This document outlines 4 steps to aligning sales and marketing: 1) Standardize funnel stages like marketing qualified leads (MQLs), 2) Formalize commitments to shared revenue goals, 3) Generate daily dashboards and monthly reports on metrics, and 4) Hold weekly sales/marketing meetings and monthly management meetings to review metrics and plans. Taking these steps with clear expectations, monitoring of progress, and regular communication can help sales and marketing work as a single revenue-generating team.

1. SALES & MARKETING
HOW TO ALIGN

2. Welcome to

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. 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. 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. 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. 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. SALES & MARKETING
HOW TO ALIGN

9. Adam Singh
Online Marketing
Manager
ShipStation
@AdamHSingh
Hello!

10. Cody DeArmond
Manager of Trials &
Acquisitions
ShipStation
@CADeArmond
Hello!

11. MISCOMMUNICATION
AND/OR
MISTRUST

12. BOOST REVENUE BY 208%
ALIGN SALES &
MARKETING

13. DATA-INFLUENCED TOOLS/
PRACTICES TO HELP TEAMS
WORK AS A SINGLE,
REVENUE-GENERATING
ORGANIZATION
TAKEAWAY

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. SAAS FUNNEL
SALES FUNNEL
MARKETING FUNNEL

16. STEP 1
STANDARDIZE FUNNEL
STAGES

18. MARKETING QUALIFIED
LEAD (MQL)

19. AS THE CRUCIAL HANDOFF
POINT, THE MQL REQUIRES
TERMONOLGY AGREEMENT
TAKEAWAY

20. WHEN EXPECTATIONS ARE NOT
CLEAR, THE ALIGNMENT
STRATEGY GOES UNDER

21. FORMALIZE A COMMITMENT
STEP 2
TO MEET SHARED GOALS FOR REVENUE
GROWTH

22. BOTTOM UP NUMBER CRUNCHING

23. TALLY MONTHLY PRODUCTIVITY AGAINST
THESE GOALS
MONTHLY LEADS GENERATED
% OF CLOSING LEAD TO CUSTOMER
% VALUE OF A LEAD

24. BASE GOAL IN UNITS THAT
ARE MOST RELEVANT TO A
SALES PERSON
🤑
TAKEAWAY

25. FAILING TO MONITOR PROGRESS
IS A COMMON MISTAKE

26. DAILY DASHBOARDS &
MONTHLY REPORTS
STEP 3

27. DAILY MARKETING DASHBOARD
TRAFFIC & LEADS WATERFALL

28. MONTHLY MARKETING REPORT
📊 VISITS, LEADS & CUSTOMERS BY SOURCES
📈 PERFORMANCE OF MARKETING ASSETS
🚀 SPEED FROM CONVERSION EVENT TO
SALES FOLLOW UP

29. SALES DASHBOARD
⏱ NEW LEADS THAT WERE NOT CALLED
WITHIN x HOURS
# ALL LEADS THAT WERE NOT CALLED AT
LEAST y TIMES WITHIN z DAYS

30. MONTHLY SALES REPORT
🎯 SALES WATERFALL CHART
⏲ TOTAL SALES CYCLE

31. CLOSED-LOOP REPORTING IS
THE CRUCIAL INGREDIENT
FOR MAINTAINING SALES
AND MARKETING
ALIGNMENT
TAKEAWAY

32. RELATIONSHIPS FALLAPART
WHEN NO ONE SHOWS UP TO
THE TABLE

33. WEEKLY & MONTHLY MEETINGS
STEP 4

34. RECENT RESULTS AND UPCOMING
ACTIVITIES
WEEKLY SALES/MARKETING
MEETINGS

35. MONTHLY MANAGEMENT
MEETING
REVIEW OF METRICS
FUTURE PLANS
DISPUTES

36. MEET EARLY AND OFTEN
TAKEAWAY

37. 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

38. THANK YOU!
QUESTIONS?