Bridging the Gap Between Inbound Interest and Revenue 

Mark Roberge Chief Revenue Officer, HubSpot Senior Lecturer, Harvard Business School @markroberge

My mission as a sales executive

MISSION Predictable, scalable revenue growth STRATEGY If I can… 1.  Hire the same type of successful sales person 2.  Train salespeople to align with the modern buyer 3.  Provide each sales person with the same quantity and quality of leads 4.  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

4 @markroberge

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.

6 @markroberge

Engineer Your Own Sales Hiring Formula

7 @markroberge

Which criteria scored highest for us?

INTELLIGENT or

COACHABLE or

CURIOUS

8 @markroberge

The HubSpot Sales Hiring Formula

Ø  Coach-ability

Ø  Curiosity

Ø  Intelligence

Ø  Work Ethic

Ø  Prior Success

#2: Train salespeople to align with the modern buyer

Who is the sales person?

Who is the sales person?

Who is the sales person?

How did sales end up here? Is it sustainable?

The power in the buying and selling process has shifted

from the seller to the buyer.

Inbound sales transforms sales to

match the way people buy.

16 @markroberge

The Salesperson for the Modern Buyer

1.  Inbound sales teams base their entire sales strategy on the buyer rather than the seller.

2.  Inbound salespeople personalize the entire sales experience to the buyer’s context.

INBOUND SELLING PHILOSOPHIES

#3: Provide sales people with the same quantity and quality of leads

19 @markroberge

How do you buy? Cold Call?

Cold email? Google?

Social Media?

20 @markroberge

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 1

eBook w/ LP / Month

4

Blog Posts / Month

Create Your Content Calendar 1

eBook w/ LP / Month

Create Your Content Calendar

4

Blog Posts / Month

FB Posts / Month

8

1

eBook w/ LP / Month

Create Your Content Calendar

4

Blog Posts / Month

FB Posts / Month8

Tweets / month16

1

eBook w/ LP / Month

Create Your Content Calendar

4

Blog Posts / Month

FB Posts / month

8

Tweets / month

16

1

eBook w/ LP / Month

#4: Have sales people work the leads with the same process

29 @markroberge

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

Say goodbye to manual tasks and confusing features. Say hello to HubSpot CRM.

www.hubspot.com/crm www.hubspot.com/sales/sales-training

34 @markroberge

All proceeds go to

Thanks!

Mark Roberge Chief Revenue Officer, HubSpot Senior Lecturer, Harvard Business School @markroberge