Companies with strong sales and marketing alignment achieve higher revenue growth than those with weak sales and marketing ties.

1. 2
1
STEPS
5
5 3 to Establishing
an Effective
4 Sales & Marketing
methodology
#SalesMktg

2. Your Presenters:
Linda Crawford Mike Volpe
EVP & GM of Sales Cloud CMO
@Salesforce @HubSpot
2

3. Today’s Agenda:
1 Identify what matters to sales & marketing
2 Align sales & marketing on common goals
3 Define shared metrics for sales & marketing
4 Connect the dots between various lead stages
5 Build social into your sales & marketing strategy
3

4. IDENTIFY WHAT
MATTERS TO
SALES AND
MARKETING

5. Customer Is the Center of Your Universe
Whatever goals you set for sales & marketing, ensure the customer is happy.
x
CUSTOMER

6. Top Corporate Objective: Revenue
Ensure that your revenue growing efforts are aligned across Sales & Marketing.
Grow Top of Shorten Sales Upsell to
Funnel Cycle Customers
6

7. Product Releases
Ensure that both Sales & Marketing are aware of product releases.
7

8. Competitors
Take a streamlined approach to the competition.
8

9. Brand Awareness
You are part of the same company—so act like it!
Benchmark
data and
company
Presentation stats
templates,
branding
colors
YOUR
Company
news & PR
BRAND
successes
9

10. ALIGN SALES &
MARKETING ON
COMMON GOALS

11. Use Dashboards
Frequent Public Transparent

12. Marketing Dashboards
http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx

13. Marketing Dashboards
http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx

14. Workable New Leads Dashboard
* Data has been altered from actual HubSpot data for the purposes of this presentation

15. Sales Manager Dashboard

16. Pipeline Metrics

17. Converted Lead Record

18. My Open Opportunities

19. Opportunity Record

20. What to do
when things
go WRONG?
20

21. Rely on Data, Not Emotions
21

22. Monthly Reports

23. DEFINE
SHARED
METRICS FOR
SALES &
MARKETING

24. Define Key Metrics
Identify the metrics essential for sales & marketing success.
Leads The # of new leads
you bring in.
Pipeline The # of leads you qualify
for sales follow-up.
Sales The number of leads who
convert into customers.
24

25. Marketing Tackles the Top of the Funnel
OWNED BY
MARKETING

26. Track Leads Across Different Sources
Measure traffic and leads that your marketing channels are driving.
26

27. Track Leads by Campaign
Measure how many leads your campaigns are driving by channel.

28. The Handoff Point
OWNED BY
MARKETING
OWNED
BY SALES
28

29. Examples of Marketing Qualified Leads:
Contact who downloaded an ebook on lead gen,
company is 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.
A contact at a company whose role makes him/her
a decision maker, e.g. a VP or Director.

30. Examples of Sales Qualified Leads:
Is the contact a primary decision maker?
Do they have a defined project?
Do they have a budget?
Do they have a defined time frame?

31. Create a Lead Score

32. Track the # of Marketing Qualified Leads
Track progress on these same marketing qualified events.
32

33. Computing the Marketing SLA
MQL Type Average MQL to Value per
Revenue / Customer MQL
Customer Close %
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

34. Sales Converts Opportunities into Customers
OWNED
BY SALES
34

35. Opportunities
35

36. Track # of New Customers Generated
Ensure that your marketing efforts are bringing in new customers.

37. As a longtime user of
Salesforce, we were
THRILLED when we
discovered the
INTEGRATION tool.
Heritage Environmental Services
HubSpot & salesforce.com customer
37

38. CONNECT THE
DOTS BETWEEN
DIFFERENT LEAD
STAGES

39. Drive Traffic to Landing Pages with Calls-to-Action
This is the first stage of lead generation.
1
39

40. Start by Filling the Top of Your Funnel
Generate leads through top-of-the-funnel offers.
2
40

41. Create Robust Workflows
Use marketing automation to nurture your leads.
3
41

42. Push Leads Down the Sales Funnel
Invite contacts to convert on product-centric offers and qualify them.
4
42

43. Notify Sales After Action Was Taken
If your contact was interested in getting more product information, this is a warm lead.
5
43

44. Pass Information into salesforce
Integration between marketing software and CRM platform.
6
44

45. Social Contacts
7
45

46. Ensure Complete & Accurate Contact Info
8

47. Lead Gets Marked as Opportunity
9
9
47

48. Close the Loop
Use your closed-loop analytics to track how many customers were generated.
10
48

49. BUILD SOCIAL
INTO YOUR
SALES &
MARKETING
STRATEGY

50. SOURCE:
MCKINSEY
GLOBAL
INSTITUTE

51. LISTENING ON SOCIAL
IS ESSENTIAL
IMAGE SOURCE: ELYCEFELIZ
51

52. You Need to Listen & Engage in Real-Time

53. Social Media Monitoring & Engagement
53

54. BUT SHOULD
ALSO ACT
IMAGE SOURCE: highersights
54

55. Add a Social Layer to Your Marketing

56. Add Social Media to Your Landing Pages

57. Add Social Media to Your Emails

58. Add Social Media to Your Blog

59. Within Presentations & Text-Based Content

60. Track Performance of Social

61. How Do You Build Social in Sales?
61

62. Taking Collaboration to the Next Level

63. Collaborating Across Teams to Win Deals

64. HubSpot’s Integration with
salesforce enables us to
contact leads almost
IMMEDIATELY after they
have visited our website. It
allows us to speak with
potential clients when they
are MOST INTERESTED in
our product, and most likely
to make purchase
decisions.
FireRock
HubSpot & salesforce.com customer
64

65. Search Engine
Optimization
Blogging &
Social Media
Lead Generation
Lead
Management
Email &
Automation
Marketing
Analytics

66. Find out how Get your
HubSpot can help custom
you take your
inbound marketing demo
to the next level. today.
WWW.HUBSPOT.COM/DEMO

68. THANK
YOU.