Sales and Marketing Alignment: How to Accelerate Revenue Growth
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In this on-demand seminar HubSpot and BrainSell provide actionable tips to create a Smarketing (Sales + Marketing) approach to automating your business and revenue growth.
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Sales and Marketing Alignment: How to Accelerate Revenue Growth
- 1. Marketing and Sales Alignment: How to Accelerate your Growth
- 2. Housekeeping ● 90-minute presentation with audience Q&A ● Type questions into the “question box” to submit throughout the presentation ● This session is being recorded and you will receive a copy following the live event
- 3. Allow Me to Introduce... ● Boston-based Growth Enablement Company ● Our Mission is to help companies position their people, processes, and technology for faster growth ● Specialize in Consulting, Data, and implementation and integration of CRM, Marketing Automation, Customer Service, ERP, and AI technologies
- 4. Today’s Presenter Zoya Khatuntseva Principal Growth Specialist HubSpot
- 5. Marketing and Sales Alignment: How to Accelerate Your Growth
- 6. Agenda 1. Familiar problems 2. Smarketing 3. Building your smarketing engine 4. ABM tactics to try 5. Live Demo
- 7. Imagine a world where…. ● a marketing team’s success is measured only by the number of leads they generate ● Marketers therefore spend all their time focusing on how to generate and convert as many leads as possible ● The handoff from Marketing to Sales is clunky and slow, causing for a delay in following up with even the hottest leads, hurting conversion rates ● Sales teams are not given all the information they want and need to see in order to open a conversation with a prospect ● The sales team is then flooded with tons of leads and have to spend their time combing through to find the quality leads ● Then the sales teams eventually get frustrated and ignore those leads entirely, instead going back to prospecting and cold calling themselves ● Marketing complains that sales is ignoring the leads they worked hard to generate claiming they didn’t work them hard enough, making it hard to prove ROI and increase budgets ● Marketing blames sales, sales blames marketing, the whole company suffers and turnover is usually high on both teams Does this sound familiar to you?
- 8. You’re not alone! ●60% of global respondents in a LinkedIn survey believed that misalignment between Sales and Marketing could damage financial performance ●90% of Sales and Marketing professionals point to a number of disconnects across strategy, process, content, and culture ●Only 7% of salespeople said leads they received from marketing were very high quality ●only 28% of salespeople said marketing was their best source of leads ●43% of sales and marketing people said “lack of accurate/shared data on target accounts and prospects” was the biggest challenge when it comes to aligning sales/marketing departments ●30% of marketers ranked “consistent use of systems” as their top need from their sales teams and 22% said “better lead follow up”
- 9. Why can’t we be friends?
- 10. What is Smarketing? Smarketing refers to the alignment between your Marketing and Sales teams, created through frequent and direct communication between the two. The goal is to have measurable goals that each team agrees to hit so there’s mutual accountability, ideally like an SLA (Service Level Agreement), i.e. Sales expects a certain quality of leads from marketing, and marketing requires that sales will put in effort to convert each qualified lead (QL).
- 11. Benefits of Smarketing: - 87% of sales and marketing leaders say collaboration between sales and marketing enables critical business growth - 81% of marketers work with sales teams on ABM strategies - 94% of top-performing salespeople surveyed on LI called their marketing leads “excellent” or “good” - Sales and marketing alignment can lead to a 32% increase in YoY revenue growth - Sales and marketing alignment can lead to a 38% higher sales win rate - 80% of marketers say ABM improves customer lifetime value, while 86% say it improves win rates - 85% of marketers with an SLA think their marketing strategy is effective
- 13. 4 Steps to Build a Smarketing Engine 1. Get on the same page 2. Define goals and strategies together 3. stop, look, and listen 4. build for scale, automate, and optimize
- 14. Step 1: Get on the same page A. Agree on a mutual definition of an Ideal Customer Persona and what a truly Qualified Lead (QL) looks and acts like B. Define a single customer journey and content for each stage C. Break the silos and implement a CRM for single source of truth D. Be consistent with your messaging and agree on the common terms you use to describe your company, products, or services and the challenges you solve for
- 15. Step 2: Define Goals and Strategies Together A. Agree on an SLA (service level agreement) B. Define joint KPIs to unite everyone under one common goal a. revenue growth b. retention rates c. customer lifetime value C. Define what, specifically, qualifies someone as an MQL or SQL D. Agree on lead prioritization and scoring metrics E. Meet on a regular basis and have an alias or slack room for collaboration and communication
- 16. Step 3: Stop, Look, and Listen A. Use a “marketing first” approach B. Collect customer feedback C. Team up on growth and retention
- 17. Step 4: Build for Scale, Automate, and Optimize A. Leverage Marketing Automation tools to automagically route hot and ready-to-buy leads to salespeople to shorten sales cycles B. Build in timers and reminders into your marketing and sales processes to keep things moving forward C. Automate lead scoring based on a variety of behaviors with an MA tool D. Leverage MA + CRM tools (like HubSpot!) to understand and replicate customer journeys and buying behaviors E. Keep serving up your biggest revenue driving assets to similar looking and behaving customers F. Implement ABM strategies to increase conversions from larger B2B accounts
- 18. Alignment Tactics and Tools
- 19. What is ABM and Why Should I Care? ABM (or key account marketing) is a strategic approach to B2B marketing based on goals for specific target accounts, typically fewer but of higher values. Benefits of ABM: ● ABM helps teams to engage with higher value prospects earlier in the sales process ● Maximizes value and ROI from marketing campaigns and resources ● hyper personalized communications ● Enhanced tracking and easier reporting ● Closer alignment with marketing and sales teams!
