What is a good lead in your organisation? Which leads are priority? What happens to leads? When sales and marketing give different answers to these questions, or perhaps aren't sure of the answers at all, frustrations build and opportunities are left on the table. Join us for an illuminating session with Cian McLoughlin, HubSpot Principal Customer Success Manager, as we look at that crucial piece of the customer journey in which leads are transferred from marketing to sales.

1. Welcome to
Sales and Marketing
Alignment

2. Welcome to Sales and Marketing Alignment
Chat Q&A Support
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Rae Hardy-Aitken

3. Agenda
Welcome
The nuts and bolts of Sales and Marketing alignment
Q&A
Getting colleagues onboard
Q&A and close
11.00 am
11.05 am
11.30 am
11.40 am
11.50 am

4. Rae Hardy-Aitken
Host and key support for
today’s HUG.
Director of Business Operations
- Breckenridge
Cian McLoughlin
Best practice in sales and
marketing alignment
Principal Customer Success
Manager - HubSpot
Alex Baines
Getting colleagues onboard!
Managing Consultant -
Leverworks
Meet the Speakers

6. Cian McLoughlin
Principal Customer Success
Manager - UKI Strategic Accounts

7. Agenda
1. Alignment & SLAs
2. Defining your lead stages
3. Identifying fit & qualification
4. Scoring, handover & pass-back
5. Questions

8. Does this sound familiar?
“We don’t get enough leads
from marketing and the leads
we do get aren’t very good” -
Sales
“We give sales plenty of leads.
They just don’t work hard
enough to close them” -
Marketing
This is what
misalignment looks
like

9. 89.1%
OF COMPANIES THAT ALIGNED SALES
AND MARKETING REPORTED
MEASURABLE INCREASES IN LEADS
THAT CONVERTED TO OPPORTUNITIES.
*CSO Insights

10. How do we overcome misalignment?
Decide on an
internal SLA
between
Marketing and
sales
Identify what is
a good or a bad
customer fit
Build a lead
scoring model
that aligns with
customer fit
criteria
Refine and
optimise your
lead
qualification
and handover

11. What Is An Internal SLA?
Written agreement that defines
what two teams commit to in order
to support each other in reaching a
shared revenue goal

12. BAD SLA
EXAMPLE
In Q3 Marketing will
deliver 110% of the
leads generated in Q2.

13. In 2021, Marketing will use Hubspot CRM to deliver 496 MQLs
(A&B quality) per month. Leads will be automatically assigned
in Hubspot per LR Rules 109-7A, and accepted
by the assigned Sales rep within 1 business day.

14. In 2021, Marketing will use Hubspot CRM to deliver 496 MQLs
(A&B quality) per month. Leads will be automatically assigned
in Hubspot per LR Rules 109-7A, and accepted
by the assigned Sales rep within 1 business day.

15. LIFECYCLE
STAGES
LEAD
MARKETING
QUALIFIED
LEAD
SALES
QUALIFIED
LEAD
OPPORTUNITY CUSTOMER
QUALIFIED BY
A SYSTEM
QUALIFIED BY
HUMAN
A DEAL IS
OPENED
A DEAL IS
CLOSED/WON
LEADS
GENERATED
FROM
MARKETING
LEADS
QUALIFIED
AND SENT
TO SALES
LEADS
QUALIFIED
AND ACCEPTED
BY SALES
LEADS SHOW
PROBABILITY
OF BECOMING
A CUSTOMER
LEADS HAS
BECOME A
CUSTOMER

16. How do we define an MQL?
A lead that is more likely to become a
customer compared to other leads based on
their activity before or after converting

17. Can we say that another
way?

18. BASIC FIT
Marketing Qualified Lead (MQL)
LEAD SCORE

19. What is basic fit?
A basic fit is minimum traits that a prospect
must have to be an eligible lead
Examples of these traits could be:
- Job title
- Country / region
- Company size
- Budget
- Industry
- Legality

20. Why is basic fit important?
Interest Fit
MQL
Just because someone is interested in your business
doesn’t mean they can be an MQL

21. Let’s start scoring!

22. What is lead scoring?
Lead Scoring is a method of identifying leads with a
high potential to purchase, be delighted by your
services, and/or lead to higher than average
revenue

23. Building Your Lead Score Model
Build model
in Hubspot
Use the ‘Refine By’
option to eliminate old
engagements from the
score. Don’t forget to
negatively score and
use a decay model
Decide your
scoring
criteria
Build your scoring
criteria around your
customer fit and how a
prospect can interact
with your business
Decide on Your
Scoring Scales
Example:
Critical 1-4
Important 5-9
Influencing 10-15
Negative -1 .. -15
Use model to
pass lead to
sales
Use automation or
lists to pass your
MQLs across to sales

24. What should we score
contacts on?

25. Passive
engagements
Quality
characteristics
● Company size
● Job title
● Industry
● Region
● Revenue
Demographic scoring Behavioural scoring
● Pages viewed
● Emails opened
● Ebook downloads
● Form submissions
● Video views

26. Explicit Inputs Implicit Inputs

27. Can AI Score my leads?

29. Don’t forgot to apply
negative scoring
Always apply negative scoring to
your contacts if they are not a good
fit or do not match your ideal
customer persona (anti-persona)
You can also build a decay model
that will subtract points from a
contact who hasn’t engaged for a
certain period of time

30. AVOIDING SCORE
INFLATION
REFINE BY
Removes points for old engagements
Example: “Visited pricing page less than
30 days ago.”

