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secret t 10 Metric-Based Coaching

10 Secrets to Metrics Driven Coaching

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Page 1: 10 Secrets to Metrics Driven Coaching

secret! t" 10 Metric!-Based Coaching

Page 2: 10 Secrets to Metrics Driven Coaching

Presented at #DF13 By:

Mike Volpe Chief Marketing Officer HubSpot @mvolpe

Mark Roberge Chief Revenue Officer HubSpot @markroberge

Page 3: 10 Secrets to Metrics Driven Coaching

All about HubSpot

HubSpot’s marketing software helps 10,000 companies in 56 countries attract more leads and convert them into customers with marketing people love.

§  650 employees with 200 in sales and 60 in marketing

§  $75-80m revenue in 2013 growing ~50% annually

§  Hiring 50-75 people per quarter

§  Using Work.com in sales and marketing

§  Continuous feedback, monthly goal tracking

§  Formal review process including 360 reviews

Page 4: 10 Secrets to Metrics Driven Coaching

Secret #1 Align Coaching and Management Style to Culture

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Page 5: 10 Secrets to Metrics Driven Coaching

Humans are Changing…

Page 6: 10 Secrets to Metrics Driven Coaching

Humans are Changing…

Page 7: 10 Secrets to Metrics Driven Coaching

Humans are Changing…

Page 8: 10 Secrets to Metrics Driven Coaching

…Has Your Culture and Management Changed?

Page 9: 10 Secrets to Metrics Driven Coaching

HubSpot Culture •  Flat & entrepreneurial

•  Data-driven

•  Transparent

•  Open office w/ random desk shuffles

•  One policy: “Use good judgment.”

•  See http://slidesha.re/IitLXz

Page 10: 10 Secrets to Metrics Driven Coaching

The HubSpot Organization Chart

Page 11: 10 Secrets to Metrics Driven Coaching

The HubSpot Organization Chart INFLUENCE

Page 12: 10 Secrets to Metrics Driven Coaching

How Volpe Manages the HubSpot Marketing Team

•  Team structure based on buying process stages and personas

•  Agile marketing process

•  Monthly cadence

•  Monthly reporting & goal setting

•  Marketing “board meeting” for team feedback

•  Frequent awards and feedback – weekly and monthly

Page 13: 10 Secrets to Metrics Driven Coaching

Volpe’s Management Philosophy

•  Goals: Clearly explain to people the outcomes and results we want and why we need them for the business

•  Hiring: Hire the right people, get rid of the wrong people

•  Mentoring: Mentor people by offering advice, context and perspective

•  Management: Get out of the way, never tell anyone what to do, let them surprise you

Page 14: 10 Secrets to Metrics Driven Coaching

Secret #2 Align Team’s to the Buyer’s Journey

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Page 15: 10 Secrets to Metrics Driven Coaching

HubSpot Marketing Team Organization

Top of Funnel

Middle of Funnel

Product Marketing

Brand and Buzz

CMO

Page 16: 10 Secrets to Metrics Driven Coaching

Seating Based on Buyer Persona

Sales Marketing

Services

Page 17: 10 Secrets to Metrics Driven Coaching

Secret #3 Manage by Metrics: Track Results, Not Activity

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Page 18: 10 Secrets to Metrics Driven Coaching

Focus on Outcomes = Manage by Metrics

Top of Funnel Middle of Funnel

Product Marketing

Brand and Buzz

Results / Metrics •  Website visitors •  New contacts generated

Activity •  Blog articles •  Ebooks & webinars •  Social engagement •  Other content

Results / Metrics •  Revenue pipeline $ •  Sales goal %

Activity •  Lead nurturing •  Lead scoring •  Sales coordination

Results / Metrics •  Sales test scores •  % sales selling various features •  User testing

Activity •  Product content •  Sales and other product training

Results / Metrics •  PR hits •  Event attendance and survey feedback Activity •  Events •  PR pitches •  Videos & graphics

