Modern Sales amp Marketing Best Practices Sales 4 Startups ndash San Francisco

Mark Roberge

SVP of Sales and Services HubSpot

markroberge

My mission as a sales executive

MISSION

Predictable scalable revenue growth

STRATEGY

If I canhellip

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

hellipthen I will achieve my goal

1 Hire the same type of successful

sales person

4 markroberge

Define Score and Analyze Criteria

5 markroberge

Define an interview scorecard

6 markroberge

Probable success criteriaInterview questions

1 Intelligent a) [Ask technical questions about the product they sell today]

b) [Teach them about your product and ask them to sell it back]

2 Work ethic a) How did you prepare for this interview How many hours

b) Tell me about a typical work week

3 Prior success a) How many sales peers are at your current employer Where do you rank Why did you

rank that high Why did the top rep out-perform you

4 Coachable a) Have them role play selling you your product Tell them what they did well and what they

need to do better Show them Ask them to try it again

7 markroberge

How do you find good sales people

Does not work Monstercom Craigslist etc

Might work Agencies recruiters

Works Networking at events and online

Passive recruiting on LinkedIn

Referrals

Taking meetings with sales people

2 Train your sales people in the

same way

9 markroberge

2 Train your sales people in the same way

What I see 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

3 Provide sales people with the

same quantity and quality of leads

The Marketing SLA

Lead Type Lead Value

Webinar $07

eBook $05

Free Trial $45

Demo Request $95

Owner Ollie Leads (1-100 Employees)

Lead Type Lead Value

Webinar $35

eBook $45

Free Trial $210

Demo Request $275

Marketing Mary Leads (100-2000 Employees)

Lead Type Lead Value

Webinar $85

eBook $100

Free Trial $425

Demo Request $610

Enterprise Erin Leads (2000+ Employees)

Data has been altered from actual

HubSpot data for the purposes of this

presentation

The Sales SLA

Attempt

LT

V C

OC

A

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

Ollie Leads Mary Leads Erin Leads

Daily Accountability for Marketing amp Sales

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

14 markroberge

Modern Lead Generation Inbound Marketing

Blog SEO Social Media

My mission as a sales executive

MISSION

Predictable scalable revenue growth

STRATEGY

If I canhellip

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

hellipthen I will achieve my goal

1 Hire the same type of successful

sales person

4 markroberge

Define Score and Analyze Criteria

5 markroberge

Define an interview scorecard

6 markroberge

Probable success criteriaInterview questions

1 Intelligent a) [Ask technical questions about the product they sell today]

b) [Teach them about your product and ask them to sell it back]

2 Work ethic a) How did you prepare for this interview How many hours

b) Tell me about a typical work week

3 Prior success a) How many sales peers are at your current employer Where do you rank Why did you

rank that high Why did the top rep out-perform you

4 Coachable a) Have them role play selling you your product Tell them what they did well and what they

need to do better Show them Ask them to try it again

7 markroberge

How do you find good sales people

Does not work Monstercom Craigslist etc

Might work Agencies recruiters

Works Networking at events and online

Passive recruiting on LinkedIn

Referrals

Taking meetings with sales people

2 Train your sales people in the

same way

9 markroberge

2 Train your sales people in the same way

What I see 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

3 Provide sales people with the

same quantity and quality of leads

The Marketing SLA

Lead Type Lead Value

Webinar $07

eBook $05

Free Trial $45

Demo Request $95

Owner Ollie Leads (1-100 Employees)

Lead Type Lead Value

Webinar $35

eBook $45

Free Trial $210

Demo Request $275

Marketing Mary Leads (100-2000 Employees)

Lead Type Lead Value

Webinar $85

eBook $100

Free Trial $425

Demo Request $610

Enterprise Erin Leads (2000+ Employees)

Data has been altered from actual

HubSpot data for the purposes of this

presentation

The Sales SLA

Attempt

LT

V C

OC

A

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

Ollie Leads Mary Leads Erin Leads

Daily Accountability for Marketing amp Sales

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

14 markroberge

Modern Lead Generation Inbound Marketing

Blog SEO Social Media

1 Hire the same type of successful

sales person

4 markroberge

Define Score and Analyze Criteria

5 markroberge

Define an interview scorecard

6 markroberge

Probable success criteriaInterview questions

1 Intelligent a) [Ask technical questions about the product they sell today]

b) [Teach them about your product and ask them to sell it back]

