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Aligning marketing sales and services v5 pdf
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. 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. Pre-2012 Functional Driven Approach
MARKETING SALES SERVICES
Generate 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. 2012 Persona Driven Approach
Owner 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 Erin
Services 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. 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 actual
HubSpot data for the purposes of this Demo Request $6.10
presentation
SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
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. 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
9. Persona Based Marketing Automation
CONTEXT MEDIUM
Owner
Ollie
Marketing
Mary
Enterprise
Erin
SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
10. Sales & Services Compensation Alignment
Variable Compensation by Role
New Revenue
Customer Retention
Note: Marketing bonus based on % of New Revenue
SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
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. 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