cover everything you'll need to know about becoming an officially Certified ... along with planning and building out the
PARTNER CERTIFICATION CURRICULUM GUIDE
PARTNER ORIENTATION Setting: Live, interactive webinar Instructor: Nick Salvatoriello Length: About an hour Orientation is the very first class you should take as part of your Partner Inbound Success Training. This live, interactive session is designed for HubSpot Partners to get a kick-start with their plans for growing their agency with the help of the HubSpot Partner Team. We’ll cover everything you’ll need to know about becoming an officially Certified Partner, what to expect during your consulting, as well as get you started with planning your SMART goals and buyer personas. You don’t want to miss it! Meet the professor: Nick "Sal"vatoriello (LinkedIn, Twitter) is a Principal Inbound Professor at HubSpot Academy where his role is to help develop and deliver training that educates and inspires our HubSpot Partners. Nick has been part of HubSpot for 3+ years. He started out as an Inbound Marketing Consultant and was the second consultant to join the HubSpot Partner team. During his time as an IMC, he consulted to over 200 new HubSpot Partners, helping them get started with the program along with planning and building out their inbound business practices. Nick is the 6th born of 11 children, a member of HubSpot Toastmasters and is also a professional DJ.
BUILDING AN INBOUND BUSINESS Setting: On-demand video Instructor: Arjun Moorthy Length: Less than 20 minutes Plan your business strategy to help you focus on your target customer segment and differentiate yourself in your market. The first half of this session will help you create a focused strategy for your inbound business. The second part of this session will introduce you to the financial fundamentals that will help your agency build your inbound business on a sound financial foundation. Meet your professor: Arjun Moorthy (LinkedIn, Twitter) is VP of Business Development and Channel Sales at HubSpot. He oversees the partner program worldwide and is focused on scaling it for broader success for HubSpot Partners. He background in strategy and consulting in the various senior operational roles he’s held is particularly relevant to the topic of building an inbound business.
BUILDING AN INBOUND TEAM Setting: On-demand video Instructor: Arjun Moorthy Length: About half an hour HubSpot Partner Agencies are service businesses. They run on people. The process you use to hire, train, and scale your inbound team is critical to attracting, converting closing and delighting clients. Learn from other successful HubSpot Partners how to adjust to the new paradigm of running an inbound agency and how to adapt your HR practices accordingly, so you can be more efficient, more effective, more profitable, and more successful with every client engagement. Meet your professor: Arjun Moorthy (LinkedIn, Twitter) is VP of Business Development and Channel Sales at HubSpot. He oversees the partner program worldwide and is focused on scaling it for broader success for HubSpot Partners. He background in strategy and consulting in the various senior operational roles he’s held is particularly relevant to the topic of building an inbound business.
CHANNEL MARKETING WITH HUBSPOT Setting: On-demand video Instructor: Al Biedrzycki Length: About 15 minutes Channel Marketing at HubSpot is your springboard to lead generation success. We'll focus on white-labeling and co-branding the best offers from HubSpot’s own content team and show you examples from other partners on how to customize them to your own agency’s brand and target persona. This training builds on the concepts you learned in the classes from HubSpot Academy’s “Inbound Fundamentals” course and will lay the foundation for you to capture more leads for your agency. Meet your professor: Al Biedrzycki (LinkedIn, Twitter) is a Channel Marketing Associate at HubSpot. He works with HubSpot's partner agencies to help them achieve success with channel marketing initiatives. Prior to his work in Channel Marketing, Al was an Inbound Marketing Consultant on the VAR team at HubSpot. He worked with over 150 HubSpot's partner agencies 1:1 to help them ramp up with HubSpot. He enjoys teaching partners on how to improve their inbound marketing and is thrilled when they succeed.
