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Work.com Sell Better Together -
Metrics Driven Sales Coaching
Mark Roberge
SVP Sales and Services
HubSpot
@markroberge
Dreamforce
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
…then I will achieve my goal.
Hold Sales Team Accountable to Effective Coaching
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
Diagnose the Skill Issue: Start at the Top
* Data has been altered from actual HubSpot data for the purposes of this presentation
Each Color
Represents a
Different Sales
Rep
Each Color
Represents a
Different Sales
Rep
Diagnose: Prospecting Issues
Causes of Prospecting Issues
Over-investment in unqualified
opportunities
Time management issues
Lack of personal goals
Call reluctance
* Data has been altered from actual HubSpot data for the purposes of this presentation
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
Prospecting depth
Prospecting personalization
Building trust on the connect
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
Developing sense of urgency
Getting beyond surface pain
Reaching the authority
Diagnose: “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
Co-Creating the Skill/Development Plan
ONE-ON-ONE AGENDA
Self assess qualitative performance
Self assess quantitative performance
Agree on a skill to work on – prefer one
Co-create a development plan
Schedule the plan
Development: Common Tactics We Use
COMMON DEVELOPMENT TACTICS
Group and 1-on-1 film reviews
Role playing / modeling
Prospecting call observations
Call prep and post mortem discussions
Pipeline reviews with specific content check
Daily reporting on specific content/activity
13
Development: Overcoming Activity Motivation Issues
* Data has been altered from actual
HubSpot data for the purposes of this
presentation
Development: Overcoming Call Depth Issues
Attempt #
LT
V /
CO
CA
Development: Overcoming Trust Development Issues
Always Be Helping
Development: Overcoming Sense of Urgency Issues
WHAT TO LOOK FOR FROM SALES PERSON
Trust with prospect is a pre-requisite
3rd level pain through the “3 Whys”
Pain is quantified and implicated
What happens to the prospect if they delay purchase?
Development: Motivation through Explicit Goal Setting
“Understand the professional and personal goals
of your people and explore synergies with the
HubSpot mission”
SMART Goal Framework
(S)pecific
(M)easurable
(A)ttainable
(R)ealistic
(T)imely
Types of Goals
Performance
Professional
Financial
Personal
Two Great Books on Today’s Topic
Free Webinar
http://www.hubspot.com/webinars/webinar-on-demand-marketing-and-sales-alignment/
Thank You!
Mark Roberge
HubSpot
@markroberge