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Hubspot Sales Enablement Certification Answers
Introduction to Sales Enablement
Why is inbound an important part of a good sales enablement strategy?
Sales enablement is a required part of inbound practices.
Modern buyers do the majority of their buying research before talking with sales, so marketing and sales need to work together to make sure online information matches the information used by the sales team.
Inbound helps with targeting larger companies, while normal sales enablement tactics work better when targeting smaller accounts.
Sales enablement can only be implemented if your company is using inbound techniques.
True or false? Inbound means creating marketing and sales that people love by providing helpful content and resources that attract people to you.
True
False
What is sales enablement?
The processes, content, and technology that help sales teams sell efficiently at a higher velocity.
Any strategy that helps sales teams close more deals.
The process of replacing your existing marketing functions with sales positions.
All of the above.
Which of the following is NOT a key element of a sales enablement strategy?
A target buyer
A marketing automation platform
A clear goal
A content strategy
Aligning Your Teams Around a Unified Revenue Goal
True or false? You need a vision or goals but not both.
True
False
How do goals and a vision work together?
Goals state what a company wants to accomplish, and a vision is a description of how those goals will be accomplished.
Goals are used to measure performance internally, and a vision is the messaging used to communicate those goals externally.
A vision is a document that contains descriptions of multiple goals.
A vision inspires long-term action, and goals track individual steps toward achieving that vision.
True or false? Marketing and sales should have separate revenue goals.
True
False
Why is it important to translate your vision into a revenue goal?
Revenue is a metric that’s easily understood by executive leaders.
Revenue is a metric that marketing and sales can both contribute to.
Translating the vision into a revenue goal makes the vision more concrete.
All of the above.
Developing a Lead Qualification Framework
What is a hand raiser?
Someone who explicitly asks to talk to sales.
An employee who volunteers to lead a smarketing meeting.
A lead that marketing has qualified for sales outreach.
A customer who volunteers to participate in persona research.
What is an ideal customer profile?
A way of organizing the information you collect about prospects during the sales process.
A story that explains how people go from being a prospect to being your customer.
A description of a particular customer you want all of your prospects to be similar to.
A checklist of the most basic attributes someone needs to have in order to be successful as your customer.
What's the best action for the sales team to take with marketing qualified leads?
Reach out to help and answer questions.
Wait for them to raise their hands.
Try to close them before the “window of opportunity” closes.
Back off and let marketing handle the communication.
The Lead Qualification Matrix
What should you do with the leads in box 1?
Have marketing nurture them.
Have sales contact them.
Have both marketing and sales work with them.
Ignore them.
What should you do with the leads in box 2?
Have marketing nurture them.
Have sales contact them.
Have both marketing and sales work with them.
Ignore them.
What should you do with the leads in box 3?
Have marketing nurture them.
Have sales contact them.
Have both marketing and sales work with them.
Ignore them.
Holding Your Teams Accountable With a Service-Level Agreement
If the leads your marketing team produces are consistently low quality, which of the following is the BEST way to improve your lead quality?
Optimize your messaging to stop attracting the wrong people.
Lower your lead qualification standards.
Nurture the leads until they’re a better fit.
Generate a higher number of leads so that more good-fit leads will be brought in.
How quickly should sales contact the leads marketing generates?
As fast as possible
Within 24 hours
Within 48 hours
Within one week
Evaluate this SLA: Marketing will generate 50 leads each month.
This SLA's requirements focus on the wrong activities.
This SLA's requirements aren’t specific enough.
This SLA is missing a requirement.
No change needed.
What is a judicial branch?
A small group of marketers who monitor sales activity to make sure qualified leads are getting contacted promptly.
A small group of salespeople who determine whether the leads marketing is creating are qualified properly.
A small group of leaders who review every lead sales rejects.
The core group of attendees at smarketing meetings.
If your service-level agreement provides your sales team with more leads than they can handle, what's the FIRST thing you should do?
Hire more salespeople.
Recalculate the SLA to make it more reasonable.
Evaluate each rep’s sales velocity and look for areas that can be improved.
Have your marketing team nurture the leads sales can’t get to until sales is able to contact them.
