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The 4 Steps to Starting an Inbound Sales Program That Actually Works

The 4 Steps to Starting an Inbound Sales Program That Actually Works Blog Feature

Ramona Sukhraj

Associate Director of Content, Strategized Initiatives That Increased IMPACT’s Website Traffic From ~45K to ~400K

May 30th, 2016 min read

inbound-sales-program.jpgInbound sales is the talk of the town, but like so many things in the business world, successfully shifting your organization to the methodology is far easier said than done. 

While HubSpot’s VP of Sales, Pete Caputa shared why Inbound Sales is the easiest way to create a predictable, scalable, (& lovable) client acquisition machine last week, this week, the head honchos here at IMPACT are sharing how we’ve successfully implemented it at our organization. 


Want to learn more? Bob, Tom, Pete, and host of other industry experts will be talking marketing at sales at
Brewing Marketing & Sales Success this Friday, June 3rd at Stony Creek Brewery in Branford, CT!

To learn more about the event and scoop up one of our final 30 tickets click here!

Transcription:

BR: Alright. Welcome everyone to the fifth and final episode of our five part Expert Insight Series. I'm Bob Ruffolo, Founder and CEO of IMPACT and I'm here with my friend, my business partner, Tom DiScipio, IMPACT’s CSO.

TD: Hey, how's it going everyone?

BR: Awesome Tom. So, Tom you and I work together. Maybe we don't always talk about what the difference of our roles are. I would say you're my business partner, so why don't you lead us off there. Why don't you talk a little bit about what you do here at IMPACT?

TD: Yeah man. So my role here, I’m managing the entire new business pipeline. So basically any time a lead comes in, Kyle will work with that lead and I'll get the chance to have that exploratory call with them and kind of guide them through the entire sales process.

Aside from that I do have a handful of clients that I work with on a strategic level. And then I also get to work with you on those Website Throwdowns every month, which I freaking love.

BR: I love the Website Throwdowns too.

TD: Yeah.

BR: Absolutely. So in my role here, as well Website Throwdowns, I oversee all the marketing for IMPACT. So I work very closely with Christine and Ramona and we have a bunch of initiatives that we have going on. I also very much focus on culture here, so I work closely with Natalie Davis through hiring and values, living up to our values, looking at our talent, evaluating our talent. I also love strategy, so... I'm also on a few accounts. I work with about 4 or 5 accounts on a regular basis and of course, out there, I also keep my CEO hat on as well. But it's fun and I love what I do.

[short pause]

BR: Cool. So you know, for the listeners here, they've listened to the last 4 episodes, they probably know what Brewing Marketing Sales Success is, but if this is the first one you've watched….It's an all day marketing event hosted by IMPACT on June 3rd, at the Stony Creek Brewery in Branford, Connecticut.

Tom, it's right around the corner, man.

TD: Oh man. I can't wait. I'm so excited. Especially since I've never been -- I don't think I've ever been to Branford.

BR: You've never been to Branford before?

TD: I don't think so.

[laughter]

BR: You've had beer before though, right?

TD: I have, and I enjoy that.

BR: That's awesome. Yeah, we're really excited about this. We have some phenomenal speakers lined up. The team here, everyone's done a phenomenal job, so, it's awkward that it almost feels like it's going to go off without a hitch. Like we feel like we've crossed off everything on the list.

So we're putting a lot of focus this year on making sure that every guest we have has a phenomenal, phenomenal experience. Some of our speakers for the day, we have David Meerman Scott, Karl Sakas, Pete Caputa, Luke Summerfield, -- and Tom DiScipio.

TD: Woo hoo, that’s me.

BR: So Tom, why don't you give us a quick overview. What are you going to be talking about?

TD: Yeah man. I'm excited. So what I'm basically going to be talking about is how IMPACT does inbound sales, and what's cool is Pete Caputa is doing a session just before me about the inbound sales methodology. So I'm going to take that and basically talk about a case study about how we've applied that. And to do that I'm going to run through 4 different points in my presentation.

The first being around technology, and how we've build the stack to use with -- using HubSpot within our inbound sales process, and we'll show you how to implement that technology and why that's important.

The second one is hiring a BDR role, or somebody to prospect the inbound leads that are in our database, and we've got a lot of them, and there's a lot of opportunities in there so it's really helpful having somebody identify which of those are the best opportunities, I mean to be talking to.

The third is hiring a sales coach, right, so when you think about sales you think about accountability like managing the funnel and what you should be doing in each call, so we hire that coach and we're going to tell you about how effective that's been. No only for me but for the rest of the team.

And then finally focus on some simple boundaries. Not necessarily rules, so it's things that we work around like lead qualification and scoring to find those best opportunities. And those are the 4 things you guys are going to learn at my presentation.

BR: That's awesome man. You know it's been a pleasure watching you work over the last year. Obviously, you weren't always a salesperson or involved in sales. You came in as a -- really a graphic designer, that's how you came in to IMPACT.

