hubspot dublin talk series: building a sales machine
TRANSCRIPT
Building a Sales MachineHubSpot Dublin Biz Talk
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 Intelligenta) [Ask technical questions about the product they sell today]
b) [Teach them about your product and ask them to sell it back]
2 Work ethica) How did you prepare for this interview How many hours
b) Tell me about a typical work week
3 Prior successa) 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 Coachablea) 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
11 markroberge
Modern Lead Generation Inbound Marketing
Blog SEO Social Media
Create Your Content Engine
Create Your Content Calendar
1eBook w LP Month
4
Blog Posts Month
Create Your Content Calendar
1eBook w LP Month
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
1eBook w LP Month
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
Tweets month
16
1eBook w LP Month
Create Your Content Calendar
4Blog Posts Month
FB Posts month
8
Tweets month
16
1eBook w LP Month
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 LeadsErin Leads
Daily Accountability for Marketing amp Sales
Data has been altered from actual HubSpot data for the purposes of this presentation
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
OP
PO
RT
UN
IT
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
Questions
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 Intelligenta) [Ask technical questions about the product they sell today]
b) [Teach them about your product and ask them to sell it back]
2 Work ethica) How did you prepare for this interview How many hours
b) Tell me about a typical work week
3 Prior successa) 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 Coachablea) 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
11 markroberge
Modern Lead Generation Inbound Marketing
Blog SEO Social Media
Create Your Content Engine
Create Your Content Calendar
1eBook w LP Month
4
Blog Posts Month
Create Your Content Calendar
1eBook w LP Month
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
1eBook w LP Month
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
Tweets month
16
1eBook w LP Month
Create Your Content Calendar
4Blog Posts Month
FB Posts month
8
Tweets month
16
1eBook w LP Month
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 LeadsErin Leads
Daily Accountability for Marketing amp Sales
Data has been altered from actual HubSpot data for the purposes of this presentation
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
OP
PO
RT
UN
IT
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
Questions
Mark Roberge
SVP of Sales and Services HubSpot
markroberge
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 Intelligenta) [Ask technical questions about the product they sell today]
b) [Teach them about your product and ask them to sell it back]
2 Work ethica) How did you prepare for this interview How many hours
b) Tell me about a typical work week
3 Prior successa) 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 Coachablea) 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
11 markroberge
Modern Lead Generation Inbound Marketing
Blog SEO Social Media
Create Your Content Engine
Create Your Content Calendar
1eBook w LP Month
4
Blog Posts Month
Create Your Content Calendar
1eBook w LP Month
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
1eBook w LP Month
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
Tweets month
16
1eBook w LP Month
Create Your Content Calendar
4Blog Posts Month
FB Posts month
8
Tweets month
16
1eBook w LP Month
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 LeadsErin Leads
Daily Accountability for Marketing amp Sales
Data has been altered from actual HubSpot data for the purposes of this presentation
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
OP
PO
RT
UN
IT
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
Questions
Mark Roberge
SVP of Sales and Services HubSpot
markroberge
4 markroberge
Define Score and Analyze Criteria
5 markroberge
Define an interview scorecard
6 markroberge
Probable success criteriaInterview questions
1 Intelligenta) [Ask technical questions about the product they sell today]
b) [Teach them about your product and ask them to sell it back]
2 Work ethica) How did you prepare for this interview How many hours
b) Tell me about a typical work week
3 Prior successa) 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 Coachablea) 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
11 markroberge
Modern Lead Generation Inbound Marketing
Blog SEO Social Media
Create Your Content Engine
Create Your Content Calendar
1eBook w LP Month
4
Blog Posts Month
Create Your Content Calendar
1eBook w LP Month
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
1eBook w LP Month
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
Tweets month
16
1eBook w LP Month
Create Your Content Calendar
4Blog Posts Month
FB Posts month
8
Tweets month
16
1eBook w LP Month
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 LeadsErin Leads
Daily Accountability for Marketing amp Sales
Data has been altered from actual HubSpot data for the purposes of this presentation
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
OP
PO
RT
UN
IT
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
Questions
Mark Roberge
SVP of Sales and Services HubSpot
markroberge
5 markroberge
Define an interview scorecard
6 markroberge
Probable success criteriaInterview questions
1 Intelligenta) [Ask technical questions about the product they sell today]
b) [Teach them about your product and ask them to sell it back]
2 Work ethica) How did you prepare for this interview How many hours
b) Tell me about a typical work week
3 Prior successa) 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 Coachablea) 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
11 markroberge
Modern Lead Generation Inbound Marketing
Blog SEO Social Media
Create Your Content Engine
Create Your Content Calendar
1eBook w LP Month
4
Blog Posts Month
Create Your Content Calendar
1eBook w LP Month
