Smarketing: How HubSpot Does Sales and Marketing Alignment
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My session from INBOUND17 on how to better align your sales and marketing teams on both a macro and micro level. Please enjoy!
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Smarketing: How HubSpot Does Sales and Marketing Alignment
- 1. #INBOUND17#INBOUND17 S M A R K E T I N G : H O W H U B S P O T D O E S S A L E S A N D M A R K E T I N G A L I G N M E N T Juliana Nicholson
- 2. #INBOUND17 Juliana Nicholson Senior Field Marketing Manager HubSpot @ J B _ N I C H O L S O N J B N I C H O L S O N @ H U B S P O T . C O M
- 4. #INBOUND17 1. 1. BLURRED LINES 2. 2. MACRO ALIGNMENT 3. 3. MICRO ALIGNMENT 4. 4. TAKEAWAYS T O D A Y W E ’ L L C O V E R << KEEP AN EYE OUT FOR THIS GUY
- 7. #INBOUND17 THE LINES BETWEEN MARKETING AND SALES HAVE NEVER BEEN MORE BLURRED.
- 8. #INBOUND17 1. Marketing is: ü Sending emails from reps ü Booking meetings for reps ü Building email templates for reps
- 9. #INBOUND17 1. Sales is: ü Doing persona research ü Educating prospects ü Sending content to nurture prospects
- 10. #INBOUND17 SALES ENABLEMENT IS THE HUMAN API BETWEEN MARKETING AND SALES.
- 11. #INBOUND17 M A C R O M I C R O Major KPIs Role Definitions Responsibilities Operations Content Campaigns One-off Promotions Specific Funnel Gaps Divisions/Segments
- 12. #INBOUND17 MACRO ALIGNMENT How do we agree on the big stuff?1
- 13. #INBOUND17 GOAL SETTING What do we want? SERVICE LEVEL AGREEMENTS How much do we want? LEAD QUALITY AND HANDOFF How good does it need to be?
- 14. #INBOUND17 TWO TEAMS — ONE GOAL
- 15. #INBOUND17 S E T T IN G G O A L S MISSION: STRATEGY: PLAYS: TARGETS: OMISSIONS:
- 16. #INBOUND17 S E T T IN G G O A L S Become the fasted-growing American manufacturer of athletic socks. MISSION: Build the fastest-growing athletic sock company in North America STRATEGY: Grow volume of North American athletic sock sales through distributors PLAYS: TARGETS: Increase repeat business with current distributors 1M in repeat business Reduce quantity of returned items 2K returns per quarter Decrease production costs in current sock plants $1.50 cost per pair Launch new line of soccer socks into the market $120K in revenue from soccer socks OMISSIONS: Expand into the European market Launch business sock line Build new sock plant in N. America
- 17. #INBOUND17 S E T T IN G G O A L S PLAY Launch new line of soccer socks into the market MARKETING: Generate B2B demand for soccer SKU 400 downloads of SKU-focused content SALES: Increase B2B purchases of new soccer SKU 40 new distributors for soccer SKU
- 18. #INBOUND17 GREAT… IN THEORY COMPLICATED… IN REALITY
- 19. #INBOUND17 S A L E S M A R K E T IN G “Give me, give me more” ”You better work b*tch”
- 20. #INBOUND17 Marketing delivers a pre-determined amount of demand Sales works this demand LEADS MQLS OPPS S E R V IC E L E V E L A G R E E M E N T
- 21. #INBOUND17 S E R V IC E L E V E L A G R E E M E N T You’ll need to know: • Total sales goal (revenue quota) • % of revenue from marketing-generated leads (MGLs) • Average sales deal size • Average lead-to-customer close %
- 22. #INBOUND17 S E R V IC E L E V E L A G R E E M E N T You’ll need to calculate: X = / / = = Total Sales Revenue % Revenue From MGLs Marketing Revenue Goal Marketing Revenue Goal Average Deal Size Customers Needed Customers Needed Lead to Close Rate Total Leads Needed
