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London HUG: Sales and Marketing Revenue Machine [2018]

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How to align marketing and sales to create a revenue growth machine. Slides taken from the London HubSpot User Group Presentation in March 2018: Video and transcript available here:
https://blog.whitehat-seo.co.uk/how-to-align-sales-and-marketing-teams

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London HUG: Sales and Marketing Revenue Machine [2018]

  1. 1. BUILDING A SALES & MARKETING REVENUE TEAM SMARKETING DAN TYRE, HUBSPOT MARCH, 2018
  2. 2. ONE MISSION
  3. 3. DAN TYRE Employee #6 at Hubspot Five Start Ups Since 1983 Mentor, Advisor, Blogger, Speaker Author, Angel Investor, Sales Coach TRYING TO DO THE MOST GOOD FOR THE UNIVERSE @dantyre
  4. 4. Marketer Car Salesman Salesperson Lobbyist Politician Stockbroker Services/Customer Service Professional Athlete Investment Banker Journalist Barista Software Developer Lawyer Professional Musician Accountant Dentist Nurse Doctor Teacher 0% 0% 1 % 1 % 1 % 2% 3% 3% 3% 3% 4% 6% 9% 9% 13% 19% 41% 48% 50% 60%Firefighter Marketer Salesperson Trusted professions in EMEA
  5. 5. • Marketing is:  Sending emails from reps  Booking meetings for reps  Building email templates for reps
  6. 6. • Sales is:  Doing persona research  Educating prospects  Sending content to nurture prospects
  7. 7. INBOUND GRAPHIC
  8. 8. 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?
  9. 9. S E T T I NG GOAL S MISSION: STRATEGY: PLAYS: TARGETS: OMISSIONS:
  10. 10. S E T T I NG GOAL 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
  11. 11. Marketing delivers a pre-determined amount of demand Sales works this demand LEADS MQLS OPPS SERVI CE L EVEL AGREEM ENT
  12. 12. SERVI CE L EVEL AGREEM ENT You’ll need to calculate: X = / / = = Total Sales Revenue % Revenue From MQLs Marketing Revenue Goal Marketing Revenue Goal Average Deal Size Customers Needed Customers Needed Lead to Close Rate Total Leads Needed
  13. 13. SERVI CE L EVEL AGREEM ENT So for example… • Goal: $1M in annual revenue • 40% of revenue from MQLs • Average sales deal size = $1000 • Average lead-to-customer close 10%
  14. 14. INTENT FITL E A D Q U A L I T Y: D E F I N I N G Q U A L I F I E D L E A D S
  15. 15. 1. Measure the funnel 2. Set expectations about who works what part of the funnel 3. Avoid overlap in communication
  16. 16. BUILDING A SALES & MARKETING REVENUE TEAM SMARKETING PART 2 DAN TYRE, HUBSPOT MARCH, 2018
  17. 17. GOAL SETTING SERVICE LEVEL AGREEMENTS LEAD QUALITY AND HANDOFF
  18. 18. BUY-IN COMMUNICATION ENABLEMENT
  19. 19. What I Say Vs. What Sales Reps Hear Please send this ebook around to your prospects. If you have any complaints about this ebook, please let me know.
  20. 20. 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 Sales Reps Hear
  21. 21. This is an internal only piece of collateral. You can send this, just don’t get caught. What I Say Vs. What Sales Reps Hear
  22. 22. • 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? S M ARKE T I NG BUY- I N
  23. 23. Email • One-off Sends • Weekly Digest • Video Updates Meetings • Team meetings • Manager Weekly • Smarketing Monthly Forums • Internal Wiki • Slack channel COM M UNICAT I ON
  24. 24. • Grab their attention • Make it easy to understand • Help with prioritization E N A BL E ME NT
  25. 25.  Align marketing + sales + company goals  Define responsibilities across the funnel  Communicate (like a marketer) N E X T ST E P S :
  26. 26. Free Gifts
  27. 27. THANK YOU AND A SMALL ASK Dan Tyre @dantyre DTyre@hubspot.com

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