Mark Roberge outlines a strategy to achieve predictable revenue growth through scalable and aligned sales processes. The strategy involves (1) hiring salespeople who are coachable, curious, and intelligent, (2) training salespeople in inbound selling philosophies aligned with modern buyers, (3) generating high-quality leads through content marketing, and (4) coaching salespeople to work leads using metrics-driven processes. The goal is to establish processes that all salespeople can replicate consistently to scale the business.

1. Bridging the Gap Between Inbound
Interest and Revenue
Mark Roberge
Chief Revenue Officer, HubSpot
Senior Lecturer, Harvard Business School
@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 salespeople to align with the modern buyer
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
…then I will achieve my goal.

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

4. 4 @markroberge
What do you look for
in a sales hire?

5. The ideal sales hiring formula is
different for every company…
but the process to engineer the
formula is the same.

6. 6 @markroberge
Engineer Your Own Sales Hiring Formula

7. 7 @markroberge
Which criteria scored highest for us?
INTELLIGENT
or
COACHABLE
or
CURIOUS

8. 8 @markroberge
The HubSpot Sales Hiring Formula
Ø Coach-ability
Ø Curiosity
Ø Intelligence
Ø Work Ethic
Ø Prior Success

9. #2: Train salespeople to align with
the modern buyer

10. Who is the sales person?

11. Who is the sales person?

12. Who is the sales person?

13. How did sales end up here?
Is it sustainable?

14. The power in the buying and
selling process has shifted
from the seller to the buyer.

15. Inbound sales
transforms sales to
match the way
people buy.

16. 16 @markroberge
The Salesperson for the Modern Buyer

17. 1. Inbound sales teams base their entire sales strategy on the
buyer rather than the seller.
2. Inbound salespeople personalize the entire sales
experience to the buyer’s context.
INBOUND SELLING PHILOSOPHIES

18. #3: Provide sales people with the
same quantity and quality of leads

19. 19 @markroberge
How do you buy?
Cold Call?
Cold email?
Google?
Social Media?

20. 20 @markroberge
Modern Lead Generation: Inbound Marketing
BLOG SEO SOCIAL MEDIA

21. “JOURNALISTS” hold the keys to the
future of Demand Generation

22. Create Your Content Engine

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

24. 4
Blog Posts / Month
Create Your Content Calendar
1
eBook w/ LP / Month

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

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

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

28. #4: Have sales people work the leads
with the same process

29. 29 @markroberge
Coaching:
Golf vs. Sales

30. “Metrics-Driven Sales Coaching”
Use metrics to diagnose the skill deficiency.
Customize a coaching plan.

31. 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

32. “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

33. Say goodbye to manual tasks and confusing
features. Say hello to HubSpot CRM.
www.hubspot.com/crm www.hubspot.com/sales/sales-training

34. 34 @markroberge
All proceeds go to

35. Thanks!
Mark Roberge
Chief Revenue Officer, HubSpot
Senior Lecturer, Harvard Business School
@markroberge