HubSpot sales enablement exam answers

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The internet has changed the power dynamics between buyers and sellers. How does sales enablement help businesses use this change to their advantage?

• By helping sales teams focus on the prospects who are most interested in buying.
• By making the company’s outreach efforts harder to ignore.
• By making the business’s website more “mobile friendly.”
• By increasing the volume of sales emails the company sends out.

True or false? Inbound means creating marketing and sales that people love by providing helpful content and resources that attract people to you.

Which of the following is a reason sales and marketing need to be aligned?

• To make sure messaging is consistent across both teams.
• To make sure the two teams’ goals are complementary.
• To combine the strengths of both teams.
• All of the above.

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 part of a sales enablement strategy?

• A marketing automation platform
• A clear goal
• A target buyer
• A content strategy

What’s the difference between a vision and a goal?

• 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.
• A goal is a vision with metrics attached to it.
• Goals are rigidly defined, while a vision is a vague aspiration.
• A vision is a long-term plan for an entire organization. A goal is a short-term outcome that an individual tries to accomplish.

How do goals and a vision work together?

• A vision inspires long-term action, and goals track individual steps toward achieving that vision.
• 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.

True or false? You need a vision or goals but not both.

A vision should be all of the following EXCEPT:

• Achievable within one year.
• Bold.
• Easy to explain.
• Challenging to accomplish.

True or false? Marketing and sales should have separate revenue goals.

What is an ideal customer profile?

• A checklist of the most basic attributes someone needs to have in order to be successful as your customer.
• 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 way of organizing the information you collect about prospects during the sales process.

What should your sales team do with marketing qualified leads?

• Reach out to help and answer questions.
• Try to close them before the “window of opportunity” closes.
• Back off and let marketing handle the communication.
• Wait for them to raise their hands.

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If you find yourself with a lot of poor-fit leads, all of the following are good ways to solve this problem EXCEPT:

• Send the leads to sales for further qualification.
• Look for bad-lead sources and turn them off.
• Revisit your ideal buyer profile and make your definition of “fit” less stringent.
• Find ways to improve the messaging in your marketing content.

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.

Which of the following BEST describes a sales and marketing service-level agreement (SLA)?

• An agreement between sales and marketing that requires certain actions from each team.
• A document that outlines the service marketing will provide to sales.
• A document that outlines the service sales will provide to marketing.
• A plan for marketing and sales to work together on content creation.

Which of the following is NOT a benefit of implementing a sales and marketing service-level agreement (SLA)?

• A single leadership team over sales and marketing.
• Increased accountability between sales and marketing.
• Increased alignment between sales and marketing.
• Clearer goals for sales and for marketing.

What does a sales and marketing service-level agreement (SLA) require sales to do?

• Contact the leads marketing generates within a certain timeframe.
• Contact a certain percentage of the leads marketing generates.
• Close a certain number of deals.
• Nothing — the SLA outlines the service marketing will provide to sales.

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.

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.

• 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.

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?

• Evaluate your marketing resources to see if they can be reallocated into higher-performing assets.
• Recalculate the SLA to make it more reasonable.
• Hire more marketers.
• Implement a marketing automation platform to accelerate your marketing processes.

What is a judicial branch?

• A small group of leaders who review every lead sales rejects.
• A small group of salespeople who determine whether the leads marketing is creating are qualified properly.
• A small group of marketers who monitor sales activity to make sure qualified leads are getting contacted promptly.
• The core group of attendees at smarketing meetings.

True or false? The judicial branch must be more than one person.

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.

What is the purpose of smarketing meetings?

• To have marketing and sales come together to identify and solve problems.
• To have marketing and sales come together to report on progress toward meeting the requirements of their SLA.
• To have marketing and sales come together to recognize high achievers and reward good work.
• To have marketing brainstorm ideas for better serving the sales team.

True or false? Executive leaders should attend smarketing meetings.

Which of the following is the BEST way to ensure your smarketing meetings have a high level of psychological safety?

