later and have questions, tweet me anyways. i’m …...and have questions, tweet me anyways. i’m...
TRANSCRIPT
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Marketing Fellow @HubSpotAdvanced Marketing Instructor @HarvardContEd
Sam @Mallikarjunan
If you’re watching now and have questions, tweet me.
If you’re watching later and have questions, tweet me anyways.
I’m here to help.
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The lifespan was 75 years
Fortune 500 company.
Fortune 500 company.
Fortune 500 company
Fortune 500 company.
Now that lifespan is just 15 yearsAnd soon, it’ll be only 5 years
The Fortune 500
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01 NEW
02 NEW
03 NEW
04 OLD
3/4 of the companies on the
Fortune 500 list will be companies we’ve never even
heard of
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That means that 375 slots on the Fortune500 are up for grabs! UP
GRABSFOR
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This is because the fundamental nature of how we work is
changing.
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Here’s why:
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When I’m asleep, they’re awake.
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If you’re not trying to put yourself out of business,
someone else is
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High
Value
LowStart 5 Years
Rate of Knowledge Depreciation
20th Century
21st Century
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5 9X
3021X
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The vast majority of sales require 5 or more follow-ups before they close
80%
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negative.
Source: Corporate Executive Board survey, http://bit.ly/wQCz4b
of the terms sales & marketing use to describe each other are
87%
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“I hate marketers because they just get in the way.” – Actual sales rep
SALES
VS
MARKETING
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Marketers
And Salespeople
Sometimes it can feel
like
Are from different planets
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Companies with strong sales & marketing alignment get 20% greater annual revenue growth.
The Aberdeen Group, http://bit.ly/zmIJQD
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50/50 chance or less of seeing a winning game
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They looked at games that teams won and lost, and broke it down by every possible
thing they could measure to figure out what was important.
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Their win percentage increased by almost
50% finally winning the American League in 2006
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It turns out that baseball and business aren’t all that different.
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Engineer Your Own Sales Hiring Formula
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Of the cycle is over before a sales rep even gets involved. Marketing is the voice of sales during that 60%
60%
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Sales + Marketing
= SMARKETING
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(It’s pretty hard to justify, too.)$$
You can’t improve what you can’t measure.
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Marketing: “Just an expense.”
$ 6000
$ 50,000
$ 60,000
PPC SEO Firm ContentWriting
Expense
Yearly Amount“I’m spending a bunch of
money on marketing, and I’m making more money than I’m spending back.”
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Marketing is half of the acquisition equation
“We spent $1000 and got 500 website visits”
CoCA: $400
CoLA: $40
CoVA: $25% Visit-to-lead
10% Lead-to-customer
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Attract
BlogKeywords
Social Publishing
Convert
FormsCalls-to-actionLanding Pages
Close
CRMEmail
Workflows
Delight
SurveysSmart content
Social Monitoring
This is the inbound marketing process.
Visitors Leads Customers PromotersStrangers
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Leads Qualified Leads
Opportunities CustomersStrangers
AWARENESS CONSIDERATION DECISION
IDENTIFY CONNECT EXPLORE ADVISE
This is the inbound sales process.
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NUMBERSSALES
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How many leads did sales accept and work this month?
57%Worked Percentage
0% 100%
33%
50%
Unworked eCommerce Leads
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How is thismonth for sales?
Marketer Opportunities Created by Month
Reco
rd C
ount
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If sales is forecasting low for this month, invest differently.
26%Sum of Probability Adjusted Recognized MMR in USD (Thousands)
0.00
12.60
Current Month Sales Forecast
16.80
25.20
6.64
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Sales has to give leads a fair chance, not just cherry-pick.
55%Average Last Attempt #
0
3
Average Attempts Per Hi/Med SAL
6
9
4.94
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“Fair chance” is a data-driventhreshold by lead quality.
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NUMBERSMARKETING
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Marketing should qualify leads too
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Not just mo’ leads. Mo’ better.
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Upcoming Offers
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Companies with an active SMarketing SLA are 34% more likely to experience greater year-over-year ROI than those companies that aren’t.
They’re 21% more likely to get greater budget allocations.
They’re 31% more likely to be hiring additional salespeople to meet demand.
* source: State of Inbound Marketing 2015
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Pipeline Revenue Example�
𝑪𝑪𝑫𝑫 ∗ 𝑽𝑽
C = # of new customers, D = # of downloads, V = Average LTV
Yes. I downloaded their eBook.Yes. They helped me make a decision.Yes. I bought from them.
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And yes.She saidYes.
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Thank You!