1. Transforming the SMB Salesforce
Mark Roberge
SVP of Sales and Services, HubSpot
@markroberge

2. My mission as a sales executive
MISSION
Predictable, scalable revenue growth
STRATEGY
If I can…
1. Hire the same type of successful sales person
2. Train the sales people in the same way
3. Provide each sales person with the same quantity and quality of leads
4. Have the sales people work the leads using the same process
…then I will achieve my goal.

3. #1: Hire the same type of successful
sales person

4. 4 @markroberge
Define, Score, and Analyze Criteria

5. 5 @markroberge
Define an interview scorecard

6. #2: Train your sales people in the
same way

7. 7 @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.

8. #3: Provide sales people with the
same quantity and quality of leads

9. 9 @markroberge
Modern Lead Generation: Inbound Marketing
Blog SEO Social Media
Free Tip: Run your website through marketing.grader.com

10. Create Your Content Engine

11. Create Your Content Calendar
1
eBook w/ LP / Month

12. 4
Blog Posts / Month
Create Your Content Calendar
1
eBook w/ LP / Month

13. Create Your Content Calendar
4
Blog Posts / Month
FB Posts / Month
8
1
eBook w/ LP / Month

14. Create Your Content Calendar
4
Blog Posts / Month
FB Posts / Month
8
Tweets / month
16
1
eBook w/ LP / Month

15. Create Your Content Calendar
4
Blog Posts / Month
FB Posts / month
8
Tweets / month
16
1
eBook w/ LP / Month

16. 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 $2.10
Demo Request $2.75
Marketing Mary Leads
(100-2,000 Employees)
Lead Type Lead Value
Webinar $.85
eBook $1.00
Free Trial $4.25
Demo Request $6.10
Enterprise Erin Leads
(2,000+ Employees)
* Data has been altered from actual
HubSpot data for the purposes of this
presentation

17. The Sales SLA
Attempt #
LTV/COCA
* Data has been altered from actual HubSpot data for the purposes of this presentation
Ollie Leads Mary Leads
Erin Leads

18. Daily Accountability for Marketing & Sales
* Data has been altered from actual HubSpot data for the purposes of this presentation

19. #4: Have sales people work the
leads with the same process

20. 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 & CLOSE
Sign up new customer
Too Big
Queue
No Fit
Queue
Marketing
Queue
Int’l
Queue
Unable to
Qualify
Unqualified
Closed Lost
Closed Lost
LEADOPPORTUNITY
Bad Lead

21. 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

22. “Peel Back the Onion” 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

23. 23 @markroberge
Transitioning Sales Team to Inbound
Outbound Sales Inbound Sales
Good Fit
Has
Pain
Has Pain
Good
Fit
 Build list of target market
 Call high
 Use elevator pitch
 Beg for appointment
 Always Be Closing
 Auto filter bad fit leads
 Call low. Gather info. Then call high
 Reference lead intelligence
 Qualify out tire kickers
 Always Be Helping
Transition Sales to Inbound
 Filter out bad fit leads
 Specialize Reps by Inbound or Outbound
 Train Inbound Reps on Inbound Sales Methodology

24. How an Inbound Trained Sales Person
Prospects an Inbound Lead
Research
Monitor and React
Inbound Prospecting Approach
360 View of a Lead’s Engagement with Your Company

25. How an Inbound Trained Sales Person
Prospects an Inbound Lead
Research
Monitor and React
Inbound Prospecting Approach
Social Media Website Email
Monitor Sales Signals with www.getsignals.com

26. How an Inbound Trained Sales Person
Prospects an Inbound Lead
Research
Monitor and React
Inbound Prospecting
Approach
Use Buyer Context

27. Questions?
Mark Roberge
SVP of Sales and Services, HubSpot
@markroberge