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How to Improve Your Sales & Marketing Alignment
The document discusses improving sales and marketing alignment through strategies like building communication, establishing service-level agreements (SLAs), grading and filtering leads, nurturing premature leads, and analyzing results. The authors, Mike Volpe and Mark Roberge from HubSpot, emphasize the importance of clear terminology and data-driven approaches in identifying quality leads and measuring progress. Additionally, it highlights the necessity of integrating sales and marketing efforts to improve lead quality and increase overall ROI.
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Similar to How to Improve Your Sales & Marketing Alignment
How to Improve Your Sales & Marketing Alignment
- 1. How to ImproveSales and Marketing Alignment Mike Volpe Mark Roberge VP Marketing @HubSpot VP Sales @HubSpot Twitter: @mvolpe Twitter: @MarkRoberge
- 2. Overheard in sales… • All the leads suck. • We don’t get enough leads. • None of the leads close. • Marketing is a waste of money.
- 3. Overheard in marketing… • Sales doesn’t follow-up on leads. • Sales isn’t happy unless we just give them POs. • Salespeople are way overpaid. • Sales takes all the credit, but none of the blame.
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- 5. Who is HubSpot? 180+Employees in Cambridge, MA (MIT) $33m in VC (3 rounds) SaaS for Marketing at $3K-15K/year
- 6. Complicated & Easy & Confusing Integrated
- 7. Mike Volpe &Mark Roberge Mike Volpe Mark Roberge VP Marketing VP Sales • Built HubSpot Marketing • Built HubSpot Sales from from 0 to 25,000+ leads 0 sales reps to 50+ sales per month reps • Marketing thought leader • Sales 2.0 strategist • Employee #5 • Employee #6
- 8. Growth 3,100 Customers Q1 2007 Q2 2010
- 9. Sales and MarketingAlignment 1. Build Communication 2. Establish an SLA 3. Grade and Filter Leads 4. Grow Top of Funnel 5. Nurture Premature Leads 6. Analyze the Closed Loop
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- 11. “Smarketing” = Sales +Marketing
- 12. Smarketing Communication •Meet frequently • Multiple relationships, not VP to VP • Desks mixed in with each other
- 13. Smarketing Communication •Input goes both ways • Lots of feedback formats • Agree on terminology • Use data to communicate
- 14. Agree on Terminology • What is a lead? • What is a sales qualified lead? • What is an opportunity?
- 15. Example Terminology •A Sales Qualified Lead • Accurate contact information • Demonstrated interest in our company • Over $50m in revenue • Company based in North America
- 16. Provide More LeadInformation Give sales a more complete picture Show the activity on each lead Customize follow-up to activity
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- 19. Social Media onLeads
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- 21. Set an SLAfor Sales and Marketing • Agree on terminology and metrics • Sales goals to deliver to Marketing • Marketing goals to deliver to Sales
- 22. Great Sales andMarketing SLAs • Specific metric, written down • Quickly and easily measurable • Monitored regularly
- 23. Marketing’s Leads SLA • How many leads of a certain quality does a sales rep need to make quota? • How many leads does a sales rep need to be busy 100% of the time?
- 24. Sales’s Follow-up SLA • How many call/email attempts should sales make for every lead of a certain quality to not waste leads? • With X leads and Y hours / month, how many follow-up attempts should sales be able to complete per lead?
- 25. Example SLA •Marketing will deliver 100 sales qualified leads per sales rep per month. • Sales will make 1 follow-up attempt in 24 hours, with 5 attempts in 14 days.
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- 28. Grade and FilterLeads
- 29. Lead Grading Tips • Use data, not intuition • Measure on company aligned metrics
- 30. Different Types ofLead Data Demographic Data Behavioral Data • Title • # Pages viewed • $ Revenue • # Forms completed • Location • Time since last visit • # Employees • Blog subscription
- 31. Data Drives LeadGrade • How much does each variable impact the probability of the lead purchasing? • > $100m in revenue is 10% close rate • $50m to $100m is 15% close rate • < $50m is 2% close rate
- 32. Data Drives LeadGrade (Advanced) • For each lead, what is probability of them buying • Binary outcome = logistic regression • Interaction among variables (nonlinear)
- 33. What is thegoal for a lead? • Lead becomes opportunity? • Lead closes? • Lead becomes happy customer? • Lead becomes high value customer?
- 34. Grow Top ofFunnel
- 35. More Leads FixesEverything • If you can grade and filter leads, getting more leads is always better. • More leads to sales for more volume or • Tighten filters to improve quality
- 36. Growing <20% isActually Shrinking • 20%-30% of your leads database expires annually • You need to add new leads faster than that in order to grow
- 37. Inbound Marketing Search Engines Blogs Social Media Get Found Convert
- 38. What to Publish? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
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- 41. Publish Content toSocial Media
- 42. Attract the RIGHTvisitors
- 43. Attract the RightVisitors
- 44. Blogging Attracts MoreVisitors Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
- 45. More Leads, LowerCost Source: survey of hundreds of businesses: HubSpot.com/ROI
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- 47. Lead Nurturing Getleads ready for sales
- 48. Segment Leads Database • Send more personalized messages and offers to different groups • Use each segment appropriately • What is your goal for each segment of your list?
- 49. Lead Nurturing Goals • You have the contact info, goal is to move toward a sale • Educate – build trust • Close – move closer to a sale
- 50. Lead Nurturing >Email • Social media followers • Blog / RSS subscribers • Blog comments • 1-1 interactions online
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- 53. Traditional Marketing Marketing Sales Problems: • Duplicate leads • Limited lead information • No feedback from sales
- 54. HubSpot Closed LoopMarketing • de-duplicate leads • import to CRM • lead intelligence Marketing Sales • contact info & status updates • closed loop data to analyze
- 55. HubSpot Closed LoopMarketing • Improve Marketing • Increase lead quality • Learn which marketing programs are working and which aren’t • Increase marketing ROI • Improve Sales • Help sales prioritize leads • Help sales make warmer calls • Increase sales close rate • Increase sales ROI
- 56. Closed Loop MarketingMeasurement Track leads all the way through sales Tie website visitors to closed deals Tie closed deals to lead sources or campaigns
- 57. Measure the LeadFunnel
- 58. Track Visitors, Leads,Sales Track visitors. Track leads. Track customers.
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- 65. Sales and MarketingAlignment 1. Build Communication 2. Establish an SLA 3. Grade and Filter Leads 4. Grow Top of Funnel 5. Nurture Premature Leads 6. Analyze the Closed Loop
- 66. Thank You www.HubSpot.com/free-trial Mike Volpe Mark Roberge VP Marketing @HubSpot VP Sales @HubSpot Twitter: @mvolpe Twitter: @MarkRoberge