1.
Sales & Marketing Alignment:
0 to 4,000 Customers with No Cold Calls
MIT Sloan Sales Conference
May 6th, 2011
Mark Roberge
HubSpot
@markroberge

2.
Agenda
I. Inbound Demand Generation
II. Sales and Marketing Alignment
III. Science of Sales
2

3.
Outbound Demand Generation
3 @markroberge

4.
Outbound Marketing is Getting Harder
800-555-1234
Annoying
Salesperson
4 @markroberge

5.
Inbound Demand Generation
Blog SEO Social Media
5 @markroberge

6.
How Do You Get to the Top? History of SEO

7.
Inbound Marketing – One Strategy not Three
Blog SEO Social Media
7 @markroberge

8.
Inbound Leads Cost 60% Less Than Outbound Leads
Source: survey of hundreds of businesses: HubSpot.com/ROI

9.
Reading List Suggestion
Inbound Marketing:
Get Found using Google,
Social Media and Blogs
Top 5 Web Marketing
Book on Amazon
InboundBook.com
9 @markroberge

10.
Action Items - Inbound Demand Generation
1. Develop a publishing muscle
2. Define a thought leadership
committee
3. Start a blog
4. Participate in your prospect’s
communities
10 @markroberge

11.
Agenda
I. Inbound Demand Generation
II. Sales and Marketing Alignment
III. Science of Sales
11

12.
Use Science Not Gut to Determine Sales-Ready Leads
SEO BLOG Social Media
Visitors Visitors Visitors
Leads Leads Leads
SEO Customers Blog Customers Social Media Customers
[LTV of SEO [LTV of Blog [LTV of Social Media
Customers] Customers] Customers]
12

13.
Hold Marketing Accountable to Lead Quality and Quantity
• MTD Rejected New Lead Rate (target < 5%): 4.6%
• MTD 7 Day Lead to Opportunity Conv (target > 33%): 44%
• MTD % Leads from B2B >1K employees (target > 20%): 23%
13 * Data has been altered from actual HubSpot data for the purposes of this presentation

14.
Use Science, Not Gut, to Find Optimal Attempts per Lead
8
6
LTV / COCA
4
2
0
1 3 5 7 9 11 13
Attempt #
All Leads 1-10 employees 11-25 employees
26-50 employees 51+ employees

15.
Hold Sales Accountable to Attempt Quantity and Quality
* Data has been altered from
actual HubSpot data for the
purposes of this presentation
15

16.
Action Items – Sales & Marketing Alignment
1. Define your Marketing SLA
2. Define your Sales SLA
3. Implement processes to hold sales
and marketing accountable
16 @markroberge

17.
Agenda
I. Inbound Demand Generation
II. Sales and Marketing Alignment
III. Science of Sales
17

18.
Mission as a Sales Scientist
MISSION
Predictable, scalable revenue growth
STRATEGY
If I can…
 Hire the same type of sales person
 Train them in the same way
 Provide them with the same quantity and quality of leads
 Have them work the leads using the same process
…then I will achieve my goal.
18 @markroberge

19.
Predictable Sales Hiring
19 @markroberge

20.
Predictable Sales Training
 What we saw
 Shadow a senior sales rep for 1 week
 Read a 2 page sales manual
 What we did
 Train your sales people as consultants or experts. Give them
hands on experience if possible.
 Use tests and certification programs.
20 @markroberge

21.
Predictable Lead Quantity and Quality
• MTD Rejected New Lead Rate (target < 5%): 4.6%
• MTD 7 Day Lead to Opportunity Conv (target > 33%): 44%
• MTD % Leads from B2B >1K employees (target > 20%): 23%
21 * Data has been altered from actual HubSpot data for the purposes of this presentation

22.
Predicable Sales Funnel Process
Bad Lead
1. RESEARCH
Prepare for the sales process
Too Big No Fit
Queue Queue
Marketing Int’l 2. PROSPECT
LEAD
Queue Queue
Get to a connect
Unable to
Qualify
3. CONNECT
Schedule the assessment
Unqualified
4. QUALIFY
Determine worthiness for demo
OPPORTUNITY
Closed Lost
5. DEMO
Illustrate value of software
Closed Lost
6. OBJECTIONS & CLOSE
Sign up new customer

23.
Use Data to Hold Sales Accountable to the Process
Each Color
Represents a
Different
Sales Rep
* Data has been altered from actual HubSpot data for the purposes of this presentation

24.
3.11
“Peal Back the Onion” to Diagnose Issues
Lead-Worked-to-Connect Ratio
Connect-to-Demo Ratio
* Data has been altered from actual HubSpot data for the
purposes of this presentation

25.
Action Items – Science of Sales
1. Implement your sales
candidate score sheet
2. Add exams and certifications to
your sales training process
3. Define the sales process and
use data to hold sales
accountable
25 @markroberge

26.
Additional Resources
Grade your website at
www.WebsiteGrader.com
Read the Inbound Marketing Book
www.InboundBook.com
Inbound Marketing
www.inboundmarketing.com
Start your free trial of HubSpot software
www.HubSpot.com/free-trial

27.
Thank You!
Mark Roberge
HubSpot
@markroberge