The power of smarketing 2014 - Class #9 HubSpot Inbound Academy Certification

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The tension between Sales and Marketing teams is a long-standing challenge for organizations of all sizes. These teams argue over lead quality, follow-up procedures, or simply who's delivering value to the business. Sales and Marketing teams that are able to overcome these arguments and align with one another grow faster, generate more revenue, and are more likely to achieve their goals. Learn the steps you need to take to get your marketers and sales people on the same team. This class fits into the "Close" stage of the Inbound Methodology - by aligning your Marketing and Sales teams, you can close more marketing leads into sales deals and hit your business goals. http://academy.hubspot.com/inbound-marketing-certification/close/smarketing

Text of The power of smarketing 2014 - Class #9 HubSpot Inbound Academy Certification

  • 1. THE POWER OF SMARKETING. Inbound Certication Class #9
  • 2. #INBOUND
  • 3. AGENDA 1. What is Smarketing and why it is critical 2. Smarketing = alignment 3. 5 steps to integrate Smarketing into your organization 4. Key takeaways and resources
  • 4. WHAT IS SMARKETING AND WHY IT IS CRITICAL?1
  • 5. of the terms sales & marketing use to describe each other are negative. 87% CORPORATE EXECUTIVE BOARD SURVEY: HTTP://BIT.LY/WQCZ4B
  • 6. CORPORATE EXECUTIVE BOARD SURVEY: HTTP://BIT.LY/WQCZ4B SALES simple-minded incompetent lazy arts and crafts academics irrelevant MARKETING
  • 7. SALES + MARKETING = SMARKETING.
  • 8. Two halves of the same team: Team Revenue
  • 9. Companies with strong sales & marketing alignment get 20% 2010 STUDY BY THE ABERDEEN GROUP, HTTP://BIT.LY/ZMIJQD annual revenue growth.
  • 10. SMARKETING EQUALS ALIGNMENT.2
  • 11. Get on the same team. Align both sales and marketing around the same goals and personas.
  • 12. Having the same or related goals (e.g. Marketing Pipeline = Sales Quota) Visibility into each others goals and progress Compensation based on each others goals ALIGNMENT AROUND GOALS
  • 13. ALIGNMENT AROUND GOALS Helps you achieve those goals. Enterprise Marketing Enterprise Sales
  • 14. Communicate persona details across the company Educate each other about new persona details Specialize teams around particular personas ALIGNMENT AROUND PERSONAS
  • 15. Non-Prot Marketing Non-Prot Sales ALIGNMENT AROUND PERSONAS helps you solve for those personas
  • 16. FIVE STEPS TO INTEGRATE SMARKETING INTO YOUR ORGANIZATION.3
  • 17. 5 STEPS TO INTEGRATE SMARKETING 1 Speak the same language 2 Set up closed-loop reporting 3 Implement a Service Level Agreement 4 Maintain open communication 5 Rely on data
  • 18. 5 STEPS TO INTEGRATE SMARKETING 1 Speak the same language 2 Set up closed-loop reporting 3 Implement a Service Level Agreement 4 Maintain open communication 5 Rely on data
  • 19. It all comes down to revenue.
  • 20. How many marketers have signed up for a number?
  • 21. Sales is incredibly numbers-driven. Part of getting on the same team is taking on a number with them.
  • 22. 1 Start with your shared goal: REVENUE. 2 Revenue Goal: $10,000 3 Avg. Deal Size: $1,000 - Current Revenue / Current Customers 4 Customers Needed: 10 - Revenue Goal / Avg. Deal Size 5 Avg. Lead to Customer %: 2% - Current Customers / Current Leads 6 Leads Needed: 500 - Customers Needed / Avg. Lead to Customer Work backwards from sales.
  • 23. Awareness Consideration Decision Map the buyers journey to the lifecycle stages in the funnel.
  • 24. Only 45%of businesses have established a company-wide denition of a sales-ready lead. 2009 SURVEY BY MARKETINGSHERPA, HTTP://BIT.LY/ZL3SF0
  • 25. SALESMarketing leads are terrible quality. Sales doesnt work our leads. MARKETING
  • 26. What is a sales-ready lead? FIT INTEREST A great t lead with high level of interest.
  • 27. What is a sales-ready lead? FIT INTEREST Avoid A great t lead with high level of interest.
  • 28. What is a sales-ready lead? FIT INTEREST Stimulate Interest Avoid A great t lead with high level of interest.
  • 29. What is a sales-ready lead? FIT INTEREST Stimulate Interest Avoid Take Orders A great t lead with high level of interest.
  • 30. What is a sales-ready lead? FIT INTEREST Stimulate Interest Follow-up Quickly Avoid Take Orders A great t lead with high level of interest.
  • 31. What is a sales-ready lead? FIT INTEREST Stimulate Interest Follow-up Quickly Avoid Take Orders A great t lead with high level of interest.
  • 32. EXAMPLES OF SALES-READY LEADS Contact who downloaded an ebook on lead gen, company is 200-1,000 employees and in North America. A contact at a company in the US who lled 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.
  • 33. Dene the hando process Owned by Marketing Owned by Sales
  • 34. Dene your buyer persona
  • 35. Stages of the sales & marketing funnel What is a sales-ready lead The hando process from Marketing to Sales Buyer personas WHAT HAVE YOU DEFINED?
  • 36. 5 STEPS TO INTEGRATE SMARKETING 1 Speak the same language 2 Set up closed-loop reporting 3 Implement a Service Level Agreement 4 Maintain open communication 5 Rely on data
  • 37. Do you send leads to Sales and never hear if they were good? Do you send leads to Sales with the basic contact information without intelligence about what content those leads consumed? Are you unsure of the impact your marketing eorts have on revenue? ARE YOU MISSING CLOSED-LOOP REPORTING? Do you end up creating and trying to