Hubspot Sales Enablement Exam

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