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The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to go from £0 to £100 Million de Mark Roberge

The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to go from £0 to £100 Million

Autor Mark Roberge
en Limba Engleză Hardback – 24 feb 2015

Complementar volumului Predictable Revenue de Aaron Ross, care se concentrează pe procesul de vânzări outbound, The Sales Acceleration Formula acoperă zona critică a scalării interne: construcția echipei și integrarea tehnologiei inbound. Recomandăm acest titlu oricărui lider care dorește să elimine hazardul din procesul de recrutare și performanță. Credem că abordarea lui Mark Roberge este revoluționară tocmai prin prisma background-ului său tehnic; ca absolvent de MIT cu profil de inginer, el aplică rigoarea matematică într-un domeniu dominat tradițional de intuiție. Spre deosebire de lucrări precum The mystery of sales increase, care promit rezultate cu efort minim, volumul de față impune o structură disciplinată. Reținem patru piloni fundamentali pe care orice organizație îi poate replica: formula de angajare pentru a găsi același profil de succes de fiecare dată, instruirea uniformă a personalului, un proces de management bazat pe responsabilitate și generarea constantă de lead-uri de calitate. În contextul operei sale, deși Mark Roberge a explorat anterior teme academice în Generation 1.5 in College Composition, această lucrare reprezintă chintesenta experienței sale executive de la HubSpot, transformând succesul operațional într-un ghid aplicabil. Cititorul va învăța cum să utilizeze datele pentru a prezice veniturile și cum să folosească tehnologia pentru a accelera ciclul de vânzare, fără a depinde de „talente” individuale greu de găsit. Este un manual de inginerie a sistemelor de vânzări, unde fiecare variabilă este măsurată și optimizată pentru o creștere scalabilă.

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Specificații

ISBN-13: 9781119047070
ISBN-10: 1119047072
Pagini: 224
Dimensiuni: 162 x 239 x 25 mm
Greutate: 0.42 kg
Editura: John Wiley & Sons, Inc.
Locul publicării:Hoboken, United States

De ce să citești această carte

Recomandăm această carte antreprenorilor și directorilor de vânzări care au depășit etapa de început și se lovesc de dificultatea scalării. Veți câștiga o metodologie clară pentru a construi o echipă de vânzări performantă, înlocuind presupunerile cu formule matematice. Este resursa ideală dacă doriți să transformați departamentul de vânzări dintr-un „centru de costuri imprevizibil” într-o „mașină de generat venituri” scalabilă.

Despre autor

Mark Roberge este un lider recunoscut în domeniul vânzărilor moderne, ocupând funcția de SVP de Vânzări și Servicii la nivel mondial pentru HubSpot între 2007 și 2013. În această perioadă, el a condus expansiunea spectaculoasă a companiei, crescând numărul de clienți de la zero la peste 12.000 și coordonând sute de angajați. Deține un MBA de la MIT Sloan School of Management și o diplomă în inginerie de la Universitatea Lehigh. Expertiza sa a fost recunoscută de publicații prestigioase precum Forbes, Wall Street Journal și Harvard Business Review, fiind în prezent Chief Revenue Officer în cadrul diviziei de vânzări a HubSpot.

Descriere

Use data, technology, and inbound selling to build a remarkable team and accelerate sales The Sales Acceleration Formula provides a scalable, predictable approach to growing revenue and building a winning sales team. Everyone wants to build the next $100 million business and author Mark Roberge has actually done it using a unique methodology that he shares with his readers. As an MIT alum with an engineering background, Roberge challenged the conventional methods of scaling sales utilizing the metrics-driven, process-oriented lens through which he was trained to see the world.

In this book, he reveals his formulas for success. Readers will learn how to apply data, technology, and inbound selling to every aspect of accelerating sales, including hiring, training, managing, and generating demand. As SVP of Worldwide Sales and Services for software company HubSpot, Mark led hundreds of his employees to the acquisition and retention of the company's first 10,000 customers across more than 60 countries.

This book outlines his approach and provides an action plan for others to replicate his success, including the following key elements: * Hire the same successful salesperson every time The Sales Hiring Formula * Train every salesperson in the same manner The Sales Training Formula * Hold salespeople accountable to the same sales process The Sales Management Formula * Provide salespeople with the same quality and quantity of leads every month The Demand Generation Formula * Leverage technology to enable better buying for customers and faster selling for salespeople Business owners, sales executives, and investors are all looking to turn their brilliant ideas into the next $100 million revenue business. Often, the biggest challenge they face is the task of scaling sales. They crave a blueprint for success, but fail to find it because sales has traditionally been referred to as an art form, rather than a science.

You can't major in sales in college. Many people question whether sales can even be taught. Executives and entrepreneurs are often left feeling helpless and hopeless.

The Sales Acceleration Formula completely alters this paradigm. In today's digital world, in which every action is logged and masses of data sit at our fingertips, building a sales team no longer needs to be an art form. There is a process.

Sales can be predictable. A formula does exist.

Cuprins

Foreword Neil Rackham ix

Acknowledgments xiii

Introduction xv

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

Coachability 12

Curiosity 16

Prior Success 19

Intelligence 20

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

GPCT 186

Chapter 16 Conclusion: Where Do We Go from Here? 191

Index 195