The Science of Scaling
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Each week, host Mark Roberge (Sr. Lecturer at Harvard Business School, Co-Founder at Stage 2 Capital, Founding CRO at HubSpot) talks with the most successful sales leaders in tech to find out the science behind scaling a company’s revenue and sales.
33 Episodes
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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:
Team communication responsibilities
Identify how much pipeline and revenue comes from Marketing
Defining a Marketing Qualified Lead (MQL)
Sales has tof ollow up quickly with a high degree of personalization
Establish an Service Level Agreement (SLA)
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 podcasts@hubspot.com, 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:
"Scalable Visibility" through inspecting every aspect of your GTM
Effective coaching strategies for your sales team
Hiring high-quality, best fit candidates through training and certification
How to create a predictable process by identifying leading indicators
I want to know what you're wondering about! Submit your question at podcasts@hubspot.com, 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:
Pros & cons in specializing roles between hunters and farmers
A framework for decision making based on LTV captured in the first sale
Designing the most motivating compensation plan
The concept of Leading Indicator of Retention
Why you need to collaborate with your CFO
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 podcasts@hubspot.com 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:
Importance and influence of a sales coaching culture
Creating performance management systems
Prioritizing work ethic over industry experience in hiring
Scorecards and iterative review processes
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.
Evolution of Customer Success in Sales Leadership
Importance of Company Value System in Hiring Sales Leaders
Alignment of Enterprise and PLG Offerings in Sales Transition
Differentiation in Sales Approach for PLG and SLG
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:
How to chart your career path based on priority and life stage
Why content marketing is your best differentiator early on
What to look for in choosing the next company leader you work with
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
You're a first time founder, CEO, or sales leader. You've crushed the Seed stage of your business, and got the $10 million Series A check. Now you're at your board meeting. The multi-decade venture capitalist is feeding you with advice and counsel. And you take it.
The problem is: They're wrong sometimes. But how do you know — you've never been in this seat before?
As an independent board member, Jen Grant (COO, Cube) has seen every angle of this equation and she's here to help us decipher it.
The role of an independent board member
How to build an advisory board
Evaluating advice from VCs
Navigating the pace of growth
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
We're in the Q2 board meeting, and we have a huge decision ahead: Who is our next sales leader? We're sifting through the candidates and one person says, ah, they're two big company. What does that mean to big company?
Jeff Perry (CRO, Carta) knew he had to check his ego at the door if he was going to find success coming from a sales org like Oracle to lead a then 50 person team at Carta.
Here's what it takes:
Sales ops as a trusted internal partner for sales leaders
Segmentation for optimal org design
A mix of inbound and prospecting
Enabling expert frontline salespeople & checking your own ego
Stay ahead of the sales trends and exceed your 2024 sales targets with this: https://clickhubspot.com/qin
The Science of Scaling is a HubSpot Original Podcast // Learn more about HubSpot for Startups // Produced by Matthew Brown
1Probably the most common and important early stage go-to-market question I get from founders and first sales leaders is this: What are creative new ways to create demand for my sales team?
It's a forever question, and it's so hard. Usually it's about understanding what's coming next. Best practices that haven't been exploited yet.
I have a hypothesis — it's community-led growth, CLG.
My friend Paul St. John, the first sales leader at GitHub, arguably the pioneer on CLG, joins me to demystify how he built a revenue machine and all the unique attributes of doing that on top of a very successful CLG company.
Free Resource:
[Free Report] Learn from 1,000+ startup founders on how AI is scaling their sales strategy https://clickhubspot.com/ias
The Science of Scaling is a HubSpot Original Podcast // Learn more about HubSpot for Startups // Produced by Matthew Brown
I'm rewriting some of my Science of Scaling framework after this conversation. It knocked me off my chair, if we're being honest here.
It's about the commission plan.
When I asked Nick Dellis (VP of Revenue, Mercury) about his team's commission plan, he said, "We don't have one."
And Nick makes a strong case for why it might be high time for your company to ditch its commission plan too.
