The truth is your funnel is broken...it's time to start using the flywheel theory to bridge the gap between marketing and sales!

1. 2019 Marketing & Sales Planning
Implementing a Flywheel Model

2. Key Takeaways of this
presentation
● Understand why we need a Flywheel model
● Examine real examples of the Flywheel in action
● Begin to understand your company’s weaknesses (frictions) and
strengths (momentums) to help center around the customer
● Create a Flywheel with metrics

3. Getting to know
Michael

4. • HubSpot Enterprise Customer Success
Manager
• Work History
• HubSpot for ~2 years
• UK Startup
• Bizible Marketing Attribution
• Fun facts:
• Love to travel – lived in China, UK,
Seattle, and Boston
• Work remotely from Manhattan
mstone@hubspot.com
My LinkedIn
Michael Stone

8. What has HubSpot
done?

9. Sales/Customer Alignment
Marketing
Sales
Services
Friction: Sales motivated to close as many deals as
possible, producing high churn rates
Momentum: Clawback program, higher
commissions for low churn rates
The company itself must own this process

10. Marketing/Customer Alignment
Marketing
Sales
Services
Friction: Poor post-sale experience, sending too many
emails
Momentum: Outreach guardrails, email
limitations

11. Services/Customer
Alignment
Marketing
Sales
Services
Marketing
Sales
Services

12. What does an actual
example of a
Flywheel look like?

14. Time to build
#ourflywheel

16. Thank you!
Q&A

17. Marketing
Sales
Services
Services/Customer
Alignment
• Success Managers held
to revenue retention
• Led to solving for the
company, not the
customer
• Implemented retention
goals that weren’t
reliant on revenue

18. I provide value to prospects by …
I make it easy for prospects to buy by …
I make my customers successful by …
Frictions between attracting and engaging…
Frictions between engaging and delighting…
Frictions between delighting and attracting…

19. Source of friction
Can we fix this with…
…automation? …a new goal? …reorganization?
Prospects want to try HubSpot before they buy,
without having to go thru a salesperson
Free product so customers can
get started with no investment
Self-purchasing
Prospects call support to learn how to use the
product rather then report problems
Investment in a knowledge base
and HubSpot Academy so
customers can learn the product
the way they want
NPS decreases are correlated ith increases in
cancellations
Goal product on NPS so products are
built with customer delight and
retention in mind
Increase in lead quantity doesn’t always lead to
increase in quality
Service-level agreement btwn
marketing and sales
Our support chat team gets sales questions, and
our sales chat team gets support questions
Consolidate teams so customers
are served by the right person
Customers who buy multiple products have to
speak with multiple sales teams
Unify separate sales teams.

20. Source of friction Can we fix this with…
…automation? …a new goal? …reorganization?

21. Don’t forget about metrics…

22. Visit-to-lead ___%
Lead-to-customer ___%
Referral rate (NPS) ___%
Don’t forget about metrics…