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Sales & Marketing Alignment:
0 to 4,000 Customers with No Cold Calls

MIT Sloan Sales Conference
May 6th, 2011



            Mark Roberge
            HubSpot
            @markroberge
Agenda


             I. Inbound Demand Generation

             II. Sales and Marketing Alignment

             III. Science of Sales




2
Outbound Demand Generation




3 @markroberge
Outbound Marketing is Getting Harder

                                       800-555-1234
                                       Annoying
                                       Salesperson




4 @markroberge
Inbound Demand Generation


            Blog     SEO    Social Media




5 @markroberge
How Do You Get to the Top? History of SEO
Inbound Marketing – One Strategy not Three


            Blog       SEO        Social Media




7 @markroberge
Inbound Leads Cost 60% Less Than Outbound Leads




        Source: survey of hundreds of businesses: HubSpot.com/ROI
Reading List Suggestion

                           Inbound Marketing:
                          Get Found using Google,
                          Social Media and Blogs


                          Top 5 Web Marketing
                            Book on Amazon

                          InboundBook.com
9 @markroberge
Action Items - Inbound Demand Generation

 1. Develop a publishing muscle

 2. Define a thought leadership
    committee

 3. Start a blog

 4. Participate in your prospect’s
    communities


10 @markroberge
Agenda


          I. Inbound Demand Generation

          II. Sales and Marketing Alignment

          III. Science of Sales




11
Use Science Not Gut to Determine Sales-Ready Leads



        SEO             BLOG            Social Media

        Visitors        Visitors             Visitors


         Leads           Leads                Leads



     SEO Customers   Blog Customers   Social Media Customers

      [LTV of SEO     [LTV of Blog     [LTV of Social Media
       Customers]      Customers]          Customers]



12
Hold Marketing Accountable to Lead Quality and Quantity




        • MTD Rejected New Lead Rate (target < 5%): 4.6%
        • MTD 7 Day Lead to Opportunity Conv (target > 33%): 44%
        • MTD % Leads from B2B >1K employees (target > 20%): 23%

13      * Data has been altered from actual HubSpot data for the purposes of this presentation
Use Science, Not Gut, to Find Optimal Attempts per Lead


                  8


                  6
     LTV / COCA




                  4


                  2


                  0
                       1       3        5        7      9    11      13
                                             Attempt #
                      All Leads             1-10 employees   11-25 employees
                      26-50 employees       51+ employees
Hold Sales Accountable to Attempt Quantity and Quality




                                             * Data has been altered from
                                             actual HubSpot data for the
                                             purposes of this presentation

15
Action Items – Sales & Marketing Alignment




 1. Define your Marketing SLA

 2. Define your Sales SLA

 3. Implement processes to hold sales
    and marketing accountable



16 @markroberge
Agenda


          I. Inbound Demand Generation

          II. Sales and Marketing Alignment

          III. Science of Sales




17
Mission as a Sales Scientist


 MISSION
 Predictable, scalable revenue growth


 STRATEGY
 If I can…
  Hire the same type of sales person
  Train them in the same way
  Provide them with the same quantity and quality of leads
  Have them work the leads using the same process

 …then I will achieve my goal.




18 @markroberge
Predictable Sales Hiring




19 @markroberge
Predictable Sales Training


 What we saw
         Shadow a senior sales rep for 1 week
         Read a 2 page sales manual



 What we did
         Train your sales people as consultants or experts. Give them
          hands on experience if possible.
         Use tests and certification programs.




20 @markroberge
Predictable Lead Quantity and Quality




        • MTD Rejected New Lead Rate (target < 5%): 4.6%
        • MTD 7 Day Lead to Opportunity Conv (target > 33%): 44%
        • MTD % Leads from B2B >1K employees (target > 20%): 23%

21      * Data has been altered from actual HubSpot data for the purposes of this presentation
Predicable Sales Funnel Process
       Bad Lead
                                  1. RESEARCH
                            Prepare for the sales process
  Too Big        No Fit
  Queue          Queue


  Marketing        Int’l           2. PROSPECT




                                                             LEAD
   Queue          Queue
                                   Get to a connect

               Unable to
                Qualify
                                   3. CONNECT
                              Schedule the assessment


              Unqualified
                                    4. QUALIFY
                            Determine worthiness for demo




                                                             OPPORTUNITY
              Closed Lost
                                        5. DEMO
                              Illustrate value of software


              Closed Lost
                             6. OBJECTIONS & CLOSE
                                Sign up new customer
Use Data to Hold Sales Accountable to the Process




                                                                                            Each Color
                                                                                           Represents a
                                                                                             Different
                                                                                            Sales Rep


  * Data has been altered from actual HubSpot data for the purposes of this presentation
3.11

 “Peal Back the Onion” to Diagnose Issues

                                                            Lead-Worked-to-Connect Ratio




                                                               Connect-to-Demo Ratio




 * Data has been altered from actual HubSpot data for the
 purposes of this presentation
Action Items – Science of Sales


 1. Implement your sales
    candidate score sheet

 2. Add exams and certifications to
    your sales training process

 3. Define the sales process and
    use data to hold sales
    accountable

25 @markroberge
Additional Resources

    Grade your website at
    www.WebsiteGrader.com
    Read the Inbound Marketing Book
    www.InboundBook.com
    Inbound Marketing
    www.inboundmarketing.com
    Start your free trial of HubSpot software
    www.HubSpot.com/free-trial
Thank You!




