Transcript Sales to Marketing

87%
of the terms
sales & marketing
use to describe each
other are negative.
Source: Corporate Executive Board survey, http://bit.ly/wQCz4b
Search Engine
Optimization
Blogging &
Social Media
Lead
Generation
All-in-One
Marketing Software
Lead
Management
Email &
Automation
Marketing
Analytics
2
Only
45%
of companies
have established a
company-wide definition
of a sales-ready lead.
2009 survey by MarketingSherpa, http://bit.ly/zL3sf0
Search Engine
Optimization
Blogging &
Social Media
Lead
Generation
All-in-One
Marketing Software
Lead
Management
Email &
Automation
Marketing
Analytics
4
Companies with strong
sales & marketing
alignment get
20%
annual
revenue growth.
2010 study by the Aberdeen Group, http://bit.ly/zmIJQD
Search Engine
Optimization
Blogging &
Social Media
Lead
Generation
All-in-One
Marketing Software
Lead
Management
Email &
Automation
Marketing
Analytics
6
All You Need to Know
to Align Sales and Marketing
All-in-One
Marketing Software
Mike Volpe
Mark Roberge
Chief Marketing Officer, HubSpot
@mvolpe
VP of Sales, HubSpot
@markroberge
#SMARKETING
SALES
“simple-minded”
“cowboys”
“incompetent”
Source: Corporate Executive Board http://bit.ly/wQCz4b
MARKETING
“paper pushers”
“academics”
“irrelevant”
#SMARKETING
Sales + Marketing =
Smarketing
1
Before
Starting
with
Smarketing
Before You Begin Smarketing
1. Set up closed-loop reporting
2. Agree on terminology
3. Implement an SLA
Traditional Marketing
Marketing
Problems:
• Duplicate leads
• Limited lead information
• No feedback from sales
• No ROI Measurement
Sales
Closed Loop Marketing
• de-duplicate leads
• import to CRM
• lead intelligence
Marketing
• contact info & status updates
• closed loop data to analyze
Sales
Customers by Marketing Source
Conversion Assists Report
Closed-loop Lead Intelligence
Closed Loop Social Intelligence
Closed Loop CRM Integration
Closed Loop Lead Alerts
Before You Begin Smarketing
1. Set up closed-loop reporting
2. Agree on terminology
3. Implement an SLA
Define Your Funnel Stages
Visitors
Leads / Inquiries
Marketing Qualified Leads
Sales Qualified Leads
Opportunities
Customers
What is an MQL?
Stimulate
Interest
Follow-up
Quickly
Avoid
Take
Orders
Fit
Interest
MQL Examples
• A 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.
Grade Your Leads
Before You Begin Smarketing
1. Set up closed-loop reporting
2. Agree on terminology
3. Implement an SLA
SLAs Go Both Ways
Marketing to Sales
• Number and quality of leads required to
hit company revenue goals
Sales to Marketing
• Speed and depth of lead follow-up that
makes economic sense
The Marketing SLA
• How 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?
The Marketing SLA
• Will sales do any prospecting?
• What % of sales opportunities will
marketing originate?
• What % of sales opportunities will
marketing influence?
Computing the Marketing SLA
MQL Type
Average
Revenue /
Customer
MQL to
Customer
Close %
Value per
MQL
Whitepaper
$160,000
1.0%
$1,600
Webinar
$100,000
1.5%
$3,000
Online Demo
$150,000
2.0%
$3,000
Tradeshow
$125,000
1.0%
$1,250
Contact Sales
$110,000
10.0%
$11,000
The Sales SLA
• How 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?
Computing the Sales SLA
* Data has been altered from actual HubSpot data for the purposes of this presentation
Example SLAs
• Marketing will deliver 100 MQLs
per sales rep per month
• Sales will make 1 follow-up
attempt in 4 business hours, with
5 attempts in 14 days
2
Managing
Smarketing
Managing Smarketing
1. Dashboards & Reports
2. Meetings
3. Other Communication
Dashboards
Get individuals and teams to fix
problems without management
intervention.
• Frequent
• Public
• Transparent
Marketing Dashboards
http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx
Marketing Dashboards
http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx
Sales Dashboards
* Data has been altered from actual HubSpot data for the purposes of this presentation
Sales Dashboards
* Data has been altered from actual HubSpot data for the purposes of this presentation
Sales Dashboards
* Data has been altered from actual HubSpot data for the purposes of this presentation
Sales Dashboards
* Data has been altered from actual HubSpot data for the purposes of this presentation
Monthly Reports
Managing Smarketing
1. Dashboards & Reports
2. Meetings
3. Other Communication
Weekly Smarketing Meeting
• Goal: Get / stay on same page
• Everyone attends
• Point person from each team runs meeting
• Size of meeting determines format
Monthly Management Meeting
• Key managers attend
• Lots of discussion
• Dive deeper into more contentious issues
• Resolve disputes
Managing Smarketing
1. Dashboards & Reports
2. Meetings
3. Other Communication
Other Communication
Other Communication
Summary of Smarketing Tips
1. Before you begin Smarketing
1.
2.
3.
4.
Set up closed-loop reporting metrics
Add closed-loop lead intelligence and info
Agree on funnel stage terminology
Implement an SLA for both teams
2. Managing Smarketing
1.
2.
3.
4.
5.
Daily dashboards drive behavior
Monthly reports provide transparency
Weekly Smarketing meeting
Monthly management meeting
Consolidate other communication
All-in-One
Marketing Software
What is
HubSpot?
51
You can
do
marketing
this way.
+
+
+
+
+
SEO Consultants
All-in-One
Marketing Software
Or you
can do
marketing
this way.
53
Customers
5961
3855
1150
317
48
3
2006
2007
2008
2009
2010
2011
2011: Our BIGGEST Year Yet
Mar 8
May 19
Jul 12
Sep 15
Nov 30
Mike Volpe
named CMO.
HubSpot App
Marketplace launches.
1,000 HubSpot
customers & partners
attend HUGS, the 2011
HubSpot User Group
Summit.
America’s 20 Most
Promising Companies
by Forbes.
May 20
names Co-Founder &
CTO Dharmesh Shah
the Top Innovator in
High Tech.
2011
HubSpot
Milestones
Jun 9
Aug 18
Oct 19
Dec 6
HubSpot wins BBJ’s
Top Places to Work
Award, 2nd year in a
row.
HubSpot acquires
#8 Fastest Growing
Company in North
America.
HubSpot Launches
Free Marketing Grader
tool to Replace Website
Grader.
Jun 16
Aug 23
HubSpot acquires
#2 Fastest Growing
Software Company &
#33 Fastest Growing
Company overall.
Jun 17
Aug 24
CEO Brian Halligan
named Ernst & Young
Entrepreneur of the
Year.
HubSpot sets the
world record for
Largest Online
Marketing Seminar
with 10,899 attendees.
#17
Strategic investments.
$32M
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#SMARKETING
MIKE VOLPE
Chief Marketing Officer, HubSpot
@mvolpe
Mark Roberge
VP of Sales, HubSpot
@markroberge
THANK
YOU.
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