how to improve your sales & marketing alignment
TRANSCRIPT
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How to Improve Sales and
Marketing Alignment
Mark Roberge
VP Sales @HubSpot
Twitter: @MarkRoberge
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
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Overheard in sales…
• All the leads suck.
• We don’t get enough leads.
• None of the leads close.
• Marketing is a waste of money.
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Overheard in marketing…
• Sales doesn’t follow-up on leads.
• Sales isn’t happy unless we just give
them POs.
• Salespeople are way overpaid.
• Sales takes all the credit, but none of
the blame.
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Sales vs. Marketing?
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Who is HubSpot?
180+ Employees in Cambridge, MA (MIT)
$33m in VC (3 rounds)
SaaS for Marketing at $3K-15K/year
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Complicated &
Confusing
Easy &
Integrated
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Mike Volpe & Mark Roberge
Mike Volpe
VP Marketing
• Built HubSpot Marketing
from 0 to 25,000+ leads
per month
• Marketing thought leader
• Employee #5
Mark Roberge
VP Sales
• Built HubSpot Sales from
0 sales reps to 50+ sales
reps
• Sales 2.0 strategist
• Employee #6
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Growth
3,100
Customers
Q1 2007 Q2 2010
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Sales and Marketing Alignment
1. Build Communication
2. Establish an SLA
3. Grade and Filter Leads
4. Grow Top of Funnel
5. Nurture Premature Leads
6. Analyze the Closed Loop
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Build Communication
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“Smarketing” =
Sales + Marketing
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Smarketing Communication
• Meet frequently
• Multiple relationships, not VP to VP
• Desks mixed in with each other
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Smarketing Communication
• Input goes both ways
• Lots of feedback formats
• Agree on terminology
• Use data to communicate
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Agree on Terminology
• What is a lead?
• What is a sales qualified lead?
• What is an opportunity?
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Example Terminology
• A Sales Qualified Lead
• Accurate contact information
• Demonstrated interest in our company
• Over $50m in revenue
• Company based in North America
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Provide More Lead Information
Give sales a more complete picture
Show the activity on each lead
Customize follow-up to activity
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Lead Details
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Salesforce.com or Other CRM
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Social Media on Leads
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Establish an SLA
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Set an SLA for Sales and Marketing
• Agree on terminology and metrics
• Sales goals to deliver to Marketing
• Marketing goals to deliver to Sales
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Great Sales and Marketing SLAs
• Specific metric, written down
• Quickly and easily measurable
• Monitored regularly
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Marketing’s Leads 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?
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Sales’s Follow-up 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?
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Example SLA
• Marketing will deliver 100 sales
qualified leads per sales rep per
month.
• Sales will make 1 follow-up attempt in
24 hours, with 5 attempts in 14 days.
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Measure Progress Daily
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Measure Progress Daily
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Grade and Filter Leads
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Lead Grading Tips
• Use data, not intuition
• Measure on company aligned metrics
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Different Types of Lead Data
Demographic Data
• Title
• $ Revenue
• Location
• # Employees
Behavioral Data
• # Pages viewed
• # Forms completed
• Time since last visit
• Blog subscription
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Data Drives Lead Grade
• How much does each variable impact
the probability of the lead
purchasing?
• > $100m in revenue is 10% close rate
• $50m to $100m is 15% close rate
• < $50m is 2% close rate
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Data Drives Lead Grade (Advanced)
• For each lead, what is probability of
them buying
• Binary outcome = logistic regression
• Interaction among variables
(nonlinear)
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What is the goal for a lead?
• Lead becomes opportunity?
• Lead closes?
• Lead becomes happy customer?
• Lead becomes high value customer?
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Grow Top of Funnel
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More Leads Fixes Everything
• If you can grade and filter leads,
getting more leads is always better.
• More leads to sales for more volume
or
• Tighten filters to improve quality
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Growing <20% is Actually Shrinking
• 20%-30% of your leads database
expires annually
• You need to add new leads faster
than that in order to grow
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Inbound Marketing
Convert
Get Found
Search Engines Blogs Social Media
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What to Publish?
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases
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Optimize Your Content
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Optimize Your Content
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Attract the RIGHT visitors
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Attract the Right Visitors
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Blogging Attracts More Visitors
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
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More Leads, Lower Cost
Source: survey of hundreds of businesses: HubSpot.com/ROI
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Nurture Premature Leads
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Lead Nurturing
Get leads ready for sales
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Segment Leads Database
• Send more personalized messages
and offers to different groups
• Use each segment appropriately
• What is your goal for each segment of
your list?
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Lead Nurturing Goals
• You have the contact info, goal is to
move toward a sale
• Educate – build trust
• Close – move closer to a sale
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Lead Nurturing > Email
• Social media followers
• Blog / RSS subscribers
• Blog comments
• 1-1 interactions online
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Lead Alerts
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Analyze the Closed Loop
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Traditional Marketing
Marketing Sales
Problems:
• Duplicate leads
• Limited lead information
• No feedback from sales
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HubSpot Closed Loop Marketing
Marketing Sales
• de-duplicate leads
• import to CRM
• lead intelligence
• contact info & status updates
• closed loop data to analyze
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HubSpot Closed Loop Marketing
• Improve Marketing
• Increase lead quality
• Learn which marketing programs are working
and which aren’t
• Increase marketing ROI
• Improve Sales
• Help sales prioritize leads
• Help sales make warmer calls
• Increase sales close rate
• Increase sales ROI
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Closed Loop Marketing Measurement
Track leads all the way through sales
Tie website visitors to closed deals
Tie closed deals to lead sources or
campaigns
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Measure the Lead Funnel
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Track Visitors, Leads, Sales
Track visitors. Track leads. Track customers.
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Measure Campaign Effectiveness
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Analyze Each Channel
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Analyze Each Channel
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Analyze Each Channel
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Analyze Each Channel
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Analyze Each Channel
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Sales and Marketing Alignment
1. Build Communication
2. Establish an SLA
3. Grade and Filter Leads
4. Grow Top of Funnel
5. Nurture Premature Leads
6. Analyze the Closed Loop
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Thank You
www.HubSpot.com/free-trial
Mark Roberge
VP Sales @HubSpot
Twitter: @MarkRoberge
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe