2   1                      STEPS   5         5        3   to Establishing                      an Effective             4 ...
Your Presenters:   Linda Crawford            Mike Volpe   EVP & GM of Sales Cloud   CMO   @Salesforce               @HubSp...
Today’s Agenda:1   Identify what matters to sales & marketing2    Align sales & marketing on common goals3    Define share...
IDENTIFY WHATMATTERS TOSALES ANDMARKETING
Customer Is the Center of Your UniverseWhatever goals you set for sales & marketing, ensure the customer is happy.        ...
Top Corporate Objective: RevenueEnsure that your revenue growing efforts are aligned across Sales & Marketing.    Grow Top...
Product ReleasesEnsure that both Sales & Marketing are aware of product releases.                                         ...
CompetitorsTake a streamlined approach to the competition.                                                  8
Brand AwarenessYou are part of the same company—so act like it!                                               Benchmark   ...
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-Lead...
Marketing Dashboardshttp://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Lead...
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               ...
Marketing Tackles the Top of the Funnel                             OWNED BY                             MARKETING
Track Leads Across Different SourcesMeasure traffic and leads that your marketing channels are driving.                   ...
Track Leads by CampaignMeasure how many leads your campaigns are driving by channel.
The Handoff Point                    OWNED BY                    MARKETING                     OWNED                    BY...
Examples of Marketing Qualified Leads:    Contact who downloaded an ebook on lead gen,    company is 200-1,000 employees &...
Examples of Sales Qualified Leads:    Is the contact a primary decision maker?    Do they have a defined project?    Do th...
Create a Lead Score
Track the # of Marketing Qualified LeadsTrack progress on these same marketing qualified events.                          ...
Computing the Marketing SLA   MQL Type        Average     MQL to    Value per                  Revenue /   Customer     MQ...
Sales Converts Opportunities into Customers                                 OWNED                                 BY SALES...
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    ...
CONNECT THEDOTS BETWEENDIFFERENT LEADSTAGES
Drive Traffic to Landing Pages with Calls-to-ActionThis is the first stage of lead generation.           1                ...
Start by Filling the Top of Your FunnelGenerate leads through top-of-the-funnel offers.                2                  ...
Create Robust WorkflowsUse marketing automation to nurture your leads.                                                  3 ...
Push Leads Down the Sales FunnelInvite contacts to convert on product-centric offers and qualify them.                    ...
Notify Sales After Action Was TakenIf your contact was interested in getting more product information, this is a warm lead...
Pass Information into salesforceIntegration between marketing software and CRM platform.         6                        ...
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.                                  ...
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                ...
Search EngineOptimizationBlogging &Social MediaLead GenerationLeadManagementEmail &AutomationMarketingAnalytics
Find out how         Get yourHubSpot can help     customyou take yourinbound marketing    demoto the next level.   today.W...
THANK YOU.
5 Steps to Establishing an Effective Sales and Marketing Methodology
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5 Steps to Establishing an Effective Sales and Marketing Methodology

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Learn how you can establish an effective alignment between your sales and marketing departments. Linda Crawford, EVP & GM of Sales Cloud at salesforce.com, and Mike Volpe, HubSpot's CMO, will walk you through the five steps of building a sales and marketing powerhouse. The two leaders will share lessons based on established internal practices as well as analytical insights from both HubSpot and data.com.

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5 Steps to Establishing an Effective Sales and Marketing Methodology

