#KnoxHUG
Knoxville HubSpot User Group
4Q 2016 (HUG) Meetup
Why Can't We be Friends?
A Modern Marketer's Guide to Teaming with Sales
@KnoxvilleHU
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#KnoxHUG
4Q 2016 HUG Meetup
HubSpot Guest Speaker: Evan Dean
@KnoxvilleHU
G#KnoxHUG
Holly Yalove
Knoxville HubSpot User Group Leader
Principal & Chief Strategist, VIEO Design

HUG News
INBOUND 2016 is almost here! (Boston, MA):
November 8th - 11th
KAMAMarketing Conference (Knoxville,– King College) :
This Fri. Oct. 28th 8:30 am – 2 pm
Next HUG Meetup:
1Q 2017 (exact dates TBD)

Evan Dean
Why can’t we be friends?
A Modern Marketer’s Guide to
Teaming with Sales.

Evan Dean
Why can’t we be friends?
A Modern Marketer’s Guide to
Teaming with Sales.

Principal Channel Consultant
@HubSpot
Edean@HubSpot.com

Marketers
And
Salespeople
Sometimes
it can feel
like
Are from different planets

“I hate marketers because they just
get in the way.” – Actual sales rep
SALES
VS
MARKETING

negative.
Source: Corporate Executive Board survey, http://bit.ly/wQCz4b
of the terms sales &
marketing use to describe
each other are
87%

“We had another great month
that doesn't happen without you. Thanks
for building trust and credibility with our
prospects before we engage with them -
makes every conversation a pleasure
rather than a fight :)”
– email from a VP of Sales to his marketing team

Companies with
strong sales &
marketing
alignment get
20% greater
annual revenue
growth.
The Aberdeen Group, http://bit.ly/zmIJQD

“No,
-this is just marteking!”
I said I wanted
compelling content
that would make
people interested in
our product

Stockbrokers
Slightly ahead you have
You have car salesmen
Slightly behind
And Lawyers
And Lobbyists
16
In the middle, you have us
Sales & Marketing (3%)

Funnel
Transitions
Force Change
Prospects
CustomersSales is in
control

Of the cycle is over
before a sales rep even
gets involved. Marketing
is the voice of sales
during that 60%
60%

Can you
out-help
your
competitors?
(helping is hard!)

Sales + Marketing
= SMARKETING

Attract
Blog
Keywords
Social Publishing
Convert
Forms
Calls-to-action
Landing Pages
Close
CRM
Email
Workflows
Delight
Surveys
Smart content
Social Monitoring
This is the inbound marketing process.
Visitors Leads Customers PromotersStrangers

Leads
Qualified
Leads
Opportunities CustomersStrangers
AWARENESS CONSIDERATION DECISION
IDENTIFY CONNECT EXPLORE ADVISE
This is the inbound sales process.

(It’s pretty hard to justify, too.)
$$
You can’t improve
what you can’t
measure.

Marketing:
“Just an expense.”
$ 6000
$ 50,000
$ 60,000
PPC SEO Firm
Content
Writing
Expense
Yearly
Amount
“I’m spending a bunch of
money on marketing, but
I’m making more money
back than I’m spending.”

A Business Model
A Better Business Model
COCA
COCA
COCA
CLTV
CLTV
CLTV
CLTV
CLTV
CLTV
$1 in, $2 out.
$2 in, $12 out.
A Scalable Business Model
COCA CLTV
CLTV
$2 in, $4 out. Faster growth.
COCA
COCA
CLTV
Cost Of Customer Acquisition
CLTV
CLTV
CLTV
CLTV
CLTV
CLTV
CLTV
CLTV
CLTV
CLTV
Customer Life Time Value
This is your business
on math…

Marketing is half of the
acquisition equation
“We spent $1000 and got 500 website visits”
CoCA: $400
CoLA: $40
CoVA: $2
5% Visit-to-lead
10% Lead-to-customer
* Check out MOZ’s “CRO”

Time
Investment
Period
Payback
Period
Profit
Period
Time to Payback
Self funding point Break even point
Discountedcash
Max Cash
Consumed

Buying isn’t a linear process. It never was. We
just didn’t know enough.
Setting Sales up for Success
I'm just in the
neighborhood and
dropped in to browse
I urgently need to
buy a black sweater.
Awareness Consideration Purchase

If you ask
them, Sales
will tell you
that the real
way people
buy is far more
complex.

