How to align marketing and sales to create a revenue growth machine. Slides taken from the London HubSpot User Group Presentation in March 2018: Video and transcript available here: https://blog.whitehat-seo.co.uk/how-to-align-sales-and-marketing-teams

1. BUILDING A
SALES & MARKETING REVENUE TEAM
SMARKETING
DAN TYRE, HUBSPOT
MARCH, 2018

2. ONE MISSION

6. DAN
TYRE
Employee #6 at Hubspot
Five Start Ups Since 1983
Mentor, Advisor, Blogger, Speaker
Author, Angel Investor, Sales Coach
TRYING TO DO THE MOST GOOD FOR
THE UNIVERSE
@dantyre

13. Marketer
Car Salesman
Salesperson
Lobbyist
Politician
Stockbroker
Services/Customer Service
Professional Athlete
Investment Banker
Journalist
Barista
Software Developer
Lawyer
Professional Musician
Accountant
Dentist
Nurse
Doctor
Teacher
0%
0%
1
%
1
%
1
%
2%
3%
3%
3%
3%
4%
6%
9%
9%
13%
19%
41%
48%
50%
60%Firefighter
Marketer
Salesperson
Trusted professions in EMEA

14. • Marketing is:
 Sending emails from
reps
 Booking meetings for
reps
 Building email
templates for reps

15. • Sales is:
 Doing persona research
 Educating prospects
 Sending content to nurture
prospects

17. INBOUND GRAPHIC

19. GOAL
SETTING
What do we
want?
SERVICE LEVEL
AGREEMENTS
How much do we
want?
LEAD QUALITY
AND HANDOFF
How good does it need
to be?

20. S E T T I NG GOAL S
MISSION:
STRATEGY:
PLAYS: TARGETS:
OMISSIONS:

21. S E T T I NG GOAL S
Become the fasted-growing American manufacturer of athletic socks.
MISSION: Build the fastest-growing athletic sock company in North America
STRATEGY: Grow volume of North American athletic sock sales through distributors
PLAYS: TARGETS:
Increase repeat business with current distributors 1M in repeat business
Reduce quantity of returned items 2K returns per quarter
Decrease production costs in current sock plants $1.50 cost per pair
Launch new line of soccer socks into the market $120K in revenue from soccer socks
OMISSIONS:
Expand into the European market Launch business sock line Build new sock plant in N. America

22. Marketing delivers a
pre-determined amount
of demand
Sales works this demand
LEADS
MQLS
OPPS
SERVI CE L EVEL AGREEM ENT

23. SERVI CE L EVEL AGREEM ENT
You’ll need to calculate:
X =
/
/
=
=
Total Sales Revenue % Revenue From MQLs Marketing Revenue Goal
Marketing Revenue Goal Average Deal Size Customers Needed
Customers Needed Lead to Close Rate Total Leads Needed

24. SERVI CE L EVEL AGREEM ENT
So for example…
• Goal: $1M in annual revenue
• 40% of revenue from MQLs
• Average sales deal size = $1000
• Average lead-to-customer close 10%

26. INTENT
FITL E A D Q U A L I T Y: D E F I N I N G Q U A L I F I E D L E A D S

27. 1. Measure the funnel
2. Set expectations about
who works what part of
the funnel
3. Avoid overlap in
communication

30. BUILDING A
SALES & MARKETING REVENUE TEAM
SMARKETING PART 2
DAN TYRE, HUBSPOT
MARCH, 2018

33. GOAL
SETTING
SERVICE LEVEL
AGREEMENTS
LEAD QUALITY
AND HANDOFF

35. BUY-IN COMMUNICATION ENABLEMENT

36. What I Say Vs. What Sales Reps Hear
Please send this
ebook around to
your prospects.
If you have any
complaints about
this ebook, please
let me know.

37. Please work all of
these leads by
Friday.
Take a look at some
these leads next
time you get bored.
What I Say Vs. What Sales Reps Hear

38. This is an internal
only piece of
collateral.
You can send this,
just don’t get
caught.
What I Say Vs. What Sales Reps Hear

39. • What is our joint goal?
• What are our individual goals?
• What is expected of each other?
• What does the timeline look like?
• How fast should leads be worked?
• How will we communicate throughout this?
• What does success look like?
S M ARKE T I NG BUY- I N

40. Email
• One-off Sends
• Weekly Digest
• Video Updates
Meetings
• Team meetings
• Manager Weekly
• Smarketing Monthly
Forums
• Internal Wiki
• Slack channel
COM M UNICAT I ON

42. • Grab their attention
• Make it easy to understand
• Help with prioritization
E N A BL E ME NT

43.  Align marketing + sales + company goals
 Define responsibilities across the funnel
 Communicate (like a marketer)
N E X T ST E P S :

46. Free Gifts

51. THANK YOU
AND A SMALL ASK
Dan Tyre
@dantyre
DTyre@hubspot.com