Global Minds Series #3 | Mark Roberge - The Sales Acceleration Formula

#inbound12

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.

#1: Hire the same type of successful sales person

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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.

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Engineer Your Own Sales Hiring Formula

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Which criteria scored highest for us?

INTELLIGENTor

COACHABLEor

CURIOUS

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The HubSpot Sales Hiring Formula Coach-ability

Curiosity

Intelligence

Work Ethic

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.

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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

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How do you buy?Cold Call?

Cold email?Google?

Social Media?

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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

1eBook w/ LP / Month

4Blog Posts / Month

Create Your Content Calendar

1eBook w/ LP / Month

Create Your Content Calendar

4Blog Posts / Month

FB Posts / Month

8

1eBook w/ LP / Month

Create Your Content Calendar

4Blog Posts / Month

FB Posts / Month8

Tweets / month16

1eBook w/ LP / Month

Create Your Content Calendar

4Blog Posts / Month

FB Posts / month8

Tweets / month16

1eBook w/ LP / Month

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

* 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

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

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

process

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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

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All proceeds go to

Thanks!

Mark RobergeChief Revenue Officer, HubSpotSenior Lecturer, Harvard Business School@markroberge

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