So it's quite a transition. Now to tell you, one of the best things watching you is the way you turned it on late last year; you we're on fire. And you brought in some great accounts that we know we can help. We really enjoyed working with them.

What would you say was the largest change that you've made in what you're doing to help you be so much more successful?

TD: Yeah, that's a great question. I truly believe that it is having a really strong grasp on the top of the funnel, and always, always making sure that you have the right number of appointments and calls scheduled for that top. Because...I know that if I have 10 exploratory calls a week, then I can close somewhere between 2 and 4 deals a month.

It just works like that, so you follow that methodology and you'll be successful. I mean that's aside from the day and night hustle, but that would be my one takeaway from that. And also from your help Bob, in coaching me but also standardizing our proposals so making it really easy for me to build them and actually send them out really quickly.

BR: That's awesome. Awesome. Cool.

TD: Yeah, so you've been asking me some questions. I'm going to ask you a question. Let me turn this around. I know that you're speaking, obviously.

So what are you speaking about at BMSS?

BR: Yeah, I'm also excited. So you know, after working with a lot of smaller and mid-sized businesses over the last 7 years, I've had the pleasure to see a lot of them be successful but unfortunately. I've seen a lot of them also fail and I've been really interested in why is that the case.

You know, why are some companies able to grow and figure this inbound marketing, and figure out this digital thing and just absolutely crush it. And why are some other clients or companies that I've watched just struggle with it. And they just -- they stay in this level and they can't break through the ceiling.

So this really fascinated me, over the last few years, I really dug in and I found a common pattern of holes in their growth strategies. So I think what I basically came down to for all of them is they didn't have the right foundation. So during my session, I'll be walking through what I've identified as the 11 core areas that a business needs focus on if they really want to be serious about their growth. And also when it comes down are they growth ready.

TD: Gotcha. Sweet. That sounds pretty freaking exciting. So on the point of failing to grow I mean why do you think businesses fall into that?

BR: Well there's many reasons and I won't be able to go through all of them right now. 

But I'll give you a few reasons why I think companies don't grow. First and foremost is they're not aligned in their goals. They haven't really spent the time to really break them down and make sure that everyone in the organization knows exactly where they're going, and everyone is aligned to get there.

Another reason is -- I've seen this a lot, is that the team is not healthy. They're competing, they’re frustrated, they don't trust each other, maybe there's silos and some hidden agendas. And all that is really hindering the growth, and it's almost some like small sabotage going on. I've seen that in some of the clients that I've been working with.

Another one that's really important is that the team is not focused on their buyer, the customer, the visitor that come to their website. It happens more often that they -- they're so focused on their own agendas, and the products that they're releasing, and the message that they want to say, and they want to tap their chest and talk about how great they are, but they're not focused enough on the person that they are actually trying to get to come to their site, and read their content, and be engaged with them, and convert on their forms, and want to talk to them, and want to buy their product.

And it's you know, Pete's going to talk about how much that the way people buy has changed. And you know there's still way too many companies that just -- their doing things the old way.

They haven't changed the way they market and sell. And now they find they're not successful.

And I think the last thing that I can mention here is that the team is slow. There's not enough velocity of them getting their things done. They spend way too much time trying to affect things and get things through or strategizing and trying to make everyone in the room feel good and nothing is getting released. There's not enough sprints, not enough being delivered.

So that's really hindering their success because, you know the companies that are crushing on digital, are creating content and doing -- doing everything on a rapid rate and you know companies that aren't are not.

TD: Yeah. We've talked before and you used the term velocity and I honestly think this last point is -- that you've mentioned is super, super important for this whole thing.

So on the other side of it, I mean what does a business need to do to grow?

BR: Yeah. Well I think they need a framework, right?

They need to know that here's all the things that I need to do. And they could look at almost like a checklist and go right through that list and make sure they've checked off each box. And if they find that there's a lot areas that they have to work on, because if they can't check out a box they need really to focus an area. But then also like alright now what do we prioritize? Which box do we focus on first. So I think they need that framework for growth.

So I'm really excited because at my session I'll be for the first time sharing the framework that I came up with. So if you're at my session at Brewing Marketing Sales Success, you're going to hear all about it.

TD: And you mentioned that there's 11 core areas. Can you tell us about that?

BR: Yes, but you're going to have to come to my session.

TD: Oh, I don't want to do that.

BR: Yes, you sure do.

TD: Yes, I do.

BR: Brewing Marketing Sales Success. If you come I'll buy you a beer.

TD: Yes.

BR: Good. Well let's wrap it up here Tom.

If you -- if any of the viewers want to get in touch with us after, they can just go to impactplus.com/talk and there's a form there. They can fill out. Mention that you want to talk to Tom, talk to Bob, have any questions for us, fill on the comments box there.

And you really, really need to come to Brewing Marketing Sales Success. It's going to be phenomenal. We've put a lot of work into it. And we are really looking forward to seeing you there.

TD: Absolutely.

BR: Thanks everyone.

TD: Take care.

[end]

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