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Aligning marketing sales and services v5 pdf

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Aligning marketing sales and services v5 pdf

  1. 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. 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. 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. 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. 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. 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. 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. 8. Traditional Marketing Automation CONTEXT MEDIUM SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
  9. 9. Persona Based Marketing Automation CONTEXT MEDIUM Owner Ollie Marketing MaryEnterprise Erin SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
  10. 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. 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. 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. 13. Improved Business Results 61% 77% 20%SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
  14. 14. create marketing people loveSALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
  15. 15. SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
  16. 16. SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
  17. 17. SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
  18. 18. www.HubSpot.com/3SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
  19. 19. QUESTIONS Mark Roberge SVP of Sales and Services, HubSpot @markroberge SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012

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