      Mark Roberge
      HubSpot
      @markroberge

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Sales and Marketing Alignment - MIT Sloan Sales Conference

  • 1. Sales & Marketing Alignment: 0 to 4,000 Customers with No Cold Calls MIT Sloan Sales Conference May 6th, 2011 Mark Roberge HubSpot @markroberge
  • 2. Agenda I. Inbound Demand Generation II. Sales and Marketing Alignment III. Science of Sales 2
  • 4. Outbound Marketing is Getting Harder 800-555-1234 Annoying Salesperson 4 @markroberge
  • 5. Inbound Demand Generation Blog SEO Social Media 5 @markroberge
  • 6. How Do You Get to the Top? History of SEO
  • 7. Inbound Marketing – One Strategy not Three Blog SEO Social Media 7 @markroberge
  • 8. Inbound Leads Cost 60% Less Than Outbound Leads Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 9. Reading List Suggestion Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com 9 @markroberge
  • 10. Action Items - Inbound Demand Generation 1. Develop a publishing muscle 2. Define a thought leadership committee 3. Start a blog 4. Participate in your prospect’s communities 10 @markroberge
  • 11. Agenda I. Inbound Demand Generation II. Sales and Marketing Alignment III. Science of Sales 11
  • 12. Use Science Not Gut to Determine Sales-Ready Leads SEO BLOG Social Media Visitors Visitors Visitors Leads Leads Leads SEO Customers Blog Customers Social Media Customers [LTV of SEO [LTV of Blog [LTV of Social Media Customers] Customers] Customers] 12
  • 13. Hold Marketing Accountable to Lead Quality and Quantity • MTD Rejected New Lead Rate (target < 5%): 4.6% • MTD 7 Day Lead to Opportunity Conv (target > 33%): 44% • MTD % Leads from B2B >1K employees (target > 20%): 23% 13 * Data has been altered from actual HubSpot data for the purposes of this presentation
  • 14. Use Science, Not Gut, to Find Optimal Attempts per Lead 8 6 LTV / COCA 4 2 0 1 3 5 7 9 11 13 Attempt # All Leads 1-10 employees 11-25 employees 26-50 employees 51+ employees
  • 15. Hold Sales Accountable to Attempt Quantity and Quality * Data has been altered from actual HubSpot data for the purposes of this presentation 15
  • 16. Action Items – Sales & Marketing Alignment 1. Define your Marketing SLA 2. Define your Sales SLA 3. Implement processes to hold sales and marketing accountable 16 @markroberge
  • 17. Agenda I. Inbound Demand Generation II. Sales and Marketing Alignment III. Science of Sales 17
  • 18. Mission as a Sales Scientist MISSION Predictable, scalable revenue growth STRATEGY If I can…  Hire the same type of sales person  Train them in the same way  Provide them with the same quantity and quality of leads  Have them work the leads using the same process …then I will achieve my goal. 18 @markroberge
  • 20. Predictable Sales Training  What we saw  Shadow a senior sales rep for 1 week  Read a 2 page sales manual  What we did  Train your sales people as consultants or experts. Give them hands on experience if possible.  Use tests and certification programs. 20 @markroberge
  • 21. Predictable Lead Quantity and Quality • MTD Rejected New Lead Rate (target < 5%): 4.6% • MTD 7 Day Lead to Opportunity Conv (target > 33%): 44% • MTD % Leads from B2B >1K employees (target > 20%): 23% 21 * Data has been altered from actual HubSpot data for the purposes of this presentation
  • 22. Predicable Sales Funnel Process Bad Lead 1. RESEARCH Prepare for the sales process Too Big No Fit Queue Queue Marketing Int’l 2. PROSPECT LEAD Queue Queue Get to a connect Unable to Qualify 3. CONNECT Schedule the assessment Unqualified 4. QUALIFY Determine worthiness for demo OPPORTUNITY Closed Lost 5. DEMO Illustrate value of software Closed Lost 6. OBJECTIONS & CLOSE Sign up new customer
  • 23. Use Data to Hold Sales Accountable to the Process Each Color Represents a Different Sales Rep * Data has been altered from actual HubSpot data for the purposes of this presentation
  • 24. 3.11 “Peal Back the Onion” to Diagnose Issues Lead-Worked-to-Connect Ratio Connect-to-Demo Ratio * Data has been altered from actual HubSpot data for the purposes of this presentation
  • 25. Action Items – Science of Sales 1. Implement your sales candidate score sheet 2. Add exams and certifications to your sales training process 3. Define the sales process and use data to hold sales accountable 25 @markroberge
  • 26. Additional Resources Grade your website at www.WebsiteGrader.com Read the Inbound Marketing Book www.InboundBook.com Inbound Marketing www.inboundmarketing.com Start your free trial of HubSpot software www.HubSpot.com/free-trial
  • 27. Thank You! Mark Roberge HubSpot @markroberge