Post on 20-Aug-2015
How to Improve Sales and
Marketing Alignment
Mark Roberge
VP Sales @HubSpot
Twitter: @MarkRoberge
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
Overheard in sales…
• All the leads suck.
• We don’t get enough leads.
• None of the leads close.
• Marketing is a waste of money.
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.
Sales vs. Marketing?
Who is HubSpot?
180+ Employees in Cambridge, MA (MIT)
$33m in VC (3 rounds)
SaaS for Marketing at $3K-15K/year
Complicated &
Confusing
Easy &
Integrated
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
Growth
3,100
Customers
Q1 2007 Q2 2010
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
Build Communication
“Smarketing” =
Sales + Marketing
Smarketing Communication
• Meet frequently
• Multiple relationships, not VP to VP
• Desks mixed in with each other
Smarketing Communication
• Input goes both ways
• Lots of feedback formats
• Agree on terminology
• Use data to communicate
Agree on Terminology
• What is a lead?
• What is a sales qualified lead?
• What is an opportunity?
Example Terminology
• A Sales Qualified Lead
• Accurate contact information
• Demonstrated interest in our company
• Over $50m in revenue
• Company based in North America
Provide More Lead Information
Give sales a more complete picture
Show the activity on each lead
Customize follow-up to activity
Lead Details
Salesforce.com or Other CRM
Social Media on Leads
Establish an SLA
Set an SLA for Sales and Marketing
• Agree on terminology and metrics
• Sales goals to deliver to Marketing
• Marketing goals to deliver to Sales
Great Sales and Marketing SLAs
• Specific metric, written down
• Quickly and easily measurable
• Monitored regularly
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?
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?
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.
Measure Progress Daily
Measure Progress Daily
Grade and Filter Leads
Lead Grading Tips
• Use data, not intuition
• Measure on company aligned metrics
Different Types of Lead Data
Demographic Data
• Title
• $ Revenue
• Location
• # Employees
Behavioral Data
• # Pages viewed
• # Forms completed
• Time since last visit
• Blog subscription
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
Data Drives Lead Grade (Advanced)
• For each lead, what is probability of
them buying
• Binary outcome = logistic regression
• Interaction among variables
(nonlinear)
What is the goal for a lead?
• Lead becomes opportunity?
• Lead closes?
• Lead becomes happy customer?
• Lead becomes high value customer?
Grow Top of Funnel
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
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
Inbound Marketing
Convert
Get Found
Search Engines Blogs Social Media
What to Publish?
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases
Optimize Your Content
Optimize Your Content
Attract the RIGHT visitors
Attract the Right Visitors
Blogging Attracts More Visitors
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
More Leads, Lower Cost
Source: survey of hundreds of businesses: HubSpot.com/ROI
Nurture Premature Leads
Lead Nurturing
Get leads ready for sales
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?
Lead Nurturing Goals
• You have the contact info, goal is to
move toward a sale
• Educate – build trust
• Close – move closer to a sale
Lead Nurturing > Email
• Social media followers
• Blog / RSS subscribers
• Blog comments
• 1-1 interactions online
Lead Alerts
Analyze the Closed Loop
Traditional Marketing
Marketing Sales
Problems:
• Duplicate leads
• Limited lead information
• No feedback from sales
HubSpot Closed Loop Marketing
Marketing Sales
• de-duplicate leads
• import to CRM
• lead intelligence
• contact info & status updates
• closed loop data to analyze
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
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
Measure the Lead Funnel
Track Visitors, Leads, Sales
Track visitors. Track leads. Track customers.
Measure Campaign Effectiveness
Analyze Each Channel
Analyze Each Channel
Analyze Each Channel
Analyze Each Channel
Analyze Each Channel
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
Thank You
www.HubSpot.com/free-trial
Mark Roberge
VP Sales @HubSpot
Twitter: @MarkRoberge
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe