2013 12-11 bia kelsey conference
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Creating the ‘Perfect’ Local Sales Organization Mark Roberge Chief Revenue Officer, HubSpot @markroberge
Transcript of 2013 12-11 bia kelsey conference
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
