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Why Can't We Be friends? A Modern Marketer's Guide to Teaming with Sales

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Evan Dean, from HubSpot, came to speak at the Knoxville HUG on sales and marketing alignment.

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Why Can't We Be friends? A Modern Marketer's Guide to Teaming with Sales

  1. 1. #KnoxHUG Knoxville HubSpot User Group 4Q 2016 (HUG) Meetup Why Can't We be Friends? A Modern Marketer's Guide to Teaming with Sales @KnoxvilleHU G#KnoxHUG
  2. 2. #KnoxHUG 4Q 2016 HUG Meetup HubSpot Guest Speaker: Evan Dean @KnoxvilleHU G#KnoxHUG Holly Yalove Knoxville HubSpot User Group Leader Principal & Chief Strategist, VIEO Design
  3. 3. HUG News INBOUND 2016 is almost here! (Boston, MA): November 8th - 11th KAMAMarketing Conference (Knoxville,– King College) : This Fri. Oct. 28th 8:30 am – 2 pm Next HUG Meetup: 1Q 2017 (exact dates TBD)
  4. 4. Evan Dean Why can’t we be friends? A Modern Marketer’s Guide to Teaming with Sales.
  5. 5. Evan Dean Why can’t we be friends? A Modern Marketer’s Guide to Teaming with Sales.
  6. 6. Principal Channel Consultant @HubSpot Edean@HubSpot.com
  7. 7. Marketers And Salespeople Sometimes it can feel like Are from different planets
  8. 8. “I hate marketers because they just get in the way.” – Actual sales rep SALES VS MARKETING
  9. 9. negative. Source: Corporate Executive Board survey, http://bit.ly/wQCz4b of the terms sales & marketing use to describe each other are 87%
  10. 10. “We had another great month that doesn't happen without you. Thanks for building trust and credibility with our prospects before we engage with them - makes every conversation a pleasure rather than a fight :)” – email from a VP of Sales to his marketing team
  11. 11. Companies with strong sales & marketing alignment get 20% greater annual revenue growth. The Aberdeen Group, http://bit.ly/zmIJQD
  12. 12. “No, -this is just marteking!” I said I wanted compelling content that would make people interested in our product
  13. 13. Stockbrokers Slightly ahead you have You have car salesmen Slightly behind And Lawyers And Lobbyists 16 In the middle, you have us Sales & Marketing (3%)
  14. 14. Funnel Transitions Force Change Prospects CustomersSales is in control
  15. 15. Of the cycle is over before a sales rep even gets involved. Marketing is the voice of sales during that 60% 60%
  16. 16. Can you out-help your competitors? (helping is hard!)
  17. 17. Sales + Marketing = SMARKETING
  18. 18. Attract Blog Keywords Social Publishing Convert Forms Calls-to-action Landing Pages Close CRM Email Workflows Delight Surveys Smart content Social Monitoring This is the inbound marketing process. Visitors Leads Customers PromotersStrangers
  19. 19. Leads Qualified Leads Opportunities CustomersStrangers AWARENESS CONSIDERATION DECISION IDENTIFY CONNECT EXPLORE ADVISE This is the inbound sales process.
  20. 20. (It’s pretty hard to justify, too.) $$ You can’t improve what you can’t measure.
  21. 21. Marketing: “Just an expense.” $ 6000 $ 50,000 $ 60,000 PPC SEO Firm Content Writing Expense Yearly Amount “I’m spending a bunch of money on marketing, but I’m making more money back than I’m spending.”
  22. 22. A Business Model A Better Business Model COCA COCA COCA CLTV CLTV CLTV CLTV CLTV CLTV $1 in, $2 out. $2 in, $12 out. A Scalable Business Model COCA CLTV CLTV $2 in, $4 out. Faster growth. COCA COCA CLTV Cost Of Customer Acquisition CLTV CLTV CLTV CLTV CLTV CLTV CLTV CLTV CLTV CLTV Customer Life Time Value This is your business on math…
  23. 23. Marketing is half of the acquisition equation “We spent $1000 and got 500 website visits” CoCA: $400 CoLA: $40 CoVA: $2 5% Visit-to-lead 10% Lead-to-customer * Check out MOZ’s “CRO”
  24. 24. Time Investment Period Payback Period Profit Period Time to Payback Self funding point Break even point Discountedcash Max Cash Consumed
  25. 25. Buying isn’t a linear process. It never was. We just didn’t know enough. Setting Sales up for Success I'm just in the neighborhood and dropped in to browse I urgently need to buy a black sweater. Awareness Consideration Purchase
  26. 26. If you ask them, Sales will tell you that the real way people buy is far more complex.
  27. 27. It’s not an end-state It’s an infinite loop
  28. 28. Inbound Commerce Convert Attract Delight How Real People Really Buy Things Research Comparison Intent
  29. 29. The sales & marketing activities to this point = Cost Of Customer Acquisition
