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How to Achieve Predictable, Scalable Revenue Growth Mark Roberge HubSpot @markroberge AA-ISP Boston December 1 st , 2011

2011 12-01 how to achieve predictable scalable revenue growth v1

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Page 1: 2011 12-01 how to achieve predictable scalable revenue growth v1

How to Achieve Predictable, Scalable

Revenue Growth

Mark Roberge

HubSpot

@markroberge

AA-ISP Boston

December 1st, 2011

Page 2: 2011 12-01 how to achieve predictable scalable revenue growth v1

2 @markroberge

My mission as a sales executive

MISSION Predictable, scalable revenue growth

STRATEGY If I can…

Provide each sales person with the same quantity and quality of leads

Ensure sales people work the leads using the same process

Hire the same type of successful sales person

Train each sales person in the same way

…then I will achieve my goal.

Page 3: 2011 12-01 how to achieve predictable scalable revenue growth v1

#1. Provide each sales person with the

same quantity and quality of leads

Page 4: 2011 12-01 how to achieve predictable scalable revenue growth v1

4

Use Science Not Gut to Determine Sales-Ready Leads

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

Page 5: 2011 12-01 how to achieve predictable scalable revenue growth v1

5 @markroberge

Requested a Demo

Downloaded BP White Paper

Subscribed to Company Blog

Visited Pricing Page

Fan company Facebook Page

Downloaded Mobile App

Visited CEO Bio Page

Mentioned competitor on Twitter

Submitted “Contact Us” Form

Visited Success page

Subscribed to eNewsletter

Mentioned company on Twitter

Downloaded ISO Webinar

Visited Awards Page

Called Support

Which prospect behaviors are most influential?

* Data has been altered from actual HubSpot data

for the purposes of this presentation

What behaviors

are most

influential in

converting

prospects into

customers?

Page 6: 2011 12-01 how to achieve predictable scalable revenue growth v1

How does each behavior influence sales cycle?

6

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

Page 7: 2011 12-01 how to achieve predictable scalable revenue growth v1

7

Hold Marketing Accountable to Lead Quality and Quantity

• MTD Rejected New Lead Rate (target < 5%): 4.6%

• MTD 7 Day Lead to Opportunity Conv (target > 33%): 44%

• MTD % Leads from B2B >1K employees (target > 20%): 23%

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

Create points goal

Hold Marketing

accountable daily

Page 8: 2011 12-01 how to achieve predictable scalable revenue growth v1

8 @markroberge

Do you want to be “targeted” or “educated”?

800-555-1234

Annoying

Salesperson

OUTBOUND INBOUND

Page 9: 2011 12-01 how to achieve predictable scalable revenue growth v1

Maximize lead flow from inbound channels

Source: survey of hundreds of businesses: HubSpot.com/ROI

Page 10: 2011 12-01 how to achieve predictable scalable revenue growth v1

10 @markroberge

Avoid reliance on spamming your leads database

http://www.hubspot.com/the-science-of-email-marketing/

Page 11: 2011 12-01 how to achieve predictable scalable revenue growth v1

11 @markroberge

Inbound Lead Generation Idea

Repurpose webinar content into

blog articles and tweets

Page 12: 2011 12-01 how to achieve predictable scalable revenue growth v1

12 @markroberge

Inbound Lead Generation Idea

Repurpose survey results into

blog articles and tweets

Page 13: 2011 12-01 how to achieve predictable scalable revenue growth v1

Inbound Lead Generation Idea

Blog articles, eBooks, etc. written by professionals

$15 - $20 per blog article

7,800 writers, 3,900 buyers, 170,000 titles purchased

Page 14: 2011 12-01 how to achieve predictable scalable revenue growth v1

14 @markroberge

Reading List Suggestion

Inbound Marketing: Get Found using Google,

Social Media and Blogs

Top 5 Web Marketing

Book on Amazon

InboundBook.com

Page 15: 2011 12-01 how to achieve predictable scalable revenue growth v1

15 @markroberge

Action Items

1. Use Science to define your

sales ready leads. Hold

marketing accountable

2. Maximize percentage of

inbound marketing leads

3. Develop your “publishing”

muscle

Page 16: 2011 12-01 how to achieve predictable scalable revenue growth v1

#2. Ensure sales people work the

leads using the same process

Page 17: 2011 12-01 how to achieve predictable scalable revenue growth v1

Define your process to establish common terminology

1. RESEARCH

Prepare for the sales process

2. PROSPECT

Get to a connect

3. CONNECT

Schedule the assessment

4. QUALIFY/DISCOVER

Determine worthiness for demo

5. DEMO

Illustrate value of software

6. OBJECTIONS & CLOSE

Sign up new customer

Too Big

Queue

No Fit

Queue

Marketing

Queue

Int’l

Queue

Unable to

Qualify

Unqualified

Closed Lost

Closed Lost

LE

AD

O

PP

OR

TU

NIT

Y

Bad Lead

Page 18: 2011 12-01 how to achieve predictable scalable revenue growth v1

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

Page 19: 2011 12-01 how to achieve predictable scalable revenue growth v1

“Peal Back the Onion” on weak areas 3.11

* Data has been altered from actual HubSpot data for the

purposes of this presentation

Lead-Worked-to-Connect Ratio

Connect-to-Demo Ratio

Page 20: 2011 12-01 how to achieve predictable scalable revenue growth v1

Use Science, Not Gut, to Find Optimal Attempts per Lead

0

2

4

6

8

1 3 5 7 9 11 13

All Leads 1-10 employees 11-25 employees26-50 employees 51+ employees

Attempt #

LT

V / C

OC

A

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

Page 21: 2011 12-01 how to achieve predictable scalable revenue growth v1

21

Hold Sales Accountable to the Behavior You Want

* Data has been altered from

actual HubSpot data for the

purposes of this presentation

Page 22: 2011 12-01 how to achieve predictable scalable revenue growth v1

22 @markroberge

Action Items

1. Implement a metrics-driven

sales culture

2. Use Science to define your

sales process. Hold sales

accountable daily

Page 23: 2011 12-01 how to achieve predictable scalable revenue growth v1

#3. Hire the same type of

successful sales person

Page 24: 2011 12-01 how to achieve predictable scalable revenue growth v1

24 @markroberge

Understand key characteristics for your sales context

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

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25 @markroberge

Build process around these characteristics

Page 26: 2011 12-01 how to achieve predictable scalable revenue growth v1

#4. Train sales people in the same way

Page 27: 2011 12-01 how to achieve predictable scalable revenue growth v1

27 @markroberge

Train your sales people in the same way

What I saw at many companies Shadow a senior sales rep for 1 month

Read a 2 page sales manual

HubSpot approach Define sales playbook (unique value proposition, target customer,

competition, common objections, product information, etc.)

Train sales people as consultants or experts. Give them hands on

experience if possible.

Use exams and certification programs.

Page 28: 2011 12-01 how to achieve predictable scalable revenue growth v1

Complicated & Confusing Easy & Integrated

What is HubSpot?

Page 29: 2011 12-01 how to achieve predictable scalable revenue growth v1

New Strategic Investment

$32M

Page 30: 2011 12-01 how to achieve predictable scalable revenue growth v1
Page 31: 2011 12-01 how to achieve predictable scalable revenue growth v1

QUESTIONS

Mark Roberge

VP of Sales, HubSpot

@markroberge