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Sales + Marketing Alignment:
Breaking Down Silos for Success
#CLEHUG
Cleveland HubSpot User Group
Dia
Dalsky
@DiaDalsky
Sam
Brenner
@SamJBrenner
consultant, PR 20/20
business development lead
senior consultant, PR 20/20
...
Steve
Zavaski
@SZavaski
senior account executive, HubSpot
Special HubSpot Guest
• Based Out Of Boston
• Direct Sales – Cle...
• HubSpot Updates
• Sales + Marketing Alignment
• Discussion + Q&A
• 3 Takeaways
• Networking
Agenda
#CLEHUG
• 30-Day Free Enterprise Trial
• Sitemaps + Advanced Menus
• Blog Post Analysis Dashboard
• CRM Permissions
• Property Set...
Sales + Marketing Alignment:
Breaking Down Silos for Success
#CLEHUG
Zero Moment of Truth
#CLEHUG
Source: Chiefmartech.com
the customer journey does not follow
a linear path defined by marketers
@paulroetzer www.pr2020.c...
Convergence of Sales, Marketing + Customer Service
#CLEHUG
How do we align sales
and marketing?
#CLEHUG
#CLEHUG
Create a seamless
experience + delight
#CLEHUG
How do we achieve Smarketing?
#CLEHUG
• Create the narrative.
• Align strategies.
• Clearly communicate goals and KPIs.
• ...
Sales and Marketing
with HubSpot
How to Unify
#CLEHUG
Unite Your Sales & Marketing
#CLEHUG
• Weekly meeting to review goals and current lead volume &
quality
• What types of co...
Service Level Agreement (SLA)
#CLEHUG
A Formal commitment between Sales & Marketing to meet
shared goals for revenue growt...
Service Level Agreement (SLA)
#CLEHUG
Marketing
Commits to delivering a certain quantity and quality of leads
to help the ...
Service Level Agreement (SLA)
#CLEHUG
Sales
Commits to follow up on those leads in a timely manner, and
to make a specific...
Marketing Qualified Leads (MQL’s)
#CLEHUG
• Handoff point between marketing and sales
• Every company’s definition of an M...
Sales Qualified Leads (SQL’s)
#CLEHUG
• Leads Sales has accepted from Marketing
• Every company’s definition of an SQL wil...
Lead Intelligence
Lead Revisit Notifications
#CLEHUG
Prospects - Why It’s Awesome
Every day, 98% of your site visitors end up leaving without converting into a lead.
• Who are...
Lead Scoring
Marketing Automation - Workflows
#CLEHUG
HubSpot CRM
HubSpot Sidekick
#CLEHUG
The Complete Guide to Unifying
Your Sales + Marketing Efforts
Free Ebook Download:
http://offers.hubspot.com/unify...
Sales + Marketing Alignment:
Q&A
#CLEHUG
Sales + Marketing Alignment:
Key Takeaways
#CLEHUG
#CLEHUG
The customer
journey has
changed…so should
your approach to
marketing and sales
alignment.
Takeaway #1:
#CLEHUG
Consistent
communication and
collaboration is
crucial to sales and
marketing success
Takeaway #2:
#CLEHUG
Marketing
automation tech
will help unify your
sales and marketing
activities
Takeaway #3:
Sales + Marketing Alignment: Breaking Down Silos for Success
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Sales + Marketing Alignment: Breaking Down Silos for Success

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Cleveland HubSpot User Group's May 7, 2015 presentation on how alignment sales and marketing (Smarketing) can delight customers and drive performance. Tips include how to restructure and communicate between teams, rely on data and utilize technology to achieve organizational goals.

