global minds series #3 | mark roberge - the sales acceleration formula
TRANSCRIPT
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#inbound12
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My mission as a sales executive
MISSIONPredictable, scalable revenue growth
STRATEGYIf I can…1. Hire the same type of successful sales person2. Train salespeople to align with the modern buyer3. 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.
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#1: Hire the same type of successful sales person
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4 @markroberge
What do you look for in a sales
hire?
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The ideal sales hiring formula is different for
every company… but the process to engineer
the formula is the same.
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6 @markroberge
Engineer Your Own Sales Hiring Formula
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7 @markroberge
Which criteria scored highest for us?
INTELLIGENTor
COACHABLEor
CURIOUS
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8 @markroberge
The HubSpot Sales Hiring Formula Coach-ability
Curiosity
Intelligence
Work Ethic
Prior Success
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#2: Train salespeople to align with the modern
buyer
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Who is the sales person?
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Who is the sales person?
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Who is the sales person?
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How did sales end up here?Is it sustainable?
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The power in the buying and selling process has shifted
from the seller to the buyer.
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Inbound sales transforms sales to
match the way people buy.
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16 @markroberge
The Salesperson for the Modern Buyer
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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
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#3: Provide sales people with the same quantity and
quality of leads
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19 @markroberge
How do you buy?Cold Call?
Cold email?Google?
Social Media?
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20 @markroberge
Modern Lead Generation: Inbound Marketing
BLOG SEO SOCIAL MEDIA
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“JOURNALISTS” hold the keys to the future of Demand Generation
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Create Your Content Engine
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Create Your Content Calendar
1eBook w/ LP / Month
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4Blog Posts / Month
Create Your Content Calendar
1eBook w/ LP / Month
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Create Your Content Calendar
4Blog Posts / Month
FB Posts / Month
8
1eBook w/ LP / Month
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Create Your Content Calendar
4Blog Posts / Month
FB Posts / Month8
Tweets / month16
1eBook w/ LP / Month
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Create Your Content Calendar
4Blog Posts / Month
FB Posts / month8
Tweets / month16
1eBook w/ LP / Month
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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
CustomerLead Value
Problem Education 1% $40K $400
Solution Research 5% $40K $2K
Solution Selection 20% $40K $8K
Small Business PersonaBuyer
Journey State
Customer Conversio
n %
Revenue per
CustomerLead 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
CustomerLead Value
Problem Education 3% $700K $21K
Solution Research 10% $700K $70K
Solution Selection 30% $700K $210K
Enterprise Persona
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* 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
Profi
tabi
lity
The Sales SLACalculate the ideal number of sales attempts for each type
of lead
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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
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#4: Have sales people work the leads with the same
process
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32 @markroberge
Coaching: Golf vs. Sales
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“Metrics-Driven Sales Coaching”
Use metrics to diagnose the skill deficiency. Customize a coaching
plan.
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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
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“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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Say goodbye to manual tasks and confusing features. Say hello to
HubSpot CRM.
www.hubspot.com/crm www.hubspot.com/sales/sales-training
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37 @markroberge
All proceeds go to
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Thanks!
Mark RobergeChief Revenue Officer, HubSpotSenior Lecturer, Harvard Business School@markroberge
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#inbound12