It’s not an end-state
It’s an infinite loop

Inbound Commerce
Convert
Attract
Delight
How Real
People
Really Buy
Things
Research
Comparison
Intent

The sales & marketing activities to this point =
Cost Of Customer Acquisition

Now the focus shifts to increasing
the customer’s Life Time Value

Inbound Commerce
Convert
Attract
Delight
How Real
People
Really Buy
Things
Research
Comparison
Intent

Measure everything.
57%
Worked Percentage
0% 100%
33%
50%
Worked Leads
55%
Average Last Attempt #
0
3
Average Attempts Per Hi/Med SAL
6
9
4.94
26%
Sum of Probability Adjusted Recognized MMR in USD (Thousands)
0.00
12.60
Current Month Sales Forecast
16.80
25.20
6.64

Someone can copy your exact
business model and outgrow
you just by measuring better.

You're generating leads but
is sales working them?
Sales is creating
opportunities, but
how deeply are they
working them?

SWAG TIME!
@KnoxvilleHU
G

NUMBERS
SALES

How was last month for sales?

How many leads did sales accept
and work this month?
57%
Worked Percentage
0% 100%
33%
50%
Unworked eCommerce Leads

How is this
month for
sales?
Marketer Opportunities Created by Month
RecordCount

If sales is forecasting low for this
month, invest differently.
26%
Sum of Probability Adjusted Recognized MMR in USD (Thousands)
0.00
12.60
Current Month Sales Forecast
16.80
25.20
6.64

Sales has to give leads a fair
chance, not just cherry-pick.
55%
Average Last Attempt #
0
3
Average Attempts Per Hi/Med SAL
6
9
4.94

“Fair chance”
is a
data-driven
threshold
by
lead quality.

NUMBERS
MARKETING

Marketing should qualify leads too

Marketing qualifies leads using unique conversion events
(such as requesting a demo) or prospect behaviors (such as
viewing a pricing page).

Not just
mo’ leads.
Mo’ better.

Total of 5 Ecommerce Case Studies
04
• 10 dedicated collaterals,
including 3 Ebooks and a
Webinar
Magento
03
• To be deployed on
the blog
Dedicated CTA for every
Ecommerce Offer
02
Marketing Collateral Update
• Solid 28 offers
• Only team to have its own topic
Library.hubspot.com
01 • 67 Customers
• 2 Live Workflows

Upcoming
Offers
Offer No. 27 – 19 Blunders That Are
Hurting Your Conversions
A co-marketing ebook with Exclusive Concepts. Live on 05/19
Offer No. 28 – Is Facebook Failing Marketers or
Are Marketers Failing to Leverage Facebook
HubSpot + ShopSocially Webinar on 05/21, 2 PM EST.

Companies with an active SMarketing SLA are 34% more likely
to experience greater year-over-year ROI than those companies
that aren’t.
They’re 21% more likely to get greater budget allocations.
They’re 31% more likely to be hiring additional salespeople to
meet demand.
* source: State of Inbound Marketing 2015

THE MARKETING SLA:
Contributions to pipeline revenue
* Data has been altered from
actual HubSpot data for the
purposes of this presentation
Buyer Journey
State
Customer
Conversion %
Revenue per
Customer
Lead Value
Problem
Education
1% $40K $400
Solution
Research
5% $40K $2K
Solution
Selection
20% $40K $8K
Small Business Persona
Buyer Journey
State
Customer
Conversion %
Revenue per
Customer
Lead Value
Problem
Education
2% $200K $4K
Solution
Research
6% $200K $12K
Solution
Selection
25% $200K $50K
Mid-Market Persona
Buyer Journey
State
Customer
Conversion %
Revenue per
Customer
Lead Value
Problem
Education
3% $700K $21K
Solution
Research
10% $700K $70K
Solution
Selection
30% $700K $210K
Enterprise Persona

Pipeline Revenue Example
𝑪
𝑫
∗ 𝑽
C = # of new customers,
D = # of downloads,
V = Average LTV
Yes. I downloaded their eBook.
Yes. They helped me make a decision.
Yes. I bought from them.

And yes.
She said
Yes.

This new age of
marketing is the
beginning of something
truly remarkable, and
your relationship with
your customers will
never be the same.

Key Takeaways
1. Have a regular “Smarketing” meeting to align the teams
2. Agree on an SLA with sales that relates to revenue and quota
3. Agree on an SLA from sales about activity
4. Measure the entire funnel
5. Invest in sales enablement
6. Respect the customer lifecycle (market unto others)

Thank You!

* Data has been altered from actual HubSpot data for the purposes
of this presentation.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Profitability
Sales Attempts
Small Business Mid-Market Enterprise
THE SALES SLA
Calculate the ideal number of sales attempts for each type of lead

SWAG TIME!
@KnoxvilleHU
G

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