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5 Steps to Establishing an Effective Sales and Marketing Methodology
 

5 Steps to Establishing an Effective Sales and Marketing Methodology

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    5 Steps to Establishing an Effective Sales and Marketing Methodology 5 Steps to Establishing an Effective Sales and Marketing Methodology Presentation Transcript

    • 2 1 STEPS 5 5 3 to Establishing an Effective 4 Sales & Marketing methodology#SalesMktg
    • Your Presenters: Linda Crawford Mike Volpe EVP & GM of Sales Cloud CMO @Salesforce @HubSpot 2
    • Today’s Agenda:1 Identify what matters to sales & marketing2 Align sales & marketing on common goals3 Define shared metrics for sales & marketing4 Connect the dots between various lead stages5 Build social into your sales & marketing strategy 3
    • IDENTIFY WHATMATTERS TOSALES ANDMARKETING
    • Customer Is the Center of Your UniverseWhatever goals you set for sales & marketing, ensure the customer is happy. x CUSTOMER
    • Top Corporate Objective: RevenueEnsure that your revenue growing efforts are aligned across Sales & Marketing. Grow Top of Shorten Sales Upsell to Funnel Cycle Customers 6
    • Product ReleasesEnsure that both Sales & Marketing are aware of product releases. 7
    • CompetitorsTake a streamlined approach to the competition. 8
    • Brand AwarenessYou are part of the same company—so act like it! Benchmark data and company Presentation stats templates, branding colors YOUR Company news & PR BRAND successes 9
    • ALIGN SALES &MARKETING ONCOMMON GOALS
    • Use Dashboards Frequent Public Transparent
    • Marketing Dashboardshttp://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx
    • Marketing Dashboardshttp://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx
    • Workable New Leads Dashboard* Data has been altered from actual HubSpot data for the purposes of this presentation
    • Sales Manager Dashboard
    • Pipeline Metrics
    • Converted Lead Record
    • My Open Opportunities
    • Opportunity Record
    • What to dowhen thingsgo WRONG? 20
    • Rely on Data, Not Emotions 21
    • Monthly Reports
    • DEFINESHAREDMETRICS FORSALES &MARKETING
    • Define Key MetricsIdentify the metrics essential for sales & marketing success. 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. 24
    • Marketing Tackles the Top of the Funnel OWNED BY MARKETING
    • Track Leads Across Different SourcesMeasure traffic and leads that your marketing channels are driving. 26
    • Track Leads by CampaignMeasure how many leads your campaigns are driving by channel.
    • The Handoff Point OWNED BY MARKETING OWNED BY SALES 28
    • Examples of Marketing Qualified Leads: Contact who downloaded an ebook on lead gen, company is 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. A contact at a company whose role makes him/her a decision maker, e.g. a VP or Director.
    • 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?
    • Create a Lead Score
    • Track the # of Marketing Qualified LeadsTrack progress on these same marketing qualified events. 32
    • Computing the Marketing SLA MQL Type Average MQL to Value per Revenue / Customer MQL Customer Close % 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
    • Sales Converts Opportunities into Customers OWNED BY SALES 34
    • Opportunities 35
    • Track # of New Customers GeneratedEnsure that your marketing efforts are bringing in new customers.
    • As a longtime user of Salesforce, we were THRILLED when we discovered the INTEGRATION tool.Heritage Environmental ServicesHubSpot & salesforce.com customer 37
    • CONNECT THEDOTS BETWEENDIFFERENT LEADSTAGES
    • Drive Traffic to Landing Pages with Calls-to-ActionThis is the first stage of lead generation. 1 39
    • Start by Filling the Top of Your FunnelGenerate leads through top-of-the-funnel offers. 2 40
    • Create Robust WorkflowsUse marketing automation to nurture your leads. 3 41
    • Push Leads Down the Sales FunnelInvite contacts to convert on product-centric offers and qualify them. 4 42
    • Notify Sales After Action Was TakenIf your contact was interested in getting more product information, this is a warm lead. 5 43
    • Pass Information into salesforceIntegration between marketing software and CRM platform. 6 44
    • Social Contacts 7 45
    • Ensure Complete & Accurate Contact Info 8
    • Lead Gets Marked as Opportunity 9 9 47
    • Close the LoopUse your closed-loop analytics to track how many customers were generated. 10 48
    • BUILD SOCIALINTO YOURSALES &MARKETINGSTRATEGY
    • SOURCE:MCKINSEYGLOBALINSTITUTE
    • LISTENING ON SOCIALIS ESSENTIALIMAGE SOURCE: ELYCEFELIZ 51
    • You Need to Listen & Engage in Real-Time
    • Social Media Monitoring & Engagement 53
    • BUT SHOULD ALSO ACTIMAGE SOURCE: highersights 54
    • Add a Social Layer to Your Marketing
    • Add Social Media to Your Landing Pages
    • Add Social Media to Your Emails
    • Add Social Media to Your Blog
    • Within Presentations & Text-Based Content
    • Track Performance of Social
    • How Do You Build Social in Sales? 61
    • Taking Collaboration to the Next Level
    • Collaborating Across Teams to Win Deals
    • HubSpot’s Integration with salesforce enables us to contact leads almost IMMEDIATELY after they have visited our website. It allows us to speak with potential clients when they are MOST INTERESTED in our product, and most likely to make purchase decisions.FireRockHubSpot & salesforce.com customer 64
    • Search EngineOptimizationBlogging &Social MediaLead GenerationLeadManagementEmail &AutomationMarketingAnalytics
    • Find out how Get yourHubSpot can help customyou take yourinbound marketing demoto the next level. today.WWW.HUBSPOT.COM/DEMO
    • THANK YOU.