How to Achieve Predictable, Scalable
Revenue Growth
Mark Roberge
HubSpot
@markroberge
AA-ISP Boston
December 1st, 2011
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.
#1. Provide each sales person with the
same quantity and quality of leads
4
Use Science Not Gut to Determine Sales-Ready Leads
* Data has been altered from actual HubSpot data for the purposes of this presentation
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?
How does each behavior influence sales cycle?
6
* Data has been altered from actual HubSpot data for the purposes of this presentation
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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
8 @markroberge
Do you want to be “targeted” or “educated”?
800-555-1234
Annoying
Salesperson
OUTBOUND INBOUND
Maximize lead flow from inbound channels
Source: survey of hundreds of businesses: HubSpot.com/ROI
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Avoid reliance on spamming your leads database
http://www.hubspot.com/the-science-of-email-marketing/
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Inbound Lead Generation Idea
Repurpose webinar content into
blog articles and tweets
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Inbound Lead Generation Idea
Repurpose survey results into
blog articles and tweets
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
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Reading List Suggestion
Inbound Marketing: Get Found using Google,
Social Media and Blogs
Top 5 Web Marketing
Book on Amazon
InboundBook.com
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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
#2. Ensure sales people work the
leads using the same process
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
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
“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
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
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Hold Sales Accountable to the Behavior You Want
* Data has been altered from
actual HubSpot data for the
purposes of this presentation
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Action Items
1. Implement a metrics-driven
sales culture
2. Use Science to define your
sales process. Hold sales
accountable daily
#3. Hire the same type of
successful sales person
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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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Build process around these characteristics
#4. Train sales people in the same way
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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.
Complicated & Confusing Easy & Integrated
What is HubSpot?
New Strategic Investment
$32M
QUESTIONS
Mark Roberge
VP of Sales, HubSpot
@markroberge