2 Work ethic a) How did you prepare for this interview How many hours

b) Tell me about a typical work week

3 Prior success a) How many sales peers are at your current employer Where do you rank Why did you

rank that high Why did the top rep out-perform you

4 Coachable a) Have them role play selling you your product Tell them what they did well and what they

need to do better Show them Ask them to try it again

7 markroberge

How do you find good sales people

Does not work Monstercom Craigslist etc

Might work Agencies recruiters

Works Networking at events and online

Passive recruiting on LinkedIn

Referrals

Taking meetings with sales people

2 Train your sales people in the

same way

9 markroberge

2 Train your sales people in the same way

What I see 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

3 Provide sales people with the

same quantity and quality of leads

The Marketing SLA

Lead Type Lead Value

Webinar $07

eBook $05

Free Trial $45

Demo Request $95

Owner Ollie Leads (1-100 Employees)

Lead Type Lead Value

Webinar $35

eBook $45

Free Trial $210

Demo Request $275

Marketing Mary Leads (100-2000 Employees)

Lead Type Lead Value

Webinar $85

eBook $100

Free Trial $425

Demo Request $610

Enterprise Erin Leads (2000+ Employees)

Data has been altered from actual

HubSpot data for the purposes of this

presentation

The Sales SLA

Attempt

LT

V C

OC

A

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

Ollie Leads Mary Leads Erin Leads

Daily Accountability for Marketing amp Sales

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

14 markroberge

Modern Lead Generation Inbound Marketing

Blog SEO Social Media

4 markroberge

Define Score and Analyze Criteria

5 markroberge

Define an interview scorecard

6 markroberge

Probable success criteriaInterview questions

1 Intelligent a) [Ask technical questions about the product they sell today]

b) [Teach them about your product and ask them to sell it back]

2 Work ethic a) How did you prepare for this interview How many hours

b) Tell me about a typical work week

3 Prior success a) How many sales peers are at your current employer Where do you rank Why did you

rank that high Why did the top rep out-perform you

4 Coachable a) Have them role play selling you your product Tell them what they did well and what they

need to do better Show them Ask them to try it again

7 markroberge

How do you find good sales people

Does not work Monstercom Craigslist etc

Might work Agencies recruiters

Works Networking at events and online

Passive recruiting on LinkedIn

Referrals

Taking meetings with sales people

2 Train your sales people in the

same way

9 markroberge

2 Train your sales people in the same way

What I see 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

3 Provide sales people with the

same quantity and quality of leads

The Marketing SLA

Lead Type Lead Value

Webinar $07

eBook $05

Free Trial $45

Demo Request $95

Owner Ollie Leads (1-100 Employees)

Lead Type Lead Value

Webinar $35

eBook $45

Free Trial $210

Demo Request $275

Marketing Mary Leads (100-2000 Employees)

Lead Type Lead Value

Webinar $85

eBook $100

Free Trial $425

Demo Request $610

Enterprise Erin Leads (2000+ Employees)

Data has been altered from actual

HubSpot data for the purposes of this

presentation

The Sales SLA

Attempt

LT

V C

OC

A

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

Ollie Leads Mary Leads Erin Leads

Daily Accountability for Marketing amp Sales

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

14 markroberge

Modern Lead Generation Inbound Marketing

Blog SEO Social Media

5 markroberge

Define an interview scorecard

6 markroberge

Probable success criteriaInterview questions

1 Intelligent a) [Ask technical questions about the product they sell today]

b) [Teach them about your product and ask them to sell it back]