  30. 30. Now the focus shifts to increasing the customer’s Life Time Value
  31. 31. Inbound Commerce Convert Attract Delight How Real People Really Buy Things Research Comparison Intent
  32. 32. Measure everything. 57% Worked Percentage 0% 100% 33% 50% Worked Leads 55% Average Last Attempt # 0 3 Average Attempts Per Hi/Med SAL 6 9 4.94 26% Sum of Probability Adjusted Recognized MMR in USD (Thousands) 0.00 12.60 Current Month Sales Forecast 16.80 25.20 6.64
  33. 33. Someone can copy your exact business model and outgrow you just by measuring better.
  34. 34. You're generating leads but is sales working them? Sales is creating opportunities, but how deeply are they working them?
  35. 35. SWAG TIME! @KnoxvilleHU G
  36. 36. NUMBERS SALES
  37. 37. How was last month for sales?
  38. 38. How many leads did sales accept and work this month? 57% Worked Percentage 0% 100% 33% 50% Unworked eCommerce Leads
  39. 39. How is this month for sales? Marketer Opportunities Created by Month RecordCount
  40. 40. If sales is forecasting low for this month, invest differently. 26% Sum of Probability Adjusted Recognized MMR in USD (Thousands) 0.00 12.60 Current Month Sales Forecast 16.80 25.20 6.64
  41. 41. Sales has to give leads a fair chance, not just cherry-pick. 55% Average Last Attempt # 0 3 Average Attempts Per Hi/Med SAL 6 9 4.94
  42. 42. “Fair chance” is a data-driven threshold by lead quality.
  43. 43. NUMBERS MARKETING
  44. 44. Marketing should qualify leads too
  45. 45. Marketing qualifies leads using unique conversion events (such as requesting a demo) or prospect behaviors (such as viewing a pricing page).
  46. 46. Not just mo’ leads. Mo’ better.
  47. 47. Total of 5 Ecommerce Case Studies 04 • 10 dedicated collaterals, including 3 Ebooks and a Webinar Magento 03 • To be deployed on the blog Dedicated CTA for every Ecommerce Offer 02 Marketing Collateral Update • Solid 28 offers • Only team to have its own topic Library.hubspot.com 01 • 67 Customers • 2 Live Workflows
  48. 48. Upcoming Offers Offer No. 27 – 19 Blunders That Are Hurting Your Conversions A co-marketing ebook with Exclusive Concepts. Live on 05/19 Offer No. 28 – Is Facebook Failing Marketers or Are Marketers Failing to Leverage Facebook HubSpot + ShopSocially Webinar on 05/21, 2 PM EST.
  49. 49. Companies with an active SMarketing SLA are 34% more likely to experience greater year-over-year ROI than those companies that aren’t. They’re 21% more likely to get greater budget allocations. They’re 31% more likely to be hiring additional salespeople to meet demand. * source: State of Inbound Marketing 2015
  50. 50. THE MARKETING SLA: Contributions to pipeline revenue * Data has been altered from actual HubSpot data for the purposes of this presentation Buyer Journey State Customer Conversion % Revenue per Customer Lead Value Problem Education 1% $40K $400 Solution Research 5% $40K $2K Solution Selection 20% $40K $8K Small Business Persona Buyer Journey State Customer Conversion % Revenue per Customer Lead Value Problem Education 2% $200K $4K Solution Research 6% $200K $12K Solution Selection 25% $200K $50K Mid-Market Persona Buyer Journey State Customer Conversion % Revenue per Customer Lead Value Problem Education 3% $700K $21K Solution Research 10% $700K $70K Solution Selection 30% $700K $210K Enterprise Persona
  51. 51. Pipeline Revenue Example 𝑪 𝑫 ∗ 𝑽 C = # of new customers, D = # of downloads, V = Average LTV Yes. I downloaded their eBook. Yes. They helped me make a decision. Yes. I bought from them.
  52. 52. And yes. She said Yes.
  53. 53. This new age of marketing is the beginning of something truly remarkable, and your relationship with your customers will never be the same.
  54. 54. Key Takeaways 1. Have a regular “Smarketing” meeting to align the teams 2. Agree on an SLA with sales that relates to revenue and quota 3. Agree on an SLA from sales about activity 4. Measure the entire funnel 5. Invest in sales enablement 6. Respect the customer lifecycle (market unto others)
  55. 55. Thank You!
  56. 56. * Data has been altered from actual HubSpot data for the purposes of this presentation. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Profitability Sales Attempts Small Business Mid-Market Enterprise THE SALES SLA Calculate the ideal number of sales attempts for each type of lead
  57. 57. SWAG TIME! @KnoxvilleHU G
  58. 58. #KnoxHUG Kn xvill e User Group Q & A
  59. 59. Knoxville.HubspotUserGroups.com

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