Work.com Sell Better Together -

Metrics Driven Sales Coaching

Mark Roberge

SVP Sales and Services

HubSpot

@markroberge

Dreamforce

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 the sales people in the same way

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

5. Develop leaders to execute the process

…then I will achieve my goal.

Hold Sales Team Accountable to Effective Coaching

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

Diagnose the Skill Issue: Start at the Top

* Data has been altered from actual HubSpot data for the purposes of this presentation

Each Color

Represents a

Different Sales

Rep

Each Color

Represents a

Different Sales

Rep

Diagnose: Prospecting Issues

Causes of Prospecting Issues

Over-investment in unqualified

opportunities

Time management issues

Lack of personal goals

Call reluctance

* Data has been altered from actual HubSpot data for the purposes of this presentation

Diagnose: Conversion to Opportunity Issues

* Data has been altered from actual HubSpot data for the purposes of this presentation

Each Color

Represents a

Different Sales

Rep

Causes of Opportunity Issues

Prospecting depth

Prospecting personalization

Building trust on the connect

Diagnose: Conversion to Customer Issues

* Data has been altered from actual HubSpot data for the purposes of this presentation

Each Color

Represents a

Different Sales

Rep

Causes of Close Rate Issues

Developing sense of urgency

Getting beyond surface pain

Reaching the authority

Diagnose: “Peal Back the Onion” on Metrics for More Insight

Lead-Worked-to-Connect Ratio

Connect-to-Demo Ratio

* Data has been altered from actual HubSpot data for the purposes of this presentation

Co-Creating the Skill/Development Plan

ONE-ON-ONE AGENDA

Self assess qualitative performance

Self assess quantitative performance

Agree on a skill to work on – prefer one

Co-create a development plan

Schedule the plan

Development: Common Tactics We Use

COMMON DEVELOPMENT TACTICS

Group and 1-on-1 film reviews

Role playing / modeling

Prospecting call observations

Call prep and post mortem discussions

Pipeline reviews with specific content check

Daily reporting on specific content/activity

13

Development: Overcoming Activity Motivation Issues

* Data has been altered from actual

HubSpot data for the purposes of this

presentation

Development: Overcoming Call Depth Issues

Attempt #

LT

V /

CO

CA

Development: Overcoming Trust Development Issues

Always Be Helping

Development: Overcoming Sense of Urgency Issues

WHAT TO LOOK FOR FROM SALES PERSON

Trust with prospect is a pre-requisite

3rd level pain through the “3 Whys”

Pain is quantified and implicated

What happens to the prospect if they delay purchase?

Development: Motivation through Explicit Goal Setting

“Understand the professional and personal goals

of your people and explore synergies with the

HubSpot mission”

SMART Goal Framework

(S)pecific

(M)easurable

(A)ttainable

(R)ealistic

(T)imely

Types of Goals

Performance

Professional

Financial

Personal

Two Great Books on Today’s Topic

Free Webinar

http://www.hubspot.com/webinars/webinar-on-demand-marketing-and-sales-alignment/

Thank You!

Mark Roberge

HubSpot

@markroberge