If your service-level agreement requires your marketing team to produce more leads than they normally do, what is the FIRST thing you should do?
Hire more marketers.
Implement a marketing automation platform to accelerate your marketing processes.
Evaluate your marketing resources to see if they can be reallocated into higher-performing assets.
Recalculate the SLA to make it more reasonable.
Evaluate this SLA: Marketing will generate 2,000 qualified leads each month, and sales will contact each lead as soon as possible.
This SLA's requirements focus on the wrong activities.
This SLA's requirements aren’t specific enough.
This SLA is missing a requirement.
No change needed.
What does a sales and marketing service-level agreement (SLA) require sales to do?
Contact a certain percentage of the leads marketing generates.
Contact the leads marketing generates within a certain timeframe.
Close a certain number of deals.
Nothing — the SLA outlines the service marketing will provide to sales.
After you explain the concept of a judicial branch to your CEO, she says, “Great! I’ll have the sales leadership team make that part of their monthly meeting.” How do you respond?
“The sales leadership shouldn’t be involved. It would be better to have the marketing leadership do this job.”
“Perfect! We want to make sure the sales team is as involved as possible, and having sales leadership reviewing dropped leads is a great way to start.”
“I think that’s the right group of leaders, but monthly meetings won’t be frequent enough to do the job. Can we have them meet every two weeks instead?”
“In the interest of being unbiased, I think it would be better to have the judicial branch made up of people who are outside of the sales and marketing organization.”
Evaluate this SLA: Marketing will generate 250 qualified leads each month, and sales will convert 50 of those leads into customers.
This SLA's requirements focus on the wrong activities.
This SLA's requirements aren’t specific enough.
This SLA is missing a requirement.
No change needed.
Maintaining Alignment With Smarketing Meetings
What is the difference between work groups and teams?
Work groups are accountable as a group, while teams hold individual members accountable.
Work groups have a flat structure, while teams have an internal hierarchy.
Members of a work group are independent from each other, while members of a team rely on each other to get work done.
All of the above.
Which of the following is the BEST way to ensure your smarketing meetings have a high level of psychological safety?
Avoid calling on individual people to answer questions. Instead, wait for people to volunteer.
Make sure all of the attendees speak in roughly equal amounts.
Have the executive leaders who attend the meetings lead the discussion.
Don’t bring up problems if the people who caused the problem are in the room.
What is the primary purpose of smarketing meetings?
To have marketing and sales come together to recognize high achievers and reward good work.
To have marketing and sales come together to identify and solve problems.
To have marketing brainstorm ideas for better serving the sales team.
To have marketing and sales come together to report on progress toward meeting the requirements of their SLA.
True or false? Executive leaders should attend smarketing meetings.
True
False
Using Buyer Personas in Sales Enablement
True or false? Personas can change over time.
True
False
When asking a customer about their shopping preferences, you want to learn all of the following EXCEPT:
What features they look for in a product like yours.
What their buying process looks like.
Whether or not they want to work with a salesperson.
Who else is involved in their buying process.
What does it mean to ask a customer about their “watering holes”?
Ask them what refreshes them when they feel frustrated.
Ask them what distracts them from achieving their goals.
Ask them what their hobbies are.
Ask them where they learn new things related to their job.
What is the difference between an ideal customer profile and a buyer persona?
An ideal customer profile broadly describes your target market, and personas describe the types of people in that market.
Ideal customer profiles are used primarily by marketing, and personas are used primarily by sales.
An ideal customer profile should include jobs to be done, and a buyer persona includes only demographic information.
All of the above.
What is a buyer persona?
A categorization of leads that indicates how “sales ready” they are.
A story that describes your sales process from the buyer’s point of view.
A semi-fictional representation of your ideal customer based on data.
The demographic information of a particular sales prospect.
Using Jobs to Be Done in Sales Enablement
Which of the following is a benefit of using Jobs to Be Done?
It helps you identify the products you’re indirectly competing with.
It helps you identify strategic alliances with products in other industries.
It helps you understand why your customers buy from you.
All of the above.
Karen just got home late from work and her kids are hungry. Which of the following BEST describes her job to be done?
