Learn how to break down departmental silos and work cross-functionally to accelerate revenue growth.
Key Takeaways:
- Lessons learned from working in all 3 departments that make up a revenue team (marketing, sales, & customer success).
- How to unify marketing, sales, and customer success under common goals.
- Results SmartBug has achieved through breaking down silos and unifying marketing, sales, and customer success teams.
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Unlocking $3 Million in Opportunity and 114% Increase in SQLs_ Revenue Operations Strategies for Success _ Alison Lillie, SmartBug Media.pptx
1. Alison Lillie
Business Development Executive at
SmartBug Media® - 10 Years of HubSpot Experience -
4-Year Client Strategist Specializing in ABX - Hands-On
Marketing, Sales, & Customer Success Experience
World’s Largest, Deepest and Most Decorated
HubSpot Partner Agency with Solutions for the
Entire Customer Lifecycle
2. Revenue Operations Strategies for Success:
Unlocking $3 Million in Opportunity & 114%
Increase in SQLs
by Alison Lillie
3. What you’ll walk away with…
● 3 real-world stories about solving misalignment
● Actionable tactics to apply to your own teams
● Proof points of success
7. The Situation: Marketing & Sales Alignment
● Inbound SQL volume & pipeline was low
● Minimal sales enablement support
● Ineffective lead scoring model
8. What did we do?
● Added outbound sales
● Implemented negative lead
scoring model
● Deployed MQL sales
sequences
● Used personalization tools
for cold sequences
Tier 2
Tier 3
Tier 1
Inbound and Referral
Getting to kicker
Hyper Personalized
20 Accounts
Core Intent and
Vertical List
100 Accounts
Brand Awareness
250 Accounts
11. The Situation: Marketing & CS Alignment
● Low target account engagement
● Content not valuable to target audience
● Lack of attribution reporting
12. What did we do?
● A/B tested conversion content
○ Checklists, one-pagers
○ Webinars, whitepapers
● Launched a customer success
content collaboration program
● Implemented a
HubSpot/Salesforce integration
● Revamped sales sequences
based on CS feedback
16. What did we do?
● Customer success interviews
● Pillar pages, including topic
clustering and internal linking
● Lead categorization by
product
● SQL lead statuses
● Lead qualification dashboard
Navigating
Digital
Transformation
in Marketing
Operations
Understand how to navigate the
challenges of digital
transformation in marketing
operations, including change
management, leadership, and
team-building.
20. Takeaways
● Marketing must stay close to the customer
● Sales should leverage marketing data beyond inbound leads
● Using outbound and inbound together increases pipeline
● Aligned Teams + Clear Definitions + Clean Data = REVENUE GROWTH