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Sales + Marketing Alignment: Breaking Down Silos for Success

  1. 1. Sales + Marketing Alignment: Breaking Down Silos for Success #CLEHUG Cleveland HubSpot User Group
  2. 2. Dia Dalsky @DiaDalsky Sam Brenner @SamJBrenner consultant, PR 20/20 business development lead senior consultant, PR 20/20 leader, Cleveland HUG
  3. 3. Steve Zavaski @SZavaski senior account executive, HubSpot Special HubSpot Guest • Based Out Of Boston • Direct Sales – Cleveland, Columbus, & Toronto
  4. 4. • HubSpot Updates • Sales + Marketing Alignment • Discussion + Q&A • 3 Takeaways • Networking Agenda #CLEHUG
  5. 5. • 30-Day Free Enterprise Trial • Sitemaps + Advanced Menus • Blog Post Analysis Dashboard • CRM Permissions • Property Settings Page Redesign • Salesforce Integration Updates • COS Site Pages + Campaigns • Sales Platform Updates • INBOUND Tickets — ClevelandHUG15 Code $50 discount HubSpot Updates #CLEHUG What’s new in the HubSpot community? March 2015 Updates| April 2015 Updates
  6. 6. Sales + Marketing Alignment: Breaking Down Silos for Success #CLEHUG
  7. 7. Zero Moment of Truth #CLEHUG
  8. 8. Source: Chiefmartech.com the customer journey does not follow a linear path defined by marketers @paulroetzer www.pr2020.com#CLEHUG
  9. 9. Convergence of Sales, Marketing + Customer Service
  10. 10. #CLEHUG
  11. 11. How do we align sales and marketing? #CLEHUG
  12. 12. #CLEHUG Create a seamless experience + delight
  13. 13. #CLEHUG
  14. 14. How do we achieve Smarketing? #CLEHUG • Create the narrative. • Align strategies. • Clearly communicate goals and KPIs. • Maintain consistent collaboration and communication. • Rely on data.
  15. 15. Sales and Marketing with HubSpot How to Unify #CLEHUG
  16. 16. Unite Your Sales & Marketing #CLEHUG • Weekly meeting to review goals and current lead volume & quality • What types of collateral make a lead good or bad? • What questions on forms are good barometers? • Expectations for lead follow-up by Sales • Top reasons a lead doesn’t close? • What can Marketing do better to help Sales? • Service Level Agreements
  17. 17. Service Level Agreement (SLA) #CLEHUG A Formal commitment between Sales & Marketing to meet shared goals for revenue growth. It’s a two-way process.
  18. 18. Service Level Agreement (SLA) #CLEHUG Marketing Commits to delivering a certain quantity and quality of leads to help the sales team meet its quota.
  19. 19. Service Level Agreement (SLA) #CLEHUG Sales Commits to follow up on those leads in a timely manner, and to make a specific number of contact attempts before abandoning the lead.
  20. 20. Marketing Qualified Leads (MQL’s) #CLEHUG • Handoff point between marketing and sales • Every company’s definition of an MQL will vary • A good fit for your company Examples: • Downloaded a buyers’ guide • Downloaded a product spec sheet • Lead score over…
  21. 21. Sales Qualified Leads (SQL’s) #CLEHUG • Leads Sales has accepted from Marketing • Every company’s definition of an SQL will vary • Ready to talk to a salesperson. Examples: • Requested a demo • Requested a consultation • Lead score over…
  22. 22. Lead Intelligence
  23. 23. Lead Revisit Notifications #CLEHUG
  24. 24. Prospects - Why It’s Awesome Every day, 98% of your site visitors end up leaving without converting into a lead. • Who are these prospects? • What originally attracted them to your site? • Acquire critical information about what content is bringing companies in. • For marketers, this means knowing what content attracts the best types of prospects. • For sales, this means knowing more about a company before making a call.
  25. 25. Lead Scoring
  26. 26. Marketing Automation - Workflows #CLEHUG
  27. 27. HubSpot CRM
  28. 28. HubSpot Sidekick
  29. 29. #CLEHUG The Complete Guide to Unifying Your Sales + Marketing Efforts Free Ebook Download: http://offers.hubspot.com/unifying-sales-and- marketing
  30. 30. Sales + Marketing Alignment: Q&A #CLEHUG
  31. 31. Sales + Marketing Alignment: Key Takeaways #CLEHUG
  32. 32. #CLEHUG The customer journey has changed…so should your approach to marketing and sales alignment. Takeaway #1:
  33. 33. #CLEHUG Consistent communication and collaboration is crucial to sales and marketing success Takeaway #2:
  34. 34. #CLEHUG Marketing automation tech will help unify your sales and marketing activities Takeaway #3:

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