What Does the New Sales Leader Look Like?

Marketing Podcast with Mark Roberge

Sales Acceleration FormulaThe current sales leader for inbound marketing giant Hubspot was a self-proclaimed geek at MIT with no sales experience who found that by using data he could grow the organization.

Does this suggest that the quota carrying experience of the current sales leader is no longer a valid marker of sales success? Perhaps it does.

My guest for this week’s episode of the Duct Tape Marketing Podcast is Mark Roberge, Hubspot’s Chief Revenue Officer and author of The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to go from $0 to $100 Million.

The use of data and process in sales has grown substantially over the past decade and may indeed signal the need for a new kind of leader in the sales department.

Roberge points to a change in buyer behavior driving the need for change in selling behavior and clearly suggests that these types of changes tend to be more permanent than some change created by a new selling technique.

Of course now that the buyer has access to all the data available they don’t need access to the data they need someone who can help them make sense of the data and that’s the job of the new sales leader.

Lastly, Roberge outlines the idea of a content production process that functions as a tool to drive sales conversations. This notion runs counter to the way content is viewed in most organizations today, but offer perhaps the most potent way to see ROI on your content outlay.

In a nice touch, the proceeds of the sales of this book is Build Boston an organization that leads troubled youth towards the path of entrepreneurship.

What I’ll ask Mark:

  • How do you get involved in the customer journey earlier?
  • What tools do you use to make data make sense?
  • How do you hire salespeople for inbound marketing?

What You’ll learn if you give a listen:

  • How Hubspot became one of the leaders in inbound marketing
  • How to leverage social selling properly
  • Why buyer personas should be more important than lead scores

This episode of the Duct Tape Marketing Podcast was brought to you by VeriSign and the Make Your Idea Internet Official Contest. Register a new .COM domain name with a participating registrar during the contest entry period and enter for an opportunity to win up to $35,000! Learn more about the contest and its rules at www.verisigncontest.com

Marketing Is Your Most Important System

Image: Deliver Magazine

A lot of people ask me what Duct Tape Marketing is. Usually Duct Tape Marketing represents one of the various parts they’ve come into contact with.

There’s this blog, a podcast, a newsletter, books, self-study courses, and a network of independent Duct Tape Marketing consultants around the globe.

Even with all of those tangible representatives of Duct Tape Marketing, more than anything it’s an audacious idea that marketing for the small business can be simple, effective and affordable when practiced in a systematic fashion.

It’s my experience that any business, regardless of industry, can benefit from this view and that marketing can be stripped down to the effective implementation of these 7 steps and a big part of my business purpose revolves around bringing this message to the small business world

  1. Develop strategy before tactics – Base all decisions on an ideal customer and core message of difference
  2. Embrace The Marketing Hourglass – Look at every potential prospect and customer touchpoint and design a remarkable experience
  3. Adopt the publishing model. – Commit to producing content that builds trust and educates
  4. Create a total web presence. – Develop a plan that takes advantage of the SEO and social media aspects of being found
  5. Orchestrate the lead generation trio. – Use technology to create multiple ways to generate leads via advertising, public relations, and referrals
  6. Drive a lead conversion system. – Develop a sales system that everyone in the organization can use from initial contact to results review
  7. Live by the marketing calendar. – Make marketing a habit by establishing monthly, weekly and daily action steps

I outlined each step in detail for this week’s AMEX OPENForum post – Read the entire article here – 7 Steps to Creating a Sure-Fire Marketing System

Yahoo Pipes a Smokin Radar Tool

Yahoo Pipes is a powerful composition tool to aggregate, manipulate, and mashup content from around the web. Frankly, it has been around for a couple of years now and while it’s advanced a bit, I don’t think it has ever really caught on in a big way. The interface is a little funky and takes some getting use to, but once you do, it’s a pretty cool tool.

Pipes can do some very complex things, but what I think it does better than most other options is allow you to aggregate, sort and filter many RSS feeds into one. So, you might be asking at this moment, why would I want to do that.

I can think of number of reasons pretty quickly:

  • Monitor mentions of your brand across multiple sources
  • Monitor mentions of your competitors
  • Monitor specific topics of discussion across the web
  • Aggregate the columns of key journalists you want to influence
  • String the blogs of your strategic partners into one feed


The image above is an example of output from a Yahoo Pipe for Duct Tape Marketing

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