It’s no secret the better aligned your sales and marketing teams are, the more success your business will see. The challenge is keeping both your marketing and sales teams on the same page. There is an inherent distrust between marketing and sales. Marketing don’t feel sales do a great job at following up on the leads they are given and sales don’t feel marketing do a great job at giving them enough leads or the right type of leads. How do you fix that problem? This session will cover how you create a more profitable funnel by aligning your marketing and sales team to generate the right type of leads, nurture these and convert them into customers.

2. Kieran Flanagan
@searchbrat
“Highly motivated
marketing geek high
on data crack.”

3. LET’S FACE IT.

6. You end up with a lot of conversations
like …

13. HubSpot &
LinkedIn Survey

14. 81% of salespeople share
relevant, professional updates on
their social networks at least
once per week.

15. 40% of marketers don’t think
salespeople do a good job of
sharing the content they provide.

16. 41% of marketers do not use
buyer personas.

17. 95% of marketers said that lead
quality is important to them ….
… but only 5% of them think
they give sales a perfect fit lead.

18. Only 6% of salespeople think
that marketing gives them
perfect-fit leads.

19. Marketing and
Sales Agree !

20. Marketing has no idea who
they’re marketing to!

21. it gets worse

22. 59% of marketers have no
formal agreement with Sales
… and 40% of marketers don’t
even know what a marketing-
qualified lead is

25. 1 Identify what matters to sales & marketing
2 Create a shared buyer persona
3 Define a Service Level Agreement
Let’s Create Our Love Story
4 Define shared metrics for sales &
marketing

26. IDENTIFY WHAT
MATTERS TO
SALES AND
MARKETING

27. Your Customer

28. Grow Top of
Funnel
Shorten Sales
Cycle
Upsell to
Customers
Top Corporate Objective is Revenue
New
Leads
Close
more
Opps
Sell more to
customers
Ensure that your revenue growing efforts are aligned
across Sales & Marketing

29. Product marketing
to bridge the gap

30. Know your
competition

31. CREATE A
SHARED
BUYER
PERSONA

32. MARKETING MARY
• Professional marketer (VP, Director, Manager)
• Mid-sized company (25-200 employees)
• Small marketing team (1-5 people)
• BComm (BU), MBA (Babson)
• 42, Married, 2 Kids (10 and 6)
Goals:
• Support sales with collateral and leads
• Manage company communications
• Build awareness
Challenges:
• Too much to do
• Not sure how to get there
• Marketing tool and channel mess
Loves HubSpot because:
• Easy to use tools that make her life easier
• Learn inbound marketing best practices
• Easier reporting to sales and CEO

33. Alignment Across Funnel
Leads
Generate the right
Traffic and Leads
Pipeline
Convert a higher rate into
opportunities
Sales
More happy, successful
customers

34. DEFINE A
SERVICE
LEVEL
AGREEMENT

35. Track the # of Marketing Qualified Leads
Track progress on
these same marketing
qualified events.

36. Figure out your SLA
€
Demo
€
Trial
€
Contact
Sales
€
IMA

37. ALIGNMENT
ACROSS THE
FUNNEL

38. “Sales and marketing must have
a unified picture of the funnel.”

39. Define Key Metrics
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.
Identify the metrics
essential for sales &
marketing success

40. Define Key Metrics
OWNED BY
MARKETING

41. Marketing are Empowered
60% of the sales
cycle is over – before
a buyer talks to your
salesperson.
Corporate Executive Board: bit.ly/zub217

42. a. Visits per channel
b. Leads per channel
c. Visit-to-lead ratio
per channel
d. Lead-to-customer
ratio per channel
Track Leads Across Different
Sources

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

44. Leads Followed Up & Forecast

45. www.b2bmarketing.net
Frequent Public Transparent
Marketing Shared Dashboards

46. www.b2bmarketing.net
OWNED BY
MARKETING
OWNED
BY SALES
The Handoff Point

47. www.b2bmarketing.net
Examples of Marketing Qualified Leads:
Contact who downloaded an ebook on lead
gen, company is 200-1,000 employees & in the
UK.
A contact at a company in the UK 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. Director.

48. www.b2bmarketing.net
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?

49. Sales Converts Opportunities into
Customers
OWNED
BY SALES

50. Track # of New Customers Generated
Ensure that your
marketing efforts are
bringing in new
customers

56. http://bit.ly/1cD168M

57. Thank You