2 Work ethic a) How did you prepare for this interview How many hours

b) Tell me about a typical work week

3 Prior success a) How many sales peers are at your current employer Where do you rank Why did you

rank that high Why did the top rep out-perform you

4 Coachable a) Have them role play selling you your product Tell them what they did well and what they

need to do better Show them Ask them to try it again

7 markroberge

How do you find good sales people

Does not work Monstercom Craigslist etc

Might work Agencies recruiters

Works Networking at events and online

Passive recruiting on LinkedIn

Referrals

Taking meetings with sales people

2 Train your sales people in the

same way

9 markroberge

2 Train your sales people in the same way

What I see 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

3 Provide sales people with the

same quantity and quality of leads

The Marketing SLA

Lead Type Lead Value

Webinar $07

eBook $05

Free Trial $45

Demo Request $95

Owner Ollie Leads (1-100 Employees)

Lead Type Lead Value

Webinar $35

eBook $45

Free Trial $210

Demo Request $275

Marketing Mary Leads (100-2000 Employees)

Lead Type Lead Value

Webinar $85

eBook $100

Free Trial $425

Demo Request $610

Enterprise Erin Leads (2000+ Employees)

Data has been altered from actual

HubSpot data for the purposes of this

presentation

The Sales SLA

Attempt

LT

V C

OC

A

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

Ollie Leads Mary Leads Erin Leads

Daily Accountability for Marketing amp Sales

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

14 markroberge

Modern Lead Generation Inbound Marketing

Blog SEO Social Media

6 markroberge

Probable success criteriaInterview questions

1 Intelligent a) [Ask technical questions about the product they sell today]

b) [Teach them about your product and ask them to sell it back]

2 Work ethic a) How did you prepare for this interview How many hours

b) Tell me about a typical work week

3 Prior success a) How many sales peers are at your current employer Where do you rank Why did you

rank that high Why did the top rep out-perform you

4 Coachable a) Have them role play selling you your product Tell them what they did well and what they

need to do better Show them Ask them to try it again

7 markroberge

How do you find good sales people

Does not work Monstercom Craigslist etc

Might work Agencies recruiters

Works Networking at events and online

Passive recruiting on LinkedIn

Referrals

Taking meetings with sales people

2 Train your sales people in the

same way

9 markroberge

2 Train your sales people in the same way

What I see 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

3 Provide sales people with the

same quantity and quality of leads

The Marketing SLA

Lead Type Lead Value

Webinar $07

eBook $05

Free Trial $45

Demo Request $95

Owner Ollie Leads (1-100 Employees)

Lead Type Lead Value

Webinar $35

eBook $45

Free Trial $210

Demo Request $275

Marketing Mary Leads (100-2000 Employees)

Lead Type Lead Value

Webinar $85

eBook $100

Free Trial $425

Demo Request $610

Enterprise Erin Leads (2000+ Employees)

Data has been altered from actual

HubSpot data for the purposes of this

presentation

The Sales SLA

Attempt

LT

V C

OC

A

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

Ollie Leads Mary Leads Erin Leads

Daily Accountability for Marketing amp Sales

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

14 markroberge

Modern Lead Generation Inbound Marketing

Blog SEO Social Media

7 markroberge

How do you find good sales people

Does not work Monstercom Craigslist etc

Might work Agencies recruiters

Works Networking at events and online

Passive recruiting on LinkedIn

Referrals

Taking meetings with sales people

2 Train your sales people in the

same way

9 markroberge

2 Train your sales people in the same way

What I see 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

3 Provide sales people with the

same quantity and quality of leads

The Marketing SLA

Lead Type Lead Value

Webinar $07

eBook $05

Free Trial $45

Demo Request $95

Owner Ollie Leads (1-100 Employees)

Lead Type Lead Value

Webinar $35

eBook $45

Free Trial $210

Demo Request $275

Marketing Mary Leads (100-2000 Employees)

Lead Type Lead Value

Webinar $85

eBook $100

Free Trial $425

Demo Request $610

Enterprise Erin Leads (2000+ Employees)

Data has been altered from actual

HubSpot data for the purposes of this

presentation

The Sales SLA

Attempt

LT

V C

OC

A

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

Ollie Leads Mary Leads Erin Leads

Daily Accountability for Marketing amp Sales

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

14 markroberge

Modern Lead Generation Inbound Marketing

Blog SEO Social Media

2 Train your sales people in the

same way

9 markroberge

2 Train your sales people in the same way

What I see 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

3 Provide sales people with the

same quantity and quality of leads

The Marketing SLA

Lead Type Lead Value

Webinar $07

eBook $05

Free Trial $45

Demo Request $95

Owner Ollie Leads (1-100 Employees)