“It’s dinnertime and I don’t know what to make.”
“I need to feed my kids a healthy meal that won’t take long to make.”
“I don’t want to cook right now, but I have to.”
“I just got home late from work and my kids are hungry.”
Which of the following is the BEST way to uncover the job that people hire your product to do?
By interviewing individual customers.
By bringing your marketing and sales teams together to brainstorm possible jobs.
By sending out a survey to some of your customers.
By researching similar products online.
True or false? The interview process for uncovering jobs is substantially different from the interview process for understanding personas.
True
False
Creating a Hero Statement
After creating your hero statement, you identify a type of person who is interested in your product that you can’t be a hero to. What should you do for these people?
Accept their business and serve them as well as you can.
Modify your product to do both jobs.
Make it clear early on that your product isn’t a good fit for them.
Ignore them and focus on your target buyers.
Evaluate this hero statement: Groundskeeper, Inc. is a hero to property managers at mid-size property management firms who need to outsource their landscaping so they can focus their attention on taking care of their tenants.
The persona isn’t specific enough.
The job to be done isn’t specific enough.
Both A and B.
No change needed.
Evaluate this hero statement: Jepsonite Security Systems is a hero to first-time homeowners who are in the market for a security system.
The persona isn’t specific enough.
The job to be done isn’t specific enough.
Both A and B.
No change needed.
Which of the following is a benefit of knowing who you AREN’T a hero to?
You’ll be better able to manage expectations when people buy from you.
You’ll be better able to focus on meeting the needs of your target buyers.
You’ll be better able to avoid selling to people who won’t be good customers.
All of the above.
Which of the following is NOT an element of a hero statement?
A persona
Your company’s name
A job to be done
A sales goal
The Power of Content in Sales Enablement
How quickly should a member of your sales team be able to find a relevant piece of content to share with one of their leads?
Within a minute.
Within two minutes.
Within five minutes.
Within ten minutes.
All of the following are benefits of involving content in your sales process EXCEPT:
Content increases the amount of value your sales team provides to their prospect.
Content reduces the amount of time it takes sales to answer questions.
Content enables your sales team to charge more for your product.
Content makes it easier for your sales team to address common concerns.
True or false? If your marketing team is producing a lot of content, a large percentage of it is naturally going to be valuable to the sales team.
True
False
Fill in the blank: _____ is the glue that holds sales and marketing teams together.
Technology
Management
The judicial branch
Content
Aligning Your Business Around Content Creation
What is an insights committee?
A small group of leaders who review every lead sales rejects.
The leaders who lead a sales enablement initiative.
The marketers in charge of creating insightful content.
A group of employees who help with content creation.
True or false? You should only create video content if you have a high-quality camera and lights.
True
False
All of the following are ways to involve your sales team in the content creation process EXCEPT:
Have the sales team send the marketing team the content they’ve already created.
Have individual sales reps take turns acting as content manager.
Have the sales team BCC the marketing team when they answer questions asked by prospects.
Have your content manager interview members of the sales team.
Which of the following places would be a good place to experiment with video?
Sales emails
FAQ pages
Job postings
All of the above
Which departments should be involved in creating content?
All departments
Just marketing
Just marketing and sales
All customer-facing departments
What's the sales team's role in content creation?
Sales should be involved in identifying the content that needs to be created but not in creating it.
Sales should manage marketing’s content creation operations.
Sales may be involved in the early stages of your content creation efforts, but once your sales enablement strategy is fully implemented, marketing should be able to create content without help from sales.
Sales should be involved in content creation on an ongoing basis.
Continuing Enablement After the Sale
True or false? Some potential customers won’t buy because they don’t know how to fire their old solution.
True
False
Which of the following is the BEST explanation of what it means to help your customers “fire” their old solution?
Helping them understand why they should never go back to using their old solution.
Helping them cancel any contracts with other service providers.
Helping them stop using whatever their previous solution was, even if they were “making do” without a product.
Helping them encourage their friends not to use the solution they were using previously.
Which of the following is NOT part of customer enablement?
Helping your customers buy from you again.
Helping your customers do the job they hired your product to do.
Helping your customers see your competitors’ failings.
