The document discusses the unified business model which aims to align sales and marketing through having one organization, process, and set of key performance indicators. It presents the traditional traits sales and marketing teams have of each other and how they can better work together through clear roles in the sales process from prospecting to closing deals. These include prospectors to create call lists, hunters to conduct outreach, and closers to finalize sales. Implementing the full model may take 2-3 years using a modular approach and focusing on overcoming challenges like defining goals, best practices, and resource constraints. The key takeaways are to build the organization, process, and KPIs incrementally, understand sales is 50% of the business,

1. INBOUND15
The Unified Business Model
The future of Sales and Marketing
Oliver Lopez
CEO, Structsales
@oliverlopez
www.structsales.com

2. Structsales
Value Based Selling
Inbound Marketing
HubSpot Gold Partner

3. INBOUND15
This is me
…as perceived by
Marketers.

4. INBOUND15
• Not understanding the value of brand and marketing
• Too much product and focus on selling
• Caveman
The Sales Rep Traits

5. INBOUND15
This is you
…in the eyes of the Sales
Team.

6. INBOUND15
• Naïve and doesn’t understand sales
• Main task is to assist and do as told
• Up in the clouds
The Marketers Traits

7. INBOUND15
ALIGNMENT?
So, where are we really today?

8. #INBOUND15
50%
of sales time is wasted on unproductive
prospecting
101 B2B Marketing and Sales Tips from The B2B
Lead

9. #INBOUND15
24%
Customers believe that sales reps are
88% knowledgeable on product and only
24% on business expertise
Corporate Visions

10. #INBOUND15
60-70%
of B2B content created is never used.
Most cited reason why is because the
topic is irrelevant to the buyer audience.
Content Marketing Institute

11. #INBOUND15
79%
of marketing leads never convert into
sales
HubSpot

12. INBOUND15
Alignment

13. INBOUND15
How can we go from here…

14. INBOUND15
… to here?

15. INBOUND15
2 What is The Unified Business
Model?

16. INBOUND15
1. One Organization
2. One Process
3. One Set Of Highly Relevant KPI:s
The pillars of The Unified Business Model
Caps/Hats

17. INBOUND15
Prospecting
• Create High Quality
Call Lists
• Junior Role
• Analytical mindset
50% of a salesperson’s time is spent
figuring out which companies to call,
when to call them, and if they are a
good fit

18. INBOUND15
Hunting
• Call the people in the list
he/she receives from the
prospectors
• Team up with marketing for
campaigns
• Emailing and Cold Calling
Cold calling enhanced by strong collaboration
with marketing is the best way for a company to
proactively produce significant amounts of new
business.

19. INBOUND15
Closing
• Convince, Inspire,
Negotiate and Win
• Qualify!
• Be picky!
Your Closers should ignore leads
who are NOT able to buy.

20. INBOUND15
Attracting
• Reach Out
• Attract Visitors
• Blog, Social

21. INBOUND15
Convert to Marketing
Lead
• Conversion Campaigns
• Insight Focused Content
• Bridge Into Sales
“The Campaign Managers work with the
Online Broadcasters and Email
Broadcasters”

22. INBOUND15
Convert to Sales
Lead
• Convert Into Sales Lead
• Ascension Campaigns
• Sales Offers
“Tripwires are normally used to ascend a
Marketing Lead into a Sales Lead”

23. INBOUND15
Nurturing
• Convert Into Marketing
Lead
• Focus On Existing Leads
• Educate
“Each time the Campaign Manager
creates a conversion campaign, the
Email Broadcaster will be able to re-
convert a portion of the Nurturing
Leads, who are now more educated”

24. INBOUND15
The Model

25. INBOUND15
3 Best Practice Implementation

26. INBOUND15
• 2-3 years to implement the whole model
• Heavy focus on documentation
• Most clients start with one or two
modules before moving to the next one
Implementation Of Model

27. INBOUND15
Strategic Failure
Challenges when
implementing
Failing to define and find consensus around
a clear long- term vision and goal

28. INBOUND15
Execution Failure
Challenges when
implementing
Failing to implement model because due to
the lack of best practices around each
specific step along the road

29. INBOUND15
Resource Failure
Challenges when
implementing
Failing to implement due to lack of resources
to actually perform the change.
Implementation is time-consuming, and
requires taking resources away from the day-
to-day operations.

30. INBOUND15
So how do we get to the
next level?
Don’t fight!

31. INBOUND15
So how do we get to the
next level?
Baby steps

32. INBOUND15
• Build the Organization – The Process – and The KPI:s
• Build in modules
• Leads are worthless if they never close
• If you don’t understand and focus on sales, you’re missing
50%
Key Takeaways

33. #INBOUND15
ONE MORE THING...

34. INBOUND15
This is Emelie

35. INBOUND15
Stand up please…

36. INBOUND15
Emelie, I have a
question for you…

37. INBOUND15
Let’s do it in Swedish
and English 

38. INBOUND15
In EnglishIn Swedish
Will you marry me?Vill du gifta dig
med mig?

39. INBOUND15
THANK YOU

40. INBOUND15

41. INBOUND15

42. INBOUND15

43. INBOUND15

44. INBOUND15

45. INBOUND15

46. INBOUND15

47. #INBOUND15

48. INBOUND15

49. INBOUND15
(general blank slide)

50. INBOUND15

51. #INBOUND15
This transparent color box is a useful
option for some larger images.

52. INBOUND15