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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?