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
1eBook w LP Month
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
Tweets month
16
1eBook w LP Month
Create Your Content Calendar
4Blog Posts Month
FB Posts month
8
Tweets month
16
1eBook w LP Month
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 LeadsErin Leads
Daily Accountability for Marketing amp Sales
Data has been altered from actual HubSpot data for the purposes of this presentation
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
OP
PO
RT
UN
IT
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
Questions
Mark Roberge
SVP of Sales and Services HubSpot
markroberge
6 markroberge
Probable success criteriaInterview questions
1 Intelligenta) [Ask technical questions about the product they sell today]
b) [Teach them about your product and ask them to sell it back]
2 Work ethica) How did you prepare for this interview How many hours
b) Tell me about a typical work week
3 Prior successa) 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 Coachablea) 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
11 markroberge
Modern Lead Generation Inbound Marketing
Blog SEO Social Media
Create Your Content Engine
Create Your Content Calendar
1eBook w LP Month
4
Blog Posts Month
Create Your Content Calendar
1eBook w LP Month
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
1eBook w LP Month
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
Tweets month
16
1eBook w LP Month
Create Your Content Calendar
4Blog Posts Month
FB Posts month
8
Tweets month
16
1eBook w LP Month
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 LeadsErin Leads
Daily Accountability for Marketing amp Sales
Data has been altered from actual HubSpot data for the purposes of this presentation
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
OP
PO
RT
UN
IT
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
Questions
Mark Roberge
SVP of Sales and Services HubSpot
markroberge
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
11 markroberge
Modern Lead Generation Inbound Marketing
Blog SEO Social Media
Create Your Content Engine
Create Your Content Calendar
1eBook w LP Month
4
Blog Posts Month
Create Your Content Calendar
1eBook w LP Month
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
1eBook w LP Month
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
Tweets month
16
1eBook w LP Month
Create Your Content Calendar
4Blog Posts Month
FB Posts month
8
Tweets month
16
1eBook w LP Month
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 LeadsErin Leads
Daily Accountability for Marketing amp Sales
Data has been altered from actual HubSpot data for the purposes of this presentation
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
OP
PO
RT
UN
IT
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
Questions
Mark Roberge
SVP of Sales and Services HubSpot
markroberge
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
11 markroberge
Modern Lead Generation Inbound Marketing
Blog SEO Social Media
Create Your Content Engine
Create Your Content Calendar
1eBook w LP Month
4
Blog Posts Month
Create Your Content Calendar
1eBook w LP Month
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
1eBook w LP Month
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
Tweets month
16
1eBook w LP Month
Create Your Content Calendar
4Blog Posts Month
FB Posts month
8
Tweets month
16
1eBook w LP Month
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 LeadsErin Leads
Daily Accountability for Marketing amp Sales
Data has been altered from actual HubSpot data for the purposes of this presentation
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
OP
PO
RT
UN
IT
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
Questions
Mark Roberge
SVP of Sales and Services HubSpot
markroberge
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
11 markroberge
Modern Lead Generation Inbound Marketing
Blog SEO Social Media
Create Your Content Engine
Create Your Content Calendar
1eBook w LP Month
4
Blog Posts Month
Create Your Content Calendar
1eBook w LP Month
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
1eBook w LP Month
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
Tweets month
16
1eBook w LP Month
Create Your Content Calendar
4Blog Posts Month
FB Posts month
8
Tweets month
16
1eBook w LP Month
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 LeadsErin Leads
Daily Accountability for Marketing amp Sales
Data has been altered from actual HubSpot data for the purposes of this presentation
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
OP
PO
RT
UN
IT
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
Questions
Mark Roberge
SVP of Sales and Services HubSpot
markroberge
3 Provide sales people with the
same quantity and quality of
leads
11 markroberge
Modern Lead Generation Inbound Marketing
Blog SEO Social Media
Create Your Content Engine
Create Your Content Calendar
1eBook w LP Month
4
Blog Posts Month
Create Your Content Calendar
1eBook w LP Month
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
1eBook w LP Month
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
Tweets month
16
1eBook w LP Month
Create Your Content Calendar
4Blog Posts Month
FB Posts month
8
Tweets month
16
1eBook w LP Month
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 LeadsErin Leads
Daily Accountability for Marketing amp Sales
Data has been altered from actual HubSpot data for the purposes of this presentation
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
OP
PO
RT
UN
IT
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
Questions
Mark Roberge
SVP of Sales and Services HubSpot
markroberge
11 markroberge
Modern Lead Generation Inbound Marketing
Blog SEO Social Media
Create Your Content Engine
Create Your Content Calendar
1eBook w LP Month
4
Blog Posts Month
Create Your Content Calendar
1eBook w LP Month
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
1eBook w LP Month
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
Tweets month
16
1eBook w LP Month
Create Your Content Calendar
