The document discusses a survey of marketers and salespeople about their relationship and perceptions of each other. Some key findings include: - Marketers create content but salespeople do not always share it, while salespeople find the leads from marketers are not always a good fit. - Many marketers do not use buyer personas or understand who their target customers are, which impacts lead quality. - A lack of agreement between marketing and sales about responsibilities contributes to issues with lead handoff and follow up. - However, most salespeople see marketing as important to revenue and many marketers see sales as collaborative, indicating potential for improvement in their relationship.

1. The
SALES & MARKETING
LOVE STORY

2. LET’SFACEIT.

3. SOMETIMES IT CAN
FEEL LIKE MARKETERS
ARE FROM VENUS.

4. ... AND SALESPEOPLE
ARE FROM MARS.

5. the conversation
often goes like this ...
Like in the story of
Marketing Mary
& Sales Sam ...

6. I give you great content but
you won’t share it!

7. All that content and social
doesn’t work.

8. You’re not even following up
with the leads I give you!

9. That’s because the leads you
give me suck, and marketing
is just a waste of money!

10. You have no idea
who our customer is!

11. Sales Marketing
Which is costing
companies money.
$ $

12. SO HUBSPOT & LINKEDIN
SURVEYED MARKETERS AND
SALESPEOPLE AROUND
THE GLOBE.

13. To find out just how
Marketing and Sales
are working together.

14. AND WHAT THEY REALLY
THINK OF EACH OTHER.

15. AND WHAT THEY REALLY
THINK OF EACH OTHER.
SO LET’S START.

16. 1 Joiningforcesto attract prospects.

17. Contentandsocialmediaareimportantto
marketers.
Marketingprofessionalspublish
21%morepoststoLinkedInper
monththansalesprofessionals.

18. Theyusecontentto
attractvisitorsto
theirwebsite.

19. Butsalespeople love contentandsocialtoo.

20. 81%ofsalespeoplesharerelevant,
professionalupdatesontheirsocial
networksatleastonceperweek.

21. 72%ofsalespeoplehaveusedsocial
mediatosourceadealin2013.

22. BUTMARKETERSTHINK
SALESPEOPLECOULDDOBETTER.

23. 40%ofmarketersdon’tthink
salespeopledoagoodjobofsharingthe
contenttheyprovide.
Learnmoreaboutsocialsellinghere

24. 2 Understandingthe Customer

25. Buyer personas help marketers to
communicate with the right audience.
Learn how to create yours here

26. But not enough marketers are applying
personas to their marketing strategy.

27. 41% of marketers do not use
buyer personas.

28. This makes it difficult for marketing to
envision what a good-fit lead looks like.

29. Contrary to what Sales may think ...

30. Contrary to what Sales may think ...
95% of marketers said that lead quality
is important to them ...

31. ... but only 5% of them think they give
sales a perfect fit lead.

32. AND SALESPEOPLE AGREE ...

33. Only 6% of salespeople think that
marketing gives them perfect-fit leads.

34. MARKETING AND SALES AGREE ...

35. MARKETING HAS NO IDEA WHO
THEY’RE MARKETING TO!

36. 3 NurturingtheRelationship

37. When 59% of marketers admit that they
have no formal agreement with Sales to
determine both teams’ responsibilities ...
Learn how to create an agreement here

38. ... and 40% of marketers don’t even
know what a marketing-qualified lead
is ...

39. OR … A SALES-QUALIFIED LEAD

40. ... it might leave some marketers asking,
‘Where do I stand in this relationship?’

42. Having a service level agreement
between Sales and Marketing can
really help to solve this problem.
Learn how to create an SLA here

43. 87% of salespeople
think they do a good
job of following up
with leads Marketing
gives them ...

44. 87% of salespeople
think they do a good
job of following up
with leads Marketing
gives them ...
... only 64% of
marketers agree.

45. BUT ...

46. ... with 88% of
salespeople be-
lieving that their
marketing team is
a crucial
source of revenue
generation ...

47. With 88% of sales-
people believing
that their marketing
team is a crucial
source of revenue
generation ...
... and 72% of market-
ers believing that
their sales team is
collaborative ...

48. ... there is hope for their
relationship!

49. 4 Inaperfectworld,theconversation
wouldgolike...

50. You give me great content
to share on my social
networks.

51. You give me great feedback
to help develop an accurate
buyer persona.
Learn How Here
Develop your
buyer persona with
our template here.

52. Marketing sends me
perfect-fit leads.
Learn How Here

53. Sales does a great
job following up with
leads now that we
have an agreement
in place.
Learn How Here
Learn how
to create a
marketing and
sales agreement.

54. We avoid confusion by looking at the
same dashboards with shared goals.
Learn How Here

55. And they lived
happily ever after!

56. How to Create a Love
Story Between
SALES & MARKETING
#SMLove
See How You Can
Create Your Own Love
Story Between Sales &
Marketing.
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