Hubspot Sales Enablement Exam

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Sales Enablement Introduction

  • Process, content, and technology to sell faster
  • Get sales and marketing aligned
  • Show the customer consistent messaging across platforms
  • More buyers researching first before talking to sales
  • This means marketing has a larger impact. The upfront work weighs higher on the buying decision

    • 3 Goals

  • Goal - Sales Revenues
  • Buyer - Focus on qualified buyers, solid leads
  • Content Strategy - Questions in the sales field turn into content

    • Marketing and Sales working together

  • Have each teams understand the other team and their process

    • Goals and Accountability

  • What will increasing sales do for you?
  • Define the company vision
  • Set Goals - Translated to Revenue Amounts
  • Vision should be summed up in 5 minutes or less. If not, go back to the drawing board and refine the idea.

    • Lead Qualification

  • Marketing and Sales share equal passion for pipeline
  • Create Ideal Customer Profile

    • Lead Qualification Matrix

  • Develop Lead Qualification Matrix (2 x 2 matrix)
  • Quadrant I (Good-Fit and Sales Ready)
  • Quadrant II (Good-Fit and NOT Sales Ready)
  • Quadrant III (Poor-Fit and Sales Ready)
  • Quadrant IV (Poor-Fit and NOT Sales Ready)

    • Hand-Raisers

  • Segment hand-raisers, people who ask to talk to sales
  • Keep un-nurtured leads with marketing

    • Service Level Agreement Accountability

  • SLA: Agreement between client and customer. Client pays a fee in exchange for agreed upon output.
  • Contact Leads quick, the faster the better after they are generated.
  • Judicial branch - A small leadership group who review every lead sales rejects.

    Service Level Agreement Accountability

  • Number of opportunities = Number of Sales Leads delivered to a Sales Rep
  • Average deal value = How much does an average sale amount to?
  • Win rates = What percent of opportunities does a sales rep close to business?
  • Sales Velocity = (Number of opportunities x Average deal value x Win rates)/Sales cycle length
  • How to fix Bad Leads? Change the messaging. Try different bait.

    • Smarketing Alignment

  • Get sales and marketing aligned
  • Regular meetings to keep both teams on the same page
  • Avoid silos between teams
  • Average cadence (sequence) - 2 week meetings
  • Keep meetings small

    • How to make Smarketing Meetings Successful

  • Give people equal speaking time
  • Establish psychological safety

    • Buyer Personas and Sales Enablement

  • Start with ideal customer profile
  • Understanding the buyer lets you help them more
  • Interview at least 15 people to get an accurate buyer persona
  • Discover their goals, challenges, where they spend time, what they read

    • Job Analysis for Sales Enablement

  • Every product/service purchase has a reason behind the reason
  • Help the customer do what they need to do using our product or service. Market towards the end result.
  • Build a storyboard for the customer journey. From the beginning, to how they found you, to turning into a customer

    • Hero Statement Creation

  • Find out who and what your company is a hero for
  • One buyer persona per Hero Statement
  • Hero Statements = Buyer Persona + Job to Be Done
  • Hero Statement helps you provide meaningful experiences

    • Content and Sales Enablement

  • Empower people with knowledge
  • Use pre-sale content as a magnet for leads
  • Provide solutions to problems first, to set the tone with customers

    • Content Creation and Company Alignment

  • Sales team should use marketing content when applicable.
  • Marketing and Sales need to share insights with each other
  • Use video to show personality

    • Post-Sales Enablement

  • Help people with the job they want to do, not the job you want to do
  • Use video to show personality

    • Sales Enablement Technology

  • Build technology to support all stages of sales enablement
  • Use technology to measure SLAs
  • Define your goals for sales enablement
  • Process first, then technology

    • Single Source of Truth

  • Ensure marketing and sales look at the same data
  • Ensure marketing and sales provide consistent experience
  • Ensure marketing and sales do not crossover with the same lead

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