Lead Type Lead Value

Webinar $35

eBook $45

Free Trial $210

Demo Request $275

Marketing Mary Leads (100-2000 Employees)

Lead Type Lead Value

Webinar $85

eBook $100

Free Trial $425

Demo Request $610

Enterprise Erin Leads (2000+ Employees)

Data has been altered from actual

HubSpot data for the purposes of this

presentation

The Sales SLA

Attempt

LT

V C

OC

A

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

Ollie Leads Mary Leads Erin Leads

Daily Accountability for Marketing amp Sales

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

14 markroberge

Modern Lead Generation Inbound Marketing

Blog SEO Social Media

9 markroberge

2 Train your sales people in the same way

What I see 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

3 Provide sales people with the

same quantity and quality of leads

The Marketing SLA

Lead Type Lead Value

Webinar $07

eBook $05

Free Trial $45

Demo Request $95

Owner Ollie Leads (1-100 Employees)

Lead Type Lead Value

Webinar $35

eBook $45

Free Trial $210

Demo Request $275

Marketing Mary Leads (100-2000 Employees)

Lead Type Lead Value

Webinar $85

eBook $100

Free Trial $425

Demo Request $610

Enterprise Erin Leads (2000+ Employees)

Data has been altered from actual

HubSpot data for the purposes of this

presentation

The Sales SLA

Attempt

LT

V C

OC

A

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

Ollie Leads Mary Leads Erin Leads

Daily Accountability for Marketing amp Sales

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

14 markroberge

Modern Lead Generation Inbound Marketing

Blog SEO Social Media

3 Provide sales people with the

same quantity and quality of leads

The Marketing SLA

Lead Type Lead Value

Webinar $07

eBook $05

Free Trial $45

Demo Request $95

Owner Ollie Leads (1-100 Employees)

Lead Type Lead Value

Webinar $35

eBook $45

Free Trial $210

Demo Request $275

Marketing Mary Leads (100-2000 Employees)

Lead Type Lead Value

Webinar $85

eBook $100

Free Trial $425

Demo Request $610

Enterprise Erin Leads (2000+ Employees)

Data has been altered from actual

HubSpot data for the purposes of this

presentation

The Sales SLA

Attempt

LT

V C

OC

A

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

Ollie Leads Mary Leads Erin Leads

Daily Accountability for Marketing amp Sales

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

14 markroberge

Modern Lead Generation Inbound Marketing

Blog SEO Social Media

The Marketing SLA

Lead Type Lead Value

Webinar $07

eBook $05

Free Trial $45

Demo Request $95

Owner Ollie Leads (1-100 Employees)

Lead Type Lead Value

Webinar $35

eBook $45

Free Trial $210

Demo Request $275

Marketing Mary Leads (100-2000 Employees)

Lead Type Lead Value

Webinar $85

eBook $100

Free Trial $425

Demo Request $610

Enterprise Erin Leads (2000+ Employees)