31. LEAD SCORE PROPERTY
50
Hubspot Score
Knowles-Carter
Last Name
Beyonce
First Name
queenb@beyonce.com
Email Address
Pickles
Cat’s Name

32. How do we pass leads to
sales?

33. Let the robot
do the work!

34. Use our basic fit criteria to set
contact as lead
Set up a delay to move contact to
MQL when Hubspot score > X

35. We’ve now finished
the process!
By using automation to handle our lead
handover process we’ve created a more
aligned sales and marketing experience
Moving forward you can now test and
refine your lead scoring model to further
improve the quality of leads your sales
team are receiving
Please remember to try not to change
your lead scoring mode too often!

36. How do we pass leads back to
marketing?

37. ● Your goal is to have the sales person use this property to select the reason
they're rejecting the lead from a dropdown.
● When the property is updated the sync back to HubSpot should happen
automatically
Creating a Reason for Rejection Contact
Property
<- In this example you'll notice two of
the values refer to a period of time
(i.e. Bad Timing - 6 months and Bad
Timing - 1 year). Your plan with these
two properties is to set up an
automated reminder with a workflow
for the salesperson to re-evaluate
and reach out to the lead again.

38. A Dive into the
ADDIE Framework
When a salesperson hands back a lead:
● Marketing should be notified of this lead that was rejected
● This update should be reflected in a Lead Status or Lifecycle Stage property
● The lead should start being nurtured again with emails, ads etc. (possibly at a
slower pace)
● If applicable: tasks should be set up to notify the sales rep when it's time to
reassess the lead and reach back out.
Automate Your Hand-back
Procedure

39. Let’s put it all together

40. Our 4 key takeaways
01
Decide on an
internal SLA
and MQL
definition
The foundation for a
strong sales and
marketing alignment is
having an SLA and a
shared idea of what
leads should look like
02
Decide on your
basic customer
fit
Have minimum
requirements for your
leads e.g There is no
point handing a lead to
sales if that lead isn’t in
a county you sell to
03
Build a lead
scoring model
to qualify
further
Build on your basic lead
fit with a lead scoring
model that scores leads
on their interest. When
a contact shows
enough interest they
are handed to sales
04
Have a
handover
system in place
and refine
Use automation to
eliminate human error
and create a seamless
handover/passback
process. Test and refine
your model

41. Questions for Cian?

42. Alex Baines
Managing Consultant, Leverworks

43. So, you’ve got your new systems
and processes nailed.
Everyone agrees.
Job well-done.
Uh-oh, here comes the tricky bit…

44. “Human beings are not creatures of
logic; we are creatures of emotion.
And we do not care what is true. We
care how it feels.”
- Will Smith

45. “We need more leads!”
Sales Agenda
“We need to convert the leads we’ve
got!”
Marketing Agenda
Facilitating Change
Attack the problem, not the team.
We all want to do a good job. We all want qualified customers, who understand the
product or service is for them, to influence them to buy and delight them in the process.
Good for marketing, good for sales, good for the business.
But all change requires courage and vulnerability.

46. Culture
How well do the
leaders of an
organisation
facilitate
change?
Emotion
How do you
feel about the
change?
What does
you rational,
logical brain
tell you?
Intellect
Factors For Adopting Business Change
Facilitating Change

47. How will people
respond to change?

48. The change curve
Negative
Shock
Denial
Anger &
Blame
Fear &
Bargaining
Depression
Exploration
Decision
Acceptance
Time

49. Facilitating Change
Understanding the characters

50. Facilitating Change
The organisations that handle change the best have:
● A clear vision of what they want to achieve;
● A strategy with thought-through objectives;
● Goals, plans and tactics as to how those objectives might be
achieved;
● A good understanding of what might stand in the way of
success;
● Leaders who the love the job – not just the money;
● Engaged employees who are clear on mission, role and task;
● Effective communication (open, authentic, empathetic, regular);
● Regular reviews of what’s working, what’s not working and what
can be improved to meet the changing needs of the business;
● Change projects!
The Magic Culture Ingredients…

51. Facilitating Change
Thank you.
Collaborating well, in any situation of
change, involves vulnerability, empathy,
communication, and resilience.
Do it right, and the rewards are great.

52. Questions for Alex?

53. Thank you - let’s keep going!
Learn Contact us
● More in the HubSpot Academy!
● Reach out for bespoke support and
training
● We’ll be in touch about the next HUG
● Join our chapter
● LinkedIn - Hampshire HubSpot User
Group
● Hannah@breckenridge.agency
● Ross@breckenridge.agency

54. Thank you