Kieran Flanagan@searchbrat“Highly motivated marketing geek high on data crack.”

LET’S FACE IT.

You end up with a lot of conversations like …

HubSpot & LinkedIn Survey

81% of salespeople share relevant, professional updates on their social networks at least once per week.

40% of marketers don’t think salespeople do a good job of sharing the content they provide.

41% of marketers do not use buyer personas.

95% of marketers said that lead quality is important to them ….

… but only 5% of them think they give sales a perfect fit lead.

Only 6% of salespeople think that marketing gives them perfect-fit leads.

Marketing and Sales Agree !

Marketing has no idea who they’re marketing to!

it gets worse

59% of marketers have no formal agreement with Sales

… and 40% of marketers don’t even know what a marketing-qualified lead is

1 Identify what matters to sales & marketing

2 Create a shared buyer persona

3 Define a Service Level Agreement

Let’s Create Our Love Story

4 Define shared metrics for sales & marketing

IDENTIFY WHAT MATTERS TO SALES AND MARKETING

Your Customer

Grow Top of Funnel

Shorten Sales Cycle

Upsell to Customers

Top Corporate Objective is Revenue

New Leads

Close more Opps

Sell more to

customers

Ensure that your revenue growing efforts are aligned across Sales & Marketing

Product marketing to

bridge the gap

Know your competition

CREATE A SHARED BUYER PERSONA

MARKETING MARY• Professional marketer (VP, Director, Manager)• Mid-sized company (25-200 employees)• Small marketing team (1-5 people)• BComm (BU), MBA (Babson)• 42, Married, 2 Kids (10 and 6)

Goals:• Support sales with collateral and leads• Manage company communications• Build awareness

Challenges:• Too much to do• Not sure how to get there• Marketing tool and channel mess

Loves HubSpot because:• Easy to use tools that make her life

easier• Learn inbound marketing best practices• Easier reporting to sales and CEO

Alignment Across Funnel

LeadsGenerate the right Traffic and Leads

PipelineConvert a higher rate into opportunities

Sales

More happy, successful customers

Traffic

DEFINE A SERVICE LEVEL AGREEMENT

Track the # of Marketing Qualified Leads

Track progress on these same marketing

qualified events.

Figure out your SLA

€

Demo

€

Trial

€

Contact Sales

€

IMA

ALIGNMENT ACROSS THE FUNNEL

“Sales and marketing must have a unified picture of the

funnel.”

Define Key Metrics

Leads

The # of new leads you bring in.

Pipeline

The # of leads you qualify for sales follow-up.

Sales

The number of leads who convert into customers.

Identify the metrics essential for sales & marketing success

Define Key Metrics

OWNED BY MARKETING

Marketing are Empowered

60% of the sales cycle is over – before a buyer talks to your salesperson.

Corporate Executive Board: bit.ly/zub217

a. Visits per channel

b. Leads per channel

c. Visit-to-lead ratio per channel

d. Lead-to-customer ratio per channel

Track Leads Across Different Sources

Workable New Leads Dashboard

http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx

Leads Followed Up & Forecast

www.b2bmarketing.net

Frequent Public Transparent

Marketing Shared Dashboards

www.b2bmarketing.net

OWNED BY MARKETING

OWNED BY SALES

The Handoff Point

www.b2bmarketing.net

Examples of Marketing Qualified Leads:

Contact who downloaded an ebook on lead gen, company is 200-1,000 employees & in the UK.

A contact at a company in the UK who filled out the form to request a sales demo or started a trial.

A contact at a company whose role makes him/her a decision maker, e.g. Director.

www.b2bmarketing.net

Examples of Sales Qualified Leads:

Is the contact a primary decision maker?

Do they have a defined project?

Do they have a budget?

Do they have a defined time frame?

Sales Converts Opportunities into Customers

OWNED BY SALES

Track # of New Customers Generated

Ensure that your marketing efforts

are bringing in new customers

http://bit.ly/1cD168M

Thank You