This document outlines Mark Roberge's strategy for achieving predictable and scalable revenue growth through sales. The key elements of the strategy are to:
1. Hire the same type of successful salesperson by defining clear criteria and scoring potential hires.
2. Train all salespeople in the same way using a defined sales playbook and certification programs.
3. Provide each salesperson with the same quantity and quality of marketing-generated leads through a marketing SLA and accountability process.
4. Have salespeople work the leads using the same standardized sales process.
5. Develop sales leaders to execute the strategy and drive a metrics-focused sales culture.
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2) How to activate differentiating campaigns brilliantly to build brand advocacy quickly.
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1) How to use customer insight to formulate a differentiating B2B strategy that strikes the right balance of engaging customers and appeasing internal stakeholders.
2) How to activate differentiating campaigns brilliantly to build brand advocacy quickly.
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Featuring Jessica Fewless
Director, Field and Partner Marketing, Demandbase
Ready to get started with your own ABM strategy? Join Demandbase for a 1-hour workshop that will walk you through the fundamental elements and considerations for your organization in building your ABM strategy. No matter what part of the marketing organization you sit in, ABM can help focus your efforts and more efficiently attract and engage the accounts your sales team cares about most. In this session you will learn the basics of:
Organizational alignment between sales and marketing
Metrics to track quality over quantity
Building a target account list and focus segments
ABM considerations and applications throughout the funnel
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Topics Include:
* How to leverage inbound marketing to generate leads efficiently for your business
* How to use SEO, blogs, and social media to drive more website traffic and leads
* How to capture more leads with customized calls to action and landing pages
* What to measure in your lead generation efforts
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Most B2B marketers have accepted that the sales team will never be satisfied with their efforts. Buyers are moving online and conducting more than 2/3 of their research anonymously before contacting a vendor, leaving sales and marketing pointing fingers at each other as to why they are missing their forecasts. But there is a way to break the cycle and beat those forecasts; and it’s called Account-Based Marketing (ABM).
During the interactive webinar, we’ll discuss how ABM is delivering on the promise of B2B marketing and sales performance by:
- Aligning the focus of both marketing and sales to work in harmony, not silos
- Making marketing and sales more effective by focusing on what matters the most; accounts
- Understanding the nature of a B2B Buyer and using the right metrics to measure success
- Increasing close rates by more than 57% and Annual Contract Values by more than 30%
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For years B2B marketers have played by B2C rules, with limited to no success. Now the game has changed. Join Demandbase and Optimizely to learn why approaches to B2B website personalization and performance have evolved past persona tactics to account-based targeting strategies and what you need to know to stay in the game.
Key takeaways:
Why persona segmentation is no longer the go-to for B2B personalization
How you can build an Account-Based Marketing personalization strategy for your website
Benchmarks for success from some of today’s leading ABM marketers
Sales Techniques for Corporate Events & Conferences by Mario KanaanMario Kanaan
Sales Techniques Definition
What Are We Selling?
Increasing Sales Attendance in the Event Industry
Increasing Sponsorship Acquisition
Acquiring Media Partners
Connecting with People at Events
Building Long terms Relationships
You’ve heard a lot about Account-Based Marketing, but the reality is that Marketing alone isn’t sufficient. In order to turn your most valued accounts into revenue, you need to look beyond traditional marketing channels to incorporate sales, sales development, and customer success.
Join CEO and Founder of Engagio, Jon Miller, and CMO of Demandbase, Peter Isaacson for an in-depth look at how you can expand your account-based focus beyond just Marketing. You’ll learn how to surround your target accounts with relevant and timely messaging through coordinated campaigns extending across sales and marketing.
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Cinderella and Prince Charming. Beauty and the Beast. Aladdin and Jasmine. Sales and Marketing.
That last one doesn’t always have the fairytale ending we want them to, but this Valentine’s day we’re going to solve that.
In this webinar, we’ll share why Account-Based Marketing is key to bringing these two teams together. Not only will we walk you through the steps that go into building the strategy, but we’ll also share best practices and case studies from our own alignment story.
Join us on Valentine’s Day, February 14, to learn how to:
- Align Sales and Marketing on a list of accounts
- Connect marketing and sales metrics
- Build marketing campaigns with sales involvement
- Invest in sales and marketing technology
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---
Jon is VP of Marketing at HubSpot, helping to transform how companies market and sell. Prior to this, Jon led Marketing at Trunk Club, the personalized shopping service for men and women, and was the Head of Marketing for Klout, the social media influence measurement company. Jon has a background in improvised comedy and earned his MBA from the Harvard Business School.
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Sales 4 startups
1. Modern Sales & Marketing Best Practices
Sales 4 Startups – San Francisco
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
…then I will achieve my goal.
3. #1: Hire the same type of successful
sales person
6. 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.
6 @markroberge
7. 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
7 @markroberge
9. #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.
9 @markroberge
10. #3: Provide sales people with the
same quantity and quality of leads
11. The Marketing SLA
Owner Ollie Leads Marketing Mary Leads
(1-100 Employees) (100-2,000 Employees)
Lead Type Lead Value Lead Type Lead Value
Webinar $.07 Webinar $.35
eBook $.05 eBook $.45
Free Trial $.45 Free Trial $2.10
Demo Request $.95 Demo Request $2.75
Enterprise Erin Leads
(2,000+ Employees)
Lead Type Lead Value
Webinar $.85
eBook $1.00
* Data has been altered from actual Free Trial $4.25
HubSpot data for the purposes of this
presentation Demo Request $6.10
12. The Sales SLA
LTV / COCA
Attempt #
Ollie Leads Mary Leads
Erin Leads
* Data has been altered from actual HubSpot data for the purposes of this presentation
13. 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
Bad Lead 1. RESEARCH
Too Big No Fit Prepare for the sales process
Queue Queue
Marketing Int’l 2. PROSPECT
Queue Queue
Get to a connect
LEAD
Unable to
Qualify 3. CONNECT
Schedule the assessment
Unqualified
4. QUALIFY / DISCOVER
Determine worthiness for demo
OPPORTUNITY
Closed Lost
5. DEMO
Illustrate value of software
Closed Lost
6. OBJECTIONS & CLOSE
Sign up new customer
23. Implement a metrics-driven sales culture
Each Color
Represents a
Different Sales
Rep
* Data has been altered from actual HubSpot data for the purposes of this presentation
24. “Peel Back the Onion” 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
27. Who should your first sales hire be?
Entrepreneur in your industry
Sales background
25 years experience in your industry
Currently VP over $200 Million in sales
10 years sales experience
In your industry
Recently promoted to
Sales Manager
#1 Sales Rep out of 500 reps
Not in your industry
5 years sales experience