Presented  by:    Derek  Grant,  Pardot  October  2012  

 

Building  a  World  Class  Sales  Team  Mysteries  Revealed  About  Pardot  Sales  

#Pardot2012  

 

 FSU  Fun  Facts:  •  #8  Party  School  •  #101  Best  Colleges  •  40%  4  Year  Grad  Rate  

 University  MoCo:  •  “C  Pares  Gradu”    

I’m  @derekgrant  

C  Equals  Degree  

 Rock  Star  (Literally)  •  Alkaline  Trio  •  Member  of  church  of  satan  

I  rock,  but  please  don’t  accidentally  tweet  this  guy!  

I’m  not  @derekrgrant  

What  will  we  talk  about?  •  What  we  did  what  we  did  •  Our  Hiring  Process  •  Ramping  Up  New  Reps  •  CRM  Processes  and  Measurement  •  Random  Tomfoolery  

Why  We  Did  What  We  Did:  RetrospecPvely,  it  makes  sense  

The  Profile  

A  Sad  Story:  •  Young  man  rejected    It  got  me  wondering…  •  How  do  you  get  experience  when  you  don’t  have  experience  

The  Profile  

Limited  Experience  

1-­‐3  Years  of  Experience:  

•  Desire  to  learn    •  No  bad  habits    •  Prove  us  right  

Prior  Commodity  Sales  

Entrepreneur’s  Spirit  

The  Hiring  Process:  3  Steps  to  Amazing  Hires  

My  Mantra    

Hire  Slowly    Fire  Quickly  

The  Velvet  Rope  

Step  1  -­‐  Assessments    WriCen:  •  Pardot’s  Direct  CompeUtors  

•  Find  10  companies    Technical:  •  Leverages  the  KB  

Step  2  –  Skills  Interview  •  Corporate  Values  •  PosiUve  /  Self  StarUng  /  SupporUve  

•  Canned  QuesUons  •  Measure  ObjecUvely  

Step  3  –  Culture  Interview  Culture  MaCers    •  Culture  Keepers  

•  Different  Team  

•  “Canoe  Test”  

 

Recruiters  =  #HistoricalFail  Recruiters  Hate  Us    •  Interest  not  aligned  

•  Quick  hit  v.  Long  term    

•  2  Internal  recruiters  

Wait  -­‐  we  hired  them?    Time  to  make  them  credible  

Trust  The  System  Paint  by  Numbers    

•  Training  •  It  takes  a  village    

•  Scripts  •  Demo  /  Cold  Call  /  Templates  

 

•  Color  within  the  lines  •  No  Freelancing  

Sales  Playbook  Includes:    •  General  Info  •  Our  Story  •  TargeUng  •  CRM  Processes  

Onboarding  New  Reps  

New  Hire  Drip  Program    •  Daily  •  Linear  •  1  paragraph  or  less  •  1  value  proposiUon  

In  Their  First  Week    •  Think  like  a  Marketer  •  Playbook-­‐Based  Training  •  Industry  Whitepapers  •  Demo  for  2  Peers  •  Prospect  30  Companies  •  Cold  Call  Prospects  

IniPally  They  Make  Me…  

But  With  PracPce  They  Get…  

Our  Structure  BlueprinPng  the  team  

Tom  Brady  is  a  Football  Player  

Vince  Wilfork  is  a  Football  Player  

SpecializaPon  is  Key  Cold  Caller  (BDR)  •  Complete  monthly  demo  goal  

•  Team  of  5    Account  ExecuPve  •  Achieve  monthly  quota  •  Team  of  18    

Management  Is  CriPcal  Management  Structure    

•  3  AE  Managers  •  1  BDR  Manager  •  1  Sales  Director  

Max  8  people  Per  Team    No  Quota  for  Managers  

The  Open  Territory  Model  Unlimited  Opportunity  Per  Rep  

A  Statement  About  Territories  

How  We  Resolve  This  

Conceptually  

Make  Measurement  Possible  A  Culture  of  Accountability  

Our  CRM  is…  

Use  Task  DisposiPons  Post  InteracPon  

•  What  occurred?  •  Custom  field  on  AcUvity  

•  Rollup  ReporUng  

Set  ExpectaPons  Measure  Everything  

Track  The  CriPcal  Metrics  Autonomy  &  Accountability    •  6  Key  Numbers  •  AcUvity  •  Demos  Scheduled  •  Demos  Done  •  Opps  Created  •  Opps  Won  •  Revenue  Booked  

Calls  

ConversaUons  

Demos  

Opps  

Won  

Celebrate  Everything  The  Glue  That  Holds  Us  Together  

Have  Fun  As  a  Team  

Have  TradiPons  

Celebrate  Milestones  

Do  Things  Together  

QuesPons?