Helping your customers use your product most effectively.
True or false? If your product can be used to do more than one job, content that talks about all of those jobs will be relevant to your customers.
True
False
Evaluating Sales Enablement Technology
Which of the following is an example of an edge system?
CRM
Email templates
SLA
Jobs to Be Done
Which of the following is an example of a core system?
CRM
Email templates
SLA
Jobs to Be Done
True or false? Your marketing automation software should always be your “single source of truth.”
True
False
Fill in the blanks: You need to figure out your _____ before you can implement a _____.
process, technology
single source of truth, sales enablement technology
technology, process
edges, core
Quiz Yourself
What is sales enablement?
The processes, content, and technology that empower sales teams to sell efficiently at a higher velocity.
Providing helpful content and resources that attract people to you.
A strategy for convincing prospects to buy from you.
A modern way of thinking about quotas, goals, and processes.
Sales enablement is the processes, content, and technology that empower sales teams to sell efficiently at a higher velocity.
What is inbound?
The processes, content, and technology that empower sales teams to sell efficiently at a higher velocity.
Providing helpful content and resources that attract people to you.
A strategy for convincing prospects to buy from you.
A modern way of thinking about quotas, goals, and processes.
Inbound is all about creating marketing and sales that people love by providing helpful content and resources that attract people to you.
What are the elements of a sales enablement strategy?
Marketing goals, sales quota, and revenue targets.
Inbound, marketing, and sales.
A clear goal, a target buyer, and a content strategy.
Attract, convert, close, delight.
The three elements of a sales enablement strategy are a clear goal, a target buyer, and a content strategy.
What is the difference between a vision and goals?
A vision is a metric outcome you can check off a list, and a goal is a state of affairs you want to bring into being.
A vision is for the marketing team, and a goal is for the sales team.
A vision is for the sales team, and a goal is for the marketing team.
A goal is a metric outcome you can check off a list, and a vision is a state of affairs you want to bring into being.
A goal is a metric outcome you can check off a list, and a vision is a state of affairs you want to bring into being.
Fill in the blank: Once you have a vision, you need to convert it into a _____ goal.
marketing
sales
revenue
long-term
Once you have a vision, you need to convert it into a revenue goal.
How bold should your goals be?
They should rank between 5 and 7 on the Boldness Scale.
They should encourage your teams to accomplish things they've never done before, but they shouldn't be so lofty that they make team members feel overwhelmed.
As bold as possible.
Goals should be easily achievable so your teams have something to celebrate on a regular basis.
Your goals should encourage your teams to accomplish things they've never done before, but they shouldn't be so lofty that they make team members feel overwhelmed.
Which of the following helps you determine how good of a fit someone is for your offering?
An ideal customer profile.
A lead qualification matrix.
A qualified lead.
Hand raisers.
An ideal customer profile helps you determine how good of a fit someone is for your offering.
Which of the following helps you determine whether a lead should be owned by marketing or sales?
Hand raisers.
A lead qualification matrix.
An ideal customer profile.
A qualified lead.
A lead qualification matrix does indeed help you determine whether a lead should be owned by marketing or sales.
What is a hand raiser?
Any lead that's ready for sales contact.
"Hand raiser" is another name for a qualified lead.
Someone who explicitly asks to speak with sales.
Any lead that's a good fit for your offering.
A hand raiser is someone who explicitly asks to speak with sales.
What does a sales and marketing SLA require marketing to do?
Attract a certain number of visitors each month.
Create a certain amount of new content each month.
Shadow a certain number of sales appointments.
Deliver a certain number of leads to sales each month.
Your SLA should require marketing to deliver a certain number of leads to sales each month.
What does a sales and marketing SLA require sales to do?
Contact each of marketing's leads within a certain timeframe.
Close a certain percentage of marketing's leads into customers.
Help marketing generate a certain number of leads each month.
Hit their quota each month.
Your SLA should require sales to contact each of marketing's leads within a certain timeframe.
What is a judicial branch?
A small group of leaders who review every lead sales rejects.
A cross-functional team of marketers and salespeople who define a qualified lead.
A matrix for determining whether a lead meets your qualification criteria.