• 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.
• Avoid calling on individual people to answer questions. Instead, wait for people to volunteer.

What is a buyer persona?

• A semi-fictional representation of your ideal customer based on data.
• The demographic information of a particular sales prospect.
• 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.

True or false? Personas can change over time.

When you ask your customers about their goals and challenges, what are you trying to figure out?

• How long they expect to be in their current position.
• How you can help them overcome their challenges and achieve their goals.
• What they hope your product will do.
• A good way to convince them to buy your product.

• What features they look for in a product like yours.
• What their buying process looks like.
• Who else is involved in their buying process.
• Whether or not they want to work with a salesperson.

How many customers do you need to interview in order to develop a high quality buyer persona?

• About 15
• One or two
• All of them
• Approximately 20% of your customer database

Fill in the blank: While buyer personas help you understand who your customer is, Jobs to Be Done helps you understand your customer’s -.

• motivations
• role
• job description
• point of view

Karen just got home late from work and her kids are hungry. Which of the following BEST describes her job to be done?

• “I need to feed my kids a healthy meal that won’t take long to make.”
• “I just got home late from work and my kids are hungry.”
• “It’s dinnertime and I don’t know what to make.”
• “I don’t want to cook right now, but I have to.”

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.

Which of the following BEST describes the difference between persona interviews and Jobs to Be Done interviews?

• Persona interviews seek to uncover facts about a person, while Jobs to Be Done interviews try to piece together a narrative.
• Persona interviews can be done in a group, but Jobs to Be Done interviews need to be individual.
• Persona interviews are conversational, but Jobs to Be Done interviews are usually scripted.
• Persona interviews need to be repeated regularly, but Jobs to Be Done interviews only need to be done once.

Which of the following best describes the relationship between the interview process for identifying Jobs To Be Done and the interview process for understanding personas?

• Persona interviews focus on understanding the sort of person you’re interviewing, while Jobs To Be Done interviews focuses on the reason they bought your product.
• The two processes are basically the same.
• The questions in the two interviews are basically the same, but persona interviews are conducted with customers, while Jobs To Be Done interviews are conducted with prospects.
• Jobs To Be Done interviews focus on a person’s employment, while persona interviews focus on the person’s personality.

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?

• Make it clear early on that your product isn’t a good fit for them.
• Accept their business and serve them as well as you can.
• Modify your product to do both jobs.
• Ignore them and focus on your target buyers.

True or false? You should create a separate hero statement for each of your personas.

Evaluate this hero statement: Super Veggie Juice Co. is a hero to people who want to eat healthy but don’t have the time to cook and eat vegetables.

• The persona isn’t specific enough.
• The job to be done isn’t specific enough.
• Both A and B.
• No change needed.

If your website doesn’t have much content to attract visitors, which of the following would be the best content to create first?

• Articles that answer sales-related questions, such as how much your product costs.
• An “About Us” page that describes the history of your company.
• General interest pieces that have broad appeal to your persona, even if the topics aren’t closely related to your product.
• All of the above.

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.

What should the content your sales team uses during the sales process do?

• Answer common questions.
• Provide value to the prospect.
• Resolve common concerns.
• All of the above.

Fill in the blank: – is the glue that holds sales and marketing teams together.

• Content
• Management
• Technology
• The judicial branch

All of the following are ways to involve your sales team in the content creation process EXCEPT:

• Have individual sales reps take turns acting as content manager.
• Have the sales team send the marketing team the content they’ve already created.
• 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.

True or false? You should only create video content if you have a high-quality camera and lights.

Which of the following places would be a good place to experiment with video?

• FAQ pages
• Blog posts
• Sales emails
• All of the above

True or false? Content should be a part of every step in your sales process.

All of the following are reasons to extend your sales enablement efforts beyond the sale EXCEPT:

• Existing customers are more likely to buy than new prospects are.
• Successful customers are more likely to recommend your product to a friend.
• Helping your customers succeed prevents negative reviews online.
• It increases your sales team’s likelihood of hitting their quotas.

