Creating the ‘Perfect’ Local Sales Organization

Mark RobergeChief Revenue Officer, HubSpot@markroberge

My mission as a sales executive

MISSIONPredictable, scalable revenue growth

STRATEGYIf I can…1. Hire the same type of successful sales person2. Train the sales people in the same way3. Provide each sales person with the same quantity and

quality of leads4. Have the sales people work the leads using the same

process

…then I will achieve my goal.

#1: Hire the same type of successful sales person

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Define, Score, and Analyze Criteria

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Define an interview scorecard

#2: Train your sales people in the same way

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#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.

Train Sales to “Live” in your Prospects’ World

Set Them Up to be Thought Leaders

#3: Provide sales people with the same quantity and

quality of leads

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Modern Lead Generation: Inbound MarketingBlog SEO Social Media

Free Tip: Run your website through marketing.grader.com

Create Your Content Engine

Create Your Content Calendar

1eBook w/ LP / Month

4

Blog Posts / Month

Create Your Content Calendar

1eBook w/ LP / Month

Create Your Content Calendar

4Blog Posts / Month

FB Posts / Month

8

1eBook w/ LP / Month

Create Your Content Calendar

4Blog Posts / Month

FB Posts / Month8

Tweets / month16

1eBook w/ LP / Month

Create Your Content Calendar

4Blog Posts / Month

FB Posts / month

8

Tweets / month

16

1eBook w/ LP / Month

The Marketing SLA

Lead Type Lead Value

Webinar $.07

eBook $.05

Free Trial $.45

Demo Request $.95

Owner Ollie Leads(1-100 Employees)

Lead Type Lead Value

Webinar $.35

eBook $.45

Free Trial $2.10

Demo Request $2.75

Marketing Mary Leads(100-2,000 Employees)

Lead Type Lead Value

Webinar $.85

eBook $1.00

Free Trial $4.25

Demo Request $6.10

Enterprise Erin Leads(2,000+ Employees)

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

The Sales SLA

Attempt #

LTV

/ C

OC

A

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

Ollie Leads Mary LeadsErin Leads

Daily Accountability for Marketing & Sales

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

#4: Have sales people work the leads with the same

process

Implement a Sales Process1. RESEARCH

Prepare for the sales process

2. PROSPECTGet to a connect

3. CONNECTSchedule the assessment

4. QUALIFY / DISCOVERDetermine worthiness for

demo

5. DEMOIllustrate value of software

6. OBJECTIONS & CLOSESign up new customer

Too Big Queue

No Fit Queue

Marketing Queue

Int’l Queue

Unable to Qualify

Unqualified

Closed Lost

Closed Lost

LEA

DO

PP

OR

TU

NI

TY

Bad Lead

Implement a metrics-driven coaching culture

Morning

Afternoon

1st Day of Month 2nd Day of Month

VP Meets with Director Review Skill/Development Plans

for each sales person

Director Meets with Manager Review Skill/Development Plans

for each sales person

Manager Meets with Sales Person Discuss qualitative performance Review individual metrics Co-Create Skill/Development Plan

Sales Person / Manager Independent Reviews Think through qualitative performance Review individual metrics Think about Skill/Development Plan

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

“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

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Transitioning Sales Team to Inbound

Outbound Sales Inbound SalesGood Fit

Has Pain

Has Pain

Good Fit

Build list of target market Call high Use elevator pitch Beg for appointment Always Be Closing

Auto filter bad fit leads Call low. Gather info. Then call high Reference lead intelligence Qualify out tire kickers Always Be Helping

Transition Sales to Inbound Filter out bad fit leads Specialize Reps by Inbound or Outbound Train Inbound Reps on Inbound Sales Methodology

How an Inbound Trained Sales Person Prospects an Inbound Lead

Research

Monitor and React

Inbound Prospecting Approach

360 View of a Lead’s Engagement with Your Company

How an Inbound Trained Sales Person Prospects an Inbound Lead

Research

Monitor and React

Inbound Prospecting Approach

Social Media Website Email

Monitor Sales Signals with www.getsignals.com

How an Inbound Trained Sales Person Prospects an Inbound Lead

Research

Monitor and React

Inbound Prospecting Approach

Use Buyer Context

Questions?

Mark RobergeChief Revenue Officer, HubSpot@markroberge