presentation draft
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HubSpotCase-MKT377.docxHubSpot Case
You and your team will create a 5 to 10 minute presentation using the challenger sale choreography.
About HubSpot: https://www.hubspot.com/our-story
About your sales team: You are a business development rep for HubSpot responsible for calling on small and mid-sized businesses. Your team’s primary goal is to sell HubSpot services to businesses that currently do not have CRM systems or whose systems are archaic and disjointed between marketing and sales. You would like to expand the breadth of HubSpot services a company uses in order for to maximize HubSpot’s usefulness and increase your revenue.
About the opportunity: The Australian Institute of Fitness (The Institute) is the largest, longest standing and most reputable provider of fitness training in Australia. The company is facing several marketing and sales challenges, where disjointed systems, minimal lead tracking and little communication between teams is hindering their growth. As a result, the company isn’t reaching its true potential. A solution is needed to overcome these challenges. Tasked with finding this solution are Jean Posthoorn and Kim Horner, who head up marketing and sales respectively for The Institute. Jean and Kim found HubSpot on the internet and inquired about how the application could help their situation.
Kim has described The Institute’s sales systems and archaic, paper and Excel based. The sales process entails a lot of manual data entry.
Jean said the way leads are received lack clarity. Sales teams treat all leads the same when they come in. A major complaint of hers is not only do the sales and marketing systems not talk to each other but the departments operate in silos and really did not work with each other.
Jean’s main concern is having a system that can automate the marketing process.
About your buyers: Kim Horner was recently promoted to Head of Growth at the Australian Institute of Fitness where he oversees business development and marketing operations. He has over a decade of sales, management and leadership experience in the fitness industry. Kim is never satisfied with the status quo and continually disrupts the traditional view of sales management as he balances the needs of a high-performance team with the right tools for the job.
Kim’s LinkedIn Profile: https://www.linkedin.com/in/kim-horner-1ab89a9a/
Jean Posthoorn is the National Marketing Manager at the Australian Institute of Fitness. She has been in that position since 2015 and in various marketing roles at a few different companies since she graduated from college in 2009.
Jean LinkenIn Profile: https://www.linkedin.com/in/jean-posthoorn-6a7b5633/
About the buying process: Jean and Kim are joint decision makers for this opportunity although they will ask the input of some key players in their departments.
Decision criteria: In an initial phone call Kim and Jean agreed to meet with your HubSpot team face-to-face. The following issues were identified as being important considerations in deciding on a CRM system:
- Pricing – How much will the service(s) cost?
- Ease of implementation and use
- Improvement in efficiency across their operations
- Alignment of marketing and sales
- Engagement of their customers and leads
- Increase in lead volume
- Increase in lead conversation rate
- Save on operational costs
Preparing for your meeting: Knowledge of your service and that of your competitors, Marketo and Zoho, will be important prerequisites to an effective sales campaign, including your initial face to face discussion with Jean and Kim. Don’t worry about being on expert on every feature of the services, but you should be able to speak to basic functionally.
The desired outcome from your meeting: The sales objective for your team in this first meeting is to get Kim and Jean to agree to hear a formal proposal and demo at a future meeting. You want to demonstrate how HubSpot can satisfy The Institute’s problems or unrealized opportunity. During your meeting, please:
· Utilize The Warmer to identify, refine and validate Kim and Jean’s problem or unrealized opportunity.
· Use the Reframe to propose a different way of viewing the problem or unrealized opportunity.
· Ensure to back-up your Reframe with data in Rational Drowning and Emotional Impact.
· Introduce HubSpot services via the New Way and your Solution.
· Avoid getting into detailed financial discussions and other terms of your services. Do, however, express confidence that the formal business case you present in the next meeting will strongly support The Institute’s decision to implement HubSpot into their daily operations.
**Please include the name of the corresponding Challenger Sale process step on each slide. You are only doing these heading for the class and would not include them in a real sales scenario.**
Deliverables One video file or link submitted to the D2L submissions folder. Do not submit a PowerPoint file with audio embedded.
Due date Friday, June 5, 11:59pm
