87% of the terms sales and marketing teams use to describe each other are negative. Not only does that make for a negative work experience, it means you miss out on significant revenue growth. Learn how to align your marketing and sales departments by goal and by persona - get on the same team!
This presentation is part of HubSpot's complimentary Inbound Certification. Get started at: http://academy.hubspot.com/certification
3. AGENDA
1. What is Smarketing and why it is critical
2. Smarketing = alignment
3. 5 steps to integrate Smarketing into your organization
4. Key takeaways and resources
12. Get on the
same team.
Align both sales and
marketing around the same
goals and personas.
13. • Having the same or related goals
• (e.g. Marketing Pipeline = Sales Quota)
• Visibility into each other’s goals and progress
• Compensation based on each other’s goals
ALIGNMENT AROUND GOALS
15. • Communicate persona details across the company
• Educate each other about new persona details
• Specialize teams around particular personas
ALIGNMENT AROUND PERSONAS
17. FIVE STEPS TO INTEGRATE
SMARKETING INTO
YOUR ORGANIZATION.3
18. 5 STEPS TO INTEGRATE SMARKETING
1 Speak the same language
2 Set up closed-loop reporting
3 Implement a Service Level Agreement
4 Maintain open communication
5 Rely on data
19. 5 STEPS TO INTEGRATE SMARKETING
1 Speak the same language
2 Set up closed-loop reporting
3 Implement a Service Level Agreement
4 Maintain open communication
5 Rely on data
27. What is a
sales-ready lead?
FIT
INTEREST
A great fit lead with high level
of interest.
28. What is a
sales-ready lead?
FIT
INTEREST
Avoid
A great fit lead with high level
of interest.
29. What is a
sales-ready lead?
FIT
INTEREST
Stimulate
Interest
Avoid
A great fit lead with high level
of interest.
30. What is a
sales-ready lead?
FIT
INTEREST
Stimulate
Interest
Avoid
Take
Orders
A great fit lead with high level
of interest.
31. What is a
sales-ready lead?
FIT
INTEREST
Stimulate
Interest
Follow-up
Quickly
Avoid
Take
Orders
A great fit lead with high level
of interest.
32. What is a
sales-ready lead?
FIT
INTEREST
Stimulate
Interest
Follow-up
Quickly
Avoid
Take
Orders
A great fit lead with high level
of interest.
33. EXAMPLES OF SALES-READY LEADS
• Contact who downloaded an ebook on lead gen, company
is 200-1,000 employees and 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.
• A contact at a company whose role makes him/her a
decision maker, e.g. a VP or Director.
36. • Stages of the sales & marketing funnel
• What is a sales-ready lead
• The handoff process from Marketing to Sales
• Buyer personas
WHAT HAVE YOU DEFINED?
37. 5 STEPS TO INTEGRATE SMARKETING
1 Speak the same language
2 Set up closed-loop reporting
3 Implement a Service Level Agreement
4 Maintain open communication
5 Rely on data
38. Do you send leads to Sales and never hear if they were good?
Do you send leads to Sales with the basic contact information
without intelligence about what content those leads consumed?
Are you unsure of the impact your marketing efforts have
on revenue?
ARE YOU MISSING CLOSED-LOOP REPORTING?
Do you end up creating and trying to manage duplicate leads?
40. CLOSED-LOOP REPORTING
ALLOWS YOU TO
pass more intel to and get feedback from Sales.
• Benefits for Marketing
• Get up to date contact info and status updates
• Learn which marketing programs are working and which aren’t
• Increase Marketing ROI
• Benefits for Sales
• De-duplicate leads
• Help prioritize leads
• Help make warmer calls
• Increase close rate and Sales ROI
41.
42. CUSTOMERS BY MARKETING SOURCE
Measure how each marketing effort performs through the funnel over time:
visits, leads, customers, as well as funnel conversion rates from stage to stage.
44. CLOSED-LOOP LEAD INTELLIGENCE
Follow the interactions and conversion path of a particular contact, from the
content they download, the emails they click, and other changes.
45. CLOSED LOOP CRM INTEGRATION
Share interaction highlights with your sales team, make it easy for them to
leverage lead intelligence, and get data on if leads convert to customers.
