The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to go from $0 to $100 Million

by Mark Roberge

At HubSpot, we tried the lead scoring approach, but ran into the problems I just described. We evolved to implement an alternative approach we called the “Buyer Persona/Buyer Journey” matrix, or buyer matrix for short. Figure 11.2 shows an example of a buyer matrix. Figure 11.2 Buyer Persona/Buyer Journey Matrix