Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Why Can't We Be Friends?

145 views

Published on

Sam Mallikarjunan, who is responsible for corporate strategy at HubSpot, shares best practices for aligning sales and marketing.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Why Can't We Be Friends?

  1. 1. WHY CAN’T WE BE FRIENDS? A Modern Marketer’s Guide to Teaming with Sales
  2. 2. Sam Mallikarjunan Why can’t we be friends? A Modern Marketer’s Guide to Teaming with Sales.
  3. 3. Principal Marketing Strategist @HubSpot Sam @Mallikarjunan
  4. 4. Marketers And Salespeople Sometimes it can feel like Are from different planets
  5. 5. Stockbrokers Slightly ahead you have You have car salesmen On the low end And Lawyers And Lobbyists 7 In the middle, you have us Marketers
  6. 6. “No, -this is just marteking!” I said I wanted compelling content that would make people interested in our product
  7. 7. “I hate marketers because they just get in the way.” – Actual sales rep SALES VS MARKETING
  8. 8. negative. Source: Corporate Executive Board survey, http://bit.ly/wQCz4b of the terms sales & marketing use to describe each other are 87%
  9. 9. Companies with strong sales & marketing alignment get 20% greater annual revenue growth. The Aberdeen Group, http://bit.ly/zmIJQD
  10. 10. Funnel Transitions Force Change Prospects CustomersSales is in control
  11. 11. Of the cycle is over before a sales rep even gets involved. Marketing is the voice of sales during that 60% 60%
  12. 12. Sales + Marketing = SMARKETING
  13. 13. Inbound marketing is a business model innovation based on the fact that it’s more economically efficient to create an experience that attracts consumers than it is to interrupt someone else’s.
  14. 14. (It’s pretty hard to justify, too.) $$ You can’t improve what you can’t measure.
  15. 15. 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, and I’m making more money than I’m spending back.”
  16. 16. 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
  17. 17. 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
  18. 18. If you ask them, Sales will tell you that the real way people buy is far more complex.
  19. 19. It’s not an end-state It’s an infinite loop
  20. 20. 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
  21. 21. Leads Qualified Leads Opportunities CustomersStrangers AWARENESS CONSIDERATION DECISION IDENTIFY CONNECT EXPLORE ADVISE This is the inbound sales process.
  22. 22. Inbound Commerce Convert Attract Delight How Real People Really Buy Things Research Comparison Intent
  23. 23. The sales & marketing activities and tools to this point add up to the Cost Of Customer Acquisition
  24. 24. • Now the focus shifts to increasing the customer’s Life Time Value
  25. 25. Inbound Commerce Convert Attract Delight How Real People Really Buy Things Research Comparison Intent
  26. 26. NUMBERS SALES
  27. 27. How was last month for sales?
  28. 28. How many leads did sales accept and work this month? 57% Worked Percentage 0% 100% 33% 50% Unworked eCommerce Leads
  29. 29. How is this month for sales? Marketer Opportunities Created by Month RecordCount
  30. 30. 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
  31. 31. 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
  32. 32. “Fair chance” is a data-driven threshold by lead quality.
  33. 33. * 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
  34. 34. NUMBERS MARKETING
  35. 35. Marketing should qualify leads too
  36. 36. Marketing qualifies leads using unique conversion events (such as requesting a demo) or prospect behaviors (such as viewing a pricing page).
  37. 37. Not just mo’ leads. Mo’ better.
  38. 38. Ecommerce Blog Leads - April 2014
  39. 39. 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
  40. 40. 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.
  41. 41. 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
  42. 42. 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
  43. 43. 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.
  44. 44. And yes. She said Yes.
  45. 45. Thank You!

×