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Transforming the SMB Sales Force
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
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.
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