Data has been altered from actual

HubSpot data for the purposes of this

presentation

The Sales SLA

Attempt

LT

V C

OC

A

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

Ollie Leads Mary Leads Erin Leads

Daily Accountability for Marketing amp Sales

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

14 markroberge

Modern Lead Generation Inbound Marketing

Blog SEO Social Media

The Sales SLA

Attempt

LT

V C

OC

A

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

Ollie Leads Mary Leads Erin Leads

Daily Accountability for Marketing amp Sales

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

14 markroberge

Modern Lead Generation Inbound Marketing

Blog SEO Social Media

Daily Accountability for Marketing amp Sales

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

14 markroberge

Modern Lead Generation Inbound Marketing

Blog SEO Social Media

14 markroberge

Modern Lead Generation Inbound Marketing

Blog SEO Social Media

Create Your Content Engine

Create Your Content Calendar

1 eBook w LP Month

4

Blog Posts Month

Create Your Content Calendar

1 eBook w LP Month

Create Your Content Calendar

4

Blog Posts Month

FB Posts Month

8

1 eBook w LP Month

Create Your Content Calendar

4

Blog Posts Month

FB Posts Month

8

Tweets month

16

1 eBook w LP Month

Create Your Content Calendar

4 Blog Posts Month

FB Posts month

8

Tweets month

16

1 eBook w LP Month

4 Have sales people work the

leads with the same process

Implement a Sales Process

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 amp CLOSE

Sign up new customer

Too Big

Queue

No Fit

Queue

Marketing

Queue

Intrsquol

Queue

Unable to

Qualify

Unqualified

Closed Lost

Closed Lost

LE

AD

O

PP

OR

TU

NIT

Y

Bad Lead

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

ldquoPeel Back the Onionrdquo 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

5 Develop leaders to execute the

process

LEADERSHIP RESOURCES

Who should your first sales hire be

25 years experience in your industry

Currently VP over $200 Million in sales

1 Sales Rep out of 500 reps

Not in your industry

5 years sales experience

10 years sales experience

In your industry

Recently promoted to

Sales Manager

Entrepreneur in your industry

Sales background

create marketing people love

inbound12

wwwHubSpotcom3

Questions

Mark Roberge

SVP of Sales and Services HubSpot

markroberge

Create Your Content Calendar

1 eBook w LP Month

4

Blog Posts Month

Create Your Content Calendar

1 eBook w LP Month

Create Your Content Calendar

4

Blog Posts Month

FB Posts Month

8

1 eBook w LP Month

Create Your Content Calendar

4

Blog Posts Month

FB Posts Month

8

Tweets month

16

1 eBook w LP Month

Create Your Content Calendar

4 Blog Posts Month

FB Posts month

8

Tweets month

16

1 eBook w LP Month

4 Have sales people work the

leads with the same process

Implement a Sales Process

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 amp CLOSE

Sign up new customer

Too Big

Queue

No Fit

Queue

Marketing

Queue

Intrsquol

Queue

Unable to

Qualify

Unqualified

Closed Lost

Closed Lost

LE

AD

O

PP

OR

TU

NIT

Y

Bad Lead

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

ldquoPeel Back the Onionrdquo 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

5 Develop leaders to execute the

process

LEADERSHIP RESOURCES

Who should your first sales hire be

25 years experience in your industry

Currently VP over $200 Million in sales

1 Sales Rep out of 500 reps

Not in your industry

5 years sales experience

10 years sales experience

In your industry

Recently promoted to

Sales Manager

Entrepreneur in your industry

Sales background

create marketing people love

inbound12

wwwHubSpotcom3

Questions

Mark Roberge

SVP of Sales and Services HubSpot

markroberge

4

Blog Posts Month

Create Your Content Calendar

1 eBook w LP Month

Create Your Content Calendar

4

Blog Posts Month

FB Posts Month

8

1 eBook w LP Month

Create Your Content Calendar

4

Blog Posts Month

FB Posts Month

8

Tweets month

16

1 eBook w LP Month

Create Your Content Calendar

4 Blog Posts Month

FB Posts month

8

Tweets month

16

1 eBook w LP Month

4 Have sales people work the

leads with the same process

Implement a Sales Process

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 amp CLOSE

Sign up new customer

Too Big

Queue

No Fit

Queue

Marketing

Queue

Intrsquol

Queue

Unable to

Qualify

Unqualified

Closed Lost

Closed Lost

LE

AD

O

PP

OR

TU

NIT

Y

Bad Lead

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

ldquoPeel Back the Onionrdquo 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

