These slides are from the Bristol HubSpot User Group hosted in April 2021.

1. Sales & Marketing
Alignment

2. AGENDA:
1. Introduction to the concept “Sales & Marketing alignment”
2. Define a “Sales-Ready Lead”
3. Define & agree on your Lifecycle Stages
4. A breakdown of the SLA (Service-Level agreement)
5. Looking into Closed-Loop Reporting

3. WHO AM I?

4. Senior
CUSTOMER SUCCESS MANAGER
BeNeLux
Rosie Van Den Broeck

5. Who am I?

6. WHAT IS SALES ENABLEMENT?

7. Customers

10. 208%
Is the amount of marketing
revenue generated after aligning
Sales & Marketing.

11. SALES
ENABLEMENT
Sales enablement is the processes,
content and technology that
empower sales teams to sell
efficiently at a higher velocity.

12. HOW MARKETING CAN ALIGN
WITH SALES

13. HOW MARKETING CAN ALIGN
WITH SALES
1. Have an agreed upon definition of a
sales-ready lead
2. Define lifecycle stages for your contacts
3. Implement a service-level agreement (SLA)
4. Set up closed-loop reporting

14. LEAD QUALIFICATION MATRIX

15. LEAD QUALIFICATION MATRIX

16. IF YOUR LEADS AREN’T READY
FOR SALES, USE
❏ Email nurturing
❏ Paid retargeting on social media channel
❏ Specific segmented social media streams
❏ One on One interactions

17. HOW MARKETING CAN ALIGN
WITH SALES
1. Have an agreed upon definition of a sales-ready lead
2. Define lifecycle stages for your contacts
3. Implement a service-level agreement (SLA)
4. Set up closed-loop reporting

18. Define lifecycle stages

21. Define lifecycle stages

22. How do these play a role in your
business?

23. HOW MARKETING CAN ALIGN
WITH SALES
1. Have an agreed upon definition of a sales-ready lead
2. Define lifecycle stages for your contacts
3. Implement a service-level agreement (SLA)
4. Set up closed-loop reporting

24. SERVICE-LEVEL
AGREEMENT
(SLA)
Formalize the marketing and sales
goals to ensure the company is set
up to reach its revenue goal.

25. SLA goes both ways
Number and quality of leads
required to hit company goals
Marketing → Sales Sales → Marketing
Speed and depth of lead follow- up
that makes economic sense

26. TO CREATE AN SLA, YOU’LL NEED:
❏ The average conversion rate from lead to opportunity
❏ The average conversion rate from opportunity to closed
sale
❏ The average value of sale

27. EXAMPLE
❏ Revenue goal / average value of sale = # of customers needed
→ 100,000 euros / 1,000 euros = 100 new customers (per month)

28. EXAMPLE
❏ Revenue goal / average value of sale = # of customers needed
→ 100,000 euros / 1,000 euros = 100 new customers (per month)
❏ # of customers needed / opportunity-to-close sale %
= # of opportunities needed
→ 100 new customers / 50% = 200 opportunities (per month)

29. EXAMPLE
❏ Revenue goal / average value of sale = # of customers needed
→ 100,000 euros / 1,000 euros = 100 new customers (per month)
❏ # of customers needed / opportunity-to-close sale %
= # of opportunities needed
→ 100 new customers / 50% = 200 opportunities (per month)
❏ # of opportunities needed / lead-to opportunity % = # of leads needed
→ 200 opportunities / 50% = 400 leads (per month)

30. EXAMPLE SLA
Every month, marketing will deliver
200 qualified leads to sales, and
sales will contact each of those
leads within 24 hours of receiving
it.

31. HOW MARKETING CAN ALIGN
WITH SALES
1. Have an agreed upon definition of a sales-ready lead
2. Define lifecycle stages for your contacts
3. Implement a service-level agreement (SLA)
4. Set up closed-loop reporting

32. CLOSED-LOOP REPORTING
Completed the feedback loop between marketing and sales.

33. Set-up Shared Dashboards
Create and share a common
dashboard with the reports aligned
with the teams’ goals. Check the
dashboard daily and encourage
individuals to fix problems.

34. Set-up Sales Dashboards
Measure and communicate
progress toward primary goals
as agreed upon in the SLA.

35. Set-up Marketing Dashboards
Measure volume of leads or
volume of quality of leads
against the monthly goal, and
check daily to adjust.

36. Track the Volume of MQL’s
Measure how many MQL’s - and
which types are generated.

37. Sales by Day Dashboard
Measure progress towards
sales goal and compare
against previous month.

38. Sales by Activity Report
Track how many and how
deeply leads are worked by
the sales team.

39. REMEMBER ?
1. Have an agreed upon definition of a sales-ready
lead
2. Define lifecycle stages for your contacts
3. Implement a service-level agreement (SLA)
4. Set up (closed-loop) reporting