- 23. #INBOUND17 S E R V IC E L E V E L A G R E E M E N T So for example… • Goal: $1M in annual revenue • 40% of revenue from MGLs • Average sales deal size = $1000 • Average lead-to-customer close 10%
- 24. #INBOUND17 S E R V IC E L E V E L A G R E E M E N T You’ll need to calculate: X = / / = = Total Sales Revenue $1M % Revenue From MGLs 40% Marketing Revenue Goal $400K Marketing Revenue Goal $400K Average Deal Size $1K Customers Needed 400 Customers Needed 400 Lead to Close Rate 10% Total Leads Needed 4K
- 25. #INBOUND17 of marketers provide sales best quality leads Source: HubSpot State of Inbound Report, 2016 59% of salespeople receive high quality leads 5%
- 26. #INBOUND17 “NOT ALL LEADS ARE GOOD LEADS”
- 27. #INBOUND17 INTENT D E F I N I N G Q U A L I F I E D L E A D S FIT
- 28. #INBOUND17 S U R F A C IN G G O O D D E M A N D
- 29. #INBOUND17 L E A D H A N D - O F F Marketing generates and nurtures Sales works and closes LEADS MQLS OPPS
- 30. #INBOUND17 L IF E C Y C L E S T A G E SUBSCRIBER LEAD MARKETING QUALIFIED LEAD OPPORTUNITY CUSTOMER
- 31. #INBOUND17 1. Measure our funnel 2. Set expectations about who works what part of the funnel 3. Avoid overlap in communication
- 32. #INBOUND17 MICRO ALIGNMENT Staying aligned day-to-day.2
- 33. #INBOUND17 MACRO ALIGNMENT DOESN’T SOLVE FOR: RUNNING A CONTENT CAMPAIGN ONE-OFF PROMOTIONS ADRESSING SMALL FUNNEL ISSUES EVENTS OR TRADE SHOWS PUSHING SMALLER PRODUCTS OR FEATURES DAY-TO-DAY ALIGNMENT
- 35. #INBOUND17 What I Say Vs. What My Reps Hear Please send this ebook around to your prospects. If you have any complaints about this ebook, please let me know.
- 36. #INBOUND17 Please work all of these leads by Friday. Take a look at some these leads next time you get bored. What I Say Vs. What My Reps Hear
- 37. #INBOUND17 This is an internal only piece of collateral. You can send this, just don’t get caught. What I Say Vs. What My Reps Hear
- 38. #INBOUND17 • What is our joint goal? • What are our individual goals? • What is expected of each other? • What does the timeline look like? • How fast should leads be worked? • How will we communicate throughout this? • What does success look like? B U Y - I N
- 39. #INBOUND17 Email • One-off Sends • Weekly Digest • Video Updates Meetings • Team meetings • Manager Weekly • Smarketing Monthly Forums • Internal Wiki • Slack channel C O M M U N I C A T I O N
- 40. #INBOUND17
- 41. #INBOUND17 COMMUNICATION ALONE IS NOT ENOUGH.
- 42. #INBOUND17 Some seriously dope marketing stuff
- 43. #INBOUND17 Your sales rep’s inbox
- 44. #INBOUND17 THINK LIKE A MARKETER.
- 45. #INBOUND17 1. Grab their attention 2. Make it easy to use 3. Help with prioritization ENABLEMENT
- 46. #INBOUND17 Top 5 Hacks for Email Communication 1. Compelling subject lines 2. Make text easy to skim 3. Keep it above the fold 4. Don’t bury the lead 5. Track performance
- 47. #INBOUND17 1. Grab their attention 2. Make it easy to use 3. Help with prioritization ENABLEMENT
- 48. #INBOUND17
- 49. #INBOUND17
- 50. #INBOUND17
- 51. #INBOUND17
- 52. #INBOUND17 1. Grab their attention 2. Make it easy to use 3. Help with prioritization ENABLEMENT
- 53. #INBOUND17
- 54. #INBOUND17
- 55. #INBOUND17
- 57. #INBOUND17 ü Align marketing + sales + company goals ü Define responsibilities across the funnel ü Communicate (like a marketer) O N M O N D A Y :
- 58. #INBOUND17#INBOUND17 REMEMBER: WE’RE ALL ON THE SAME TEAM.
- 59. #INBOUND17#INBOUND17 T H A N K Y O U