Best Practices for Sales and Marketing Alignment: Working for the Same Team

SALES & MARKETING

HOW TO ALIGN

Welcome to

First time at HUG?

We’re so glad you’re here! We meet once a month to share inbound marketing best practices and get to know other marketers in Austin.

Agenda:

11:30-11:50am- sign in/network/fill out lunch order card 11:50am- Announcements 12:00pm-12:45 pm- Welcome Adam Singh and Cody DeArmond from ShipStation! 12:45pm- Wrap up

Upcoming HUG Events:

July 22: Isaac Moche from HubSpot will join us in person for a deep dive about email best practices.

August 18: Save the date for our summer happy hour

Reminders about changes to HUG

• We’ll be sending out a survey after each HUG meeting to get your feedback.

• If you have a job opening you’d like to share with the HubSpot User Group, there’s a place on the HUG site for you to share the information. We’ll send an email out to the whole HUG list.

HUG is GROWING

We’ve had record numbers of RSVPs for the last few meetings! Hooray!

In order for us to plan accurately and make sure we have enough space, we’re going to start sending an email when RSVPs have filled up for the month. If your plans change and you’re unable to join us, please let us know so we can open up your spot for someone else.

SALES & MARKETING

HOW TO ALIGN

Adam Singh

Online Marketing Manager

ShipStation

@AdamHSingh

Hello!

Cody DeArmond

Manager of Trials & Acquisitions

ShipStation

@CADeArmond

Hello!

MISCOMMUNICATION AND/OR

MISTRUST

BOOST REVENUE BY 208%

ALIGN SALES & MARKETING

DATA-INFLUENCED TOOLS/PRACTICES TO HELP TEAMS WORK AS A SINGLE, REVENUE-GENERATING ORGANIZATION

TAKEAWAY

4 STEPS TO ALIGNING SALES AND MARKETING 1.STANDARDIZE FUNNEL STAGES

2.FORMALIZE A COMMITMENT

3.GENERATE DASHBOARDS AND REPORTS

4.HOLD WEEKLY/MONTHLY MEETINGS

SAAS FUNNEL

SALES FUNNEL

MARKETING FUNNEL

STEP 1

STANDARDIZE FUNNEL STAGES

MARKETING QUALIFIED LEAD (MQL)

AS THE CRUCIAL HANDOFF POINT, THE MQL REQUIRES TERMONOLGY AGREEMENT

TAKEAWAY

WHEN EXPECTATIONS ARE NOT CLEAR, THE ALIGNMENT STRATEGY GOES UNDER

FORMALIZE A COMMITMENT

STEP 2

TO MEET SHARED GOALS FOR REVENUE GROWTH

BOTTOM UP NUMBER CRUNCHING

TALLY MONTHLY PRODUCTIVITY AGAINST THESE GOALS

MONTHLY LEADS GENERATED

% OF CLOSING LEAD TO CUSTOMER

% VALUE OF A LEAD

BASE GOAL IN UNITS THAT ARE MOST RELEVANT TO A SALES PERSON

🤑

TAKEAWAY

FAILING TO MONITOR PROGRESS IS A COMMON MISTAKE

DAILY DASHBOARDS & MONTHLY REPORTS

STEP 3

DAILY MARKETING DASHBOARD

TRAFFIC & LEADS WATERFALL

MONTHLY MARKETING REPORT

📊 VISITS, LEADS & CUSTOMERS BY SOURCES

📈 PERFORMANCE OF MARKETING ASSETS

🚀 SPEED FROM CONVERSION EVENT TO SALES FOLLOW UP

SALES DASHBOARD

⏱ NEW LEADS THAT WERE NOT CALLED

WITHIN x HOURS

# ALL LEADS THAT WERE NOT CALLED AT

LEAST y TIMES WITHIN z DAYS

MONTHLY SALES REPORT

🎯 SALES WATERFALL CHART

⏲ TOTAL SALES CYCLE

CLOSED-LOOP REPORTING IS THE CRUCIAL INGREDIENT FOR MAINTAINING SALES AND MARKETING ALIGNMENT

TAKEAWAY

RELATIONSHIPS FALL APART WHEN NO ONE SHOWS UP TO

THE TABLE

WEEKLY & MONTHLY MEETINGS

STEP 4

RECENT RESULTS AND UPCOMING ACTIVITIES

WEEKLY SALES/MARKETING MEETINGS

MONTHLY MANAGEMENT MEETING

REVIEW OF METRICS FUTURE PLANS

DISPUTES

MEET EARLY AND OFTENTAKEAWAY

4 STEPS TO ALIGNING SALES AND MARKETING 1.STANDARDIZE FUNNEL STAGES

2.FORMALIZE A COMMITMENT

3.GENERATE DASHBOARDS AND REPORTS

4.HOLD WEEKLY/MONTHLY MEETINGS

THANK YOU!QUESTIONS?