- 21. Live Demo
- 24. Content Messaging Automation Reporting Data Anonymous Promoter
- 25. Content Messaging Automation Reporting Data Anonymous Promoter
- 26. HubSpot is built differently. Our platform is crafted. Not cobbled.
- 29. A Single Source of Truth Makes it easy to align One Intuitive UX Makes it easy to adopt A Unified Codebase Makes it easy to adapt Crafted for Growth
- 30. Audience Q & A
- 31. Thank You for Joining Us! Schedule Your Complimentary Smarketing Strategy Review and Consultation: ● Review your goals and objectives ● An efficiency assessment of your tech stack ● Brief review of your website ● Recommendations for improvement that impacts your business goals ● Personal demo of HubSpot and how it can help increase traffic, convert leads, and prove ROI Email growth@brainsell.net to schedule!
Editor's Notes
- Sonja to introduce webinar
- Sonja to run to housekeeping
- Sonja brief intro to BrainSell
- Sonja to introduce and transition to Zoya
- Zoya to kick it off
- i know this is gonna sound crazy but hopefully you can all use your imaginations and come with me into this crazy world im about to describe
- make love not war!
- how to establish a marketing/sales SLA https://blog.hubspot.com/blog/tabid/6307/bid/5885/Improving-Sales-and-Marketing-Alignment-The-Marketing-and-Sales-SLA.aspx?__hstc=66863025.0d6107ebad1bcbcda3583c319612a60c.1460467739081.1464394101413.1464702387393.64&__hssc=66863025.12.1464702387393&__hsfp=3639321233
- “Selling to people who actually want to hear from you is more effective than interrupting strangers who don’t.” https://blog.hubspot.com/sales/stats-that-prove-the-power-of-smarketing-slideshare https://www.marketo.com/marketing-and-sales-alignment/
- https://www.superoffice.com/blog/sales-marketing-alignment/
- Establish and agree on your buyer personas “Selling to people who actually want to hear from you is more effective than interrupting strangers who don’t.” helps to bring M/S teams to the same page company size, industry, experience etc if you dont get aligned, you wont understand their challenges, which means you wont understand their needs, which means it wil be harder to sell your solutions your ICP should be a living breathing document shared between m/s teams and updated often (especially now after covid!) Build a single customer journey there should never be silod experiences for your customers or prospects, instead you should aim for a single brand customer experience. start with awareness all the wy down to brand loyalty, everything should be tied together as an experience biggest challenge in this area is a holisitc view of the customer, something that is often aided by having a reliable and easy to use CRM, which we’ll touch on a bit later Use a “marketing first” approach prospects are less likely to respond positively to cold calls or sales emails if they’ve never heard of you, and this can negatively impact your reputation and chances of closing the deal later marketing first means marketers find or target potential customers who have a specific problem and show them how it can be solved marketing warms up and nurtures leads by sharing information on product or services they’re selling with key feautres/benefits once lead has been informed and nurtured, sales can step in and reinforce what the marketing team said and close the deal Measure the same or joint KPIs one of biggest challenges in alignment is that hte teams are measured differently; sales teams on numbers (number of new accounts, revenue, deals closed), while marketing is measured by lead quantity, quality, and brand awareness. to get everyone moving in the same direction, unite them under one common goal allows you to see cracks and gaps in the entire funnel better, allowing you to fix the whole thing and not just parts make sure to schedule frequent meetings between teams to collaborate and agree on shared metrics, i.e. revenue growth, retention, etc Collect customer feedback voice of customer is important in understanding how and why you win use these insights to pick out specific phrases to create new marketing messaging, or refine your product/services offerings. understand what your customers really like about you Be consistent with your messaging instead of using different words and phrases, use the same messaging and key words to reinforce the same messages over and over, helping to build better trust a fractured message can lead to confusion, loss of trust, and uncomfortable and inconsistent journeys. i.e. marketing told me this but sales said the opposite and now i dont trust either one Provide marketing assets for every sales stage content marketing is the most effective way to nurture prospects and customers over longer periods of time, however having a lot of unorganized content can make it difficult for sales teams to be effective 2 out of 3 sales reps dont kow what content to send to prospects, meaning lots of the great work marketers are putting together may be going to waste the more aligned the teams, the better they understand exactly what content to send at what time marketing teams create content that sales people can use to move people down the funnel and into closing the deal have sales teams share ideas on what content people are asking for or think may help Team up on growth and retention retention isn’t just up to customer service teams, it really starts with the marketing and sales teams. we all know attracting new customers is up to 7x more expensive than retaining them, instead teams can work together to increase CLTV i.e. once a customer has been acquired, marketing should shift messaging from attracting to growing and influencing a customer to stay a customer, increase engagement, try new products, upgrade their usage, add more seats etc
