On this episode of the ROI Online Podcast, Steve chats with JD Sherman, president and COO of HubSpot, about how his time at HubSpot changed the way he saw marketing and sales.
JD Sherman started his career at IBM, where he sold to high-profile, big-budget businesses across the country. When he was hired at HubSpot, he found himself in unfamiliar territory. Small businesses have completely different priorities and thought processes when it comes to investing in technology like a CRM.
JD had to help potential customers understand the value they would receive and make good on it to keep them using HubSpot. He had to reframe the way the sales team saw their jobs: It didn't help to sell to whoever would pay, regardless of whether they were a good fit. They needed to sell to people who would succeed with the software.
It's something many of us in sales struggle with—letting a customer go because we know they wouldn't be happy in the long run. But by segmenting our audiences, we can create a loyal following, gather more positive reviews, and help our internal teams thrive because we know we're making a real difference.
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Another core component of success JD uncovered during his time at HubSpot was the importance of building relationships with customers. Connections and relationships are what have made Chewy's and Warby Parker so popular, not just convenience. Relationships are timeless. Regardless of what happens with our economy, word of mouth will always be the best form of advertising.
One of JD's biggest sources of pride is that, during the 8 years he worked at HubSpot, the company never strayed from their mission of helping millions of organizations grow better. They never lost their focus. Not even for a second.
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To learn more about HubSpot, check out these links:
https://www.hubspot.com/
https://www.facebook.com/hubspot/
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