HubSpot's SVP of Sales and Services Mark Roberge's presentation for the HubSpot Dublin Talk Series on October 2nd 2013. In it he discusses the shift in sales to an Inbound Sales methodology and how metrics driven sales coaching can help achieve this.
3. Old School Sales and Marketing
• Trade Show Booths
• Logo Design
• Messaging
• Pitch Decks
• Build Lists
• Cold Call High
• Lead with Elevator Pitch
• Always Be Closing
4. New School Marketing, Old School Sales
• Social Media
• Blogging
• SEO
• Context
• Build Lists
• Cold Call High
• Lead with Elevator Pitch
• Always Be Closing
6. Inbound Flips the “Good Fit/Has Pain” Model
on Its Head. Filtering Leads is a Must.
OUTBOUND SALES
Good Fit
Has Pain
7. INBOUND SALES
Good Fit
Has Pain
Inbound Flips the “Good Fit/Has Pain” Model
on Its Head. Filtering Leads is a Must.
OUTBOUND SALES
Good Fit
Has Pain
9. Prospect
Prospect
Prospect Lead Customer
Lead Opportunity Customer
Lead Opportunity Customer
Use Buyer Context to Determine when
to Pass Leads to Sales
Opportunity
Mid Market
Enterprise
Small
Business
10. Prospect
Prospect
Prospect Lead Opportunity Customer
Lead Customer
Lead Customer
Use Buyer Context to Determine when
to Pass Leads to Sales
Mid Market
Enterprise
Small
Business
Opportunity
Opportunity
11. Prospect
Prospect Lead Opportunity Customer
Customer
Lead Customer
Use Buyer Context to Determine when
to Pass Leads to Sales
Lead
Prospect
Mid Market
Enterprise
Small
Business
Opportunity
Opportunity
12. Prospect
Prospect Lead Opportunity Customer
Customer
Lead Customer
Use Buyer Context to Determine when
to Pass Leads to Sales
Opportunity
Prospect
Lead
Mid Market
Enterprise
Small
Business
Opportunity
Opportunity
13. Prospect
Prospect Lead Opportunity Customer
Customer
Lead Customer
Use Buyer Context to Determine when
to Pass Leads to Sales
Opportunity
Prospect
Lead
Mid Market
Enterprise
Small
Business
Opportunity
Opportunity
16. How an Outbound Trained Sales Person
Prospects an Inbound Lead
“Hi Mark. This is John from XYZ Company. We help
sales executives streamline their closing process with
our state of the art electronic signature technology.
Are you free at 1 PM tomorrow to discuss?”
5/27 at 3 PM
#1
17. How an Outbound Trained Sales Person
Prospects an Inbound Lead
“Hi Mark. This is John from XYZ Company. We help sales executives
streamline their closing process with our state of the art electronic
signature technology. Are you free at 1 PM tomorrow to discuss?”
5/29 at 2 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing
process with our state of the art electronic signature technology. Are you free at 1 PM
tomorrow to discuss?”
Voicemail #1: 5/27 at 3 PM
#2
18. How an Outbound Trained Sales Person
Prospects an Inbound Lead
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of
the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
Voicemail #1: 5/27 at 3 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of
the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
Voicemail #2: 5/29 at 2 PM
“Hi Mark. This is John from XYZ Company. We help sales executives
streamline their closing process with our state of the art electronic
signature technology. Are you free at 1 PM tomorrow to discuss?”
6/1 at 4 PM
#3
19. How an Outbound Trained Sales Person
Prospects an Inbound Lead
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our
state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
Voicemail #1: 5/27 at 3 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state
of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
Voicemail #2: 5/29 at 2 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state
of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
Voicemail #3: 6/1 at 4 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their
closing process with our state of the art electronic signature technology. Are you free at
1 PM tomorrow to discuss?”
6/4 at 3 PM
#4
20. 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
21. Monitor Lead Engagement, not Their PR
• Monitors News and Press
about Leads
• Calls on these trigger events
Outbound Sales Inbound Sales
• Monitors Lead Engagement with
Your Company
• Calls to Help
22. How an Inbound Trained Sales Person
Prospects an Inbound Lead
Research
Monitor and React
Inbound Prospecting Approach
Social Media Website Email
23. How an Inbound Trained Sales Person
Prospects an Inbound Lead
Research
Monitor and React
Inbound Prospecting
Approach
HOW DOES
THAT WORK?
24. How an Inbound Trained Sales Person
Prospects an Inbound Lead
“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B
Lead Generation through Facebook. I took a look at your company Facebook
presence and had two quick ideas to run by you. I will email them to you now. Let
me if you would like to go over them.”