  1. 1. 2 1 STEPS 5 5 3 to Establishing an Effective 4 Sales & Marketing methodology#SalesMktg
  2. 2. Your Presenters: Linda Crawford Mike Volpe EVP & GM of Sales Cloud CMO @Salesforce @HubSpot 2
  3. 3. 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
  4. 4. IDENTIFY WHATMATTERS TOSALES ANDMARKETING
  5. 5. Customer Is the Center of Your UniverseWhatever goals you set for sales & marketing, ensure the customer is happy. x CUSTOMER
  6. 6. 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
  7. 7. Product ReleasesEnsure that both Sales & Marketing are aware of product releases. 7
  8. 8. CompetitorsTake a streamlined approach to the competition. 8
  9. 9. 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
  10. 10. ALIGN SALES &MARKETING ONCOMMON GOALS
  11. 11. Use Dashboards Frequent Public Transparent
  12. 12. Marketing Dashboardshttp://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx
  13. 13. Marketing Dashboardshttp://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx
  14. 14. Workable New Leads Dashboard* Data has been altered from actual HubSpot data for the purposes of this presentation
  15. 15. Sales Manager Dashboard
  16. 16. Pipeline Metrics
  17. 17. Converted Lead Record
  18. 18. My Open Opportunities
  19. 19. Opportunity Record
  20. 20. What to dowhen thingsgo WRONG? 20
  21. 21. Rely on Data, Not Emotions 21
  22. 22. Monthly Reports
  23. 23. DEFINESHAREDMETRICS FORSALES &MARKETING
  24. 24. 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
  25. 25. Marketing Tackles the Top of the Funnel OWNED BY MARKETING
  26. 26. Track Leads Across Different SourcesMeasure traffic and leads that your marketing channels are driving. 26
  27. 27. Track Leads by CampaignMeasure how many leads your campaigns are driving by channel.
  28. 28. The Handoff Point OWNED BY MARKETING OWNED BY SALES 28
  29. 29. 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.
  30. 30. 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?
  31. 31. Create a Lead Score
  32. 32. Track the # of Marketing Qualified LeadsTrack progress on these same marketing qualified events. 32
  33. 33. 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
  34. 34. Sales Converts Opportunities into Customers OWNED BY SALES 34
  35. 35. Opportunities 35
  36. 36. Track # of New Customers GeneratedEnsure that your marketing efforts are bringing in new customers.
  37. 37. As a longtime user of Salesforce, we were THRILLED when we discovered the INTEGRATION tool.Heritage Environmental ServicesHubSpot & salesforce.com customer 37
  38. 38. CONNECT THEDOTS BETWEENDIFFERENT LEADSTAGES
  39. 39. Drive Traffic to Landing Pages with Calls-to-ActionThis is the first stage of lead generation. 1 39
  40. 40. Start by Filling the Top of Your FunnelGenerate leads through top-of-the-funnel offers. 2 40
  41. 41. Create Robust WorkflowsUse marketing automation to nurture your leads. 3 41
  42. 42. Push Leads Down the Sales FunnelInvite contacts to convert on product-centric offers and qualify them. 4 42
  43. 43. Notify Sales After Action Was TakenIf your contact was interested in getting more product information, this is a warm lead. 5 43
  44. 44. Pass Information into salesforceIntegration between marketing software and CRM platform. 6 44
  45. 45. Social Contacts 7 45
  46. 46. Ensure Complete & Accurate Contact Info 8
  47. 47. Lead Gets Marked as Opportunity 9 9 47
  48. 48. Close the LoopUse your closed-loop analytics to track how many customers were generated. 10 48
  49. 49. BUILD SOCIALINTO YOURSALES &MARKETINGSTRATEGY
  50. 50. SOURCE:MCKINSEYGLOBALINSTITUTE
  51. 51. LISTENING ON SOCIALIS ESSENTIALIMAGE SOURCE: ELYCEFELIZ 51
  52. 52. You Need to Listen & Engage in Real-Time
  53. 53. Social Media Monitoring & Engagement 53
  54. 54. BUT SHOULD ALSO ACTIMAGE SOURCE: highersights 54
  55. 55. Add a Social Layer to Your Marketing
  56. 56. Add Social Media to Your Landing Pages
  57. 57. Add Social Media to Your Emails
  58. 58. Add Social Media to Your Blog
  59. 59. Within Presentations & Text-Based Content
  60. 60. Track Performance of Social
  61. 61. How Do You Build Social in Sales? 61
  62. 62. Taking Collaboration to the Next Level
  63. 63. Collaborating Across Teams to Win Deals
  64. 64. 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
  65. 65. Search EngineOptimizationBlogging &Social MediaLead GenerationLeadManagementEmail &AutomationMarketingAnalytics
  66. 66. Find out how Get yourHubSpot can help customyou take yourinbound marketing demoto the next level. today.WWW.HUBSPOT.COM/DEMO
  67. 67. THANK YOU.

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