87% of the terms sales & marketing use to describe each other are negative. Source: Corporate...

87% of the terms sales & marketing use to describe each other are negative.

Source: Corporate Executive Board survey, http://bit.ly/wQCz4b

2

Search EngineOptimization

Blogging & Social Media

Lead Generation

Email & Automation

Marketing Analytics

Lead Management

Only

45% of companies have established a company-wide definition of a sales-ready lead.

2009 survey by MarketingSherpa, http://bit.ly/zL3sf0

4



Lead Generation

Email & Automation

Marketing Analytics

Lead Management

Companies with strong sales & marketing alignment get

20% annual revenue growth.

2010 study by the Aberdeen Group, http://bit.ly/zmIJQD

6



Lead Generation

Email & Automation

Marketing Analytics

Lead Management

All You Need to Knowto Align Sales and Marketing

Mike VolpeChief Marketing Officer, HubSpot

@mvolpe

Mark RobergeVP of Sales, HubSpot

@markroberge

#SMARKETING

SALES MARKETING

Source: Corporate Executive Board http://bit.ly/wQCz4b

“simple-minded”“cowboys”

“incompetent”

“paper pushers”“academics”“irrelevant”

#SMARKETING

Sales + Marketing =Smarketing

Before Starting with Smarketing1

Before You Begin Smarketing

1. Set up closed-loop

reporting

2. Agree on terminology

3. Implement an SLA

Traditional Marketing

Marketing Sales

Problems:• Duplicate leads• Limited lead information• No feedback from sales• No ROI Measurement

Closed Loop Marketing

Marketing Sales

• de-duplicate leads• import to CRM• lead intelligence

• contact info & status updates• closed loop data to analyze

Customers by Marketing Source

Conversion Assists Report

Closed-loop Lead Intelligence

Closed Loop Social Intelligence

Closed Loop CRM Integration

Closed Loop Lead Alerts



reporting


3. Implement an SLA

Define Your Funnel Stages

Visitors

Leads / Inquiries

Marketing Qualified Leads

Sales Qualified Leads

Opportunities

Customers

What is an MQL?

Stimulate Interest

Follow-upQuickly

AvoidTake

Orders

Fit

Interest

MQL Examples

• A contact at a company that has filled out a landing page, and works at a company of 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.

Grade Your Leads



reporting


3. Implement an SLA

SLAs Go Both Ways

Marketing to Sales• Number and quality of leads

required to hit company revenue goals

Sales to Marketing• Speed and depth of lead follow-up

that makes economic sense

The Marketing 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?

The Marketing SLA

• Will sales do any prospecting?

• What % of sales opportunities will marketing originate?

• What % of sales opportunities will marketing influence?

Computing the Marketing SLA

MQL Type

Average Revenue

/ Custome

r

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

The Sales 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?

Computing the Sales SLA

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

Example SLAs

• Marketing will deliver 100 MQLs per sales rep per month

• Sales will make 1 follow-up attempt in 4 business hours, with 5 attempts in 14 days

ManagingSmarketing2

Managing Smarketing

1. Dashboards & Reports

2. Meetings

3. Other Communication

Dashboards

Get individuals and teams to fix problems without management intervention.

• 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



Sales Dashboards


Sales Dashboards


https://na5.salesforce.com/00O70000002P4V8?dbw=1

https://na5.salesforce.com/00O70000002P4V8?dbw=1

Monthly Reports

Managing Smarketing


2. Meetings


Weekly Smarketing Meeting

• Goal: Get / stay on same page

• Everyone attends

• Point person from each team runs

meeting

• Size of meeting determines format

Monthly Management Meeting

• Key managers attend

• Lots of discussion

• Dive deeper into more contentious

issues

• Resolve disputes

Managing Smarketing


2. Meetings


Other Communication

Summary of Smarketing Tips

1. Before you begin Smarketing1. Set up closed-loop reporting metrics2. Add closed-loop lead intelligence and info3. Agree on funnel stage terminology4. Implement an SLA for both teams

2. Managing Smarketing1. Daily dashboards drive behavior2. Monthly reports provide transparency3. Weekly Smarketing meeting4. Monthly management meeting5. Consolidate other communication

51

What is HubSpot?

You can do marketing this way.

53

Or you can do marketingthis way.

Customers

2011: Our BIGGEST Year Yet

$32M

Strategic investments.

59



Lead Generation

Email & Automation

Marketing Analytics

Lead Management

THANK YOU.MIKE VOLPE

Chief Marketing Officer, HubSpot@mvolpe

Mark RobergeVP of Sales, HubSpot

@markroberge

#SMARKETING

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6inspiringkeynotes

50+breakoutsessions

7 learningtracks

3 days

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0reasonsnot toGO!

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62

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#SMARKETING

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