Mark Roberge's Forecast 2015 Keynote: The Sales Acceleration Formula
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The Sales Acceleration Formula Using Data, Technology, and Inbound Selling to Go from $0 to $100M! Mark Roberge Chief Revenue Officer, HubSpot @markroberge
Transcript of Mark Roberge's Forecast 2015 Keynote: The Sales Acceleration Formula
The Sales Acceleration Formula Using Data, Technology, and Inbound Selling to Go from $0
to $100M!
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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What do you look for in a sales
hire?
The ideal sales hiring formula is different for
every company…
but the process to engineer the formula is the same.
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Engineer Your Own Sales Hiring Formula
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Which criteria scored highest for us?
INTELLIGENTor
COACHABLEor
CURIOUS
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The HubSpot Sales Hiring Formula
Coach-ability
Curiosity
Intelligence
Work Ethic
Prior Success
#2: Train your sales people in the same way
A “ride-along” training strategy is neither scalable
nor predictable.
Most top performing sales people succeed in their
own unique way.
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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How do you buy?Cold Call?
Cold email?Google?
Social Media?
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Modern Lead Generation: Inbound Marketing
BLOG SEO SOCIAL MEDIA
“JOURNALISTS” hold the keys to the future of Demand Generation
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
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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
* Data has been altered from actual HubSpot data for the purposes of this presentation
Buyer Journey State
Customer Conversio
n %
Revenue per
Customer
Lead Value
Problem Education 1% $40K $400
Solution Research 5% $40K $2K
Solution Selection 20% $40K $8K
Small Business Persona
Buyer Journey State
Customer Conversio
n %
Revenue per
Customer
Lead Value
Problem Education 2% $200K $4K
Solution Research 6% $200K $12K
Solution Selection 25% $200K $50K
Mid-Market Persona
Buyer Journey State
Customer Conversio
n %
Revenue per
Customer
Lead Value
Problem Education 3% $700K $21K
Solution Research 10% $700K $70K
Solution Selection 30% $700K $210K
Enterprise Persona
* Data has been altered from actual HubSpot data for the purposes of this presentation.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Small Business Mid-Market Enterprise
Sales Attempts
Pro
fita
bil
ity
The Sales SLACalculate the ideal number of sales attempts for each type
of lead
Daily Accountability for the SLA
* Data has been altered from actual HubSpot data for the purposes of this presentation
1-Sep 5-Sep 9-Sep 13-Sep 17-Sep 21-Sep 25-Sep 29-Sep0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
120.0%
Plan Actual
Measure progress on the Marketing SLA each day
#4: Have sales people work the leads with the same
process
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Coaching: Golf vs. Sales
“Metrics-Driven Sales Coaching”
Use metrics to diagnose the skill deficiency. Customize a coaching
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
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
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All proceeds go to
Questions?
Mark RobergeChief Revenue Officer, HubSpot@markroberge
