2011 11-15 how to achieve predictable scalable revenue growth v5

Sales Strategies in a Social & Mobile World @Sales20Conf

How to Achieve Predictable,

Scalable Revenue Growth

November 15, 2011

@Sales20Conf / #s20c

Mark Roberge

VP of Sales, HubSpot

@markroberge


My mission as a sales executive

MISSION Predictable, scalable revenue growth

STRATEGY If I can…

Provide each sales person with the same quantity and quality of leads

Ensure sales people work the leads using the same process

Hire the same type of successful sales person

Train each sales person in the same way

…then I will achieve my goal.


#1. Provide each sales

person with the same

quantity and quality of leads

Sales Strategies in a Social & Mobile World @Sales20Conf 4

Use Science Not Gut to Determine Sales-Ready Leads

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


Requested a Demo

Downloaded BP White Paper

Subscribed to Company Blog

Visited Pricing Page

Fan company Facebook Page

Downloaded Mobile App

Visited CEO Bio Page

Mentioned competitor on Twitter

Submitted “Contact Us” Form

Visited Success page

Subscribed to eNewsletter

Mentioned company on Twitter

Downloaded ISO Webinar

Visited Awards Page

Called Support

Which prospect behaviors are most influential?

* Data has been altered from actual HubSpot data

for the purposes of this presentation

What behaviors

are most

influential in

converting

prospects into

customers?


How does each behavior influence sales cycle?

6


Sales Strategies in a Social & Mobile World @Sales20Conf 7

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%


Create points goal

Hold Marketing

accountable daily


Do you want to be “targeted” or “educated”?

800-555-1234

Annoying

Salesperson

OUTBOUND INBOUND


Maximize lead flow from inbound channels

Source: survey of hundreds of businesses: HubSpot.com/ROI


Avoid reliance on spamming your leads database

http://www.hubspot.com/the-science-of-email-marketing/


Inbound Lead Generation Idea

Repurpose webinar content into

blog articles and tweets

http://school.salescrunch.com/files/2010/12/Mark_Andrew_Greg.jpg



Repurpose survey results into

blog articles and tweets



Blog articles, eBooks, etc. written by professionals

$15 - $20 per blog article

7,800 writers, 3,900 buyers, 170,000 titles purchased


Reading List Suggestion

Inbound Marketing: Get Found using Google,

Social Media and Blogs

Top 5 Web Marketing

Book on Amazon

InboundBook.com


Action Items

1. Use Science to define your

sales ready leads. Hold

marketing accountable

2. Maximize percentage of

inbound marketing leads

3. Develop your “publishing”

muscle


#2. Ensure sales people

work the leads using the

same process


Define your process to establish common terminology

1. RESEARCH

Prepare for the sales process

2. PROSPECT

Get to a connect

3. CONNECT

Schedule the assessment

4. QUALIFY/DISCOVER

Determine worthiness for demo

5. DEMO

Illustrate value of software

6. OBJECTIONS & CLOSE

Sign up new customer

Too Big

Queue

No Fit

Queue

Marketing

Queue

Int’l

Queue

Unable to

Qualify

Unqualified

Closed Lost

Closed Lost

LE

AD

O

PP

OR

TU

NIT

Y

Bad Lead


Implement a metrics-driven sales culture


Each Color

Represents a

Different

Sales Rep


“Peal Back the Onion” on weak areas 3.11

* Data has been altered from actual HubSpot data for the

purposes of this presentation

Lead-Worked-to-Connect Ratio

Connect-to-Demo Ratio


Use Science, Not Gut, to Find Optimal Attempts per Lead

Attempt #

LT

V / C

OC

A



21

Hold Sales Accountable to the Behavior You Want

* Data has been altered from

actual HubSpot data for the

purposes of this presentation

https://na5.salesforce.com/00O70000002P4V8?dbw=1

https://na5.salesforce.com/00O70000002P4V8?dbw=1


Action Items

1. Implement a metrics-driven

sales culture

2. Use Science to define your

sales process. Hold sales

accountable daily


#3. Hire the same type of

successful sales person


Understand key characteristics for your sales context



Build process around these characteristics


#4. Train sales people

in the same way


Train your sales people in the same way

What I saw 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.


Complicated & Confusing Easy & Integrated

What is HubSpot?


New Strategic Investment

$32M


QUESTIONS

Mark Roberge

VP of Sales, HubSpot

@markroberge

2011 11-15 how to achieve predictable scalable revenue growth v5

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