Presented at #DF13 By: Mike Volpe Chief Marketing Officer HubSpot @mvolpe Mark Roberge Chief Revenue Officer HubSpot @markroberge
All about HubSpot HubSpots marketing software helps 10,000 companies in 56 countries attract more leads and convert them into customers with marketing people love. 650 employees with 200 in sales and 60 in marketing $75-80m revenue in 2013 growing ~50% annually Hiring 50-75 people per quarter Using Work.com in sales and marketing Continuous feedback, monthly goal tracking Formal review process including 360 reviews
Secret #1 Align Coaching and Management Style to Culture click to tweet
Humans are Changing
Humans are Changing
Humans are Changing
Has Your Culture and Management Changed?
HubSpot Culture Flat & entrepreneurial Data-driven Transparent Open office w/ random desk shuffles One policy: Use good judgment. See http://slidesha.re/IitLXz
The HubSpot Organization Chart
INFLUENCE The HubSpot Organization Chart
How Volpe Manages the HubSpot Marketing Team Team structure based on buying process stages and personas Agile marketing process Monthly cadence Monthly reporting & goal setting Marketing board meeting for team feedback Frequent awards and feedback weekly and monthly
Volpes Management Philosophy Goals: Clearly explain to people the outcomes and results we want and why we need them for the business Hiring: Hire the right people, get rid of the wrong people Mentoring: Mentor people by offering advice, context and perspective Management: Get out of the way, never tell anyone what to do, let them surprise you
Secret #2 Align Teams to the Buyers Journey click to tweet
HubSpot Marketing Team Organization Product Marketing Top of Funnel CMO Middle of Funnel Brand and Buzz
Seating Based on Buyer Persona Services Sales Marketing
Secret #3 Manage by Metrics: Track Results, Not Activity click to tweet
Focus on Outcomes = Manage by Metrics Top of Funnel Middle of Funnel Product Marketing Brand and Buzz Results / Metrics Website visitors New contacts generated Results / Metrics Revenue pipeline $ Sales goal % Results / Metrics Sales test scores % sales selling various features User testing Results / Metrics PR hits Event attendance and survey feedback Activity Blog articles Ebooks & webinars Social engagement Other content Activity Lead nurturing Lead scoring Sales coordination Activity Product content Sales and other product training Activity Events PR pitches Videos & graphics
Monthly Cadence Focused on Outcomes Goals for month set by CMO
Monthly Cadence Focused on Outcomes Goals for month set by CMO Team decides on activities
Monthly Cadence Focused on Outcomes Goals for month set by CMO Team decides on activities Team executes on activities
Monthly Cadence Focused on Outcomes Goals for month set by CMO Team decides on activities Team reports on metrics / activity Team executes on activities
Monthly Cadence Focused on Outcomes Goals for month set by CMO CMO / Mgmt Feedback Team reports on metrics / activity Team decides on activities Team executes on activities
Monthly Cadence Focused on Outcomes Goals for month set by CMO CMO / Mgmt Feedback Team reports on metrics / activity Team decides on activities Team executes on activities
Secret #4 Use Speed Bumps to Ensure Recognition click to tweet
What have you done for me lately. - Janet Jackson
Frequent Motivation and Recognition Weekly Golden Unicorn Award Monthly Champions Dinner Award
Frequent Feedback
Secret #5 Track Progress Daily and Publicly click to tweet
Use the Goal as Motivation
Track Progress to Goals in Real Time
Track Progress to Goals in Real Time
React to the Alarms to Make Sure You Hit Goals
React to the Alarms to Make Sure You Hit Goals Create new offers Ebooks, webinars, etc. Publish more Blog posts, videos, presentations Promote more Email and social promotion of new offers Increase paid ads PPC on Google, Facebook, LinkedIn, Twitter
Secret #6 Incorporate Metrics Into Every Stage of Scaling Your Sales Team click to tweet
Robergs mission as a sales executive: MISSION Predictable, scalable revenue growth
Robergs 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.