RESEARCH AND CONNECT Setting: On-demand video series Instructors: David Weinhaus, Jill Fratianne, Brian Bresee, Danielle Herzberg Length: About an hour and ten minutes This class begins the sales portion of Partner Inbound Success Training. Researching and connecting with a list of quality leads is one of the most popular topics new Partner agencies want to discuss -- and are looking for direction on. The first part of this class is “Agency Selling Fundamentals,” where we will explore your roadmap for agency selling success and the fundamentals you’ll want to keep in mind throughout the sales training. In “Building a Lead List,” we'll highlight why the winners of tomorrow will be specializing today, the what and how behind targeting leads, and practical tips for getting into gear. In “Opening the Inbound Conversation,” you’ll learn how to naturally start the conversation with existing noninbound clients, leads, and target accounts so that you can advance the sales process and set up an exploratory call. Meet your professors: Jill Fratianne (LinkedIn, Twitter) has been a top performing HubSpot Sales Rep for over 4 years and has been instrumental in the development of HubSpot’s own sales organization on multiple fronts. She was one of the founding members of HubSpot’s International Division, responsible for developing the Asia Pacific Market. She helped expand HubSpot first business development program. She has been a featured speaker on sales strategies at HubSpot’s Inbound Conference. Today, Jill currently works on the HubSpot Partner team assisting agencies countrywide in growing their business. David Weinhaus (LinkedIn, Twitter) started with HubSpot 4 years ago. He started in the direct channel selling directly to business owners, and then moved over to the Partner Program, where he was one of the first 10 members on the team. David has been an innovator on agency selling tactics - launching forums on Linkedin, group sales coaching webinars, and most recently leading up the development of the sales training content for HubSpot’s Partner Inbound Success Training. David loves working with sales professionals and helping them succeed with selling inbound.
Dannie Herzberg (LinkedIn, Twitter) is a Senior VAR Sales Manager here at HubSpot. Before being a sales manager, she was 2012’s #1 sales rep at HubSpot and hit an impressive 198% of quota. She was also the #1 sales rep in 2011 and the top new sales rep in 2010.
EXPLORE AND STRATEGIZE Setting: On-demand video series Instructors: David Weinhaus, Dave Shepherd, Katie Ng-Mak Length: About an hour and fifteen minutes Running a thorough and effective exploratory call allows you to properly set up the rest of the inbound retainer sales process. A good call properly executed can generate excitement and qualification criteria from your prospect. A goal setting and strategy call will help an agency determine your solution to help and match it up with your prospect’s goals. Learn how to convert your prospect's goals to inbound targets, translate those targets into inbound plans and activities, and set your prospect up for continued success. Meet your professors: Dave Shepherd (LinkedIn, Twitter) is a senior sales manager in the HubSpot Partner Program. Before taking on that role, he was the #2 HubSpot sales rep in 2011. Dave enjoys coaching sales reps on not just how to qualify their leads, but also how to excite them about the opportunities that inbound presents. Pay attention to Dave’s hardearned wisdom!
David Weinhaus (LinkedIn, Twitter) started with HubSpot 4 years ago. He started in the direct channel selling directly to business owners, and then moved over to the Partner Program, where he was one of the first 10 members on the team. David has been an innovator on agency selling tactics - launching forums on Linkedin, group sales coaching webinars, and most recently leading up the development of the sales training content for HubSpot’s Partner Inbound Success Training. David loves working with sales professionals and helping them succeed with selling inbound.
Katie Ng-Mak (LinkedIn, Twitter) has been with HubSpot for 4+ years. She started out in HubSpot’s sales team, went on to found the HubSpot International experiment, which has since evolved into HubSpot’s Dublin office and still growing. Katie was one of the early reps in the HubSpot Partner Program where she enjoyed tremendous success helping partners and their prospects. And finally, and most recently, she has been a Sales Manager for the last year and a half within the Partner Program.
PRESENT AND CLOSE Setting: On-demand video series Instructors: David Weinhaus, Kevin Linehan, Brian Thorne, Jennifer Cooley Length: About an hour Good retainer pricing helps you win profitable and successful retainers. A poor pricing strategy leads to lost retainers and retainers on the road to failure as they become increasingly starved of the right resources. We’ll discuss different pricing structures that you might consider, how to put together a basic retainer pricing structure, and how to refine that pricing for success. Learn how to properly use a HubSpot demo, how to make your final presentation for your prospect’s business, and how to close the sale. Meet your professors: Kevin Linehan (LinkedIn, Twitter) is one of our most senior Channel Account Managers in the Partner Program. In his former role as Partner Strategist, he helped HubSpot partners create and implement growth and sales strategies using the inbound methodology. With over 8 years sales experience, and the past 3 at HubSpot, Kevin is a thought leader within HubSpot on inbound retainer pricing structures and strategies.
