Perspectives from selling back into the customer baseUpselling and cross-selling the HubSpot portfolio

Expansion MRR is upselling and cross-selling

• Started the INBOUND marketing movement

• MIT-born, Boston-based• Content including Ads,

Marketing Automation, CRM, Productivity and Reporting

• 20,000+ small and mid-size customers

• Price-points from free to $10K/mo

• $250M subscription-based revenue

• Global Director of Sales Engineering and Customer Sales

• Engineer by training• Came to sales by way of sales

consulting in the enterprise space

Designing a upsell /cross-sell team

Sizing up the opportunity (Strategic)

Points of lead capture (Tactical)

Staffing the sales team (Tactical)

Goal Setting & Measurement

Lessons we’ve learned

• Determine your target persona/company?

• How many of those personas exist in your customer base?

• How fast do you expect them to adopt the solution?

Sizing up the opportunity

Sizing up the opportunity● Determine your target persona/company?

○ Marketers that value SEM and social ads -- 50-60%

● How many of those personas exist in your customer base?○ 50% had connected social accounts○ 15% had paid sources for referring sites○ 5% used URL conversion tracking

Initial guessimate was 10% adoption --

● How fast do you expect them to adopt the solution? NO IDEA

Points of lead captureWho communicates with your persona and what is their incentives?

• support team on an ad-hoc basis - no natural incentive• customer success team on a quarterly basis - strong incentive• marketing via content marketing campaigns and tool creation -

it’s their job

What does your persona do in the app?• performs keyword planning, create content, publish and measure

results

What constitutes a lead? • customer currently running ads or looking to start in the near

term• customer with a successful content marketing program

What is your desired call-to-action (CTA)? • drive inbound demand to a DEMO or TRIAL

Staffing the sales team

Staffing the sales team● Triangulating quota, tenure, velocity and skills

~500K ARR quota1-3 years experience

Staffing the sales team● Velocity of the cross-sell -

○ $100 MRR, 1-2 hour sale, 40-60 deals closed per month

○ $200 MRR, 2-3 hour sale, 20-40 deals closed per month

● How difficult is it to close a deal internally?○ Out-of-box Terms-of-service (TOS) ○ Minimal order management overhead

Staffing the sales team● Skill-mix

○Product-oriented sale○Shorter duration○Less touch-points

Functional Sales

Tech

nica

l Pro

duct

BDR/SDR

HUNTER

SALES ENGINEER

CROSS-SELL

FARMER

Goal Setting● Start with the hi-level adoption goal, e.g.

○ Achieve 10% adoption in 24 months → 80 deals per month

● Achieved by 4 quota carriers @ 20 deals per month w $200/mo ASP

Each Rep:●ACV: $2400 (<$5K)●Annual Quota = $576K●Tenure Range = 1-3 yrs●Transactional sale of 20 deals per month

Goal Setting● Start with the hi-level adoption goal, e.g.

○ Achieve 10% adoption in 24 months → 80 deals per month

● Achieved by 4 quota carriers @ 20 deals per month w $200/mo ASP

Each Rep:●ACV: $2400 (<$5K)●Annual Quota = $576K●Tenure Range = 1-3 yrs●Transactional sale of 20 deals per month

Goal SettingAllocate lead goals to marketing and customer success (50/50)

●Marketing lead to close - 5:1 -> 200 leads

●Customer success lead to close - 2:1 -> 80 leads

Measurement

W1 = 50%, W2 = 75%, W3 = 90%, W4 ->Over-achieve

Lessons Learned• Align to lead sources• Specialists vs. Generalists• Automate as much as possible

o Email automationo Meeting Automation

• Make the reps part of the larger sales org• Let’s them sync with product, let them sync with

marketingo Pointy edge of the spear

• Have a mini-onboarding service• Connect everyone on collaboration services

QUESTIONS?