- Buyer personas aren't just valuable to Marketing; they also educate Sales on who they're selling to, what they care about, and how to help them. agree on things like company size, industry, job roles, there should never be silod experiences for your customers or prospects, instead you should aim for a single brand customer experience. start with awareness all the wy down to brand loyalty, everything should be tied together as an experience biggest challenge in this area is a holisitc view of the customer, something that is often aided by having a reliable and easy to use CRM, which we’ll touch on a bit later 3. a crm can be your greatest asset when it comes to understanding your customers and increasing customer loyalty and lifetime value instead of using different words and phrases, use the same messaging and key words to reinforce the same messages over and over, helping to build better trust a fractured message can lead to confusion, loss of trust, and uncomfortable and inconsistent journeys. i.e. marketing told me this but sales said the opposite and now i dont trust either one
- one of biggest challenges in alignment is that hte teams are measured differently; sales teams on numbers (number of new accounts, revenue, deals closed), while marketing is measured by lead quantity, quality, and brand awareness. to get everyone moving in the same direction, unite them under one common goal agree on what a good MQL vs SQL looks like. what actions do those people need to take to be defined as such? and furthering that - what does a good lead score look like? did they open an email or did they download a resource and go to the pricing page just now?
- Use a “marketing first” approach prospects are less likely to respond positively to cold calls or sales emails if they’ve never heard of you, and this can negatively impact your reputation and chances of closing the deal later marketing first means marketers find or target potential customers who have a specific problem and show them how it can be solved marketing warms up and nurtures leads by sharing information on product or services they’re selling with key feautres/benefits once lead has been informed and nurtured, sales can step in and reinforce what the marketing team said and close the deal Collect customer feedback voice of customer is important in understanding how and why you win use these insights to pick out specific phrases to create new marketing messaging, or refine your product/services offerings. understand what your customers really like about you Team up on growth and retention retention isn’t just up to customer service teams, it really starts with the marketing and sales teams. we all know attracting new customers is up to 7x more expensive than retaining them, instead teams can work together to increase CLTV i.e. once a customer has been acquired, marketing should shift messaging from attracting to growing and influencing a customer to stay a customer, increase engagement, try new products, upgrade their usage, add more seats etc
- not intended to replace your regular marketing campaigns, only to supplement them According to the Information Technology Services Marketing Association, 84% of businesses surveyed said that account-based marketing delivers higher ROI than other types of marketing. Enhanced tracking. While reviewing your bottom line, ROI is critical. But it’s also critical to report on the tactics that either contribute or don’t contribute to that ROI. You must review the effectiveness of each tactic, whether it's an email campaign, special event, or webinar. By knowing the effectiveness of each individual component of your ABM strategy, you will be able to build more effective campaigns moving forward. In addition, with the software platforms available now, tracking is almost real-time so you can make changes to your campaign on an ongoing basis. Tracking these metrics daily will save you time and budget. A survey from Bizible found that “marketers doing ABM are about 40% more likely to report alignment with their sales team compared to marketers not doing ABM.” https://www.forbes.com/sites/forbesagencycouncil/2017/07/21/five-reasons-to-implement-account-based-marketing-into-your-b2b-marketing-strategy/?sh=5d74926161e1
- HubSpot’s been around for 15 years now - we just hit 100k customers & we run hundreds of thousands of calls with companies big & small every year -—— And when we untangled some of that complexity & the challenges teams face managing the buyer experience, we pulled out 5 really core elements that help them make their experience-engines run. Just like we all need elements like air, water, etc. to survive, our customers need: Content to reach people who are unaware they exist Messaging to start conversations with them Automation to streamline the process… Reporting/Insights to understand what’s working & what isn’t And of course, an underlying layer of data to capture all of this & be able to optimize accordingly
- Like I mentioned, you have options. There’s over 12,000 vendors that can help you solve for one, or a few of these elements, really well --- but might not solve for the entire experience
- And that’s what inspired us to build HubSpot differently.
- We took all of the critical elements of customer experience management -- Content, Messaging, Automation, Reporting & Data --- & handcrafted them into one unified code base.
- With a single buyer’s experience at the center of it all.
- Because we crafted a single source of truth from the ground up, our customers get a product that helps them: Improve their buyer experience with one customer record, not many Speed up team efficiency by combining efforts into one intuitive UX And reduce total cost of ownership by taking a strategic approach to consolidation of customer tech
- Sonja to facilitate audience Q&A
- Sonja to wrap it up