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Aligning marketing sales and services v5   pdf
Aligning marketing sales and services v5   pdf
Aligning marketing sales and services v5   pdf
Aligning marketing sales and services v5   pdf
Aligning marketing sales and services v5   pdf
Aligning marketing sales and services v5   pdf
Aligning marketing sales and services v5   pdf
Aligning marketing sales and services v5   pdf
Aligning marketing sales and services v5   pdf
Aligning marketing sales and services v5   pdf
Aligning marketing sales and services v5   pdf
Aligning marketing sales and services v5   pdf
Aligning marketing sales and services v5   pdf
Aligning marketing sales and services v5   pdf
Aligning marketing sales and services v5   pdf
Aligning marketing sales and services v5   pdf
Aligning marketing sales and services v5   pdf
Aligning marketing sales and services v5   pdf
Aligning marketing sales and services v5   pdf
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Aligning marketing sales and services v5 pdf

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    • 1. Aligning Sales, Marketing &Customer Service to Increase Revenue and Improve the Customer Experience October 22nd, 2012 , Sales & Marketing 2.0, #s20c Mark Roberge SVP of Sales and Services, HubSpot @markroberge SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
    • 2. Example HubSpot Personas Owner Ollie Marketing Mary Enterprise Erin (1-100 employees) (100-2,000 employees) (2,000+ employees)– “Owner” of business – “Director/VP of Marketing” – CMO / VP of Global Marketing– Started biz with own capital – 10+ years marketing experience – Manages high level strategic– Helps with sales, finance, – Worries about “brand presence” objectives from the C-Suite marketing, HR (colors, logo, fonts) – Biggest hurdles are organizational– Static company website – Skilled at PR and branding change rather than software– No CRM system – Website built for $25K with firm – Unhealthy relationship with sales– Wants to get more leads – Uses Salesforce.com – Wants software that can conform to and earn more money – Wants to learn inbound marketing the organization’s unique needs– Needs easy to use tools – Needs reports to show CEO – Services and relationship just as– Wants his life to be easier – Doesn’t like to tinker important as the software itself SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
    • 3. Pre-2012 Functional Driven Approach MARKETING SALES SERVICESGenerate inbound leads Convert leads to Make customers  Campaigns focused on  Persona-specific sales customers  Product-specific services successful Mary and Erin processes process  Weekly Marketing status  Weekly sales status  Weekly services status meetings meetings meetings  Targeting company-wide  Targeting person-specific  Targeting product-specific lead goals revenue goals customer success goals 50,000 Leads 400 Customers per month per month SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
    • 4. 2012 Persona Driven ApproachOwner Ollie Team Marketing Mary Team Enterprise Erin Team (1-100 employees) (100-2,000 employees) (2,000+ employees) Group Sales & On- 1-to-1 Sales & On- Multi-Level Sales & On Ollie Mary Erin Boarding Marketing Boarding Marketing Boarding Marketing Ollie Ollie Mary Mary Erin ErinServices Sales Services Sales Services Sales  Replaced marketing, sales, and services meetings with buyer persona meetings  Re-organized seating around cross-functional buyer persona teams  Customized marketing SLA, sales effectiveness, and customer success metrics to persona SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
    • 5. Persona Based Marketing SLAs Owner Ollie Leads Marketing Mary Leads (1-100 Employees) (100-2,000 Employees) Lead Type Lead Value Lead Type Lead Value Webinar $.07 Webinar $.35 eBook $.05 eBook $.45 Free Trial $.45 Free Trial $2.10 Demo Request $.95 Demo Request $2.75 Enterprise Erin Leads (2,000+ Employees) Lead Type Lead Value Webinar $.85 eBook $1.00 Free Trial $4.25* Data has been altered from actualHubSpot data for the purposes of this Demo Request $6.10presentation SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
    • 6. Persona Based Sales SLA LTV / COCA Attempt # Ollie Leads Mary Leads Erin Leads* Data has been altered from actual HubSpot data for the purposes of this presentation SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
    • 7. Daily Accountability for Marketing & Sales* Data has been altered from actual HubSpot data for the purposes of this presentation SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
    • 8. Traditional Marketing Automation CONTEXT MEDIUM SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
    • 9. Persona Based Marketing Automation CONTEXT MEDIUM Owner Ollie Marketing MaryEnterprise Erin SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
    • 10. Sales & Services Compensation Alignment Variable Compensation by Role New Revenue Customer RetentionNote: Marketing bonus based on % of New Revenue SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
    • 11. Monthly Persona Meeting Best Practices Report out by persona leadership to company C-Suite Consistent cadence of metrics across personas Discussion on success framework  Maximize customer success  Maximize unit economics  Maximize growth Make investment decisions Develop leadership SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
    • 12. Consistent Cadence of Persona Metrics Metric Ollie Mary Erin LTV/CAC 5.2 11.5 19.0 CAC $6,250 $15,500 $28,750 MRR Churn 1.3% 0.7% 0.5% Avg MRR $425 $1250 $2725 LTV $32,700 $179,000 $545,000 Months to Payback 14.7 12.4 10.6 MRR Growth (Q2Q) 18% 27% 34% MRR / Rep $4,750 $7,250 $10,500 NPS 47 65 62 Leads per Cust. 540 2,400 6,625* Data has been altered from actual HubSpot data for the purposes of this presentation SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
    • 13. Improved Business Results 61% 77% 20%SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
    • 14. create marketing people loveSALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
    • 15. SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
    • 16. SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
    • 17. SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
    • 18. www.HubSpot.com/3SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
    • 19. QUESTIONS Mark Roberge SVP of Sales and Services, HubSpot @markroberge SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012

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