5/27 at 7 AM
#1
25. How an Inbound Trained Sales Person
Prospects an Inbound Lead
“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I
took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let
me if you would like to go over them.”
Voicemail #1 5/27 at 7 AM
“Hi John. This is Mark from HubSpot. I found a case study of one of you
customers that is in your industry that increased their lead flow by 50% using
Facebook. I will email you the case study and am happy to walk you through their
process when you have a moment.”
5/29 at 6 PM
#2
26. How an Inbound Trained Sales Person
Prospects an Inbound Lead
“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a
look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you
would like to go over them.”
5/27 at 7 AM
“Hi John. This is Mark from HubSpot. I found a case study of one of you customers that is in your industry that increased their
lead flow by 50% using Facebook. I will email you the case study and am happy to walk you through their process when you have
a moment.”
5/29 at 6 PM
“Hi John. This is Mark from HubSpot. I actually ran your marketing grader report
side by side with the HubSpot customer in your vertical. The report yields a few
additional opportunities for lead generation in social media. I’ll email you the
report now and am happy to walk you through it.”
6/1 at 12 PM
#3
27. How an Inbound Trained Sales Person
Prospects an Inbound Lead
“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a look
at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you would like to
go over them.”
5/27 at 7 AM
“Hi John. This is Mark from HubSpot. I found a case study of one of you customers that is in your industry that increased their lead
flow by 50% using Facebook. I will email you the case study and am happy to walk you through their process when you have a
moment.”
5/29 at 6 PM
“Hi John. This is Mark from HubSpot. I actually ran your marketing grader report side by side with the HubSpot customer in your
vertical. The report yields a few additional opportunities for lead generation in social media. I’ll email you the report now and am
happy to walk you through it.”
6/1 at 12 PM
6/4 at 10 AM
“Hi John. This is Mark from HubSpot. I have not heard back from you so I am going to assume
that generating more leads through social media in 2013 is no longer a priority. Call me
anytime if things change.”
#4
29. The Old School Sales Process: Call High
“Let’s talk profit margins and growth!” “Yes! Let’s.”
30. When Old School Tries to Go New School
“Let’s talk profit margins and growth!” “Huh?”
31. Transform Your Connect Strategy To Leverage Influencers
“I noticed you downloaded
our eBook. What specific
questions did you have?”
“Wow! This is really
helpful. Can you keep
helping me?”
Build trust with the influencer by helping them with their problems.
Ask for the influencers help to engage with the Decision Maker
33. Hold Sales Team Accountable to Effective Coaching
Morning
Afternoon
1st Day of Month 2nd Day of Month
VP Meets with Director
Review Skill/Development
Plans for each sales person
Director Meets with Manager
Review Skill/Development
Plans for each sales person
Manager Meets with Sales Person
Discuss qualitative performance
Review individual metrics
Co-Create Skill/Development Plan
Sales Person / Manager Independent
Reviews
Think through qualitative performance
Review individual metrics
Think about Skill/Development Plan
34. Diagnose the Skill Issue: Start at the Top
* Data has been altered from actual HubSpot data for the purposes of this presentation
Each Color
Represents a
Different Sales
Rep
35. Each Color
Represents a
Different Sales
Rep
Diagnose: Prospecting Issues
Causes of Prospecting Issues
Over-investment in unqualified
opportunities
Time management issues
Lack of personal goals
Call reluctance
* Data has been altered from actual HubSpot data for the purposes of this presentation
36. Diagnose: Conversion to Opportunity Issues
* Data has been altered from actual HubSpot data for the purposes of this presentation
Each Color
Represents a
Different Sales
Rep
Causes of Opportunity Issues
Prospecting depth
Prospecting personalization
Building trust on the connect
37. Diagnose: Conversion to Customer Issues
* Data has been altered from actual HubSpot data for the purposes of this presentation
Each Color
Represents a
Different Sales
Rep
Causes of Close Rate Issues
Developing sense of urgency
Getting beyond surface pain
Reaching the authority
38. Diagnose: “Peal Back the Onion” on Metrics for More Insight
Lead-Worked-to-Connect
Ratio
Connect-to-Demo Ratio
* Data has been altered from actual HubSpot data for the purposes of this presentation
39. Co-Creating the Skill/Development Plan
ONE-ON-ONE AGENDA
Self assess qualitative performance
Self assess quantitative performance
Agree on a skill to work on – prefer one
Co-create a development plan
Schedule the plan
40. Development: Common Tactics We Use
Group and 1-on-1 film reviews
Role playing / modeling
Prospecting call observations
Call prep and post mortem discussions
Pipeline reviews with specific content check
Daily reporting on specific
content/activity
41. Development: Overcoming Activity Motivation Issues
* Data has been altered from actual
HubSpot data for the purposes of this
presentation
