"perspective from selling back into the customer base" at saas north 2016
TRANSCRIPT
Perspectives from selling back into the customer baseUpselling and cross-selling the HubSpot portfolio
Expansion MRR is upselling and cross-selling
• Started the INBOUND marketing movement
• MIT-born, Boston-based• Content including Ads,
Marketing Automation, CRM, Productivity and Reporting
• 20,000+ small and mid-size customers
• Price-points from free to $10K/mo
• $250M subscription-based revenue
• Global Director of Sales Engineering and Customer Sales
• Engineer by training• Came to sales by way of sales
consulting in the enterprise space
Designing a upsell /cross-sell team
Sizing up the opportunity (Strategic)
Points of lead capture (Tactical)
Staffing the sales team (Tactical)
Goal Setting & Measurement
Lessons we’ve learned
• Determine your target persona/company?
• How many of those personas exist in your customer base?
• How fast do you expect them to adopt the solution?
Sizing up the opportunity
Sizing up the opportunity● Determine your target persona/company?
○ Marketers that value SEM and social ads -- 50-60%
● How many of those personas exist in your customer base?○ 50% had connected social accounts○ 15% had paid sources for referring sites○ 5% used URL conversion tracking
Initial guessimate was 10% adoption --
● How fast do you expect them to adopt the solution? NO IDEA
Points of lead captureWho communicates with your persona and what is their incentives?
• support team on an ad-hoc basis - no natural incentive• customer success team on a quarterly basis - strong incentive• marketing via content marketing campaigns and tool creation -
it’s their job
What does your persona do in the app?• performs keyword planning, create content, publish and measure
results
What constitutes a lead? • customer currently running ads or looking to start in the near
term• customer with a successful content marketing program
What is your desired call-to-action (CTA)? • drive inbound demand to a DEMO or TRIAL
Staffing the sales team
Staffing the sales team● Triangulating quota, tenure, velocity and skills
~500K ARR quota1-3 years experience
Staffing the sales team● Velocity of the cross-sell -
○ $100 MRR, 1-2 hour sale, 40-60 deals closed per month
○ $200 MRR, 2-3 hour sale, 20-40 deals closed per month
● How difficult is it to close a deal internally?○ Out-of-box Terms-of-service (TOS) ○ Minimal order management overhead
Staffing the sales team● Skill-mix
○Product-oriented sale○Shorter duration○Less touch-points
Functional Sales
Tech
nica
l Pro
duct
BDR/SDR
HUNTER
SALES ENGINEER
CROSS-SELL
FARMER
Goal Setting● Start with the hi-level adoption goal, e.g.
○ Achieve 10% adoption in 24 months → 80 deals per month
● Achieved by 4 quota carriers @ 20 deals per month w $200/mo ASP
Each Rep:●ACV: $2400 (<$5K)●Annual Quota = $576K●Tenure Range = 1-3 yrs●Transactional sale of 20 deals per month
Goal Setting● Start with the hi-level adoption goal, e.g.
○ Achieve 10% adoption in 24 months → 80 deals per month
● Achieved by 4 quota carriers @ 20 deals per month w $200/mo ASP
Each Rep:●ACV: $2400 (<$5K)●Annual Quota = $576K●Tenure Range = 1-3 yrs●Transactional sale of 20 deals per month
Goal SettingAllocate lead goals to marketing and customer success (50/50)
●Marketing lead to close - 5:1 -> 200 leads
●Customer success lead to close - 2:1 -> 80 leads
Measurement
W1 = 50%, W2 = 75%, W3 = 90%, W4 ->Over-achieve
Lessons Learned• Align to lead sources• Specialists vs. Generalists• Automate as much as possible
o Email automationo Meeting Automation
• Make the reps part of the larger sales org• Let’s them sync with product, let them sync with
marketingo Pointy edge of the spear
• Have a mini-onboarding service• Connect everyone on collaboration services
QUESTIONS?