Sales & Marketing Alignment: How to Synergize for Success
Building a Scalable Sales Team
1. Building a Scalable Sales Team
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
5. How do you find good sales people?
Does not work
Monster.com, Craigslist, etc.
Might work
Agencies, recruiters
Works
The “Forced Referal” (leverage your team)
Networking at events and online
Passive recruiting on LinkedIn
Taking meetings with sales people
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7. #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.
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16. #4: Have sales people work the
leads with the same process
17. Implement a Sales Process
Bad Lead
Too Big
Queue
Int’l
Queue
Unable to
Qualify
Unqualified
Closed Lost
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
OPPORTUNITY
Closed Lost
2. PROSPECT
Get to a connect
LEAD
Marketing
Queue
No Fit
Queue
1. RESEARCH
Prepare for the sales process
18. Implement a metrics-driven sales culture
Each Color
Represents a
Different Sales
Rep
* Data has been altered from actual HubSpot data for the purposes of this presentation
19. “Peel Back the Onion” 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
20. Who should your first sales hire be?
Entrepreneur in your industry
Sales background
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