Praise for THE SALES ACCELERATION FORMULA
"A new breed of disciplined, data–driven leaders are re–shaping the field of sales. The Sales Acceleration Formula explains why."
"A lot of factors go into building a great sales force, but those factors don′t have to be a mystery. Roberge breaks down the moving parts of a sales force recruitment, hiring, training, compensation, and performance evaluation and describes the metrics and methods he has applied to these components to make his company a success. If you want to engineer sales success, this book, written by an engineer–turned–sales–leader, is for you."
Daniel H. Pink, author of To Sell is Human and Drive
"The Sales Acceleration Formula provides the most powerful, practical approach yet to the total marketing and selling process from lead generation to close. It helps senior sales and marketing executives understand how to work in concert to satisfy customers, quickly close sales, and grow revenue exponentially."
Ben Shapiro, Malcolm P. McNair Professor of Marketing, Emeritus, Harvard Business School
"In The Sales Acceleration Formula, Roberge provides a prescriptive blueprint for scaling a modern sales team. It should be on every sales leader′s reading list."
Kevin Egan, VP of Sales, Dropbox
"Mark has been at the forefront in figuring out the new sales methodologies around inside sales, leveraging metrics for insights, and web technologies for increased rep productivity. I′d highly recommend this book to anyone running a sales organization."
David Skok, General Partner, Matrix Partners
"Predictable scale is on every CEO and sales executives′ mind. However, it is rarely achieved. Roberge provides a great tactical approach toward reaching this goal."
Brian Schmidt, Global VP of Sales, TripAdvisor
"Early in my career, I worked as a sales representative at a Wall Street economic consultancy. Back then the salesperson had the information and therefore the power in the relationship. Now, because of the wealth of content on the web, traditional selling doesn′t work so well. In this important book, Mark shares his radically successful formulas for how sales needs to change in order to be successful in our new buyer–driven world."
David Meerman Scott, bestselling author of 10 books including The New Rules of Sales and Service
"It′s time to rev up the revenue engines! The Sales Acceleration Formula transforms the mystique of selling into a scalable methodology that savvy leaders can implement."
Jill Konrath, author of Selling to Big Companies and Agile Selling
"Mark Roberge and Hubspot are one of the few places I go myself to study up on what′s new and working in sales, as a legend in the making."
Aaron Ross, author of Predictable Revenue
"An engineering mindset arms the modern sales leader with an unfair advantage. The Sales Acceleration Formula explains why."
John McGeachie, VP of Sales, Evernote
Foreword Neil Rackham ix
PART I The Sales Hiring Formula 1
Chapter 1 Uncovering the Characteristics of a Successful Salesperson 3
Chapter 2 Five Traits Great Salespeople Have and How to Interview for Them 11
Prior Success 19
Work Ethic 21
Chapter 3 Finding Top–Performing Salespeople 25
Build a Recruiting Agency within Your Company 26
Find Quality Passive Sales Candidates on LinkedIn 28
Find Quality Passive Sales Candidates through Your Team: The Forced Referral 33
Understand the Sales Talent Pool in Your Area 33
Chapter 4 The Ideal First Sales Hire 37
PART II The Sales Training Formula 45
Chapter 5 Setting Up a Predictable Sales Training Program 47
Defining the Three Elements of the Sales Methodology: The Buyer Journey, Sales Process, and Qualifying Matrix 50
Create a Training Curriculum around the Sales Methodology 53
Adding Predictability to the Sales Training Formula 54
Constant Iteration on the Sales Process 57
Chapter 6 Manufacturing Helpful Salespeople Your Buyers Trust 59
Train Your Salespeople to Experience the Day–to–Day Job of Potential Customers 60
Enable Your Salespeople to Build Their Personal Brand with Potential Customers Using Social Media 62
PART III The Sales Management Formula 67
Chapter 7 Metrics–Driven Sales Coaching 69
Implementing a Coaching Culture throughout the Organization 71
Creating the Coaching Plan Together with the Salesperson 72
Examples of Metrics–Driven Skill Diagnosis and Coaching Plans 74
Peeling Back the Onion 79
Measure the Coaching Success 80
Chapter 8 Motivation through Sales Compensation Plans and Contests 83
Criteria to Evaluate a New Commission Plan 88
Involve the Sales Team in Compensation Plan Design 89
Promotion Tiers: Removing the Subjectivity from Promotions and Compensation Adjustments 90
Using Sales Contests to Motivate the Team 93
The Best Contest I Ever Ran 95
Chapter 9 Developing Sales Leaders Advantages of a Promote from Within Culture 97
Prerequisites for Leadership Consideration 102
From the Classroom to the Real World 103
Common Potholes from New Sales Managers 104
PART IV The Demand Generation Formula 109
Chapter 10 Flip the Demand Generation Formula Get Buyers to Find You 111
How Can Your Business Rank at the Top of Google? 113
This Does Not Happen Overnight 115
Create a Content Production Process 116
Complement Content Production with Social Media Participation 121
Long–Tail Theory 123
Chapter 11 Converting Inbound Interest into Revenue 127
Marketing s Role in Converting Interest into Revenue 128
Sales Role in Converting Interest into Revenue 137
Chapter 12 Aligning Sales and Marketing The SMarketing SLA 149
The Marketing Service Level Agreement (SLA) 151
The Sales Service Level Agreement (SLA) 154
PART V Technology and Experimentation 161
Chapter 13 Technology to Sell Better, Faster 163
Accelerate Lead Sourcing with Technology 165
Accelerate Sales Prospecting with Technology 167
Accelerate Lead Engagement with Technology 170
Automated Reporting with Technology 171
Chapter 14 Running Successful Sales Experiments 175
Generating Ideas for Experiments 176
Best Practices of Experiment Execution 178
Chapter 15 HubSpot s Most Successful Sales Experiments 183
The HubSpot Value Added Reseller (VAR) Program 183
Chapter 16 Conclusion: Where Do We Go from Here? 191
MARK ROBERGE served as HubSpot′s SVP of Worldwide Sales and Services from 2007 to 2013, scaling the customer base from 1 to over 12,000 and his staff from one to hundreds of employees. Mark holds an MBA from the MIT Sloan School of Management and an engineering degree from Lehigh University. He has been featured in The Wall Street Journal, Forbes Magazine, Inc Magazine, The Boston Globe, and Harvard Business Review. Mark currently serves as the Chief Revenue Officer of the HubSpot Sales Division.