Brian Thorne (LinkedIn) joined the HubSpot family 6+ years ago and is one HubSpot's earliest sales staffers. Today, Brian is the Sales Director of the HubSpot Partner program. Before that, here at HubSpot, Brian has been a sales rep, sales manager and sales director for our direct sales programs. He is from "Woostah" Massachusetts and when he's not wrestling prospects, he enjoys deep-sea fishing.
Jennifer Cooley (LinkedIn, Twitter) entered the world of SaaS sales working for Compendium Software, featured in Businessweek as one of America’s Most Promising Startups and acquired by Oracle in 2013. Her role included prospecting, networking, managing a pipeline, social media consulting, and negotiating with Enterprise level companies. Today, Jennifer is a sales manager in the HubSpot Partner Program. Before taking on that role, she helped open HubSpot’s first International office in Dublin. Prior to that, she was the #1 VAR sales rep in all of HubSpot in 2013. So, listen to what Jennifer has to say!
DELIVERING INBOUND SERVICES Setting: On-demand video Instructor: Sarah Phillips Length: About half an hour To continuously delight your existing customers and win new business, you must remain focused on what matters -- your clients’ success. This session is designed to provide you with an introduction to the tools and information you need to effectively deliver inbound services to your clients. From tips on getting organized to detailed frameworks for appropriately allocating your time, we’ll cover it here. Meet your professor: Sarah Phillips (LinkedIn, Twitter) is a Senior Inbound Professor at HubSpot Academy, where she helps create training that educates and inspires our HubSpot Partners. She joined HubSpot in 2013 as an Inbound Marketing Consultant, working with over 150 clients to help them achieve their inbound goals overcome marketing challenges. Prior to HubSpot, she spent her time in the start-up world, working at a digital ad agency for non-profits. As a lifelong learner and self confessed caffeine addict, she finds herself spending many late nights reading as many books as her Kindle can hold.
RETAINING AND RENEWING ACCOUNTS Setting: On-demand video Instructor: Ollie Baron Length: About an hour Now that you’ve closed your first inbound retainer and have a client on HubSpot, you need to understand client retention and get the resources to keep them happy and coming back for more. Learn how to get the most out of your relationships with your own HubSpotpowered client retainers and review the best practices of keeping your HubSpot clients on board. This will prepare you with key concepts you’ll need for the Reviewing Account ROI training. Meet your professor: Oliver "Ollie" Baron (LinkedIn, Twitter) is a Principal Channel Consultant on the Partner Services team where his job is to help HubSpot's top partners develop strategies to retain and renew their clients. Oliver has been a HubSpot employee since 2011. He started out as a Business Development Rep at HubSpot where he was tasked with signing on new Agencies to the HubSpot Partner Program. Oliver is a former Collegiate Lacrosse Player, who also got his job at HubSpot by meeting someone in a cab.
REPORTING ACCOUNT ROI Setting: On-demand video Instructor: Kelsey Norberg Length: About twenty minutes This training session will help you report on the success and impact that you have on your own and your clients' HubSpot performance. Learn how to demonstrate ROI to your clients for the work that you do and back up your findings with rock-solid analytics reporting. This class builds on the concepts you learned in the Prospects, Sources, Competitors, and Page Performance classes. Meet your professor: Kelsey Norberg (LinkedIn, Twitter) is a Team Lead on the Channel Consultant team at HubSpot. Kelsey's role is to work strategically with HubSpot's partners to understand how to utilize HubSpot for their own agency and how to successfully implement inbound marketing for their clients as well. With a background in sales as well Kelsey has experience both implementing HubSpot but helping partners convey the value that the work is delivering for clients.
