pardot elevate 2012 - the evolution of pardot’s sales and marketing function
Post on 13-Sep-2014
778 views
DESCRIPTION
When Pardot was founded, we weren’t just building software for small businesses - we were a small business! In this session, Pardot’s own Derek Grant will walk you through how Pardot grew our own internal sales and marketing function, how we used Pardot at each stage of our evolution, and what we learned along the way.TRANSCRIPT
Presented by: Derek Grant, Pardot October 2012
Building a World Class Sales Team Mysteries Revealed About Pardot Sales
#Pardot2012
FSU Fun Facts: • #8 Party School • #101 Best Colleges • 40% 4 Year Grad Rate
University MoCo: • “C Pares Gradu”
I’m @derekgrant
C Equals Degree
Rock Star (Literally) • Alkaline Trio • Member of church of satan
I rock, but please don’t accidentally tweet this guy!
I’m not @derekrgrant
What will we talk about? • What we did what we did • Our Hiring Process • Ramping Up New Reps • CRM Processes and Measurement • Random Tomfoolery
Why We Did What We Did: RetrospecPvely, it makes sense
The Profile
A Sad Story: • Young man rejected It got me wondering… • How do you get experience when you don’t have experience
The Profile
Limited Experience
1-‐3 Years of Experience:
• Desire to learn • No bad habits • Prove us right
Prior Commodity Sales
Entrepreneur’s Spirit
The Hiring Process: 3 Steps to Amazing Hires
My Mantra
Hire Slowly Fire Quickly
The Velvet Rope
Step 1 -‐ Assessments WriCen: • Pardot’s Direct CompeUtors
• Find 10 companies Technical: • Leverages the KB
Step 2 – Skills Interview • Corporate Values • PosiUve / Self StarUng / SupporUve
• Canned QuesUons • Measure ObjecUvely
Step 3 – Culture Interview Culture MaCers • Culture Keepers
• Different Team
• “Canoe Test”
Recruiters = #HistoricalFail Recruiters Hate Us • Interest not aligned
• Quick hit v. Long term
• 2 Internal recruiters
Wait -‐ we hired them? Time to make them credible
Trust The System Paint by Numbers
• Training • It takes a village
• Scripts • Demo / Cold Call / Templates
• Color within the lines • No Freelancing
Sales Playbook Includes: • General Info • Our Story • TargeUng • CRM Processes
Onboarding New Reps
New Hire Drip Program • Daily • Linear • 1 paragraph or less • 1 value proposiUon
In Their First Week • Think like a Marketer • Playbook-‐Based Training • Industry Whitepapers • Demo for 2 Peers • Prospect 30 Companies • Cold Call Prospects
IniPally They Make Me…
But With PracPce They Get…
Our Structure BlueprinPng the team
Tom Brady is a Football Player
Vince Wilfork is a Football Player
SpecializaPon is Key Cold Caller (BDR) • Complete monthly demo goal
• Team of 5 Account ExecuPve • Achieve monthly quota • Team of 18
Management Is CriPcal Management Structure
• 3 AE Managers • 1 BDR Manager • 1 Sales Director
Max 8 people Per Team No Quota for Managers
The Open Territory Model Unlimited Opportunity Per Rep
A Statement About Territories
How We Resolve This
Conceptually
Make Measurement Possible A Culture of Accountability
Our CRM is…
Use Task DisposiPons Post InteracPon
• What occurred? • Custom field on AcUvity
• Rollup ReporUng
Set ExpectaPons Measure Everything
Track The CriPcal Metrics Autonomy & Accountability • 6 Key Numbers • AcUvity • Demos Scheduled • Demos Done • Opps Created • Opps Won • Revenue Booked
Calls
ConversaUons
Demos
Opps
Won
Celebrate Everything The Glue That Holds Us Together
Have Fun As a Team
Have TradiPons
Celebrate Milestones
Do Things Together
QuesPons?