“The Sales Acceleration Formula” by Mark Roberge – BOOK SUMMARY

– The Sales Acceleration
Formula, by HubSpot’s Chief Revenue Officer Mark Roberge, who scaled HubSpot’s
customer base from one to 12,000, and it’s sales to 100 million from 2007 to 2013. Most books on sales focus
on the art of convincing your buyers to say yes, however this book breaks new ground by presenting
the science of sales growth, a standardized and
repeatable process built on tracking and experimentation to ensure that a business can scale. From his very early days
at HubSpot, the author leaned heavily on his engineering
background and mindset. Rejecting the conventional
wisdom that sales is more art than science,
he deconstructs the path to 100 million sales,
and shares actionable, step by step advice. Every business can develop its own flavor of his sales formula,
outlined in detail in the book with actual examples and
insightful commentary on how everything worked out, or didn’t. The journey to what the author calls scalable, predictable revenue growth starts with hiring the right people, or the Sales Hiring Formula,
then comes the Sales Training Formula, and the
Sales Management Formula, and the final component is
the Demand Generation Formula. The most important part of the formula is the starting point. You need to hire the right people, get the right ingredients in the mix. By tracking the success of sales people and correlating it back
to the characteristics they exhibited during
the interview process, the author developed a
very scientific approach to hiring, he actually found that commonly perceived success characteristics, such as someone’s closing ability, are the worst predictors of
a sales person’s success. But he also warns that
each company should go through the same tracking
and correlation exercise to identify the right
predictive characteristics for sales success which vary
from one company to the next. The common ride along
sales training technique is not predictable nor scalable, because what a person learns from it depends highly on who they’re shadowing, and each ride along can be
very different from the next. For example, your top
sales rep could be milking existing relationships, so the new hire could get the wrong ideas. Instead, the author devised
an elaborate scoring card tracking a sales person’s interactions with a potential client,
and focused on improving the key success metrics. After hiring and training
your sales people, effective sales coaching
is the most important lever to drive sales productivity. The author established yet
another metrics driven approach to track a sales person’s
productivity and diagnose any issues, instead of
having a sales person drink through a fire hose of advice on all different areas to improve upon, the author’s score card
highlights the single most important sales dimension
to offer coaching on, one at a time. Finally, in order for
sales people to shine, you need to generate demand. True to the HubSpot
mission, the author declares that outbound marketing is dead, long live inbound marketing. Outbound marketing efforts,
such as cold calling, are considered very
aggressive and disruptive by potential clients who
immediately disengage and completely shut you off. Instead, HubSpot’s
sales people are trained to be value adding consultants, recognizing which stage
in the buyer journey a potential customer is and offering help while nudging them in the right direction. Like a well trained and helpful guide. Experimentation, tracking, and iteration helped HubSpot optimize its
demand generation machine. Using technology and
building a culture of testing is crucial for a business to stay ahead of this constantly evolving game. The book is full of
insights, real examples, and actionable advice from a practitioner. After finishing it, it will be difficult to resist thinking about
putting its ideas to practice, and developing your own
predictable path to growth.

4 comments on ““The Sales Acceleration Formula” by Mark Roberge – BOOK SUMMARY

  1. As always, is a pleasure to watch your videos, not only they're insightful, but the artwork is impeccable.

    Keep the good work, hard to believe these videos don't have thousands of views.

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