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2
   1
                      STEPS
   5
         5        3   to Establishing
                      an Effective
             4        Sales & Marketing

                 methodology
#SalesMktg
Your Presenters:




   Linda Crawford            Mike Volpe
   EVP & GM of Sales Cloud   CMO
   @Salesforce               @HubSpot
                                          2
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
                                                     3
IDENTIFY WHAT
MATTERS TO
SALES AND
MARKETING
Customer Is the Center of Your Universe
Whatever goals you set for sales & marketing, ensure the customer is happy.




                                    x
                                                           CUSTOMER
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




                                                                                 6
Product Releases
Ensure that both Sales & Marketing are aware of product releases.




                                                                    7
Competitors
Take a streamlined approach to the competition.




                                                  8
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


                                                                   9
ALIGN SALES &
MARKETING ON
COMMON GOALS
Use Dashboards




    Frequent     Public   Transparent
Marketing Dashboards




http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx
Marketing Dashboards




http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx
Workable New Leads Dashboard




* Data has been altered from actual HubSpot data for the purposes of this presentation
Sales Manager Dashboard
Pipeline Metrics
Converted Lead Record
My Open Opportunities
Opportunity Record
What to do
when things
go WRONG?

              20
Rely on Data, Not Emotions




                             21
Monthly Reports
DEFINE
SHARED
METRICS FOR
SALES &
MARKETING
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.
                                                                                    24
Marketing Tackles the Top of the Funnel



                             OWNED BY
                             MARKETING
Track Leads Across Different Sources
Measure traffic and leads that your marketing channels are driving.




                                                                      26
Track Leads by Campaign
Measure how many leads your campaigns are driving by channel.
The Handoff Point



                    OWNED BY
                    MARKETING




                     OWNED
                    BY SALES

                                28
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.
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?
Create a Lead Score
Track the # of Marketing Qualified Leads
Track progress on these same marketing qualified events.




                                                           32
Computing the Marketing SLA



   MQL Type        Average     MQL to    Value per
                  Revenue /   Customer     MQL
                  Customer     Close %
  Whitepaper      $160,000      1.0%      $1,600
  Webinar         $100,000      1.5%      $3,000
  Online Demo     $150,000      2.0%      $3,000
  Tradeshow       $125,000      1.0%      $1,250
  Contact Sales   $110,000     10.0%     $11,000
Sales Converts Opportunities into Customers




                                 OWNED
                                 BY SALES

                                              34
Opportunities




                35
Track # of New Customers Generated
Ensure that your marketing efforts are bringing in new customers.
As a longtime user of
                Salesforce, we were
                THRILLED when we
                discovered the
                INTEGRATION tool.


Heritage Environmental Services
HubSpot & salesforce.com customer
                                        37
CONNECT THE
DOTS BETWEEN
DIFFERENT LEAD
STAGES
Drive Traffic to Landing Pages with Calls-to-Action
This is the first stage of lead generation.




           1


                                                      39
Start by Filling the Top of Your Funnel
Generate leads through top-of-the-funnel offers.




                2
                                                   40
Create Robust Workflows
Use marketing automation to nurture your leads.




                                                  3
                                                      41
Push Leads Down the Sales Funnel
Invite contacts to convert on product-centric offers and qualify them.




                                                                   4
                                                                         42
Notify Sales After Action Was Taken
If your contact was interested in getting more product information, this is a warm lead.




                                                                   5
                                                                                           43
Pass Information into salesforce
Integration between marketing software and CRM platform.




         6
                                                           44
Social Contacts




                  7
                      45
Ensure Complete & Accurate Contact Info




  8
Lead Gets Marked as Opportunity



                                  9

       9
                                      47
Close the Loop
Use your closed-loop analytics to track how many customers were generated.




                                                                    10
                                                                             48
BUILD SOCIAL
INTO YOUR
SALES &
MARKETING
STRATEGY
SOURCE:
MCKINSEY
GLOBAL
INSTITUTE
LISTENING ON SOCIAL
IS ESSENTIAL




IMAGE SOURCE: ELYCEFELIZ


                           51
You Need to Listen & Engage in Real-Time
Social Media Monitoring & Engagement




                                       53
BUT SHOULD
                             ALSO ACT




IMAGE SOURCE: highersights


                                          54
Add a Social Layer to Your Marketing
Add Social Media to Your Landing Pages
Add Social Media to Your Emails
Add Social Media to Your Blog
Within Presentations & Text-Based Content
Track Performance of Social
How Do You Build Social in Sales?




                                    61
Taking Collaboration to the Next Level
Collaborating Across Teams to Win Deals
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
                                                 64
Search Engine
Optimization

Blogging &
Social Media


Lead Generation


Lead
Management

Email &
Automation

Marketing
Analytics
Find out how         Get your
HubSpot can help     custom
you take your
inbound marketing    demo
to the next level.   today.

WWW.HUBSPOT.COM/DEMO
5 Steps to Establishing an Effective Sales and Marketing Methodology
THANK
 YOU.

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5 Steps to Establishing an Effective Sales and Marketing Methodology