46. CLOSED-LOOP LEAD ALERTS
Send automatic updates to your sales team when their leads revisit the website
or take other key actions, to make sure to follow up at the best time.
paula@company.com
47. 5 STEPS TO INTEGRATE SMARKETING
1 Speak the same language
2 Set up closed-loop reporting
3 Implement a Service Level Agreement
4 Maintain open communication
5 Rely on data
48. DEFINITION OF A
SERVICE LEVEL AGREEMENT
A Sales-Marketing SLA defines what each team commits to accomplishing in
order to support the other.
50. MARKETING à SALES
Number and quality of leads required
to hit company revenue goals.
Speed and depth of lead follow-up
that makes economic sense.
SALES à MARKETING
SLAs GO BOTH WAYS.
51. CALCULATING THE SLA
How many leads of a certain quality does a sales rep
need to make quota?
• Quota (revenue) / avg. revenue per customer = # customers needed
• Customers / avg. lead to customer close % = # leads needed
• May vary by type (quality) of lead
MARKETING à SALES
52. How many call/email attempts to engage should a
sales rep make to every lead to not waste leads?
With X leads and Y hours/month, how many follow-up attempts should a
sales rep be able to complete per lead?
SALES à MARKETING
CALCULATING THE SLA
53. • Marketing will deliver 100 leads per sales representative, per month.
• Sales will make 1 attempt to engage in 4 business hours, with 5 attempts in 14
days.
EXAMPLE SLAs
55. 5 STEPS TO INTEGRATE SMARKETING
1 Speak the same language
2 Set up closed-loop reporting
3 Implement a Service Level Agreement
4 Maintain open communication
5 Rely on data
62. 5 STEPS TO INTEGRATE SMARKETING
1 Speak the same language
2 Set up closed-loop reporting
3 Implement a Service Level Agreement
4 Maintain open communication
5 Rely on data
63. Frequent Public Transparent
USE DASHBOARDS
Create and share a common dashboard with the reports aligned with the teams’
goals. Check the dashboard daily and encourage individuals to fix problems.
66. TRACK LEADS BY SOURCE
Set goals per source and measure progress for each of your efforts.
67. TRACK LEADS BY CAMPAIGN
Analyze the results for each campaign – which efforts successfully drive traffic,
leads, and customers.
68. TRACK THE VOLUME OF MQLs
Measure how many MQLs – and which types – are generated.
69. MONTHLY MARKETING REPORT
Do a full analysis on a monthly basis to dig into all the important metrics and
evaluate why Marketing did or did not hit targets. Share it across the company.
70. SALES BY DAY DASHBOARD
Measure progress towards the sales goal and compare against previous month.
78. 5 STEPS TO INTEGRATE SMARKETING
1 Speak the Same Language
2 Set Up Closed-Loop Reporting
3 Implement a Service Level Agreement
4 Maintain Open Communication
5 Rely on Data
KEY TAKEAWAYS
79. 1 How to calculate an SLA [blog post]
2 Sales & marketing metrics [blog post]
3 Intro to closed-loop reporting [eBook]
4 Calculate smarketing SLA goals [downloadable template]
5 Plan annual goals [downloadable template]
RESOURCES
Notes de l'éditeur
Twitterhashtag
Two halves of the same team – like offense and defenseGrowth/revenue side of the businessVs. Product or Services – developing and delivering what people are paying forSales & marketing brings in new customersMarketing – attracts interested prospects, nurtures themSales – communicates 1:1, determines needs and sells at the right time
By contrast, companies with poor alignment saw revenues decline by 4%. Read more: http://blog.hubspot.com/blog/tabid/6307/bid/33712/The-Reports-You-Need-to-Keep-Sales-Marketing-Accountable.aspx#ixzz2CPdzZgPD
Both teams want the company to grow, and both teams are responsible for that growth.Alignment around goals =Having the same goalsVisibility into each other’s goals and communicationHaving goals related to each other – marketing MRR pipeline // sales quotaBeing tied to each other’s goals – bonus, for exampleEXAMPLE: compensation based on each other’s goals -> solve for the right thing, hyper-aware of progress towards goals, celebrate together
EXAMPLE: compensation based on each other’s goals -> solve for the right thing, hyper-aware of progress towards goals, celebrate togetherMarketing + Sales = money and party!
