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Do you Distinguish Your Sales to Hunters and Farmers?

At the Sales 2.0, I’ve also met Mark Roberge, VP sales at Hubspot, who gave me some sales tips.
On today’s video post, Mark explains the difference between Hunters and Farmers sales skill sets and recommends to protect the hunters from doing the farmers’ job as finding good hunters is hard and we don’t want to waste their time on doing things they’re not skill to do.

 

I agree with Mark that a business should know to distinguish between those roles and have each of them focus on their own specialties. As discussed in my post: “Does your SaaS Business have a VP Customer Success?“, Some B2B sales leaders have the farmers focused on customer success. Others now call themselves “Chief Revenue Officer”. Either way, we can see more and more of these roles in the SaaS industry lately and therefore can conclude this distinguish exists and becoming more and more acceptable.

To read the full transcription of the video, click here

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Video Transcription:
Mark Roberge, VP sales at Hubspot.

You’ve got hunters and you’ve got farmers. The hunters are typically out there, generating new business, finding companies that don’t know who you are and turning them into new customers. You got farmers, who are really good at building those relationships, helping them see the hour line of your product and getting them to spend more money with you overtime.

Usually those skills are extremely different, and it’s really hard actually, I think, to find good hunters. The last thing I want them to do is spend more time on farming, more time making their number, not with my new lease and new companies. So, I wanna really protect that asset and also, I think, it’s such a different skill set that I want it separate.

Guy Nirpaz

Guy Nirpaz is a Silicon Valley-based Israeli entrepreneur and CEO of Totango, a Customer Success software platform. A pioneer in the Customer Success field, Guy established the Customer Success Summit and is a well-regarded industry speaker and community contributor. Guy loves people and technology and has dedicated his career to improving the way in which business is done through innovation.

Fun Facts: Guy moonlights as the lead guitarist in a rock band based out of his garage in Palo Alto and used to command a tank battalion…as well as having grown oranges.

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