True or false? Some potential customers won’t buy because they don’t know how to fire their old solution.

A member of your marketing team wants to send a sales offer to your existing customers. How do you respond?

• “That’s fine, as long as it helps them do the job they hired our product to do.”
• “That’s a good idea because we can put more pressure on people who have previously bought from us than we can put on prospects.”
• “We shouldn’t do that. Asking customers to buy from us again is a betrayal of their trust.”
• “That’s a bad idea. Those people have already bought from us. We should focus on finding new prospects instead.”

Which of the following is NOT part of customer enablement?

• Helping your customers use your product most effectively.
• Helping your customers do the job they hired your product to do.
• Helping your customers buy from you again.
• Helping your customers see your competitors’ failings.

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.

All of the following are reasons to implement technology as part of your sales enablement strategy EXCEPT:

• To replace your processes.
• To provide visibility across teams.
• To measure the outcomes of your strategy.
• To automate parts of your strategy.

Which of the following is an example of a core system?

• CRM
• Email templates
• SLA
• Jobs to Be Done

True or false? You should invest in keeping your technological core in place long-term, but you can experiment with your edge technologies and change them easily.

• True — Although your core system can be changed, changing it frequently is complicated and can lead to confusion. But the edges are a great place to experiment and try new things.
• True — It’s impossible to change your technological core, but changing your edges is painless and should be done frequently.
• False — You should experiment with all of your systems on an ongoing basis.
• False — You should invest in keeping both your core and edges in place long-term.

True or false? Marketing and sales should share a single database of customer information.

Which of the following is an example of a formal job story?

• It was my anniversary, and I wanted to go someplace nice, so I made reservations at a local bed and breakfast. They offered a packaged deal with a local theater and a restaurant, and it was a good price, so I bought it.
• As a founder, when my company has grown beyond my ability to control it, I want to learn the strategies and design the playbooks that will help me guide the growth of my company, so that I can double the size of my company in the next three to five years.
• I wanted to understand my customers’ job to be done, so I interviewed several of them, mapped out the timeline of everything that led them to buy my product, and looked for patterns.
• I have a long, boring drive to work, and I need something to help me stay engaged and prevent me from getting hungry before 10:00.

What is a hand raiser?

• Someone who explicitly asks to talk to sales.
• A lead that marketing has qualified for sales outreach.
• A customer who volunteers to participate in persona research.
• An employee who volunteers to lead a smarketing meeting.

True or false? If you don’t have enough hand raisers and good-fit, sales-ready leads to keep your sales team busy, your sales reps should find helpful ways to reach out to good-fit leads that aren’t sales ready.

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.

• 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.

If your service-level agreement provides your sales team with more leads than they can handle, what’s the FIRST thing you should do?

• Evaluate each rep’s sales velocity and look for areas that can be improved.
• Recalculate the SLA to make it more reasonable.
• Hire more salespeople.
• Have your marketing team nurture the leads sales can’t get to until sales is able to contact them.

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?

• “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.”
• “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?”
• “The sales leadership shouldn’t be involved. It would be better to have the marketing leadership do this job.”

Why are smarketing meetings an important part of a sales enablement strategy?

• They maintain alignment between marketing and sales.
• They provide a place to recognize high achievers.
• The provide a place for reporting to upper management.
• All of the above.

Why should defining your target buyer be part of your sales enablement strategy?

• It will increase your sales efficiency by helping your sales team spend more time with people who are more likely to buy.
• It makes it easier to track the progress you’re making toward your goals.
• It’s impossible to implement a sales enablement strategy without first defining a target buyer.
• It’s a good way to identify gaps in your current sales process.

Which of the following is the BEST way to uncover the job that people hire your product to do?

• By interviewing individual customers.
• By sending out a survey to some of your customers.
• By researching similar products online.
• By bringing your marketing and sales teams together to brainstorm possible jobs.

