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.

4.
Sales vs. Marketing?

5.
Who is HubSpot?
180+ Employees in Cambridge, MA (MIT)
$33m in VC (3 rounds)
SaaS for Marketing at $3K-15K/year

6.
Complicated & Easy &
Confusing Integrated

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

8.
Growth
3,100
Customers
Q1 2007 Q2 2010

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

10.
Build Communication

11.
“Smarketing” =
Sales + Marketing

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

17.
Lead Details

18.
Salesforce.com or Other CRM

19.
Social Media on Leads

20.
Establish an SLA

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.

26.
Measure Progress Daily

27.
Measure Progress Daily

28.
Grade and Filter Leads

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?

34.
Grow Top of Funnel

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

39.
Optimize Your Content

40.
Optimize Your Content

41.
Publish Content to Social Media

42.
Attract the RIGHT visitors

43.
Attract the Right Visitors

44.
Blogging Attracts More Visitors
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

45.
More Leads, Lower Cost
Source: survey of hundreds of businesses: HubSpot.com/ROI

46.
Nurture Premature Leads

47.
Lead Nurturing
Get leads ready for sales

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

51.
Lead Alerts

52.
Analyze the Closed Loop

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

57.
Measure the Lead Funnel

58.
Track Visitors, Leads, Sales
Track visitors. Track leads. Track customers.

59.
Measure Campaign Effectiveness

60.
Analyze Each Channel

61.
Analyze Each Channel

62.
Analyze Each Channel

63.
Analyze Each Channel

64.
Analyze Each Channel

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

66.
Thank You
www.HubSpot.com/free-trial
Mike Volpe Mark Roberge
VP Marketing @HubSpot VP Sales @HubSpot
Twitter: @mvolpe Twitter: @MarkRoberge