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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
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
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
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
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
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
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
Traditional Marketing Automation
     CONTEXT
                                                  MEDIUM




 SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
Persona Based Marketing Automation

                  CONTEXT                                      MEDIUM



    Owner
     Ollie




  Marketing
   Mary




Enterprise
   Erin




              SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
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
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
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
Improved Business Results
                                               61%


                                                   77%



                                               20%




SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
create
                           marketing
                           people love
SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
www.HubSpot.com/3




SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
QUESTIONS
      Mark Roberge
      SVP of Sales and Services, HubSpot
      @markroberge




 SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012

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

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