HubSpot is a SaaS company that focuses on helping business owners develop, implement, and optimize inbound strategies through analytics and automation technology. They have over 56,500 customers across 100 countries and generate over $510 million in annual revenue. They have named 3 sales strategies as key to their success.
Hire the right people according to repeatable evaluation criteria.
They created a list of attributes they wanted in a sales rep like coachability, passion, and adaptability to change. From this list, they created a repeatable system to evaluate candidates.
Train the sales team by making them wear the customers’ shoes.
After documenting the sales process, value proposition, and customer targeting that would lead to success, they developed an immersive training system that mimicked the sales process. But instead of having the rep complete the experience as a rep, they walked through it as a potential customer.
Align sales and marketing.
They call their unified team the "Smarketing" team. In it, marketing works to understand what sales needs from them before hand-off. They also know how many leads they must hand off to sales each month to meet sales goals. Sales then times their contact and attempts based on data-supported best practices to generate the highest lead to sales ratio possible.
So marketing delivers better leads, making the sales reps' job easier. Sales close a higher percentage, meaning marketing needs to send fewer leads to generate the same revenue. Now, their job is easier too. When teams are aligned, everyone's job is easier and together they're more effective. Win-Win-Won!