Sam Mallikarjunan, who is responsible for corporate strategy at HubSpot, shares best practices for aligning sales and marketing.

1. WHY CAN’T WE BE FRIENDS?
A Modern Marketer’s Guide
to Teaming with Sales

2. Sam Mallikarjunan
Why can’t we be friends?
A Modern Marketer’s Guide to
Teaming with Sales.

3. Principal Marketing Strategist
@HubSpot
Sam @Mallikarjunan

4. Marketers
And
Salespeople
Sometimes
it can feel
like
Are from different planets

7. Stockbrokers
Slightly ahead you have
You have car salesmen
On the low end
And Lawyers
And Lobbyists
7
In the middle, you have us
Marketers

11. “No,
-this is just marteking!”
I said I wanted
compelling content
that would make
people interested in
our product

12. “I hate marketers because they just
get in the way.” – Actual sales rep
SALES
VS
MARKETING

13. negative.
Source: Corporate Executive Board survey, http://bit.ly/wQCz4b
of the terms sales &
marketing use to describe
each other are
87%

14. Companies with
strong sales &
marketing
alignment get
20% greater
annual revenue
growth.
The Aberdeen Group, http://bit.ly/zmIJQD

15. Funnel
Transitions
Force Change
Prospects
CustomersSales is in
control

16. Of the cycle is over
before a sales rep even
gets involved. Marketing
is the voice of sales
during that 60%
60%

18. Sales + Marketing
= SMARKETING

19. Inbound marketing is a
business model innovation
based on the fact that it’s
more economically efficient
to create an experience that
attracts consumers than it is
to interrupt someone else’s.

20. (It’s pretty hard to justify, too.)
$$
You can’t improve
what you can’t
measure.

21. Marketing:
“Just an expense.”
$ 6000
$ 50,000
$ 60,000
PPC SEO Firm
Content
Writing
Expense
Yearly
Amount
“I’m spending a bunch of
money on marketing, and
I’m making more money
than I’m spending back.”

22. Marketing is half of the
acquisition equation
“We spent $1000 and got 500 website visits”
CoCA: $400
CoLA: $40
CoVA: $2
5% Visit-to-lead
10% Lead-to-customer

23. Buying isn’t a linear process. It never was. We
just didn’t know enough.
Setting Sales up for Success
I'm just in the
neighborhood and
dropped in to browse
I urgently need to
buy a black sweater.
Awareness Consideration Purchase

24. If you ask them, Sales
will tell you that the
real way people buy
is far more complex.

25. It’s not an end-state
It’s an infinite loop

26. Attract
Blog
Keywords
Social Publishing
Convert
Forms
Calls-to-action
Landing Pages
Close
CRM
Email
Workflows
Delight
Surveys
Smart content
Social Monitoring
This is the inbound marketing process.
Visitors Leads Customers PromotersStrangers

27. Leads
Qualified
Leads
Opportunities CustomersStrangers
AWARENESS CONSIDERATION DECISION
IDENTIFY CONNECT EXPLORE ADVISE
This is the inbound sales process.

28. Inbound Commerce
Convert
Attract
Delight
How Real
People
Really Buy
Things
Research
Comparison
Intent

29. The sales & marketing activities and tools to this point
add up to the
Cost Of Customer Acquisition

30. • Now the focus shifts to increasing the customer’s
Life Time Value

31. Inbound Commerce
Convert
Attract
Delight
How Real
People
Really Buy
Things
Research
Comparison
Intent

32. NUMBERS
SALES

36. How was last month for sales?

37. How many leads did sales accept
and work this month?
57%
Worked Percentage
0% 100%
33%
50%
Unworked eCommerce Leads

38. How is this
month for
sales?
Marketer Opportunities Created by Month
RecordCount

39. 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

40. 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

41. “Fair chance”
is a
data-driven
threshold
by
lead quality.

43. * Data has been altered from actual HubSpot data for the purposes
of this presentation.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Profitability
Sales Attempts
Small Business Mid-Market Enterprise
THE SALES SLA
Calculate the ideal number of sales attempts for each type of lead

44. NUMBERS
MARKETING

46. Marketing should qualify leads too

47. Marketing qualifies leads using unique conversion events
(such as requesting a demo) or prospect behaviors (such as
viewing a pricing page).

49. Not just
mo’ leads.
Mo’ better.

50. Ecommerce Blog Leads - April 2014

51. Total of 5 Ecommerce Case Studies
04
• 10 dedicated collaterals,
including 3 Ebooks and a
Webinar
Magento
03
• To be deployed on
the blog
Dedicated CTA for every
Ecommerce Offer
02
Marketing Collateral Update
• Solid 28 offers
• Only team to have its own topic
Library.hubspot.com
01 • 67 Customers
• 2 Live Workflows

52. Upcoming
Offers
Offer No. 27 – 19 Blunders That Are
Hurting Your Conversions
A co-marketing ebook with Exclusive Concepts. Live on 05/19
Offer No. 28 – Is Facebook Failing Marketers or
Are Marketers Failing to Leverage Facebook
HubSpot + ShopSocially Webinar on 05/21, 2 PM EST.

54. THE MARKETING SLA:
Contributions to pipeline revenue
* Data has been altered from
actual HubSpot data for the
purposes of this presentation
Buyer Journey
State
Customer
Conversion %
Revenue per
Customer
Lead Value
Problem
Education
1% $40K $400
Solution
Research
5% $40K $2K
Solution
Selection
20% $40K $8K
Small Business Persona
Buyer Journey
State
Customer
Conversion %
Revenue per
Customer
Lead Value
Problem
Education
2% $200K $4K
Solution
Research
6% $200K $12K
Solution
Selection
25% $200K $50K
Mid-Market Persona
Buyer Journey
State
Customer
Conversion %
Revenue per
Customer
Lead Value
Problem
Education
3% $700K $21K
Solution
Research
10% $700K $70K
Solution
Selection
30% $700K $210K
Enterprise Persona

55. 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

57. Pipeline Revenue Example
𝑪
𝑫
∗ 𝑽
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.

58. And yes.
She said
Yes.

59. Thank You!