Secret #7 Hold the Entire Sales Organization Accountable to a Metrics-driven Coaching Model From the Top click to tweet
Hold Sales Team Accountable to Effective Coaching 1ST DAY OF MONTH MORNING AFTERNOON 2ND DAY OF MONTH
Hold Sales Team Accountable to Effective Coaching 1ST DAY OF MONTH 2ND DAY OF MONTH MORNING AFTERNOON VP Meets with Director Review Skill/Development Plans for each sales person
Hold Sales Team Accountable to Effective Coaching 1ST DAY OF MONTH MORNING AFTERNOON 2ND DAY OF MONTH Director Meets with Manager Review Skill/Development Plans for each sales person VP Meets with Director Review Skill/Development Plans for each sales person
Hold Sales Team Accountable to Effective Coaching 1ST DAY OF MONTH Director Meets with Manager Review Skill/Development Plans for each sales person MORNING AFTERNOON 2ND DAY OF MONTH Manager Meets with Sales Person Discuss qualitative performance Review individual metrics Co-Create Skill/Development Plan VP Meets with Director Review Skill/Development Plans for each sales person
Hold Sales Team Accountable to Effective Coaching 1ST DAY OF MONTH MORNING AFTERNOON 2ND DAY OF MONTH Sales Person / Manager Independent Reviews Think through qualitative performance Review individual metrics Think about Skill/Development Plan 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 VP Meets with Director Review Skill/Development Plans for each sales person
Secret #8 Use Metrics to Diagnose the Priority Skill Development for Each Sales Person click to tweet
Diagnose the Skill Issue: Start at the Top Each Color Represents a Different Sales Rep * Data has been altered from actual HubSpot data for the purposes of this Dreamforce presentation.
Diagnose: Prospecting Issues Causes of Prospecting Issues Over-investment in unqualified opportunities Time management issues Lack of personal goals Call reluctance Each Color Represents a Different Sales Rep * Data has been altered from actual HubSpot data for the purposes of this presentation
Development: Overcoming Activity Motivation Issues * Data has been altered from actual HubSpot data for the purposes of this presentation 49
Diagnose: Conversion to Opportunity Issues Causes of Opportunity Issues Prospecting depth Prospecting personalization Building trust on the connect Each Color Represents a Different Sales Rep * Data has been altered from actual HubSpot data for the purposes of this presentation
Development: Overcoming Personalization Issues Research Monitor and React Inbound Prospecting Approach 360 View of a Leads Engagement with Your Company
Development: Overcoming Personalization Issues Research Monitor and React Inbound Prospecting Approach Social Media Website Email
Development: Overcoming Personalization Issues Research Monitor and React Lead with buyer-context, not elevator pitch Build on your messages Alter your call times Inbound Prospecting Approach Always break up
Diagnose: Conversion to Customer Issues Causes of Close Rate Issues Developing trusted advisor status Developing sense of urgency Getting beyond surface pain Reaching the authority Each Color Represents a Different Sales Rep * Data has been altered from actual HubSpot data for the purposes of this presentation
Development: Overcoming Trust Development Issues A lways Be C losing ALWAYS BE HELPING
Secret #9 Seek More Clarity by Peeling Back the Onion with More Metrics click to tweet
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
Secret #10 Co-create the Coaching Plan With the Sales Person click to tweet
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
Related Content for Further Reading How to Build a Modern Marketing Team Kit: http://bitly.com/17uLV2f Netflix Culture Deck: (5.8m views): http://slidesha.re/1aTYZep HubSpot Culture Deck: (1 million views): http://slidesha.re/IitLXz Mike Volpes Marketing Metrics Deck: http://bit.ly/MVmetrics Motivation: Drive by Daniel Pink
Free Tool: See Who Opens Your Emails Wed like to thank you for viewing our presentation by sharing our late
![2017 February Coaching Newsletter - Amazon Web Soccer Club Coaching Newsletter February 2017 10 Communication Secrets of Great Leaders [ ] It is simply impossible to become a great](https://img.dokumen.tips/doc/110x75/5ad51c367f8b9a177c8c8e8a/2017-february-coaching-newsletter-amazon-web-soccer-club-coaching-newsletter.jpg?t=1656566295)