Marketing complains that sales ignores incoming leads. Sales becomes frustrated with combing through dozens of unqualified leads to find one good one. Does this situation sound familiar to you?
Have your Sales and Marketing departments aligned goals yet?
See the presentation of HubSpot's VP of Marketing and VP of Sales about how to achieve revenue growth and become industry leaders by bringing sales and marketing together for maximum business success.
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
How to Improve Your Sales & Marketing Alignment
1. How to Improve Sales and
Marketing Alignment
Mike Volpe Mark Roberge
VP Marketing @HubSpot VP Sales @HubSpot
Twitter: @mvolpe Twitter: @MarkRoberge
2. Overheard in sales…
• All the leads suck.
• We don’t get enough leads.
• None of the leads close.
• Marketing is a waste of money.
3. Overheard in marketing…
• Sales doesn’t follow-up on leads.
• Sales isn’t happy unless we just give
them POs.
• Salespeople are way overpaid.
• Sales takes all the credit, but none of
the blame.
7. Mike Volpe & Mark Roberge
Mike Volpe Mark Roberge
VP Marketing VP Sales
• Built HubSpot Marketing • Built HubSpot Sales from
from 0 to 25,000+ leads 0 sales reps to 50+ sales
per month reps
• Marketing thought leader • Sales 2.0 strategist
• Employee #5 • Employee #6
9. Sales and Marketing Alignment
1. Build Communication
2. Establish an SLA
3. Grade and Filter Leads
4. Grow Top of Funnel
5. Nurture Premature Leads
6. Analyze the Closed Loop
12. Smarketing Communication
• Meet frequently
• Multiple relationships, not VP to VP
• Desks mixed in with each other
13. Smarketing Communication
• Input goes both ways
• Lots of feedback formats
• Agree on terminology
• Use data to communicate
14. Agree on Terminology
• What is a lead?
• What is a sales qualified lead?
• What is an opportunity?
15. Example Terminology
• A Sales Qualified Lead
• Accurate contact information
• Demonstrated interest in our company
• Over $50m in revenue
• Company based in North America
16. Provide More Lead Information
Give sales a more complete picture
Show the activity on each lead
Customize follow-up to activity
21. Set an SLA for Sales and Marketing
• Agree on terminology and metrics
• Sales goals to deliver to Marketing
• Marketing goals to deliver to Sales
22. Great Sales and Marketing SLAs
• Specific metric, written down
• Quickly and easily measurable
• Monitored regularly
23. Marketing’s Leads SLA
• How many leads of a certain quality
does a sales rep need to make
quota?
• How many leads does a sales rep
need to be busy 100% of the time?
24. Sales’s Follow-up SLA
• How many call/email attempts should
sales make for every lead of a certain
quality to not waste leads?
• With X leads and Y hours / month,
how many follow-up attempts should
sales be able to complete per lead?
25. Example SLA
• Marketing will deliver 100 sales
qualified leads per sales rep per
month.
• Sales will make 1 follow-up attempt in
24 hours, with 5 attempts in 14 days.
29. Lead Grading Tips
• Use data, not intuition
• Measure on company aligned metrics
30. Different Types of Lead Data
Demographic Data Behavioral Data
• Title • # Pages viewed
• $ Revenue • # Forms completed
• Location • Time since last visit
• # Employees • Blog subscription
31. Data Drives Lead Grade
• How much does each variable impact
the probability of the lead
purchasing?
• > $100m in revenue is 10% close rate
• $50m to $100m is 15% close rate
• < $50m is 2% close rate
32. Data Drives Lead Grade (Advanced)
• For each lead, what is probability of
them buying
• Binary outcome = logistic regression
• Interaction among variables
(nonlinear)
33. What is the goal for a lead?
• Lead becomes opportunity?
• Lead closes?
• Lead becomes happy customer?
• Lead becomes high value customer?
35. More Leads Fixes Everything
• If you can grade and filter leads,
getting more leads is always better.
• More leads to sales for more volume
or
• Tighten filters to improve quality
36. Growing <20% is Actually Shrinking
• 20%-30% of your leads database
expires annually
• You need to add new leads faster
than that in order to grow
37. Inbound Marketing
Search Engines Blogs Social Media
Get Found
Convert
38. What to Publish?
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases
48. Segment Leads Database
• Send more personalized messages
and offers to different groups
• Use each segment appropriately
• What is your goal for each segment of
your list?
49. Lead Nurturing Goals
• You have the contact info, goal is to
move toward a sale
• Educate – build trust
• Close – move closer to a sale
50. Lead Nurturing > Email
• Social media followers
• Blog / RSS subscribers
• Blog comments
• 1-1 interactions online
53. Traditional Marketing
Marketing Sales
Problems:
• Duplicate leads
• Limited lead information
• No feedback from sales
54. HubSpot Closed Loop Marketing
• de-duplicate leads
• import to CRM
• lead intelligence
Marketing Sales
• contact info & status updates
• closed loop data to analyze
55. HubSpot Closed Loop Marketing
• Improve Marketing
• Increase lead quality
• Learn which marketing programs are working
and which aren’t
• Increase marketing ROI
• Improve Sales
• Help sales prioritize leads
• Help sales make warmer calls
• Increase sales close rate
• Increase sales ROI
56. Closed Loop Marketing Measurement
Track leads all the way through sales
Tie website visitors to closed deals
Tie closed deals to lead sources or
campaigns
65. Sales and Marketing Alignment
1. Build Communication
2. Establish an SLA
3. Grade and Filter Leads
4. Grow Top of Funnel
5. Nurture Premature Leads
6. Analyze the Closed Loop