Cleveland HubSpot User Group's May 7, 2015 presentation on how alignment sales and marketing (Smarketing) can delight customers and drive performance. Tips include how to restructure and communicate between teams, rely on data and utilize technology to achieve organizational goals.
15. How do we achieve Smarketing?
#CLEHUG
• Create the narrative.
• Align strategies.
• Clearly communicate goals and KPIs.
• Maintain consistent collaboration and communication.
• Rely on data.
17. Unite Your Sales & Marketing
#CLEHUG
• Weekly meeting to review goals and current lead volume &
quality
• What types of collateral make a lead good or bad?
• What questions on forms are good barometers?
• Expectations for lead follow-up by Sales
• Top reasons a lead doesn’t close?
• What can Marketing do better to help Sales?
• Service Level Agreements
18. Service Level Agreement (SLA)
#CLEHUG
A Formal commitment between Sales & Marketing to meet
shared goals for revenue growth. It’s a two-way process.
19. Service Level Agreement (SLA)
#CLEHUG
Marketing
Commits to delivering a certain quantity and quality of leads
to help the sales team meet its quota.
20. Service Level Agreement (SLA)
#CLEHUG
Sales
Commits to follow up on those leads in a timely manner, and
to make a specific number of contact attempts before
abandoning the lead.
21. Marketing Qualified Leads (MQL’s)
#CLEHUG
• Handoff point between marketing and sales
• Every company’s definition of an MQL will vary
• A good fit for your company
Examples:
• Downloaded a buyers’ guide
• Downloaded a product spec sheet
• Lead score over…
22. Sales Qualified Leads (SQL’s)
#CLEHUG
• Leads Sales has accepted from Marketing
• Every company’s definition of an SQL will vary
• Ready to talk to a salesperson.
Examples:
• Requested a demo
• Requested a consultation
• Lead score over…
25. Prospects - Why It’s Awesome
Every day, 98% of your site visitors end up leaving without converting into a lead.
• Who are these prospects?
• What originally attracted them to your site?
• Acquire critical information about what content is bringing companies in.
• For marketers, this means knowing what content attracts the best types of prospects.
• For sales, this means knowing more about a company before making a call.
According to Google’s Zero Moment of Truth the customer journey is in perpetual motion. Consumers research before they buy and this journey of search is undefinable. Today, 90% of consumers’ daily media interactions are screen-based, and screens are multiplying. Once there was only television, now there are phones, tablets and even refrigerators with content displays.
Customer journey includes multiple channels of information, various touch points and independent research long before they reach your sales team. Marketers are in a unique position to design this experience and facilitate a seamless transition to sales ONCE the lead has qualified itself.
Accenture report survey of CMOs—indicates recognition of a need to converge sales, marketing and customer service functions. How do companies realize this need w/in traditional organizations? How can your team break down existing silos to operate in a more effective, efficient and mutually beneficial way?
Sales and marketing alignment is most critical in the close phase, where marketing can most effectively hand-off qualified leads to sales, so that they can be closed into customers. Without sales and marketing alignment, a significant number of your leads will likely wither away and never become customers.
Discuss to convergence of sales and marketing to create a more intelligent structure, strategy and business goals = smarketing
Combining them, redefining them. Come to the table with ideas and start from there.
Outline outbound sales and marketing methodology / best practices.
Outline outbound sales and marketing methodology / best practices.
Outline outbound sales and marketing methodology / best practices.
Outline outbound sales and marketing methodology / best practices.
Outline outbound sales and marketing methodology / best practices.
Outline outbound sales and marketing methodology / best practices.
Outline outbound sales and marketing methodology / best practices.
Outline outbound sales and marketing methodology / best practices.
Outline outbound sales and marketing methodology / best practices.
Outline outbound sales and marketing methodology / best practices.
Outline outbound sales and marketing methodology / best practices.