Your leads who explicitly ask to speak with sales.
The judicial branch is a small group of leaders who review every lead sales rejects.
What's the difference between teams and work groups?
Team members are more interdependent than members of a work group are.
Work groups are based on organizational or managerial hierachy, but teams are not.
Team members need each other in order to get their work done, but members of work groups often work in parallel without working together.
All of the above.
All of these options describe differences between teams and work groups.
True or false? Within one ideal customer profile, there may be multiple buyer personas.
True
False
Your ideal customer profile identifies a market broadly, and your personas represent types of people within that market.
How many customers do you need to interview to create an accurate buyer persona?
All of them.
20% of your customer database.
About 15.
One or two.
By interviewing 15 customers, you'll get between 80% and 90% of the insights you'll ever get from interviewing customers.
True or false? Ideal customer profiles are only relevant to B2B companies.
True
False
Ideal customer profiles are relevant to all sorts of companies.
What does Jobs to Be Done help you identify?
The duties your personas fulfill at the companies where they work.
The types of people who buy your product.
Why people buy your product.
The types of people you should hire.
Jobs to Be Done identifies why people buy your product.
True or false? You can partner with other companies that solve the same job your product solves.
True
False
Partnering with other companies that help accomplish the same job is an excellent strategy for providing a more complete solution to your customers.
When you interview customers to discover their jobs to be done, what should the result be?
A semi-fictional representation of what your typical customer looks like.
A checklist of attributes a person or company must have in order to be a good fit for your offering.
An in-depth description of the work the person does on a daily basis and how your product can help them get promoted.
A timeline of everything they did from the time they first realized they had a job to get done until they purchased your product.
In your jobs interviews, you're trying to uncover a timeline of everything your customer did from the time they first realized they had a job to get done until they purchased your product.
True or false? If you've identified multiple personas in your customer base, you should put all of them in your hero statement.
True
False
A hero statement should have only one persona in it.
Fill in the blank: A hero statement combines a persona with _____.
an ideal customer profile
a product or service you provide
a job to be done
your revenue goal
Hero statements combine personas and jobs to be done.
If you discover a group of people you can't be a hero to, what should you do?
Improve your product so that it better meets their needs.
Introduce a new product to meet their needs.
Keep your product the same but provide additional customer service to help them get value out of it after they buy.
Clearly communicate to them that your product might not be a good fit for them.
The best thing you can do is be honest about the fact that you probably can't meet their needs.
True or false? The more education you can provide your prospects before they meet with sales, the more qualified they'll be when they get there.
True
False
Educating people before they buy is a great way to increase lead quality.
When is content useful during the sales process?
Mostly at the beginning of the sales process.
Throughout the sales process.
Mostly near the end of the process.
Before the process begins.
Content should be infused into every step of your sales process.
How quickly should your sales team be able to find relevant content for their prospects?
Within 10 minutes.
Within five minutes.
Within two minutes.
Within one minute.
If your sales team can't find a particular asset within one minute, chances are they won't ever use it.
True or false? In most companies, marketing creates more content than any other department.
True
False
In many companies, sales is producing more content than any other department.
Which departments should be involved in creating content?
Just marketing.
Just marketing and sales.
All departments.
All departments except legal.
Content should be a company-wide initiative.
True or false? Sales outreach is a good place to experiment with video.
True
False
Video prospecting is a great way to get the attention of the people your sales team is trying to get in contact with.
True or false? Your customers only need help firing a solution if they were previously paying for a product to do the same job as yours.
True
False
Even if your customer was making do without any solution, they'll need help getting out of their old habits.
Which of the following is the BEST way to encourage your customers to buy from you again?
By sending them sales discounts.
By helping them accomplish the job they hired your product to do.
By introducing them to additional product lines you offer.
All of the above.
If you can help people nail the job they hired your product to do, they'll be happy to buy from you repeatedly.
How can you use content to help your customers succeed?
By creating content that teaches them how to use your product most effectively.
By creating content that helps them do the job they hired your product to do.
By creating content that helps them fire whatever solution they had in place before hiring your product.
All of the above.
Those are all great ways to use content to help your customers.