4Blog Posts Month
FB Posts month
8
Tweets month
16
1eBook w LP Month
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 LeadsErin Leads
Daily Accountability for Marketing amp Sales
Data has been altered from actual HubSpot data for the purposes of this presentation
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
OP
PO
RT
UN
IT
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
Questions
Mark Roberge
SVP of Sales and Services HubSpot
markroberge
Create Your Content Engine
Create Your Content Calendar
1eBook w LP Month
4
Blog Posts Month
Create Your Content Calendar
1eBook w LP Month
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
1eBook w LP Month
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
Tweets month
16
1eBook w LP Month
Create Your Content Calendar
4Blog Posts Month
FB Posts month
8
Tweets month
16
1eBook w LP Month
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 LeadsErin Leads
Daily Accountability for Marketing amp Sales
Data has been altered from actual HubSpot data for the purposes of this presentation
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
OP
PO
RT
UN
IT
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
Questions
Mark Roberge
SVP of Sales and Services HubSpot
markroberge
Create Your Content Calendar
1eBook w LP Month
4
Blog Posts Month
Create Your Content Calendar
1eBook w LP Month
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
1eBook w LP Month
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
Tweets month
16
1eBook w LP Month
Create Your Content Calendar
4Blog Posts Month
FB Posts month
8
Tweets month
16
1eBook w LP Month
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 LeadsErin Leads
Daily Accountability for Marketing amp Sales
Data has been altered from actual HubSpot data for the purposes of this presentation
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
OP
PO
RT
UN
IT
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
Questions
Mark Roberge
SVP of Sales and Services HubSpot
markroberge
4
Blog Posts Month
Create Your Content Calendar
1eBook w LP Month
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
1eBook w LP Month
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
Tweets month
16
1eBook w LP Month
Create Your Content Calendar
4Blog Posts Month
FB Posts month
8
Tweets month
16
1eBook w LP Month
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 LeadsErin Leads
Daily Accountability for Marketing amp Sales
Data has been altered from actual HubSpot data for the purposes of this presentation
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
OP
PO
RT
UN
IT
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
Questions
Mark Roberge
SVP of Sales and Services HubSpot
markroberge
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
1eBook w LP Month
Create Your Content Calendar
4
Blog Posts Month
FB Posts Month
8
Tweets month
16
1eBook w LP Month
Create Your Content Calendar
4Blog Posts Month
FB Posts month
8
Tweets month
16
1eBook w LP Month
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 LeadsErin Leads
Daily Accountability for Marketing amp Sales
Data has been altered from actual HubSpot data for the purposes of this presentation
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
OP
PO
RT
UN
IT
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
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
1eBook w LP Month
Create Your Content Calendar
4Blog Posts Month
FB Posts month
8
Tweets month
16
1eBook w LP Month
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 LeadsErin Leads
Daily Accountability for Marketing amp Sales
Data has been altered from actual HubSpot data for the purposes of this presentation
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
OP
PO
RT
UN
IT
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
Questions
Mark Roberge
SVP of Sales and Services HubSpot
markroberge
Create Your Content Calendar
4Blog Posts Month
FB Posts month
8
Tweets month
16
1eBook w LP Month
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 LeadsErin Leads
Daily Accountability for Marketing amp Sales
Data has been altered from actual HubSpot data for the purposes of this presentation
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
OP
PO
RT
UN
IT
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
Questions
Mark Roberge
SVP of Sales and Services HubSpot
markroberge
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 LeadsErin Leads
Daily Accountability for Marketing amp Sales
Data has been altered from actual HubSpot data for the purposes of this presentation
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
OP
PO
RT
UN
IT
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
Questions
Mark Roberge
SVP of Sales and Services HubSpot
markroberge
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 LeadsErin Leads
Daily Accountability for Marketing amp Sales
Data has been altered from actual HubSpot data for the purposes of this presentation
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
OP
PO
RT
UN
IT
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
Questions
Mark Roberge
SVP of Sales and Services HubSpot
markroberge
Daily Accountability for Marketing amp Sales
Data has been altered from actual HubSpot data for the purposes of this presentation
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
OP
PO
RT
UN
IT
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
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
OP
PO
RT
UN
IT
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
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
OP
PO
RT
UN
IT
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
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
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
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
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
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
Questions
Mark Roberge
SVP of Sales and Services HubSpot
markroberge
Questions
Mark Roberge
SVP of Sales and Services HubSpot
markroberge