The Science of Scaling

Are marketers just doing a bunch of arts & crafts? Are salespeople spoiled brats? I don't want to offend anyone, but I think most folks would chuckle at this: Sales and marketing leaders don't naturally get along.

So what's the solve for a siloed marketing and sales?

Let's talk through some key steps towards holding everyone accountable to meeting our revenue goals:

Grab the 3 Steps to a Perfect Pitch guide here https://clickhubspot.com/pitch

You wanted to know about me?! I'm flattered, humbled, and happy to share what's been inspiring me lately.

Everything from my favorite comedians to my thoughts on the Innovator's Dilemma.

I want to know what you're wondering about! Submit your question at [email protected], dropping a note on LinkedIn, or leaving a comment on Spotify.

Grab the 3 Steps to a Perfect Pitch guide here https://clickhubspot.com/pitch

Today's listener Q&A is all about scaling your culture. We want to move GTM and sales away from an uncontrollable art form to a data-driven, predictable process. And that starts at the top.

Our questions is -- "How can sales culture be influenced from the top down?"

Here's what you can expect:

I want to know what you're wondering about! Submit your question at [email protected], dropping a note on LinkedIn, or leaving a comment on Spotify.

Grab the 3 Steps to a Perfect Pitch guide here https://clickhubspot.com/pitch

Today we have another mailbag question, and let me tell you: I love these.

Today's question is one that's come up a lot lately for the portfolio over at Stage 2 Capital -- "How do you decide whether CS or Sales owns revenue from customers?"

Here's what you can expect:

So, keep the questions coming. You can drop it to me on LinkedIn. If you're on Spotify, there's a common section.

You can drop it there. You can email us at [email protected] and maybe your question will tackle next.

Grab the 3 Steps to a Perfect Pitch guide here https://clickhubspot.com/pitch

The Science of Scaling is a HubSpot Original Podcast // Learn more about HubSpot for Startups // Produced by Matthew Brown

Is the startup you're about to join gonna become a unicorn? That's the billion dollar question. It's so hard to tell.

But one of the leading indicators of that that's rarely talked about is whether they're scaling to massive revenue through only inbound leads. It's so hard to find those companies. And if you do latch on.

That's what happened with Carrie Bosworth, who a few years ago joined Checkr as the SVP of Sales.

They scaled to huge revenue numbers through inbound only, but they knew it was gonna dry up. In order to keep that pace, they brought in Carrie to diversify inbound with outbound selling.

She's been there for two years and in her own words: It's not so simple.

Grab the 3 Steps to a Perfect Pitch guide here https://clickhubspot.com/pitch

The Science of Scaling is a HubSpot Original Podcast // Learn more about HubSpot for Startups // Produced by Matthew Brown

You're looking for your next job. The last one didn't go so well. You gotta get this one right, and you found one. But how do you know if it's good and how do you know you can help?

That's an important riddle.

And today we bring in my friend Dini Mehta , the founding CRO of Lattice.

She saw that this company wasn't exactly growing in its infancy, but she came across Jack Altman, Sam Altman's (OpenAI) brother, who's one of the most brilliant founders she met.

So she had to assess Lattice to figure out if she could grow it, and then execute a playbook so that years later it's become a $3 billion company. Here's how she did it.

Expanding from selling a single product to multiple products. It's almost a required journey for getting to unicorn status. And yet that journey often leads to failure.

Most companies think, "Mobilize the organization, train the sales team, build the product, get the customer support folks trained, change the website." Only, that's the approach that leads to failure.

So today we bring in Ryan Meadows, head of Global Sales at Klaviyo, to walk us through how his company has scaled to multi-product selling. And in the process, hit unicorn status.

The Science of Scaling is a HubSpot Original Podcast // Learn more about HubSpot for Startups // Produced by Matthew Brown

If a sales rep receives more than three hours of coaching a month, they beat their quota by 7% on average. If they receive less than two hours of coaching a month, they miss by 10%. (Corporate Executive Board)

Building a world class coaching culture is one of the most important ways to scale your sales and revenue. And that's what Jonathan Vassil (CRO, Toast) has done.

Jonathan talks bout:

The Science of Scaling is a HubSpot Original Podcast // Learn more about HubSpot for Startups // Produced by Matthew Brown

Have you ever reflected on the term post sale? Why do we call that post sale? When did we stop selling? And what have we started to do? Create customer value. Renew and expand.

I've never thought about it until today's episode with Sangeeta Chakraborty (CRO, Miro) — a recent Silicon Valley darling. And what's really cool and unique about her is she grew up in customer success.

Customer success didn't even exist 20 years ago. And now we have this new generation of CROs that grew up from that perspective.

The Science of Scaling is a HubSpot Original Podcast // Learn more about HubSpot for Startups // Produced by Matthew Brown

You're the sales leader of a unicorn. Selling the tool that every sales leader tries to optimize around. So the question is: How do you and your team use it?

We're learning from Ryan Longfield (fmr. CRO, Gong) about how to run your sales org like a billion dollar company using the same software we're all using. Because it turns out, almost all of us are not unlocking its real potential

You'll also hear from Ryan about:

Grab HubSpot's free AI-Powered Customer Platform and watch your business grow https://clickhubspot.com/tsc

The Science of Scaling is a HubSpot Original Podcast // Learn more about HubSpot for Startups // Produced by Matthew Brown