of the terms sales amp marketing use to describe each other are negative Source Corporate Executive Board survey httpbitlywQCz4b 2 Search Engine Optimization Blogging amp Social Media ID: 305412
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Slide1
87% of the terms sales & marketing use to describe each other are negative.
Source: Corporate Executive Board survey, http://bit.ly/wQCz4b Slide2
2
Search Engine
Optimization
Blogging & Social Media
Lead Generation
Email & Automation
Marketing Analytics
Lead ManagementSlide3
Only45% of companies have established a company-wide definition of a sales-ready lead.
2009 survey by
MarketingSherpa
, http://bit.ly/zL3sf0 Slide4
4
Search Engine
Optimization
Blogging & Social Media
Lead Generation
Email & Automation
Marketing Analytics
Lead ManagementSlide5
Companies with strong sales & marketing alignment get20% annual revenue growth.
2010 study by the Aberdeen Group, http://bit.ly/zmIJQDSlide6
6
Search Engine
Optimization
Blogging & Social Media
Lead Generation
Email & Automation
Marketing Analytics
Lead ManagementSlide7
All You Need to Knowto Align Sales and MarketingSlide8
Mike VolpeChief Marketing Officer, HubSpot@
mvolpe
Mark
RobergeVP of Sales, HubSpot@markroberge#SMARKETINGSlide9
SALES MARKETING Source: Corporate Executive Board
http
://bit.ly/wQCz4b
“simple-minded”“cowboys”“incompetent”“paper pushers”“academics”“irrelevant”
#SMARKETINGSlide10
Sales + Marketing =SmarketingSlide11
Before Starting with Smarketing1Slide12
Before You Begin SmarketingSet up closed-loop reportingAgree on terminologyImplement an SLASlide13
Traditional MarketingMarketing Sales
Problems:
Duplicate leads
Limited lead informationNo feedback from salesNo ROI MeasurementSlide14
Closed Loop MarketingMarketing Sales
de-duplicate
leads
import to CRM lead intelligence contact info & status updates closed
loop data to analyzeSlide15
Customers by Marketing SourceSlide16
Conversion Assists ReportSlide17
Closed-loop Lead IntelligenceSlide18
Closed Loop Social IntelligenceSlide19
Closed Loop CRM IntegrationSlide20
Closed Loop Lead AlertsSlide21
Before You Begin SmarketingSet up closed-loop reportingAgree on terminologyImplement an SLASlide22
Define Your Funnel StagesVisitorsLeads / InquiriesMarketing Qualified LeadsSales Qualified LeadsOpportunities
CustomersSlide23
What is an MQL?
Stimulate Interest
Follow-up
QuicklyAvoidTakeOrders
FitInterestSlide24
MQL ExamplesA contact at a company that has filled out a landing page, and works at a company of 200-1,000 employees in North America.A contact at a company in the US who filled out the form to request a sales demo or started a trial.Slide25
Grade Your LeadsSlide26
Before You Begin SmarketingSet up closed-loop reportingAgree on terminologyImplement an SLASlide27
SLAs Go Both WaysMarketing to SalesNumber and quality of leads required to hit company revenue goalsSales to MarketingSpeed and depth of lead follow-up that makes economic senseSlide28
The Marketing SLAHow 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?Slide29
The Marketing SLAWill sales do any prospecting?What % of sales opportunities will marketing originate?What % of sales opportunities will marketing influence?Slide30
Computing the Marketing SLAMQL TypeAverage Revenue / CustomerMQL to Customer Close %
Value per
MQL
Whitepaper$160,0001.0%$1,600Webinar$100,0001.5%$3,000Online Demo$150,0002.0%$3,000Tradeshow$125,0001.0%$1,250Contact Sales
$110,00010.0%$11,000Slide31
The Sales SLAHow 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?Slide32
Computing the Sales SLA* Data has been altered from actual HubSpot data for the purposes of this presentationSlide33
Example SLAsMarketing will deliver 100 MQLs per sales rep per monthSales will make 1 follow-up attempt in 4 business hours, with 5 attempts in 14 daysSlide34
ManagingSmarketing2Slide35
Managing SmarketingDashboards & ReportsMeetingsOther CommunicationSlide36
DashboardsGet individuals and teams to fix problems without management intervention.FrequentPublicTransparentSlide37
Marketing Dashboards
http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspxSlide38
Marketing Dashboardshttp://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspxSlide39
Sales Dashboards
*
Data has been altered from actual
HubSpot data for the purposes of this presentationSlide40
Sales Dashboards* Data has been altered from actual HubSpot data for the purposes of this presentationSlide41
Sales Dashboards
*
Data has been altered from actual
HubSpot data for the purposes of this presentationSlide42
Sales Dashboards
*
Data has been altered from actual
HubSpot data for the purposes of this presentationSlide43
Monthly ReportsSlide44
Managing SmarketingDashboards & ReportsMeetingsOther CommunicationSlide45
Weekly Smarketing MeetingGoal: Get / stay on same pageEveryone attendsPoint person from each team runs meetingSize of meeting determines formatSlide46
Monthly Management MeetingKey managers attendLots of discussionDive deeper into more contentious issuesResolve disputesSlide47
Managing SmarketingDashboards & ReportsMeetingsOther CommunicationSlide48
Other CommunicationSlide49
Other CommunicationSlide50
Summary of Smarketing TipsBefore you begin SmarketingSet up closed-loop reporting metricsAdd closed-loop lead intelligence and infoAgree on funnel stage terminology
Implement an
SLA for both teams
Managing SmarketingDaily dashboards drive behaviorMonthly reports provide transparencyWeekly Smarketing meetingMonthly management meetingConsolidate other communicationSlide51
What is HubSpot?Slide52
You can do marketing
this
way.Slide53
53
Or you can do marketing
this way.Slide54
CustomersSlide55
2011: Our BIGGEST Year YetSlide56
56Slide57
#
17Slide58
$32M
Strategic investments.Slide59
59
Search Engine
Optimization
Blogging & Social Media
Lead Generation
Email & Automation
Marketing Analytics
Lead ManagementSlide60
THANK
YOU.
MIKE VOLPE
Chief Marketing Officer, HubSpot
@
mvolpe
Mark RobergeVP of Sales, HubSpot
@markroberge
#SMARKETINGSlide61
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