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5 Steps to Establishing an Effective Sales and Marketing Methodology
2 1 STEPS 5 5 3 to Establishing an Effective 4 Sales & Marketing methodology#SalesMktg
Your Presenters: Linda Crawford Mike Volpe EVP & GM of Sales Cloud CMO @Salesforce @HubSpot 2
Today’s Agenda:1 Identify what matters to sales & marketing2 Align sales & marketing on common goals3 Define shared metrics for sales & marketing4 Connect the dots between various lead stages5 Build social into your sales & marketing strategy 3
Define Key MetricsIdentify 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
Marketing Tackles the Top of the Funnel OWNED BY MARKETING
Track Leads Across Different SourcesMeasure traffic and leads that your marketing channels are driving. 26
Track Leads by CampaignMeasure how many leads your campaigns are driving by channel.
The Handoff Point OWNED BY MARKETING OWNED BY SALES 28
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.
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?
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.FireRockHubSpot & salesforce.com customer 64