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.

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

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

5. Define an interview scorecard
5 @markroberge

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

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

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

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

15. Create Your Content Engine

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

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

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

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

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

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

25. #5: Develop leaders to execute the
process

26. LEADERSHIP RESOURCES

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

28. create
marketing
people love

32. www.HubSpot.com/3
#inbound12

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