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Best Practices for Sales and Marketing Alignment: Working for the Same Team

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The Austin HubSpot User Group featured members from ShipStation who shared their journey to alignment—getting sales and marketing to work for the same team–and how HubSpot helped them achieve that.

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Best Practices for Sales and Marketing Alignment: Working for the Same Team

  1. 1. SALES & MARKETING HOW TO ALIGN
  2. 2. Welcome to
  3. 3. First time at HUG? We’re so glad you’re here! We meet once a month to share inbound marketing best practices and get to know other marketers in Austin.
  4. 4. Agenda: 11:30-11:50am- sign in/network/fill out lunch order card 11:50am- Announcements 12:00pm-12:45 pm- Welcome Adam Singh and Cody DeArmond from ShipSta 12:45pm- Wrap up
  5. 5. Upcoming HUG Events: July 22: Isaac Moche from HubSpot will join us in person for a deep dive about email best practices. August 18: Save the date for our summer happy hour
  6. 6. Reminders about changes to HUG • We’ll be sending out a survey after each HUG meeting to get your feedback. • If you have a job opening you’d like to share with the HubSpot User Group, there’s a place on the HUG site for you to share the information. We’ll send an email out to the whole HUG list.
  7. 7. HUG is GROWING We’ve had record numbers of RSVPs for the last few meetings! Hooray! In order for us to plan accurately and make sure we have enough space, we’re going to start sending an email when RSVPs have filled up for the month. If your plans change and you’re unable to join us, please let us know so we can open up your spot for someone else.
  8. 8. SALES & MARKETING HOW TO ALIGN
  9. 9. Adam Singh Online Marketing Manager ShipStation @AdamHSingh Hello!
  10. 10. Cody DeArmond Manager of Trials & Acquisitions ShipStation @CADeArmond Hello!
  11. 11. MISCOMMUNICATION AND/OR MISTRUST
  12. 12. BOOST REVENUE BY 208% ALIGN SALES & MARKETING
  13. 13. DATA-INFLUENCED TOOLS/ PRACTICES TO HELP TEAMS WORK AS A SINGLE, REVENUE-GENERATING ORGANIZATION TAKEAWAY
  14. 14. 4 STEPS TO ALIGNING SALES AND MARKETING 1.STANDARDIZE FUNNEL STAGES 2.FORMALIZE A COMMITMENT 3.GENERATE DASHBOARDS AND REPORTS 4.HOLD WEEKLY/MONTHLY MEETINGS
  15. 15. SAAS FUNNEL SALES FUNNEL MARKETING FUNNEL
  16. 16. STEP 1 STANDARDIZE FUNNEL STAGES
  17. 17. MARKETING QUALIFIED LEAD (MQL)
  18. 18. AS THE CRUCIAL HANDOFF POINT, THE MQL REQUIRES TERMONOLGY AGREEMENT TAKEAWAY
  19. 19. WHEN EXPECTATIONS ARE NOT CLEAR, THE ALIGNMENT STRATEGY GOES UNDER
  20. 20. FORMALIZE A COMMITMENT STEP 2 TO MEET SHARED GOALS FOR REVENUE GROWTH
  21. 21. BOTTOM UP NUMBER CRUNCHING
  22. 22. TALLY MONTHLY PRODUCTIVITY AGAINST THESE GOALS MONTHLY LEADS GENERATED % OF CLOSING LEAD TO CUSTOMER % VALUE OF A LEAD
  23. 23. BASE GOAL IN UNITS THAT ARE MOST RELEVANT TO A SALES PERSON 🤑 TAKEAWAY
  24. 24. FAILING TO MONITOR PROGRESS IS A COMMON MISTAKE
  25. 25. DAILY DASHBOARDS & MONTHLY REPORTS STEP 3
  26. 26. DAILY MARKETING DASHBOARD TRAFFIC & LEADS WATERFALL
  27. 27. MONTHLY MARKETING REPORT 📊 VISITS, LEADS & CUSTOMERS BY SOURCES 📈 PERFORMANCE OF MARKETING ASSETS 🚀 SPEED FROM CONVERSION EVENT TO SALES FOLLOW UP
  28. 28. SALES DASHBOARD ⏱ NEW LEADS THAT WERE NOT CALLED WITHIN x HOURS # ALL LEADS THAT WERE NOT CALLED AT LEAST y TIMES WITHIN z DAYS
  29. 29. MONTHLY SALES REPORT 🎯 SALES WATERFALL CHART ⏲ TOTAL SALES CYCLE
  30. 30. CLOSED-LOOP REPORTING IS THE CRUCIAL INGREDIENT FOR MAINTAINING SALES AND MARKETING ALIGNMENT TAKEAWAY
  31. 31. RELATIONSHIPS FALLAPART WHEN NO ONE SHOWS UP TO THE TABLE
  32. 32. WEEKLY & MONTHLY MEETINGS STEP 4
  33. 33. RECENT RESULTS AND UPCOMING ACTIVITIES WEEKLY SALES/MARKETING MEETINGS
  34. 34. MONTHLY MANAGEMENT MEETING REVIEW OF METRICS FUTURE PLANS DISPUTES
  35. 35. MEET EARLY AND OFTEN TAKEAWAY
  36. 36. 4 STEPS TO ALIGNING SALES AND MARKETING 1.STANDARDIZE FUNNEL STAGES 2.FORMALIZE A COMMITMENT 3.GENERATE DASHBOARDS AND REPORTS 4.HOLD WEEKLY/MONTHLY MEETINGS
  37. 37. THANK YOU! QUESTIONS?

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