Presented by: Derek Grant, Pardot October 2012
Building a World Class Sales Team Mysteries Revealed About Pardot Sales
#Pardot2012
FSU Fun Facts: • #8 Party School • #101 Best Colleges • 40% 4 Year Grad Rate
University MoCo: • “C Pares Gradu”
I’m @derekgrant
C Equals Degree
Rock Star (Literally) • Alkaline Trio • Member of church of satan
I rock, but please don’t accidentally tweet this guy!
I’m not @derekrgrant
What will we talk about? • What we did what we did • Our Hiring Process • Ramping Up New Reps • CRM Processes and Measurement • Random Tomfoolery
Why We Did What We Did: RetrospecPvely, it makes sense
The Profile
A Sad Story: • Young man rejected It got me wondering… • How do you get experience when you don’t have experience
The Profile
Limited Experience
1-‐3 Years of Experience:
• Desire to learn • No bad habits • Prove us right
Prior Commodity Sales
Entrepreneur’s Spirit
The Hiring Process: 3 Steps to Amazing Hires
My Mantra
Hire Slowly Fire Quickly
The Velvet Rope
Step 1 -‐ Assessments WriCen: • Pardot’s Direct CompeUtors
• Find 10 companies Technical: • Leverages the KB
Step 2 – Skills Interview • Corporate Values • PosiUve / Self StarUng / SupporUve
• Canned QuesUons • Measure ObjecUvely
Step 3 – Culture Interview Culture MaCers • Culture Keepers
• Different Team
• “Canoe Test”
Recruiters = #HistoricalFail Recruiters Hate Us • Interest not aligned
• Quick hit v. Long term
• 2 Internal recruiters
Wait -‐ we hired them? Time to make them credible
Trust The System Paint by Numbers
• Training • It takes a village
• Scripts • Demo / Cold Call / Templates
• Color within the lines • No Freelancing
Sales Playbook Includes: • General Info • Our Story • TargeUng • CRM Processes
Onboarding New Reps
New Hire Drip Program • Daily • Linear • 1 paragraph or less • 1 value proposiUon
In Their First Week • Think like a Marketer • Playbook-‐Based Training • Industry Whitepapers • Demo for 2 Peers • Prospect 30 Companies • Cold Call Prospects
IniPally They Make Me…
But With PracPce They Get…
Our Structure BlueprinPng the team
Tom Brady is a Football Player
Vince Wilfork is a Football Player
SpecializaPon is Key Cold Caller (BDR) • Complete monthly demo goal
• Team of 5 Account ExecuPve • Achieve monthly quota • Team of 18
Management Is CriPcal Management Structure
• 3 AE Managers • 1 BDR Manager • 1 Sales Director
Max 8 people Per Team No Quota for Managers
The Open Territory Model Unlimited Opportunity Per Rep
A Statement About Territories
How We Resolve This
Conceptually
Make Measurement Possible A Culture of Accountability
Our CRM is…
Use Task DisposiPons Post InteracPon
• What occurred? • Custom field on AcUvity
• Rollup ReporUng
Set ExpectaPons Measure Everything
Track The CriPcal Metrics Autonomy & Accountability • 6 Key Numbers • AcUvity • Demos Scheduled • Demos Done • Opps Created • Opps Won • Revenue Booked
Calls
ConversaUons
Demos
Opps
Won
Celebrate Everything The Glue That Holds Us Together
Have Fun As a Team
Have TradiPons
Celebrate Milestones
Do Things Together
QuesPons?
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