The Sales Acceleration Formula Using Data Technology and

The Sales Acceleration Formula Using Data, Technology, and Inbound Selling to Go from $0 to $100 M! Mark Roberge Chief Revenue Officer, Hub. Spot @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 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 …then I will achieve my goal. 3 | @markroberge

#1: Hire the same type of successful sales person 4 | @markroberge

What do you look for in a sales hire? 5 | @markroberge

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 Hub. Spot Sales Hiring Formula Ø Coach-ability Ø Curiosity Ø Intelligence Ø Work Ethic Ø Prior Success 9 | @markroberge

#2: Train your sales people in the same way 10 | @markroberge

A “ride-along” training strategy is neither scalable nor predictable. Most top performing sales people succeed in their own unique way. 11 | @markroberge

Components of Predictable, Scalable Sales Training The Sales Methodology 1. Buyer Journey 2. Sales Process 3. Qualifying Matrix Use exams and certifications to measure quality and consistency coming out of training 12 | @markroberge

Train Sales to “Live” in your Prospects’ World 13 | @markroberge

Set Them Up to be Thought Leaders 14 | @markroberge

#3: Provide sales people with the same quantity and quality of leads 15 | @markroberge

How do you buy? Cold Call? Cold email? Google? Social Media? 16 | @markroberge

Modern Lead Generation: Inbound Marketing BLOG 17 | @markroberge SEO SOCIAL MEDIA

“JOURNALISTS” hold the keys to the future of Demand Generation 18 | @markroberge

Create Your Content Engine 19 | @markroberge

Create Your Content Calendar 1 e. Book w/ LP / Month 20 | @markroberge

Create Your Content Calendar 1 e. Book w/ LP / Month 4 Blog Posts / Month 21 | @markroberge

Create Your Content Calendar 1 e. Book w/ LP / Month 4 Blog Posts / Month 8 FB Posts / Month 22 | @markroberge

Create Your Content Calendar 1 e. Book w/ LP / Month 4 Blog Posts / Month 8 FB Posts / Month 16 Tweets / month 23 | @markroberge

Create Your Content Calendar 1 e. Book w/ LP / Month 4 Blog Posts / Month 8 FB Posts / month 16 Tweets / month 24 | @markroberge

The Marketing SLA Small Business Persona Mid-Market Persona Lead Value Buyer Journey State Customer Conversion % Revenue per Customer Lead Value $40 K $400 Problem Education 2% $200 K $4 K 5% $40 K $2 K Solution Research 6% $200 K $12 K 20% $40 K $8 K Solution Selection 25% $200 K $50 K Buyer Journey State Customer Conversion % Revenue per Customer Problem Education 1% Solution Research Solution Selection Enterprise Persona * Data has been altered from actual Hub. Spot data for the purposes of this presentation 25 | @markroberge Buyer Journey State Customer Conversion % Revenue per Customer Lead Value Problem Education 3% $700 K $21 K Solution Research 10% $700 K $70 K Solution Selection 30% $700 K $210 K

The Sales SLA Profitability Calculate the ideal number of sales attempts for each type of lead 1 2 3 4 5 6 7 8 9 10 11 12 Sales Attempts Small Business Mid-Market * Data has been altered from actual Hub. Spot data for the purposes of this presentation. 26 | @markroberge Enterprise 13 14 15

Daily Accountability for the SLA Measure progress on the Marketing SLA each day 120. 0% 100. 0% 80. 0% 60. 0% 40. 0% 20. 0% 1 -Sep 5 -Sep 9 -Sep 13 -Sep Plan 17 -Sep Actual * Data has been altered from actual Hub. Spot data for the purposes of this presentation 27 | @markroberge 21 -Sep 25 -Sep 29 -Sep

#4: Have sales people work the leads with the same process 28 | @markroberge

Coaching: Golf vs. Sales 29 | @markroberge

“Metrics-Driven Sales Coaching” Use metrics to diagnose the skill deficiency. Customize a coaching plan. 30 | @markroberge

Implement a metrics-driven sales culture Each Color Represents a Different Sales Rep * Data has been altered from actual Hub. Spot data for the purposes of this presentation

“Peel Back the Onion” for More Insight Lead-Worked-to-Connect Ratio Connect-to-Demo Ratio * Data has been altered from actual Hub. Spot data for the purposes of this presentation

Implement a metrics-driven coaching culture 1 st Day of Month Morning Afternoon Sales Person / Manager Independent Reviews Ø Think through qualitative performance Ø Review individual metrics Ø Think about Skill/Development Plan Manager Meets with Sales Person Ø Discuss qualitative performance Ø Review individual metrics Ø Co-Create Skill/Development Plan 2 nd Day of Month Director Meets with Manager Ø Review Skill/Development Plans for each sales person VP Meets with Director Ø Review Skill/Development Plans for each sales person

All proceeds go to 34 | @markroberge

Questions? Mark Roberge Chief Revenue Officer, Hub. Spot @markroberge

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