5 Develop leaders to execute the

process

LEADERSHIP RESOURCES

Who should your first sales hire be

25 years experience in your industry

Currently VP over $200 Million in sales

1 Sales Rep out of 500 reps

Not in your industry

5 years sales experience

10 years sales experience

In your industry

Recently promoted to

Sales Manager

Entrepreneur in your industry

Sales background

create marketing people love

inbound12

wwwHubSpotcom3

Questions

Mark Roberge

SVP of Sales and Services HubSpot

markroberge

Create Your Content Calendar

4

Blog Posts Month

FB Posts Month

8

1 eBook w LP Month

Create Your Content Calendar

4

Blog Posts Month

FB Posts Month

8

Tweets month

16

1 eBook w LP Month

Create Your Content Calendar

4 Blog Posts Month

FB Posts month

8

Tweets month

16

1 eBook w LP Month

4 Have sales people work the

leads with the same process

Implement a Sales Process

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 amp CLOSE

Sign up new customer

Too Big

Queue

No Fit

Queue

Marketing

Queue

Intrsquol

Queue

Unable to

Qualify

Unqualified

Closed Lost

Closed Lost

LE

AD

O

PP

OR

TU

NIT

Y

Bad Lead

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

ldquoPeel Back the Onionrdquo 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

5 Develop leaders to execute the

process

LEADERSHIP RESOURCES

Who should your first sales hire be

25 years experience in your industry

Currently VP over $200 Million in sales

1 Sales Rep out of 500 reps

Not in your industry

5 years sales experience

10 years sales experience

In your industry

Recently promoted to

Sales Manager

Entrepreneur in your industry

Sales background

create marketing people love

inbound12

wwwHubSpotcom3

Questions

Mark Roberge

SVP of Sales and Services HubSpot

markroberge

Create Your Content Calendar

4

Blog Posts Month

FB Posts Month

8

Tweets month

16

1 eBook w LP Month

Create Your Content Calendar

4 Blog Posts Month

FB Posts month

8

Tweets month

16

1 eBook w LP Month

4 Have sales people work the

leads with the same process

Implement a Sales Process

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 amp CLOSE

Sign up new customer

Too Big

Queue

No Fit

Queue

Marketing

Queue

Intrsquol

Queue

Unable to

Qualify

Unqualified

Closed Lost

Closed Lost

LE

AD

O

PP

OR

TU

NIT

Y

Bad Lead

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

ldquoPeel Back the Onionrdquo 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

5 Develop leaders to execute the

process

LEADERSHIP RESOURCES

Who should your first sales hire be

25 years experience in your industry

Currently VP over $200 Million in sales

1 Sales Rep out of 500 reps

Not in your industry

5 years sales experience

10 years sales experience

In your industry

Recently promoted to

Sales Manager

Entrepreneur in your industry

Sales background

create marketing people love

inbound12

wwwHubSpotcom3

Questions

Mark Roberge

SVP of Sales and Services HubSpot

markroberge

Create Your Content Calendar

4 Blog Posts Month

FB Posts month

8

Tweets month

16

1 eBook w LP Month

4 Have sales people work the

leads with the same process

Implement a Sales Process

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 amp CLOSE

Sign up new customer

Too Big

Queue

No Fit

Queue

Marketing

Queue

Intrsquol

Queue

Unable to

Qualify

Unqualified

Closed Lost

Closed Lost

LE

AD

O

PP

OR

TU

NIT

Y

Bad Lead

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

ldquoPeel Back the Onionrdquo 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

5 Develop leaders to execute the

process

LEADERSHIP RESOURCES

Who should your first sales hire be

25 years experience in your industry

Currently VP over $200 Million in sales

1 Sales Rep out of 500 reps

Not in your industry

5 years sales experience

10 years sales experience

In your industry

Recently promoted to

Sales Manager

Entrepreneur in your industry

Sales background

create marketing people love

inbound12

wwwHubSpotcom3

Questions

Mark Roberge

SVP of Sales and Services HubSpot

markroberge

4 Have sales people work the

leads with the same process

Implement a Sales Process

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 amp CLOSE

Sign up new customer

Too Big

Queue

No Fit

Queue

Marketing

Queue

Intrsquol

Queue

Unable to

Qualify

Unqualified

Closed Lost

Closed Lost

LE

AD

O

PP

OR

TU

NIT

Y

Bad Lead

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

ldquoPeel Back the Onionrdquo 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

