Pardot Elevate 2012 - The Evolution of Pardot’s Sales and Marketing Function

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Presented by: Derek Grant, Pardot October 2012 Building a World Class Sales Team Mysteries Revealed About Pardot Sales #Pardot2012
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    13-Sep-2014
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When Pardot was founded, we weren’t just building software for small businesses - we were a small business! In this session, Pardot’s own Derek Grant will walk you through how Pardot grew our own internal sales and marketing function, how we used Pardot at each stage of our evolution, and what we learned along the way.

Transcript of Pardot Elevate 2012 - The Evolution of Pardot’s Sales and Marketing Function

Page 1: Pardot Elevate 2012 - The Evolution of Pardot’s Sales and Marketing Function

Presented  by:    Derek  Grant,  Pardot  October  2012  

 

Building  a  World  Class  Sales  Team  Mysteries  Revealed  About  Pardot  Sales  

#Pardot2012  

 

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 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  

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

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

I’m  not  @derekrgrant  

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

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

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The  Profile  

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

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The  Profile  

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Limited  Experience  

1-­‐3  Years  of  Experience:  

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

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Prior  Commodity  Sales  

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Entrepreneur’s  Spirit  

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The  Hiring  Process:  3  Steps  to  Amazing  Hires  

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My  Mantra    

Hire  Slowly    Fire  Quickly  

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The  Velvet  Rope  

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

•  Find  10  companies    Technical:  •  Leverages  the  KB  

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

•  Canned  QuesUons  •  Measure  ObjecUvely  

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Step  3  –  Culture  Interview  Culture  MaCers    •  Culture  Keepers  

•  Different  Team  

•  “Canoe  Test”  

 

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Recruiters  =  #HistoricalFail  Recruiters  Hate  Us    •  Interest  not  aligned  

•  Quick  hit  v.  Long  term    

•  2  Internal  recruiters  

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

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Trust  The  System  Paint  by  Numbers    

•  Training  •  It  takes  a  village    

•  Scripts  •  Demo  /  Cold  Call  /  Templates  

 

•  Color  within  the  lines  •  No  Freelancing  

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

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Onboarding  New  Reps  

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

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

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IniPally  They  Make  Me…  

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But  With  PracPce  They  Get…  

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Our  Structure  BlueprinPng  the  team  

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Tom  Brady  is  a  Football  Player  

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Vince  Wilfork  is  a  Football  Player  

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

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

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Management  Is  CriPcal  Management  Structure    

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

Max  8  people  Per  Team    No  Quota  for  Managers  

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The  Open  Territory  Model  Unlimited  Opportunity  Per  Rep  

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A  Statement  About  Territories  

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How  We  Resolve  This  

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Conceptually  

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Make  Measurement  Possible  A  Culture  of  Accountability  

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Our  CRM  is…  

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Use  Task  DisposiPons  Post  InteracPon  

•  What  occurred?  •  Custom  field  on  AcUvity  

•  Rollup  ReporUng  

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Set  ExpectaPons  Measure  Everything  

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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  

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Celebrate  Everything  The  Glue  That  Holds  Us  Together  

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Have  Fun  As  a  Team  

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Have  TradiPons  

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Celebrate  Milestones  

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Do  Things  Together  

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QuesPons?