Ben Cotton
Ideas on
The New GTM Playbook
in the Age of AI
How One Sales Enablement Programme Increased Sales Rep Attainment at HubSpot by 31%
I’m privileged to have the role I do at HubSpot. Leading sales enablement programmes for over 100 sales professionals is challenging, rewarding and lots of fun. No two days are the same and at any given moment I play the role of coach, advocate and advisor.
Sales Enablement Metrics for SaaS Businesses
I’m privileged to lead sales enablement for HubSpot out of EMEA and as part of my role I get to set the direction, goals and KPIs of the team. Helping our rapidly expanding sales team in Dublin, Ireland to succeed is challenging, rewarding and lots of fun. But selecting the right metrics to gauge the impact of sales enablement is tough.
Building a SaaS Sales and Marketing Engine
The inherent predictability of the software as a service (SaaS) business model makes it attractive to business leaders, customers and investors alike. Predictable costs and revenue can and should lead to predictable growth. You also need to build a sales and marketing engine that generates enough high quality leads for your sales team to close each month.
Why Your SaaS Business Must Publish its Pricing
Developing the right pricing strategy for your software as a service (SaaS) business is absolutely crucial, as it’s the one lever businesses leaders can pull that immediately and directly impacts revenue. SaaS pricing a complex and ongoing process which requires businesses to strike the fine balance between simplicity, while maximising revenue potential.
Five Revenue Lessons from Impossible to Inevitable
On the flight home from a recent holiday to Greece I read From Impossible to Inevitable: How Hyper-Growth Companies Create Predictable Revenue by Aaron Ross and Jason Lemkin. The authors are heavyweights from the world of software as a service (SaaS) and I’m pleased they’ve taken the time to share their revenue lessons and experiences of creating high growth sales engines.