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87% of the terms sales & marketing use to describe each other are negative.
Source: Corporate Executive Board survey, http://bit.ly/wQCz4b
2
Search EngineOptimization
Blogging & Social Media
Lead Generation
Email & Automation
Marketing Analytics
Lead Management
Only
45% of companies have established a company-wide definition of a sales-ready lead.
2009 survey by MarketingSherpa, http://bit.ly/zL3sf0
4
Search EngineOptimization
Blogging & Social Media
Lead Generation
Email & Automation
Marketing Analytics
Lead Management
Companies with strong sales & marketing alignment get
20% annual revenue growth.
2010 study by the Aberdeen Group, http://bit.ly/zmIJQD
6
Search EngineOptimization
Blogging & Social Media
Lead Generation
Email & Automation
Marketing Analytics
Lead Management
All You Need to Knowto Align Sales and Marketing
Mike VolpeChief Marketing Officer, HubSpot
@mvolpe
Mark RobergeVP of Sales, HubSpot
@markroberge
#SMARKETING
SALES MARKETING
Source: Corporate Executive Board http://bit.ly/wQCz4b
“simple-minded”“cowboys”
“incompetent”
“paper pushers”“academics”“irrelevant”
#SMARKETING
Sales + Marketing =Smarketing
Before Starting with Smarketing1
Before You Begin Smarketing
1. Set up closed-loop
reporting
2. Agree on terminology
3. Implement an SLA
Traditional Marketing
Marketing Sales
Problems:• Duplicate leads• Limited lead information• No feedback from sales• No ROI Measurement
Closed Loop Marketing
Marketing Sales
• de-duplicate leads• import to CRM• lead intelligence
• contact info & status updates• closed loop data to analyze
Customers by Marketing Source
Conversion Assists Report
Closed-loop Lead Intelligence
Closed Loop Social Intelligence
Closed Loop CRM Integration
Closed Loop Lead Alerts
Before You Begin Smarketing
1. Set up closed-loop
reporting
2. Agree on terminology
3. Implement an SLA
Define Your Funnel Stages
Visitors
Leads / Inquiries
Marketing Qualified Leads
Sales Qualified Leads
Opportunities
Customers
What is an MQL?
Stimulate Interest
Follow-upQuickly
AvoidTake
Orders
Fit
Interest
MQL Examples
• A contact at a company that has filled out a landing page, and works at a company of 200-1,000 employees in North America.
• A contact at a company in the US who filled out the form to request a sales demo or started a trial.
Grade Your Leads
Before You Begin Smarketing
1. Set up closed-loop
reporting
2. Agree on terminology
3. Implement an SLA
SLAs Go Both Ways
Marketing to Sales• Number and quality of leads
required to hit company revenue goals
Sales to Marketing• Speed and depth of lead follow-up
that makes economic sense
The Marketing SLA
• How many leads of a certain quality does a sales rep need to make quota?
• How many leads does a sales rep need to be busy 100% of the time?
The Marketing SLA
• Will sales do any prospecting?
• What % of sales opportunities will marketing originate?
• What % of sales opportunities will marketing influence?
Computing the Marketing SLA
MQL Type
Average Revenue
/ Custome
r
MQL to Customer Close
%
Value per MQL
Whitepaper $160,000 1.0% $1,600
Webinar $100,000 1.5% $3,000
Online Demo
$150,000 2.0% $3,000
Tradeshow $125,000 1.0% $1,250
Contact Sales
$110,000 10.0% $11,000
The Sales SLA
• How many call/email attempts should sales make for every lead of a certain quality to not waste leads?
• With X leads and Y hours / month, how many follow-up attempts should sales be able to complete per lead?
Computing the Sales SLA
* Data has been altered from actual HubSpot data for the purposes of this presentation
Example SLAs
• Marketing will deliver 100 MQLs per sales rep per month
• Sales will make 1 follow-up attempt in 4 business hours, with 5 attempts in 14 days
ManagingSmarketing2
Managing Smarketing
1. Dashboards & Reports
2. Meetings
3. Other Communication
Dashboards
Get individuals and teams to fix problems without management intervention.
• Frequent• Public• Transparent
Marketing Dashboards
http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx
Marketing Dashboards
http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx
Sales Dashboards
* Data has been altered from actual HubSpot data for the purposes of this presentation
Sales Dashboards
* Data has been altered from actual HubSpot data for the purposes of this presentation
Sales Dashboards
* Data has been altered from actual HubSpot data for the purposes of this presentation
Sales Dashboards
* Data has been altered from actual HubSpot data for the purposes of this presentation
Monthly Reports
Managing Smarketing
1. Dashboards & Reports
2. Meetings
3. Other Communication
Weekly Smarketing Meeting
• Goal: Get / stay on same page
• Everyone attends
• Point person from each team runs
meeting
• Size of meeting determines format
Monthly Management Meeting
• Key managers attend
• Lots of discussion
• Dive deeper into more contentious
issues
• Resolve disputes
Managing Smarketing
1. Dashboards & Reports
2. Meetings
3. Other Communication
Other Communication
Other Communication
Summary of Smarketing Tips
1. Before you begin Smarketing1. Set up closed-loop reporting metrics2. Add closed-loop lead intelligence and info3. Agree on funnel stage terminology4. Implement an SLA for both teams
2. Managing Smarketing1. Daily dashboards drive behavior2. Monthly reports provide transparency3. Weekly Smarketing meeting4. Monthly management meeting5. Consolidate other communication
51
What is HubSpot?
You can do marketing this way.
53
Or you can do marketingthis way.
Customers
2011: Our BIGGEST Year Yet
56
#17
$32M
Strategic investments.
59
Search EngineOptimization
Blogging & Social Media
Lead Generation
Email & Automation
Marketing Analytics
Lead Management
THANK YOU.MIKE VOLPE
Chief Marketing Officer, HubSpot@mvolpe
Mark RobergeVP of Sales, HubSpot
@markroberge
#SMARKETING
15smallgroupworkshops
6inspiringkeynotes
50+breakoutsessions
7 learningtracks
3 days
2000 inbound marketing professionals
0reasonsnot toGO!
REGISTER TODAY!www.InboundConference.com
Get 25% off the Early
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62
Get a Free Assessment of Your Marketing:www.HubSpot.com/IMA
WebinarQ&A
#SMARKETING