"Perspective from selling back into the customer base" at SaaS North 2016
Transcript of "Perspective from selling back into the customer base" at SaaS North 2016
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?