 1
Sales
Director
Max
8
people
Per
Team
No
Quota
for
Managers

31. The
Open
Territory
Model
Unlimited
Opportunity
Per
Rep

32. A
Statement
About
Territories

33. How
We
Resolve
This

34. Conceptually

35. Make
Measurement
Possible
A
Culture
of
Accountability

36. Our
CRM
is…

37. Use
Task
DisposiPons
Post
InteracPon
• What
occurred?
• Custom
field
on
AcUvity
• Rollup
ReporUng

38. Set
ExpectaPons
Measure
Everything

39. Track
The
CriPcal
Metrics
Autonomy
&
Accountability
Calls
• 6
Key
Numbers
ConversaUons
• AcUvity
Demos
• Demos
Scheduled
• Demos
Done
Opps
• Opps
Created
Won
• Opps
Won
• Revenue
Booked

40. Celebrate
Everything
The
Glue
That
Holds
Us
Together

41. Have
Fun
As
a
Team

42. Have
TradiPons

43. Celebrate
Milestones

44. Do
Things
Together

45. QuesPons?