Smarketing is when sales and marketing departments work together harmoniously. Companies that implement a smarketing approach achieve 400% higher revenue growth than companies that do not. Critical for B2B, the Smarketing concept was popularized by Hubspot. This presentation was created by Jay Baer and originally delivered for the Cisco 2016 Partner Summit. B2B marketers and B2B sales people should find this information of interest.
5. SALES AND MARKETING SING THE SAME SONG, DIFFERENT WAYS
➤They aren’t so different, but they are different enough
that a lot gets lots in translation
➤They don’t really understand each other but they are
forced to work together day-to-day like an arrange
marriage, with expense reports
➤They sing the same song in different ways
➤Here’s how sales sings the song: straightforward, linear,
classic:
6. SALES AND MARKETING SING THE SAME SONG, DIFFERENT WAYS
➤And here’s how marketing sings the same
song: experimental, buzz-worthy, and by
wasting money on costumes:
15. DEVELOP MUTUAL UNDERSTANDING 1:1
➤Lunch Buddies (pair up sales and marketing for
monthly 1:1 lunches)
➤Marketing Shadow Day (sales people sit with
marketers for a day, at their desks)
➤Sales Ride Alongs (marketers go to sales
appointments or listen in on sales calls)
18. DEVELOP MUTUAL UNDERSTANDING IN GROUPS
➤Weekly Smarketing meetings to check progress
and find problems
➤Monthly executive sessions with sales and
marketing leadership
22. SHARED STRATEGY
➤Agree on target audiences and personas
➤Agree on funnel steps
and stages
➤Agree on handoff processes
23. SHARED DEFINITIONS
➤What is a “lead”
➤What is a “good” lead?
➤What is a “qualified” lead?
➤If there is a zebra in your office but one team
insists on calling it a “striped horse” you’re
eventually going to have issues
24. “45% of businesses have a
company-wide definition of a
sales-ready lead.
-MarketingSherpa
25. SHARED REPORTING
➤Use the same system
➤Does marketing know what happens to leads?
➤Are duplicate leads flagged and discussed?
➤Can marketing determine revenue at the specific
program level? If you can’t the “I know 50% of my
marketing is wasted, but I don’t know which half”
will come true
27. MUTUAL ACCOUNTABILITY
➤Sales has to stop blaming marketing for
lead quality
➤Marketing has to stop blaming sales for
inability to close leads
28. MUTUAL ACCOUNTABILITY: HOW TO
➤First, determine the activities and ratios
necessary to hit company-wide objectives:
➤Leads > Qualified Leads > Lead Conversion
Rate > Average Revenue Per New Customer
+ Contingency = Total Leads Necessary to
Hit Objectives
29. MUTUAL ACCOUNTABILITY HOW TO:
➤Next, commit in writing to how your team will
contribute to this formula:
➤“Marketing will deliver 75 qualified leads per month,
per sales person”
➤“Sales will follow up with ALL new leads within 4
hours, and will make 5 closing attempts within 21
days of lead receipt”
31. SELF-SERVE INFORMATION
➤Customers are always online, and have more
information than ever at their fingertips
➤Zero Moment of Truth means customers need
more information pre-purchase
➤Help your leads find you, instead of you finding
the leads
32. WHEN THEY’RE READY, THEY’RE READY
Average customer reads
105 pages before contacting
the company
33. SELF-SERVE INFORMATION (WILL INCREASE OVER TIME)
➤Old marketing works less
➤Content marketing works more
➤Marketing is educating early-funnel customers
in a way that used to be sales’ responsibility
34. “I started my career as a sales guy in the
nineties, when the funnel was controlled by
the sales rep, who had all the information
the prospect wanted, including pricing and
discount options. Now 90 percent of it has
swung to marketing. The game has changed
a lot.
-Brian Halligan, Hubspot
35. CUSTOMERS KNOW THE BASICS (AND THEN SOME)
➤There are countless sources of information
prospects can use to research purchases:
➤Company-created content
➤Third-party content
➤Ratings and reviews
➤Even customer service and support content on
forums and beyond
36. WITH THIS MUCH FREE INFO
AVAILABLE, WHY FILL OUT A
LEAD FORM?
37. YOU DON’T FILL OUT A LEAD FORM UNTIL
YOU ARE GOOD AND READY, RIGHT?
38. SO WHY DO WE TRY TO CONVINCE
OUR PROSPECTS TO BECOME A
LEAD AT THE TOP OF THE FUNNEL?
49. MARKETING MUST POWER AND ENABLE SOCIAL SELLING
➤Training and ongoing training
➤Software ID and rollout
➤Ad hoc counsel and support = a marketing-led
“social media help desk”
62. IF YOU LEAD THE SMARKETING
INITIATIVE AT YOUR COMPANY YOU’LL
FIND ALL OF THESE PEOPLE: HAPPY,
CURIOUS, CATATONIC, PSYCHOTIC,
AND THOSE THAT WANT TO CHOKE YOU
64. 1.DEVELOP MUTUAL UNDERSTANDING
2.SHARE STRATEGY, METRICS, AND
REPORTING
3.COMMIT TO MUTUAL ACCOUNTABILITY
4.EMBRACE NEW ROLES
5.RELY ON DATA, NOT ANECDOTES
69. BIG THANKS TO MY FRIENDS AT HUBSPOT FOR POPULARIZING THE SMARKETING CONCEPT, AND CREATING A LOT OF
THOUGHT LEADERSHIP THAT INFORMED THIS PRESENTATION