Mark Roberge's Forecast 2015 Keynote: The Sales Acceleration Formula

The Sales Acceleration Formula Using Data, Technology, and Inbound Selling to Go from $0

to $100M!

Mark RobergeChief Revenue Officer, HubSpot@markroberge

My mission as a sales executive

MISSIONPredictable, scalable revenue growth

STRATEGYIf I can…1. Hire the same type of successful sales person2. Train the sales people in the same way3. Provide each sales person with the same quantity and

quality of leads4. Have the sales people work the leads using the same

process

…then I will achieve my goal.

#1: Hire the same type of successful sales person

4 @markroberge

What do you look for in a sales

hire?

The ideal sales hiring formula is different for

every company…

but the process to engineer the formula is the same.

6 @markroberge

Engineer Your Own Sales Hiring Formula

7 @markroberge

Which criteria scored highest for us?

INTELLIGENTor

COACHABLEor

CURIOUS

8 @markroberge

The HubSpot Sales Hiring Formula

Coach-ability

Curiosity

Intelligence

Work Ethic

Prior Success

#2: Train your sales people in the same way

A “ride-along” training strategy is neither scalable

nor predictable.

Most top performing sales people succeed in their

own unique way.

Train Sales to “Live” in your Prospects’ World

Set Them Up to be Thought Leaders

#3: Provide sales people with the same quantity and

quality of leads

14 @markroberge

How do you buy?Cold Call?

Cold email?Google?

Social Media?

15 @markroberge

Modern Lead Generation: Inbound Marketing

BLOG SEO SOCIAL MEDIA

“JOURNALISTS” hold the keys to the future of Demand Generation

Create Your Content Engine

Create Your Content Calendar

1eBook w/ LP / Month

4

Blog Posts / Month

Create Your Content Calendar

1eBook w/ LP / Month

Create Your Content Calendar

4Blog Posts / Month

FB Posts / Month

8

1eBook w/ LP / Month

Create Your Content Calendar

4Blog Posts / Month

FB Posts / Month8

Tweets / month16

1eBook w/ LP / Month

Create Your Content Calendar

4Blog Posts / Month

FB Posts / month

8

Tweets / month

16

1eBook w/ LP / Month

The Marketing SLA

* Data has been altered from actual HubSpot data for the purposes of this presentation

Buyer Journey State

Customer Conversio

n %

Revenue per

Customer

Lead Value

Problem Education 1% $40K $400

Solution Research 5% $40K $2K

Solution Selection 20% $40K $8K

Small Business Persona

Buyer Journey State

Customer Conversio

n %

Revenue per

Customer

Lead Value

Problem Education 2% $200K $4K

Solution Research 6% $200K $12K

Solution Selection 25% $200K $50K

Mid-Market Persona

Buyer Journey State

Customer Conversio

n %

Revenue per

Customer

Lead Value

Problem Education 3% $700K $21K

Solution Research 10% $700K $70K

Solution Selection 30% $700K $210K

Enterprise Persona

* Data has been altered from actual HubSpot data for the purposes of this presentation.

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Small Business Mid-Market Enterprise

Sales Attempts

Pro

fita

bil

ity

The Sales SLACalculate the ideal number of sales attempts for each type

of lead

Daily Accountability for the SLA

* Data has been altered from actual HubSpot data for the purposes of this presentation

1-Sep 5-Sep 9-Sep 13-Sep 17-Sep 21-Sep 25-Sep 29-Sep0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

120.0%

Plan Actual

Measure progress on the Marketing SLA each day

#4: Have sales people work the leads with the same

process

27 @markroberge

Coaching: Golf vs. Sales

“Metrics-Driven Sales Coaching”

Use metrics to diagnose the skill deficiency. Customize a coaching

plan.

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

“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

Implement a metrics-driven coaching culture

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

32 @markroberge

All proceeds go to

Questions?

Mark RobergeChief Revenue Officer, HubSpot@markroberge