HubSpot Dublin Talk Series: Building a Sales Machine
1. Building a Sales Machine
HubSpot Dublin Biz Talk
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
5. Develop leaders to execute the process
3. #1: Hire the same type of
successful sales person
6. 6 @markroberge
Probable success criteria/Interview questions
1. Intelligent
a) [Ask technical questions about the product they sell today]
b) [Teach them about your product and ask them to sell it back]
2. Work ethic
a) How did you prepare for this interview? How many hours?
b) Tell me about a typical work week?
3. Prior success
a) 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. Coachable
a) 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. 7 @markroberge
How do you find good sales people?
Does not work
Monster.com, Craigslist, etc.
Might work
Agencies, recruiters
Works
Networking at events and online
Passive recruiting on LinkedIn
Referrals
Taking meetings with sales people
9. 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.
10. #3: Provide sales people with the
same quantity and quality of
leads
18. 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
19. 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
20. Daily Accountability for Marketing & Sales
* Data has been altered from actual HubSpot data for the purposes of this presentation
21. #4: Have sales people work the
leads with the same process
22. 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
LEAD
OPPORTUNIT
Y
Bad Lead
23. 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
24. “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
27. 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