Jani Altonen and Tomi Yrjola - The 365 Day Growth Plan
1. INBOUND15
THE 365 DAY GROWTH
PLAN: FROM OUTBOUND
AGENCY TO 3X REVENUE
GROWTH IN ONE YEAR
A Company Story of Why & How
JANI AALTONEN & TOMI YRJÖLÄ
Sales Communications Oy
2. 1. SALES COMMUNICATIONS
2. OUR JOURNEY
3. GOING INBOUND
4. HOW WE’RE ORGANIZED
5. WORKING WITH HUBSPOT & WHAT WE’VE LEARNED
AGENDA
6. INBOUND15
Founded in May 2012
An Inbound Marketing & Sales Agency that helps S&M businesses….
What Is Sales Communications?
Generate Leads
Grow Their Business
Transform, conquer the digital
7. INBOUND15
Jani & Tomi
Back in 1997…
#1 radio stations
Finland’s first online chat
World’s first mobile radio
SBS Programmers of the Year
2000 – globally
8. INBOUND15
• We teach the new playbook of digitalized sales and marketing
• Operate with clients primarily in Northern Europe
• Inbound: From Smarketing strategy to planning and content
• Marketing As Service (MaaS) partner for currently over 35 clients
• 100% inbound – practice what u preach!
What We Do
9. INBOUND15
Where We Are
• Based in Helsinki, the Capital
• Finland, population totals 5,4 million
• World’s northernmost country per average square mile
• Home of Nokia (or was…)
12. INBOUND15
“Economic growth is projected to resume in 2015 after three years of contraction.
Nevertheless, sluggish incomes and high unemployment will continue to weigh on private
consumption and remaining spare capacity will delay investments...”
What happened, man?
http://www.oecd.org/eco/outlook/finland-economic-forecast-summary.htm
31. INBOUND15
Jani, you are
THE BIGGEST
SPAMMER
in the whole of Scandinavia!
You need to stop before you get in
to trouble.
”
William Naversten
Our Partner from Element AB
72. INBOUND15
1. Content to get the right traffic to our site … AND CONVERT!
2. We use the HubSpot salestool (CRM) to track the ”Active today” list
3. Lead qualification is done by our sales team (2 persons)
4. 1st call is made if the lead is ok (sales qualified)
Sales & Marketing
73. INBOUND15
Criteria Emphasis
Is there a need? 40%
Is the decision maker involved? 25%
Do they want to change? 10%
Is the company the right size? 15%
Level of diginativeness? 5%
Do they want to grow? 5%
Qualifying Criteria
77. INBOUND15
• Conversion rate
• Number of marketing qualified leads
• Number of open leads
• How many opportunities closing this week / month?
• How does the next month look like?
KPI’s (new customer)
80. INBOUND15
Did the simple model work?
Blog
E-book
Webinar
Whitepaper
Free
€0
Hire Us
MaaS
contract
€750-7200
*adapted from Aidan O’Leary / Clodagh Higgins
Objective?
A quick,
efficient
sell.
81. INBOUND15
cvcv
Free
Sales Process 2015
Try Us Work with Us Hire Us Grow with Us
*adapted from Aidan O’Leary / Clodagh Higgins
Blog
E-book
Webinar
Whitepaper
Assessment
Strategy
session
Workshop
Training
Strategy
projects
MaaS
contract
Websites
HubSpot
VAR
Personnel
Certificates
Pro >
Enterprise
€0 €0-1500 €1500-8000 €750-7200 30K >> +100K
88. INBOUND15
Customer Commitment Process
Marketing
performance
call
7DAYS Task & To-do
call
Idea call Task & To-do
call
7DAYS
7DAYS
1st week
of the month
Show the customer
how their marketing
is performing and
give them ideas how
to make it better. Tie
marketing into their
business goals.
2nd week
of the month
Go through what
needs to be done
next and agree the
resources to do it.
3rd week
of the month
Give customer a few
ideas on how to
improve their
marketing.
Occasionally HubSpot
Channel Manager will
join and give input.
4th week
of the month
Go through what
needs to be done
next and agree the
resources to do it.
89. INBOUND15
Customer Commitment Process
Marketing
performance
call
7DAYS Task & To-do
call
Idea call Task & To-do
call
7DAYS
7DAYS
1st week
of the month
Show to the customer
how their marketing
is performing and
give them ideas how
to make it better. Tie
marketing into their
business goals.
2nd week
of the month
Go through what
needs to be done
next and agree on
the resources to do it.
3rd week
of the month
Give customer a few
ideas on how to
improve their
marketing.
Occasionally HubSpot
Channel Manager will
join and give input.
4th week
of the month
Go through what
needs to be done
next and agree the
resources to do it.
90. INBOUND15
Customer Commitment Process
Marketing
performance
call
7DAYS Task & To-do
call
Idea call Task & To-do
call
7DAYS
7DAYS
1st week
of the month
Show to the customer
how their marketing
is performing and
give them ideas how
to make it better. Tie
marketing into their
business goals.
2nd week
of the month
Go through what
needs to be done
next and agree the
resources to do it.
3rd week
of the month
Give customer ideas
on how to improve
their marketing.
Occasionally a
HubSpot Channel
Manager will join and
give input.
4th week
of the month
Go through what
needs to be done
next and agree the
resources to do it.
91. INBOUND15
Customer Commitment Process
Marketing
performance
call
7DAYS Task & To-do
call
Idea call Task & To-do
call
7DAYS
7DAYS
1st week
of the month
Show to the customer
how their marketing
is performing and
give them ideas how
to make it better. Tie
marketing into their
business goals.
2nd week
of the month
Go through what
needs to be done
next and agree the
resources to do it.
3rd week
of the month
Give customer a few
ideas on how to
improve their
marketing.
Occasionally HubSpot
Channel Manager will
join and give input.
4th week
of the month
Go through what
needs to be done
next and agree on
the resources to do it.
92. INBOUND15
We Show Our Pricing!
Because we want our customers to know how
much money they need to spend!
116. INBOUND15
1. Is there a real need?
2. How digital are they?
3. How committed is top management?
4. Do they understand that content marketing is expensive?
5. What is their willingness to change?
6. Are they used to buying services?
How to say no / when to say no…
