5 Steps to Establishing an Effective Sales and Marketing Methodology
1. 2
1
STEPS
5
5 3 to Establishing
an Effective
4 Sales & Marketing
methodology
#SalesMktg
2. Your Presenters:
Linda Crawford Mike Volpe
EVP & GM of Sales Cloud CMO
@Salesforce @HubSpot
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3. Today’s Agenda:
1 Identify what matters to sales & marketing
2 Align sales & marketing on common goals
3 Define shared metrics for sales & marketing
4 Connect the dots between various lead stages
5 Build social into your sales & marketing strategy
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5. Customer Is the Center of Your Universe
Whatever goals you set for sales & marketing, ensure the customer is happy.
x
CUSTOMER
6. Top Corporate Objective: Revenue
Ensure that your revenue growing efforts are aligned across Sales & Marketing.
Grow Top of Shorten Sales Upsell to
Funnel Cycle Customers
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9. Brand Awareness
You are part of the same company—so act like it!
Benchmark
data and
company
Presentation stats
templates,
branding
colors
YOUR
Company
news & PR
BRAND
successes
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24. Define Key Metrics
Identify the metrics essential for sales & marketing success.
Leads The # of new leads
you bring in.
Pipeline The # of leads you qualify
for sales follow-up.
Sales The number of leads who
convert into customers.
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29. Examples of Marketing Qualified Leads:
Contact who downloaded an ebook on lead gen,
company is 200-1,000 employees & in North
America.
A contact at a company in the US who filled out the
form to request a sales demo or started a trial.
A contact at a company whose role makes him/her
a decision maker, e.g. a VP or Director.
30. Examples of Sales Qualified Leads:
Is the contact a primary decision maker?
Do they have a defined project?
Do they have a budget?
Do they have a defined time frame?
36. Track # of New Customers Generated
Ensure that your marketing efforts are bringing in new customers.
37. As a longtime user of
Salesforce, we were
THRILLED when we
discovered the
INTEGRATION tool.
Heritage Environmental Services
HubSpot & salesforce.com customer
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64. HubSpot’s Integration with
salesforce enables us to
contact leads almost
IMMEDIATELY after they
have visited our website. It
allows us to speak with
potential clients when they
are MOST INTERESTED in
our product, and most likely
to make purchase
decisions.
FireRock
HubSpot & salesforce.com customer
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