5 Develop leaders to execute the

process

LEADERSHIP RESOURCES

Who should your first sales hire be

25 years experience in your industry

Currently VP over $200 Million in sales

1 Sales Rep out of 500 reps

Not in your industry

5 years sales experience

10 years sales experience

In your industry

Recently promoted to

Sales Manager

Entrepreneur in your industry

Sales background

create marketing people love

inbound12

wwwHubSpotcom3

Questions

Mark Roberge

SVP of Sales and Services HubSpot

markroberge

Implement a Sales Process

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 amp CLOSE

Sign up new customer

Too Big

Queue

No Fit

Queue

Marketing

Queue

Intrsquol

Queue

Unable to

Qualify

Unqualified

Closed Lost

Closed Lost

LE

AD

O

PP

OR

TU

NIT

Y

Bad Lead

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

ldquoPeel Back the Onionrdquo 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

5 Develop leaders to execute the

process

LEADERSHIP RESOURCES

Who should your first sales hire be

25 years experience in your industry

Currently VP over $200 Million in sales

1 Sales Rep out of 500 reps

Not in your industry

5 years sales experience

10 years sales experience

In your industry

Recently promoted to

Sales Manager

Entrepreneur in your industry

Sales background

create marketing people love

inbound12

wwwHubSpotcom3

Questions

Mark Roberge

SVP of Sales and Services HubSpot

markroberge

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

ldquoPeel Back the Onionrdquo 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

5 Develop leaders to execute the

process

LEADERSHIP RESOURCES

Who should your first sales hire be

25 years experience in your industry

Currently VP over $200 Million in sales

1 Sales Rep out of 500 reps

Not in your industry

5 years sales experience

10 years sales experience

In your industry

Recently promoted to

Sales Manager

Entrepreneur in your industry

Sales background

create marketing people love

inbound12

wwwHubSpotcom3

Questions

Mark Roberge

SVP of Sales and Services HubSpot

markroberge

ldquoPeel Back the Onionrdquo 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

5 Develop leaders to execute the

process

LEADERSHIP RESOURCES

Who should your first sales hire be

25 years experience in your industry

Currently VP over $200 Million in sales

1 Sales Rep out of 500 reps

Not in your industry

5 years sales experience

10 years sales experience

In your industry

Recently promoted to

Sales Manager

Entrepreneur in your industry

Sales background

create marketing people love

inbound12

wwwHubSpotcom3

Questions

Mark Roberge

SVP of Sales and Services HubSpot

markroberge

5 Develop leaders to execute the

process

LEADERSHIP RESOURCES

Who should your first sales hire be

25 years experience in your industry

Currently VP over $200 Million in sales

1 Sales Rep out of 500 reps

Not in your industry

5 years sales experience

10 years sales experience

In your industry

Recently promoted to

Sales Manager

Entrepreneur in your industry

Sales background

create marketing people love

inbound12

wwwHubSpotcom3

Questions

Mark Roberge

SVP of Sales and Services HubSpot

markroberge

LEADERSHIP RESOURCES

Who should your first sales hire be

25 years experience in your industry

Currently VP over $200 Million in sales

1 Sales Rep out of 500 reps

Not in your industry

5 years sales experience

10 years sales experience

In your industry

Recently promoted to

Sales Manager

Entrepreneur in your industry

Sales background

create marketing people love

inbound12

wwwHubSpotcom3

Questions

Mark Roberge

SVP of Sales and Services HubSpot

markroberge

Who should your first sales hire be

25 years experience in your industry

Currently VP over $200 Million in sales

1 Sales Rep out of 500 reps

Not in your industry

5 years sales experience

10 years sales experience

In your industry

Recently promoted to

Sales Manager

Entrepreneur in your industry

Sales background

create marketing people love

inbound12

wwwHubSpotcom3

Questions

Mark Roberge

SVP of Sales and Services HubSpot

markroberge

create marketing people love

inbound12

wwwHubSpotcom3

Questions

Mark Roberge

SVP of Sales and Services HubSpot

markroberge

inbound12

wwwHubSpotcom3

Questions

Mark Roberge

SVP of Sales and Services HubSpot

markroberge

Questions

Mark Roberge

SVP of Sales and Services HubSpot

markroberge