Marketing Podcast with Mark Roberge
The current sales leader for inbound marketing giant Hubspot was a self-proclaimed geek at MIT with no sales experience who found that by using data he could grow the organization.
Does this suggest that the quota carrying experience of the current sales leader is no longer a valid marker of sales success? Perhaps it does.
My guest for this week’s episode of the Duct Tape Marketing Podcast is Mark Roberge, Hubspot’s Chief Revenue Officer and author of The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to go from $0 to $100 Million.
The use of data and process in sales has grown substantially over the past decade and may indeed signal the need for a new kind of leader in the sales department.
Roberge points to a change in buyer behavior driving the need for change in selling behavior and clearly suggests that these types of changes tend to be more permanent than some change created by a new selling technique.
Of course now that the buyer has access to all the data available they don’t need access to the data they need someone who can help them make sense of the data and that’s the job of the new sales leader.
Lastly, Roberge outlines the idea of a content production process that functions as a tool to drive sales conversations. This notion runs counter to the way content is viewed in most organizations today, but offer perhaps the most potent way to see ROI on your content outlay.
In a nice touch, the proceeds of the sales of this book is Build Boston an organization that leads troubled youth towards the path of entrepreneurship.
What I’ll ask Mark:
- How do you get involved in the customer journey earlier?
- What tools do you use to make data make sense?
- How do you hire salespeople for inbound marketing?
What You’ll learn if you give a listen:
- How Hubspot became one of the leaders in inbound marketing
- How to leverage social selling properly
- Why buyer personas should be more important than lead scores
This episode of the Duct Tape Marketing Podcast was brought to you by VeriSign and the Make Your Idea Internet Official Contest. Register a new .COM domain name with a participating registrar during the contest entry period and enter for an opportunity to win up to $35,000! Learn more about the contest and its rules at www.verisigncontest.com
