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HubSpot’s Secret to Scalable Sales Enablement
What does a typical conversation between your sales team and your prospects sound like? Do calls quickly dive into strategies and problem solving or are they simply a boring show-and-tell of your product’s features? Or worse, is every sales rep’s approach different and no one call alike? If your answer is one of the latter, there’s a good chance your demos and other sales materials are at least partially to blame.
In this week’s Labcast, HubSpot’s Rick Burnes explains why his company ditched sales decks in favor of directing prospects to the Web. Not only does a single website help keep the product story consistent and accurate, Burns says, it also gives customers control of their information consumption. As a result, prospects actually tend to be better informed, more engaged, and more ready to move forward when it comes time for the next call.
Should you be ditching your sales decks? Listen to the full podcast to decide whether that approach is right for you, and for more tips on aligning your messaging and your teams.
This Week’s Guest
“The Web really gives the customer control to consume information on their own time, and the information they want, as opposed to the demo decks, which are really sales controlling the information.”
— Rick Burnes, Product Marketing Director at HubSpot
Key Takeaways
* Why your website trumps sales decks: As they get passed along, demo decks often result in a twisted story of the product. Centralizing materials on your website can help resonate a more consistent product story. [1:45]
* Improving sales conversations: The Web gives buyers control to consume your product information on their own accord. If you provide the right information online, sales calls can become less focused on the bells and whistles of a product and more focused on discussing that buyer’s actual needs. [3:30]
* HubSpot’s tactics for aligning sales, marketing, and development:
* Seating the sales enablement team in the middle of the sales floor. [7:00]
* Creating a board for reps to vote for their favorite marketing and product ideas. [7:10]
* Setting up a wiki to improve feedback. [7:20]
* Encouraging the web development team to show mock-ups to sales reps. [7:40]
* Keys to establishing and updating your buyer personas:
* Establish formal documentation of buyer personas and their buying journeys. [11:50]
* Make conducting win-loss interviews a regular part of your process. [12:30]
* Conduct user testing. [13:00]
* A great way to bring new marketers up to speed: Hubspot gets new marketers on board with the product by asking them to write case studies and talk directly with customers. [17:50]
* The best When you have a new product, get your top sales reps to test the features. [19:30]
Listen Here
Subscribe to Labcast
Transcript
Jonathan: Hello, everyone, welcome to Labcast. This is your host, Jonathan Crowe. This week we are really excited to have Rick Burnes here. Rick is the Product Marketing Director at HubSpot, which is, of course, our neighbor across the river here in Boston.
I’m really excited to have Rick here. He’s been at HubSpot since way back in the early days, 2008. He’s been in a few different roles, seen a lot of things happen there, seen a lot of great growth that the company has had.
I’m personally looking forward to this call because, way back last September, I was at HubSpot’s Annual Inbound Conference, here in Boston, saw one of Rick’s presentations, and was really impressed with what I heard. He had a lot of good stuff to say about alignin...
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What does a typical conversation between your sales team and your prospects sound like? Do calls quickly dive into strategies and problem solving or are they simply a boring show-and-tell of your product’s features? Or worse, is every sales rep’s approach different and no one call alike? If your answer is one of the latter, there’s a good chance your demos and other sales materials are at least partially to blame.
In this week’s Labcast, HubSpot’s Rick Burnes explains why his company ditched sales decks in favor of directing prospects to the Web. Not only does a single website help keep the product story consistent and accurate, Burns says, it also gives customers control of their information consumption. As a result, prospects actually tend to be better informed, more engaged, and more ready to move forward when it comes time for the next call.
Should you be ditching your sales decks? Listen to the full podcast to decide whether that approach is right for you, and for more tips on aligning your messaging and your teams.
This Week’s Guest
“The Web really gives the customer control to consume information on their own time, and the information they want, as opposed to the demo decks, which are really sales controlling the information.”
— Rick Burnes, Product Marketing Director at HubSpot
Key Takeaways
* Why your website trumps sales decks: As they get passed along, demo decks often result in a twisted story of the product. Centralizing materials on your website can help resonate a more consistent product story. [1:45]
* Improving sales conversations: The Web gives buyers control to consume your product information on their own accord. If you provide the right information online, sales calls can become less focused on the bells and whistles of a product and more focused on discussing that buyer’s actual needs. [3:30]
* HubSpot’s tactics for aligning sales, marketing, and development:
* Seating the sales enablement team in the middle of the sales floor. [7:00]
* Creating a board for reps to vote for their favorite marketing and product ideas. [7:10]
* Setting up a wiki to improve feedback. [7:20]
* Encouraging the web development team to show mock-ups to sales reps. [7:40]
* Keys to establishing and updating your buyer personas:
* Establish formal documentation of buyer personas and their buying journeys. [11:50]
* Make conducting win-loss interviews a regular part of your process. [12:30]
* Conduct user testing. [13:00]
* A great way to bring new marketers up to speed: Hubspot gets new marketers on board with the product by asking them to write case studies and talk directly with customers. [17:50]
* The best When you have a new product, get your top sales reps to test the features. [19:30]
Listen Here
Subscribe to Labcast
Transcript
Jonathan: Hello, everyone, welcome to Labcast. This is your host, Jonathan Crowe. This week we are really excited to have Rick Burnes here. Rick is the Product Marketing Director at HubSpot, which is, of course, our neighbor across the river here in Boston.
I’m really excited to have Rick here. He’s been at HubSpot since way back in the early days, 2008. He’s been in a few different roles, seen a lot of things happen there, seen a lot of great growth that the company has had.
I’m personally looking forward to this call because, way back last September, I was at HubSpot’s Annual Inbound Conference, here in Boston, saw one of Rick’s presentations, and was really impressed with what I heard. He had a lot of good stuff to say about alignin...