Presentation from the Louisville HUG May '21 event

1. Customer Training
Content Creator
Started
Nov 2013
Collector of
Hobbies
Hi, I’m
Emily Morgan
emorgan@hubspot.com
Connect with me!

2. 6 Ways to Align Your
Sales and Marketing Efforts

3. Sales & marketing alignment
can happen at any scale

4. Where Can we Align?
Align Goals
Align Buyer-Specific Definitions
Align Processes
Align Content
Align Communication Timing
Align Documentation
A specific agreement between
two teams or parties.
Use SLAs
[Service Level Agreements]

5. Define expectations to
follow certain
procedures.
Define expectations to
work collectively towards
a variety of goals.
Goal-Based Process-Based
● Leads generated
● Leads handed off
● Deals created
● Deals closed
● Revenue closed
● Communication channels
● Required data entry
● Sales process steps
● Follow-up timing
● Opportunity mgmt

6. EXAMPLE: Sales will update
Lead Status when XYZ
happens.
EXAMPLE: Marketing will
hand-off x amount of leads
in x amount of time.
Goal-Based Process-Based
● Leads generated
● Leads handed off
● Deals created
● Deals closed
● Revenue closed
● Communication channels
● Required data entry
● Sales process steps
● Follow-up timing
● Opportunity mgmt

7. 2. Align Buyer-Specific Definitions

8. • Are an IT Director, IT Manager, Founder, CEO, CTO . . .
• Are a start-up, small business, or non-profit
• Do not currently have a process for upgrading laptops
• Are already using Apple, IBM, or Dell products
• Have a high level of engagement
FIT
QUALITYLeads have low potential to purchase if they:
• Are an individual contributor
• They do not have an IT team (Likely resistant to used laptops)
• They are currently using chromebooks
• <2 of our products meet their RAM, CPU, or GPU requirements
• have a low level of engagement
Leads have high potential to purchase if they:
● They are not a hospital, healthcare facility, or government agency.
● They have more than 25 employees (Minimum for corporate pricing)
● Budget > $150 per unit
● Timeline is at least more than 10 days for shipping
Lead is capable of purchasing if:
Basic Necessities
Level of Priority &
Potential

9. LEAD
MARKETING
QUALIFIED LEAD
“MQL”
SALES
QUALIFIED LEAD
“SQL”
OPPORTUNITY CUSTOMER
LIFECYCLE STAGE
Dropdown Options (Not Customizable)

10. LIFECYCLE STAGE
Dropdown Options (Not Customizable)
LEAD
MARKETING
QUALIFIED LEAD
“MQL”
SALES QUALIFIED LEAD
“SQL”
OPPORTUNITY CUSTOMER
LEAD STATUS
CUSTOMIZABLE PROPERTY
New
New High Priority 2h
Accepted
In Progress / Connected
Open Deal
Lost Opportunity
Active Customer
Inactive Customer
Hand-Back Bad Timing 6 months
Hand-Back Unqualified

11. New
In Progress
1st Attempt
2nd Attempt
3rd Attempt
Disqualified
Open Deal
Closed Won Deal
Out of Area
Low Budget
Spam
Incompatible Industry
Bad Timing - 6 Months
Bad Timing - 9 Months
Bad Timing - 1 Year
Handback Reason
New Customer <6 Months
Current Customer
Seasoned Customer
Inactive Customer
High Activity Customer
Cancelled - Amicable
Cancelled - Unhappy
Customer Status
Lead Status
Too many Lead Statuses?
Create custom properties!

12. 3. Align Processes

13. PURPOSE
Why is it important to establish a shared
understanding of ‘Lead Quality?’
● Informs how marketing will build handoff automation
● Informs how you train the sales team to qualify further
● Informs how you build a lead score model

14. Raise Your Hand
Raise your hand if you have
built a lead score before.

15. 46
HubSpot Score
A customizable model that
assigns a point value to each of
your leads in order to prioritize
your highest quality leads.

16. HubSpot Score
A customizable model that
assigns a point value to each of
your leads in order to prioritize
your highest quality leads.
Subscribed to blog
They are a decision-maker
Opens an email
They are in an ideal industry
Downloaded content
They click 2 email links
They view more than 5 pages
Not Ready

17. HubSpot Score
A customizable model that
assigns a point value to each of
your leads in order to prioritize
your highest quality leads.
Subscribed to blog
They are a decision-maker
Opens an email
They are in an ideal industry
Downloaded content
They click 2 email links
They view more than 5 pages
Ready for Sales!

