5 steps to establishing an effective sales and marketing methodology

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5 5

STEPS to Establishing

an Effective

Sales & Marketing

methodology #SalesMktg

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Your Presenters:

Linda Crawford EVP & GM of Sales Cloud @Salesforce

Mike Volpe CMO @HubSpot

Identify what matters to sales & marketing

Define shared metrics for sales & marketing

Align sales & marketing on common goals

Build social into your sales & marketing strategy

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Today’s Agenda:

Connect the dots between various lead stages

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IDENTIFY WHAT MATTERS TO SALES AND MARKETING

CUSTOMER

x

Customer Is the Center of Your Universe Whatever goals you set for sales & marketing, ensure the customer is happy.

Top Corporate Objective: Revenue

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Ensure that your revenue growing efforts are aligned across Sales & Marketing.

Grow Top of

Funnel

Upsell to

Customers

Shorten Sales

Cycle

Product Releases

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Ensure that both Sales & Marketing are aware of product releases.

Competitors

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Take a streamlined approach to the competition.

Brand Awareness

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You are part of the same company—so act like it!

YOUR BRAND Company

news & PR successes

Presentation templates, branding colors

Benchmark data and company stats

ALIGN SALES & MARKETING ON COMMON GOALS

Use Dashboards

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

Workable New Leads Dashboard

* Data has been altered from actual HubSpot data for the purposes of this presentation

Sales Manager Dashboard

Pipeline Metrics

Converted Lead Record

My Open Opportunities

Opportunity Record

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What to do

when things

go WRONG?

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Rely on Data, Not Emotions

Monthly Reports

DEFINE SHARED METRICS FOR SALES & MARKETING

Define Key Metrics

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Identify the metrics essential for sales & marketing success.

The # of new leads

you bring in.

The # of leads you qualify

for sales follow-up.

The number of leads who

convert into customers.

Sales

Pipeline

Leads

Marketing Tackles the Top of the Funnel

OWNED BY

MARKETING

Track Leads Across Different Sources

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Measure traffic and leads that your marketing channels are driving.

Track Leads by Campaign Measure how many leads your campaigns are driving by channel.

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The Handoff Point

OWNED BY

MARKETING

OWNED

BY SALES

Contact who downloaded an ebook on lead gen,

company is 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.

A contact at a company whose role makes him/her

a decision maker, e.g. a VP or Director.

Examples of Marketing Qualified Leads:

Is the contact a primary decision maker?

Do they have a defined project?

Do they have a budget?

Do they have a defined time frame?

Examples of Sales Qualified Leads:

Create a Lead Score

Track the # of Marketing Qualified Leads

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Track progress on these same marketing qualified events.

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

Sales Converts Opportunities into Customers

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OWNED

BY SALES

Opportunities

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Track # of New Customers Generated Ensure that your marketing efforts are bringing in new customers.

Heritage Environmental Services HubSpot & salesforce.com customer

As a longtime user of Salesforce, we were THRILLED when we discovered the INTEGRATION tool.

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CONNECT THE

DOTS BETWEEN

DIFFERENT LEAD

STAGES

Drive Traffic to Landing Pages with Calls-to-Action

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This is the first stage of lead generation.

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Start by Filling the Top of Your Funnel

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Generate leads through top-of-the-funnel offers.

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Create Robust Workflows

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Use marketing automation to nurture your leads.

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Push Leads Down the Sales Funnel

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Invite contacts to convert on product-centric offers and qualify them.

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Notify Sales After Action Was Taken

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If your contact was interested in getting more product information, this is a warm lead.

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Pass Information into salesforce

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Integration between marketing software and CRM platform.

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Social Contacts

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Ensure Complete & Accurate Contact Info

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Lead Gets Marked as Opportunity

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Close the Loop

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Use your closed-loop analytics to track how many customers were generated.

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BUILD SOCIAL INTO YOUR SALES & MARKETING STRATEGY

SOURCE:

MCKINSEY

GLOBAL

INSTITUTE

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LISTENING ON SOCIAL

IS ESSENTIAL

IMAGE SOURCE: ELYCEFELIZ

You Need to Listen & Engage in Real-Time

Social Media Monitoring & Engagement

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BUT SHOULD

ALSO ACT

IMAGE SOURCE: highersights

Add a Social Layer to Your Marketing

Add Social Media to Your Landing Pages

Add Social Media to Your Emails

Add Social Media to Your Blog

Within Presentations & Text-Based Content

Track Performance of Social

How Do You Build Social in Sales?

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Taking Collaboration to the Next Level

Collaborating Across Teams to Win Deals

FireRock HubSpot & salesforce.com customer

HubSpot’s Integration with salesforce enables us to contact leads almost IMMEDIATELY after they have visited our website. It allows us to speak with potential clients when they are MOST INTERESTED in our product, and most likely to make purchase decisions.

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Search Engine

Optimization

Blogging &

Social Media

Lead Generation

Email &

Automation

Marketing

Analytics

Lead

Management

Find out how

HubSpot can help

you take your

inbound marketing

to the next level.

WWW.HUBSPOT.COM/DEMO

Get your

custom

demo

today.

THANK YOU.