Page 19: 10 Secrets to Metrics Driven Coaching

Monthly Cadence Focused on Outcomes

Goals for month set by CMO

Page 20: 10 Secrets to Metrics Driven Coaching

Monthly Cadence Focused on Outcomes

Goals for month set by CMO

Team decides on activities

Page 21: 10 Secrets to Metrics Driven Coaching

Monthly Cadence Focused on Outcomes

Goals for month set by CMO

Team decides on activities

Team executes on activities

Page 22: 10 Secrets to Metrics Driven Coaching

Monthly Cadence Focused on Outcomes

Goals for month set by CMO

Team decides on activities

Team executes on activities

Team reports on metrics / activity

Page 23: 10 Secrets to Metrics Driven Coaching

Monthly Cadence Focused on Outcomes

Goals for month set by CMO

Team decides on activities

Team executes on activities

Team reports on metrics / activity

CMO / Mgmt Feedback

Page 24: 10 Secrets to Metrics Driven Coaching

Monthly Cadence Focused on Outcomes

Goals for month set by CMO

Team decides on activities

Team executes on activities

Team reports on metrics / activity

CMO / Mgmt Feedback

Page 25: 10 Secrets to Metrics Driven Coaching

Secret #4 Use “Speed Bumps” to Ensure Recognition

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Page 26: 10 Secrets to Metrics Driven Coaching

What have you done for me lately.

- Janet Jackson

“ ”

Page 27: 10 Secrets to Metrics Driven Coaching

Frequent Motivation and Recognition

Weekly “Golden Unicorn” Award

Monthly “Champions Dinner” Award

Page 28: 10 Secrets to Metrics Driven Coaching

Frequent Feedback

Page 29: 10 Secrets to Metrics Driven Coaching

Secret #5 Track Progress Daily and Publicly

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Page 30: 10 Secrets to Metrics Driven Coaching

Use the Goal as Motivation

Page 31: 10 Secrets to Metrics Driven Coaching

Track Progress to Goals in Real Time

Page 32: 10 Secrets to Metrics Driven Coaching

Track Progress to Goals in Real Time

Page 33: 10 Secrets to Metrics Driven Coaching
Page 34: 10 Secrets to Metrics Driven Coaching

React to the Alarms to Make Sure You Hit Goals

Page 35: 10 Secrets to Metrics Driven Coaching

React to the Alarms to Make Sure You Hit Goals

Create new offers §  Ebooks, webinars, etc.

Publish more §  Blog posts, videos, presentations

Promote more §  Email and social promotion of new

offers

Increase paid ads §  PPC on Google, Facebook, LinkedIn,

Twitter

Page 36: 10 Secrets to Metrics Driven Coaching

Secret #6 Incorporate Metrics Into Every Stage of

Scaling Your Sales Team

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Page 37: 10 Secrets to Metrics Driven Coaching

Roberg’s mission as a sales executive: MISSION Predictable, scalable revenue growth

Page 38: 10 Secrets to Metrics Driven Coaching

Roberg’s 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

… then I will achieve my goal.

Page 39: 10 Secrets to Metrics Driven Coaching

Secret #7 Hold the Entire Sales Organization

Accountable to a Metrics-driven Coaching Model From the Top

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Page 40: 10 Secrets to Metrics Driven Coaching

Hold Sales Team Accountable to Effective Coaching

MORNING

AFTERNOON

1ST DAY OF MONTH 2ND DAY OF MONTH

Page 41: 10 Secrets to Metrics Driven Coaching

Hold Sales Team Accountable to Effective Coaching

MORNING

AFTERNOON

1ST DAY OF MONTH 2ND DAY OF MONTH

VP Meets with Director Ø  Review Skill/Development

Plans for each sales person

Page 42: 10 Secrets to Metrics Driven Coaching

Hold Sales Team Accountable to Effective Coaching

MORNING

AFTERNOON

1ST DAY OF MONTH 2ND DAY OF MONTH

VP Meets with Director Ø  Review Skill/Development

Plans for each sales person

Director Meets with Manager Ø  Review Skill/Development

Plans for each sales person

Page 43: 10 Secrets to Metrics Driven Coaching

Hold Sales Team Accountable to Effective Coaching

MORNING

AFTERNOON

1ST DAY OF MONTH 2ND DAY OF MONTH

VP Meets with Director Ø  Review Skill/Development

Plans for each sales person

Director Meets with Manager Ø  Review Skill/Development

Plans for each sales person

Manager Meets with Sales Person Ø  Discuss qualitative performance Ø  Review individual metrics Ø  Co-Create Skill/Development Plan