Personas:Semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals.Who you market to – who you sell toAlignment around personas includes:Communicating persona details across the company, to all departments, to inform what everyone doesEducating each other (marketing to sales, sales feedback to marketing)Specialization around particular personas – marketers vs. non-profits vs. agenciesEXAMPLE: weekly persona meeting (like a mini company meeting) to talk about customer success, persona learnings, current challenges, solve for this mini business
EXAMPLE: weekly persona meeting (like a mini company meeting) to talk about customer success, persona learnings, current challenges, solve for this mini businessMarketing + Sales = understanding and positioning to solve customer problems
photo credit: <a href="http://www.flickr.com/photos/epsos/8474532085/">epSos.de</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by/2.0/">cc</a>
Number = number over your head that you have to hit
photo credit: <a href="http://www.flickr.com/photos/thomashawk/3099354594/">Thomas Hawk</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc/2.0/">cc</a>
Buyers journey – from the buyer’s perspectiveLifecycle stages – from the company’s perspective
Also about how leads flow in different directions
What to defineWhy it’s important for marketingWhy it’s important for sales
Improve MarketingIncrease lead qualityLearn which marketing programs are working and which aren’tIncrease marketing ROIImprove SalesHelp sales prioritize leadsHelp sales make warmer callsIncrease sales close rateIncrease sales ROIClosed loop marketing = passing more data to sales, and getting feedback from sales on how marketing’s efforts are translating into customers
Improve Marketing – contact info and status updates, closed loop data to analyzeIncrease lead qualityLearn which marketing programs are working and which aren’tIncrease marketing ROIImprove Sales – dedup leads, import to crm, lead intelHelp sales prioritize leadsHelp sales make warmer callsIncrease sales close rateIncrease sales ROIClosed loop marketing = passing more data to sales, and getting feedback from sales on how marketing’s efforts are translating into customers
What is even happening on this slide? -KG
https://app.hubspot.com/reports/53/sources/#/summary?end=02/26/11&frequency=weekly&metric=customers&range=custom&start=01/02/11&summary=true&showConversionRate=falseHow each source performs through the funnel – visits, leads, customersConversion rates by sourceChanges over time
https://app.hubspot.com/reports/53/conversion-assists/#range=custom&start=01/02/11&end=02/26/11&dataType=customersAll the content that contributes to customers closingWhich content to surface
Follow the interactions of a particular contactForms, pages, emails, contact updates
Highlights for salesIntegrate with your crm – make it easy for the sales team to use lead intelligenceIntegrate with your crm – get data back on customer #s
Updates about when leads come back to your website, what they downloadFollow up with the people at the right time
Whether you’re a 1 person team that owns sales and marketing or a 10,000 person company – the SLA formalizes the goals of each team that help the company reach its revenue goal
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?
Will sales do any prospecting?What % of sales opportunities will marketing originate?What % of sales opportunities will marketing influence?
Feel free to redefine this over time
Goal: Get / stay on same pageEveryone attendsPoint person from each team runs meetingSize of meeting determines formatTalk about the evolution of the format at HubSpot – small means can ask questions and have discussion, big means turn it into a performanceWhat to present:Smarketing winsNew product featuresPersona education (both ways!)Lead flow and sales waterfallFinal thought
Key managers attendLots of discussionDive deeper into more contentious issuesResolve disputesEncourage manager to manager communication and dispute resolutionUse data to drive discussion and issue resolution
Treat sales team like an audience for your marketing – you need to market to themUnderstand the persona (time pressured, how does this help me today…)Give them the right content (limited emails, bullet points, good soundbites)
Updates on products and services the sales team needs to knowArm them with details around updates and why customers will careBonus - Send these with a real email tool to track opens and clicks, overall and by rep
A team that sits together, wins together.Constant feedback from reps, hearing them on the phone, answering questionsConstant communication with head of sales and head of marketing
Ensure everyone in Sales and Marketing analyzes the same common reports & dashboards that are aligned to the same goals.Use dashboards to get individuals and teams to fix problems without management intervention.Create a shared dashboardMake the dashboard accessibleLook at short-term and long-termCheck the dashboard daily
Large & detailed reports posted on the wikiTransparent / public – adds social pressureSunlight is best disinfectantEncourage teams to think like executives
Compared to goal, compared to last month (hockey stick!)
Leads worked, opportunities created, how deeply leads are workedBy day / week / month / quarter
Can’t argue with dataExample of sales rep lead quality survey – great when they hit goal, awful when they don’t
Last time you didn’t hit a goalHow did you reactHow did you resolve