Learn how to break down departmental silos and work cross-functionally to accelerate revenue growth. Key Takeaways: - Lessons learned from working in all 3 departments that make up a revenue team (marketing, sales, & customer success). - How to unify marketing, sales, and customer success under common goals. - Results SmartBug has achieved through breaking down silos and unifying marketing, sales, and customer success teams.

1. Alison Lillie
Business Development Executive at
SmartBug Media® - 10 Years of HubSpot Experience -
4-Year Client Strategist Specializing in ABX - Hands-On
Marketing, Sales, & Customer Success Experience
World’s Largest, Deepest and Most Decorated
HubSpot Partner Agency with Solutions for the
Entire Customer Lifecycle

2. Revenue Operations Strategies for Success:
Unlocking $3 Million in Opportunity & 114%
Increase in SQLs
by Alison Lillie

3. What you’ll walk away with…
● 3 real-world stories about solving misalignment
● Actionable tactics to apply to your own teams
● Proof points of success

4. Revenue Alignment Tactics & Results:
3 Case Studies

5. Aligning Marketing & Sales
Aligning Marketing & Customer Success
Aligning All 3
1
2
3

6. Aligning
Marketing &
Sales
What was the situation?
What did we do?
What were the results?
1

7. The Situation: Marketing & Sales Alignment
● Inbound SQL volume & pipeline was low
● Minimal sales enablement support
● Ineffective lead scoring model

8. What did we do?
● Added outbound sales
● Implemented negative lead
scoring model
● Deployed MQL sales
sequences
● Used personalization tools
for cold sequences
Tier 2
Tier 3
Tier 1
Inbound and Referral
Getting to kicker
Hyper Personalized
20 Accounts
Core Intent and
Vertical List
100 Accounts
Brand Awareness
250 Accounts

9. 6X DEAL GROWTH
IN 5 MONTHS
(2 Outbound Reps)
Results: Marketing & Sales Alignment

10. Aligning
Marketing &
Customer
Success
What was the situation?
What did we do?
What were the results?
2

11. The Situation: Marketing & CS Alignment
● Low target account engagement
● Content not valuable to target audience
● Lack of attribution reporting

12. What did we do?
● A/B tested conversion content
○ Checklists, one-pagers
○ Webinars, whitepapers
● Launched a customer success
content collaboration program
● Implemented a
HubSpot/Salesforce integration
● Revamped sales sequences
based on CS feedback

13. 114% INCREASE
IN TARGET
ACCOUNT SQLS
Results: Marketing & CS Alignment

14. Aligning All
Three
Departments
What was the situation?
What did we do?
What were the results?
3

15. The Situation: Marketing, Sales, & CS
● Poor search presence, high volume, low competition
● Dysfunctional marketing automation & reporting
● Minimal organic sales leads
● Untapped subject-matter experts

16. What did we do?
● Customer success interviews
● Pillar pages, including topic
clustering and internal linking
● Lead categorization by
product
● SQL lead statuses
● Lead qualification dashboard
Navigating
Digital
Transformation
in Marketing
Operations
Understand how to navigate the
challenges of digital
transformation in marketing
operations, including change
management, leadership, and
team-building.

17. +$3 MILLION IN
DIGITALLY SOURCED
PIPELINE
Results: Marketing, Sales, & CS Alignment
50
Customers
72,623 Visits
951 Leads
76 Opps
318 MQLs
310 SQLs
▲33%
▲97%
▲24%
▲7.4%
QoQ
▲65%
▲1.3%

18. What you should walk away with

19. Day-to-day priorities are different for each team
BUT
United through growing and retaining revenue

20. Takeaways
● Marketing must stay close to the customer
● Sales should leverage marketing data beyond inbound leads
● Using outbound and inbound together increases pipeline
● Aligned Teams + Clear Definitions + Clean Data = REVENUE GROWTH

21. WANT TO
CHAT?
alillie@smartbugmedia.com
linkedin.com/in/alisonlillie/