Sales and Marketing Alignment - MIT Sloan Sales Conference

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Sales and Marketing Alignment - MIT Sloan Sales Conference

  1. 1. Sales & Marketing Alignment:0 to 4,000 Customers with No Cold CallsMIT Sloan Sales ConferenceMay 6th, 2011 Mark Roberge HubSpot @markroberge
  2. 2. Agenda I. Inbound Demand Generation II. Sales and Marketing Alignment III. Science of Sales2
  3. 3. Outbound Demand Generation3 @markroberge
  4. 4. Outbound Marketing is Getting Harder 800-555-1234 Annoying Salesperson4 @markroberge
  5. 5. Inbound Demand Generation Blog SEO Social Media5 @markroberge
  6. 6. How Do You Get to the Top? History of SEO
  7. 7. Inbound Marketing – One Strategy not Three Blog SEO Social Media7 @markroberge
  8. 8. Inbound Leads Cost 60% Less Than Outbound Leads Source: survey of hundreds of businesses: HubSpot.com/ROI
  9. 9. Reading List Suggestion Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com9 @markroberge
  10. 10. Action Items - Inbound Demand Generation 1. Develop a publishing muscle 2. Define a thought leadership committee 3. Start a blog 4. Participate in your prospect’s communities10 @markroberge
  11. 11. Agenda I. Inbound Demand Generation II. Sales and Marketing Alignment III. Science of Sales11
  12. 12. Use Science Not Gut to Determine Sales-Ready Leads SEO BLOG Social Media Visitors Visitors Visitors Leads Leads Leads SEO Customers Blog Customers Social Media Customers [LTV of SEO [LTV of Blog [LTV of Social Media Customers] Customers] Customers]12
  13. 13. Hold Marketing Accountable to Lead Quality and Quantity • MTD Rejected New Lead Rate (target < 5%): 4.6% • MTD 7 Day Lead to Opportunity Conv (target > 33%): 44% • MTD % Leads from B2B >1K employees (target > 20%): 23%13 * Data has been altered from actual HubSpot data for the purposes of this presentation
  14. 14. Use Science, Not Gut, to Find Optimal Attempts per Lead 8 6 LTV / COCA 4 2 0 1 3 5 7 9 11 13 Attempt # All Leads 1-10 employees 11-25 employees 26-50 employees 51+ employees
  15. 15. Hold Sales Accountable to Attempt Quantity and Quality * Data has been altered from actual HubSpot data for the purposes of this presentation15
  16. 16. Action Items – Sales & Marketing Alignment 1. Define your Marketing SLA 2. Define your Sales SLA 3. Implement processes to hold sales and marketing accountable16 @markroberge
  17. 17. Agenda I. Inbound Demand Generation II. Sales and Marketing Alignment III. Science of Sales17
  18. 18. Mission as a Sales Scientist MISSION Predictable, scalable revenue growth STRATEGY If I can…  Hire the same type of sales person  Train them in the same way  Provide them with the same quantity and quality of leads  Have them work the leads using the same process …then I will achieve my goal.18 @markroberge
  19. 19. Predictable Sales Hiring19 @markroberge
  20. 20. Predictable Sales Training What we saw  Shadow a senior sales rep for 1 week  Read a 2 page sales manual What we did  Train your sales people as consultants or experts. Give them hands on experience if possible.  Use tests and certification programs.20 @markroberge
  21. 21. Predictable Lead Quantity and Quality • MTD Rejected New Lead Rate (target < 5%): 4.6% • MTD 7 Day Lead to Opportunity Conv (target > 33%): 44% • MTD % Leads from B2B >1K employees (target > 20%): 23%21 * Data has been altered from actual HubSpot data for the purposes of this presentation
  22. 22. Predicable Sales Funnel Process Bad Lead 1. RESEARCH Prepare for the sales process Too Big No Fit Queue Queue Marketing Int’l 2. PROSPECT LEAD Queue Queue Get to a connect Unable to Qualify 3. CONNECT Schedule the assessment Unqualified 4. QUALIFY Determine worthiness for demo OPPORTUNITY Closed Lost 5. DEMO Illustrate value of software Closed Lost 6. OBJECTIONS & CLOSE Sign up new customer
  23. 23. Use Data to Hold Sales Accountable to the Process Each Color Represents a Different Sales Rep * Data has been altered from actual HubSpot data for the purposes of this presentation
  24. 24. 3.11 “Peal Back the Onion” to Diagnose Issues Lead-Worked-to-Connect Ratio Connect-to-Demo Ratio * Data has been altered from actual HubSpot data for the purposes of this presentation
  25. 25. Action Items – Science of Sales 1. Implement your sales candidate score sheet 2. Add exams and certifications to your sales training process 3. Define the sales process and use data to hold sales accountable25 @markroberge
  26. 26. Additional Resources Grade your website at www.WebsiteGrader.com Read the Inbound Marketing Book www.InboundBook.com Inbound Marketing www.inboundmarketing.com Start your free trial of HubSpot software www.HubSpot.com/free-trial
  27. 27. Thank You! Mark Roberge HubSpot @markroberge

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