Page 44: 10 Secrets to Metrics Driven Coaching

Hold Sales Team Accountable to Effective Coaching

MORNING

AFTERNOON

1ST DAY OF MONTH 2ND DAY OF MONTH

VP Meets with Director Ø  Review Skill/Development

Plans for each sales person

Director Meets with Manager Ø  Review Skill/Development

Plans for each sales person

Manager Meets with Sales Person Ø  Discuss qualitative performance Ø  Review individual metrics Ø  Co-Create Skill/Development Plan

Sales Person / Manager Independent Reviews Ø  Think through qualitative performance Ø  Review individual metrics Ø  Think about Skill/Development Plan

Page 45: 10 Secrets to Metrics Driven Coaching

Secret #8 Use Metrics to Diagnose the Priority Skill

Development for Each Sales Person

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Page 46: 10 Secrets to Metrics Driven Coaching

Diagnose the Skill Issue: Start at the Top

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

Each Color Represents a

Different Sales Rep

Page 47: 10 Secrets to Metrics Driven Coaching

Each Color Represents a

Different Sales Rep

Diagnose: Prospecting Issues

Causes of Prospecting Issues Ø  Over-investment in unqualified

opportunities Ø  Time management issues Ø  Lack of personal goals Ø  Call reluctance

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

Page 48: 10 Secrets to Metrics Driven Coaching

49

Development: Overcoming Activity Motivation Issues

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

Page 49: 10 Secrets to Metrics Driven Coaching

Diagnose: Conversion to Opportunity Issues

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

Each Color Represents a

Different Sales Rep

Causes of Opportunity Issues Ø  Prospecting depth Ø  Prospecting personalization Ø  Building trust on the connect

Page 50: 10 Secrets to Metrics Driven Coaching

Research

Monitor and React

Inbound Prospecting Approach

360 View of a Lead’s Engagement with Your Company

Development: Overcoming Personalization Issues

Page 51: 10 Secrets to Metrics Driven Coaching

Research

Monitor and React

Inbound Prospecting Approach

Social Media Website Email

Development: Overcoming Personalization Issues

Page 52: 10 Secrets to Metrics Driven Coaching

Research

Monitor and React

Inbound Prospecting Approach

Ø  Lead with buyer-context, not elevator pitch

Ø  Build on your messages

Ø  Alter your call times

Ø  Always “break up”

Development: Overcoming Personalization Issues

Page 53: 10 Secrets to Metrics Driven Coaching

Development: Overcoming Call Depth Issues

Attempt #

LTV

/ C

OC

A

Page 54: 10 Secrets to Metrics Driven Coaching

Diagnose: Conversion to Customer Issues

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

Each Color Represents a

Different Sales Rep

Causes of Close Rate Issues Ø  Developing trusted advisor status Ø  Developing sense of urgency Ø  Getting beyond surface pain Ø  Reaching the authority

Page 55: 10 Secrets to Metrics Driven Coaching

Development: Overcoming Trust Development Issues

ALWAYS BE HELPING

A lways

B e

C losing

Page 56: 10 Secrets to Metrics Driven Coaching

Secret #9 Seek More Clarity by Peeling Back the Onion with

More Metrics

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Page 57: 10 Secrets to Metrics Driven Coaching

“Peal Back the Onion” on Metrics 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

Page 58: 10 Secrets to Metrics Driven Coaching

Secret #10 Co-create the Coaching Plan With the Sales Person

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Page 59: 10 Secrets to Metrics Driven Coaching

Co-Creating the Skill/Development Plan

ONE-ON-ONE AGENDA Ø Self assess qualitative performance

Ø Self assess quantitative performance

Ø Agree on a skill to work on – prefer one

Ø Co-create a development plan

Ø Schedule the plan

Page 60: 10 Secrets to Metrics Driven Coaching

Related Content for Further Reading How to Build a Modern Marketing Team Kit: http://bitly.com/17uLV2f

Netflix Culture Deck: (5.8m views): http://slidesha.re/1aTYZep

HubSpot Culture Deck: (1 million views): http://slidesha.re/IitLXz

Mike Volpe’s Marketing Metrics Deck: http://bit.ly/MVmetrics

Motivation: “Drive” by Daniel Pink

Page 61: 10 Secrets to Metrics Driven Coaching

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Page 62: 10 Secrets to Metrics Driven Coaching

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