Resource:
[Free Download] Learn how sales teams are using AI and automation with our 2024 Report https://clickhubspot.com/sai
The Science of Scaling is a HubSpot Original Podcast // Learn more about HubSpot for Startups // Produced by Matthew Brown
Today we're doing something a little different. We've heard from sales leaders, but what about the other side of the scaling equation: Venture Capital.
Kyle Duffy joins us from Gradient Ventures, part of Google parent Alphabet, specializing in early stage investing in AI and machine learning. Exciting stuff, to say the least.
Kyle unpacks early stages of go-to-market development — what are the biggest opportunities he sees, and what are the ones early stage founders fail to exploit?
[Free Download] Discover how sales leaders leverage AI to optimize their GTM strategy to drive better results https://clickhubspot.com/gtm
The Science of Scaling is a HubSpot Original Podcast // Learn more about HubSpot for Startups // Produced by Matthew Brown
We've gone from arguably the biggest bull market in the history of tech in 2020-2021 to arguably tech's biggest down cycles in 2022-2023.
It's not the first time, and it won't be the last.
What does that mean for a sales leader? What does that mean for the pressures you're getting from your CEO, from the leadership team, from the board? How do you manage expectations, culture, product pivots, and value prop with your customer?
Take a breath. Exhale. Ang McManamon (Vp of Sales, Crunchbase) gets candid about navigating tricky sales cycles — so you'll be best equipped for the inevitable next one.
Use this to start closing more deals https://clickhubspot.com/atg
The Science of Scaling is a HubSpot Original Podcast // Learn more about HubSpot for Startups // Produced by Matthew Brown
Sales leaders often diligence the CEO, but they quickly realize they should've done the same for the CMO. Same for the other way around. It's a topic not even Mark has yet to fully codify.
Host Mark Roberge is joined by Sydney Sloan (CMO, Drata) and Adam Aarons (CRO, Drata) to discuss how the two navigated their way into a unicorn-worthy partnership. They'll talk about:
The importance of marketing and sales alignment
How to evaluate potential team members when joining a company
Back channelling for honest feedback
Why go-to-market alignment is so important for team dynamics
The Science of Scaling is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network in collaboration with HubSpot For Startups // Produced by Matthew Brown.
Community-led growth involves multiple communities, including core user communities, spheres of influence (like executives or department heads), and the intersection of these communities. And when you run it alongside a PLG motion, it can be truly powerful.
Host Mark Roberge is joined by Andrew Ettinger (CRO, Appen) to discuss applying a community-led growth model at your org. In this episode learn more about:
The Three C's strategy
Empowering developers and technical leads
New roles in community-led growth
Starting as a services business before becoming a product business
The Science of Scaling is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network in collaboration with HubSpot For Startups // Produced by Matthew Brown.
No matter what stage your company is in, you need to build a best in class sales team. And no one knows how to do that better than today's guest.
Host Mark Roberge is joined by John McMahon (Board Member, Snowflake & MongoDB) to get super tactical on how to build a billion dollar rev org. They discuss:
Plan & scale revenue based on productivity models
Why zero attrition is a bad sign
How to plan your manager to rep ratio through absorption rates
The ratio to promote internal v. hire external
Understanding your differentiators for future Proof of Value
How to find champions that will beat your competitor's champion
The Science of Scaling is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network in collaboration with HubSpot For Startups // Produced by Matthew Brown.
Today we have the architect behind the go-to-market strategy. We're going to laugh, we're going to cry. We're gonna talk about the most important go-to-market strategic moves that made HubSpot what it is today.
Host Mark Roberge is joined by Brian Halligan, (Co-Founder, HubSpot) to discuss the roles of a founder and first sales person in taking a company from startup to scale up . In this episode learn more about:
Why, for a founder or first seller, it's not about acquiring customers -- it's about feedback.
Hiring athletes and sometimes inexperienced sales people
The value of implementing a partner channel
How to price your price (and how NOT to price your product) for sustainable defensibility
The Science of Scaling is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network in collaboration with HubSpot For Startups // Produced by Matthew Brown.
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"The Science of Scaling" refers to the systematic approach and strategies involved in expanding and growing a business or project. Scaling is a critical phase in the life cycle of any venture, and it involves increasing its capacity, reach, and impact. CC: https://yallaabudhabi.ae/