What is the relationship between personas and Jobs to Be Done?

• Personas identify the type of person you should sell to, and jobs describes what you can help them do.
• Personas and jobs are two different methods of arriving at the same information.
• Personas identify the people you should sell to, and jobs identifies the people you should hire.
• Personas are for marketing, and jobs is for sales.

Which of the following is NOT an element of a hero statement?

• A sales goal
• A persona
• A job to be done
• Your company’s name

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.

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.

All of the following are benefits of involving content in your sales process EXCEPT:

• Content enables your sales team to charge more for your product.
• Content makes it easier for your sales team to address common concerns.
• 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.

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.

In most companies, which department produces the most content?

• Sales
• Marketing
• Legal
• None of the above

What’s the sales team’s role in content creation?

• Sales should be involved in content creation on an ongoing basis.
• Sales should be involved in identifying the content that needs to be created but not in creating it.
• 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 manage marketing’s content creation operations.

Which departments should be involved in creating content?

• All departments
• Just marketing
• Just marketing and sales
• All customer-facing departments

Which of the following is an example of an edge system?

• CRM
• Email templates
• SLA
• Jobs to Be Done

Fill in the blanks: You need to figure out your – before you can implement a -.

• process, technology
• technology, process
• edges, core
• single source of truth, sales enablement technology

Why is inbound an important part of a good sales enablement strategy?

• 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.
• Sales enablement is a required part of inbound practices.

It is important to translate your vision into a revenue goal for all of the following reasons EXCEPT:

• 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.
• Translating the vision into a revenue goal makes the vision easier to achieve.

What does a sales and marketing service-level agreement (SLA) require marketing to do?

• Provide sales with a certain number of qualified leads.
• Produce a certain amount of content.
• Attract a certain number of visitors.
• Nothing — the SLA outlines the service sales will provide to marketing.

If your service-level agreement requires your marketing team to generate 40 qualified leads each month, how should they deliver those leads?

• At a steady rate, about 10 leads each week.
• They should deliver as many leads as possible in the first half of the month so sales has the whole month to work with them.
• The should deliver as many leads as possible in the last half of the month to help sales hit their quota.
• It doesn’t matter, as long as 40 qualified leads are delivered each month.

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.

You explain the concept of smarketing meetings to your leadership team, and one person asks, “How often do we need to have these meetings?” How do you respond?

• “We’ll have to figure out what works best for us, but every two weeks is a good place to start.”
• “No more than once a month. More frequently than that takes too much time away from people’s individual projects.”
• “At least once a quarter. Any less than that, and we’ll have trouble getting into a rhythm.”
• “Once a week, at a minimum. This is important enough that we need to be meeting weekly to stay on top of our goals.”

What does it mean to ask a customer about their “watering holes”?

• Ask them where they learn new things related to their job.
• Ask them what distracts them from achieving their goals.
• Ask them what their hobbies are.
• Ask them what refreshes them when they feel frustrated.

Which of the following is the BEST explanation of what it means to help your customers “fire” their old solution?

• Helping them stop using whatever their previous solution was, even if they were “making do” without a product.
• Helping them cancel any contracts with other service providers.
• Helping them understand why they should never go back to using their old solution.
• Helping them encourage their friends not to use the solution they were using previously.

You tell your executive team that your company should have a content manager, and they ask, “Can’t someone take that on as a side project?” How should you respond?

• “That’s a good way to start, but we should put a plan in place for expanding the role into a full-time duty.”
• “Yes, that would be best. Content management isn’t a full-time job.”
• “No, if we can’t have a full-time content manager, we may as well not have a content manager at all.”
• “Yes, but only if it’s a member of the executive team that does it.”

What is an insights committee?

• A group of employees who help with content creation.
• The marketers in charge of creating insightful content.
• A small group of leaders who review every lead sales rejects.
• The leaders who lead a sales enablement initiative.

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.