18. Property Value Score
Critical (10-15 points)
Important (5-9)
Influencing (1-4)
Negative
Role
Type
Employees
IT Manager, CTO, Owner . . .
Startup, Small or Mid Biz
1,000 - 5,000
+12
+10
+15
Employees
Current Laptops
Device Needs
100-1000
IBM, Apple, Lenovo, HP
Laptops, Tablets, Phones
+9
+9
+7
+3
+4
+2
- 15
- 15
- 10
Employees
Device Needs
Current Laptops
50-100
Keyboards, Mice, Adaptors
Dell
Role
Industry
Employees
Student
= Healthcare or Gov
Less than 25
Activity Score
Critical (10-15 points)
Important (5-9)
Influencing (1-4)
Negative
Downloads Savings Report
Views Pricing Page
Watches virtual tour
+14
+10
+15
Opened 5+ Emails
Registered for Webinar
View 3+ product pages
+6
+8
+9
+3
+4
+2
- 15
- 15
- 10
Download Checklist
Site visit last 4 weeks
Subscribed to Newsletter
Send since last engagment >10
Visited Career
Unsubscribed from email
Properties Engagements
Refurby Refurbished Laptops and Tech

19. AVOIDING SCORE INFLATION
REFINE BY
Removes points for old engagements
Example: “Form submission happened
less than 365 days ago”
Refurby Webinar Form
7

20. Lead Scoring is just a component
of your handoff procedure.

21. MARKETING
Generates Leads
SALES
LEAD HANDOFF

22. MARKETING SALES

23. MARKETING SALES

24. MARKETING

25. MARKETING SALES

26. MARKETING SALES

27. MARKETING SALES

28. Set Company Lifecycle Stage
Set Company Lead Status
Set Company Lifecycle Stage Set Company Lifecycle Stage
Set Company Lead Status Set Company Lead Status
Set Contact Lead Status Set Contact Lead Status Set Contact Lead Status
Enrollment Triggers
List Membership =
Any Sales-Ready Action
OR
List Membership =
Good Fit List
If/Then Branch
Handraisers Only Hot Leads / BOTH LISTS Good Fit Only
Set Contact Lifecycle Stage Set Contact Lifecycle Stage Set Contact Lifecycle Stage

29. METHODS TO
DISTRIBUTE LEADS
Set Contact Property
Contact Owner
Rotate Leads
- OR -
LOCATION
INDUSTRY
COMPANY SIZE
TYPE OF CUSTOMER
PRODUCT OF INTEREST
PREFERRED LANGUAGE
DISTRIBUTE BY:
[Sales Pro/Ent]

30. Visit hubspot.com/training
Sign up for Marketing Hub: Handoff Leads

31. 4. Align Content

32. Content Name URL Key Takeaways
Suggested
Use-Cases
How to plan a budget for
your home renovation
Link • Excel expense log
download
• Average costs for
different projects
• Costs that are often
forgotten in a home
reno budget.
• Where to avoid cutting
corners
• Follow-up emails
after conversations
around budget.
• After engaging with
customers deciding
whether or not they
want a reno.
How to manage the
timeline for your
home renovation.
Link •Project planning
•Average durations
per project
•Follow-up to
conversations
around project
timeline.

33. SCOPING FOR
SALES CONTENT
Review sales emails
Shadow sales calls or recordings
Gather ideas in a shared document
Hold an open forum meeting for ideas
FLICKR USER DON BURKETT

34. 5. Align Communication Timing

35. Email Communication
Marketing
Emails
Sales
Emails
HANDOFF

36. Email Communication
Marketing
Emails
Sales
Emails
HANDOFF

37. Use a list to suppress from
lead nurturing workflows.

38. Suppress from Individual
Email Marketing

39. 6. Align Documentation

40. Supporting Alignment
With Documentation
Ideal Customer
Profile
Helps you align the
conditions make
someone appropriate to
move forward.
Buyer Persona
Document
Helps you align
information regarding
what motivates a lead to
engage or buy.
Service Level
Agreement(s)
Helps you align your goals
and your understanding of
how you will meet those
goals.
Communication
Channels Doc
Helps align the way in
which your team connects
and collaborates with each
other.

41. Make Reporting
More Accessible
1. Create a Dashboard both
teams can use.
2. Set up a recurring email for
your Dashboard.
CUSTOM SLA DASHBOARD

42. Keep Iterating
Keep Learning
Keep Growing
. . . and visit hubspot.com/training