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
â€They arenât so diïŹerent, but they are diïŹerent enough
that a lot gets lots in translation
â€They donât really understand each other but they are
forced to work together day-to-day like an arrange
marriage, with expense reports
â€They sing the same song in diïŹerent ways
â€Hereâs how sales sings the song: straightforward, linear,
classic:
6. SALES AND MARKETING SING THE SAME SONG, DIFFERENT WAYS
â€And hereâs how marketing sings the same
song: experimental, buzz-worthy, and by
wasting money on costumes:
7. A LACK OF âš
SHARED UNDERSTANDING âš
BREEDS CONTEMPT
8. â87% of the terms sales and
marketing use to describe each
other are negative.
-Corporate Executive Board
12. âAligned sales and marketing
teams show 400% higher annual
revenue growth compared to
teams that are not alignedâš
(20% vs. 4%).
-Aberdeen Group
15. DEVELOP MUTUAL UNDERSTANDING 1:1
â€Lunch Buddies (pair up sales and marketing for
monthly 1:1 lunches)
â€Marketing Shadow Day (sales people sit with
marketers for a day, at their desks)
â€Sales Ride Alongs (marketers go to sales
appointments or listen in on sales calls)
18. DEVELOP MUTUAL UNDERSTANDING IN GROUPS
â€Weekly Smarketing meetings to check progressâš
and ïŹnd problems
â€Monthly executive sessions with sales and
marketing leadership
22. SHARED STRATEGY
â€Agree on target audiences and personas
â€Agree on funnel stepsâš
and stages
â€Agree on handoïŹ processes
23. SHARED DEFINITIONS
â€What is a âleadâ
â€What is a âgoodâ lead?
â€What is a âqualiïŹedâ lead?
â€If there is a zebra in your oïŹce but one team
insists on calling it a âstriped horseâ youâre
eventually going to have issues
24. â45% of businesses have a
company-wide deïŹnition of a
sales-ready lead.
-MarketingSherpa
25. SHARED REPORTING
â€Use the same system
â€Does marketing know what happens to leads?
â€Are duplicate leads ïŹagged and discussed?
â€Can marketing determine revenue at the speciïŹc
program level? If you canât the âI know 50% of my
marketing is wasted, but I donât know which halfâ
will come true
27. MUTUAL ACCOUNTABILITY
â€Sales has to stop blaming marketing forâš
lead quality
â€Marketing has to stop blaming sales for
inability to close leads
28. MUTUAL ACCOUNTABILITY: HOW TO
â€First, determine the activities and ratios
necessary to hit company-wide objectives:
â€Leads > QualiïŹed Leads > Lead Conversion
Rate > Average Revenue Per New Customer
+ Contingency = Total Leads Necessary to
Hit Objectives
29. MUTUAL ACCOUNTABILITY HOW TO:
â€Next, commit in writing to how your team will
contribute to this formula:
â€âMarketing will deliver 75 qualiïŹed leads per month, âš
per sales personâ
â€âSales will follow up with ALL new leads within 4
hours, and will make 5 closing attempts within 21
days of lead receiptâ
31. SELF-SERVE INFORMATION
â€Customers are always online, and have more
information than ever at their ïŹngertips
â€Zero Moment of Truth means customers need
more information pre-purchase
â€Help your leads ïŹnd you, instead of you ïŹnding
the leads
32. WHEN THEYâRE READY, THEYâRE READY
Average customer reads
105 pages before contacting
the company
33. SELF-SERVE INFORMATION (WILL INCREASE OVER TIME)
â€Old marketing works less
â€Content marketing works more
â€Marketing is educating early-funnel customers
in a way that used to be salesâ responsibility
34. âI 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)
â€There are countless sources of information
prospects can use to research purchases:
â€Company-created content
â€Third-party content
â€Ratings and reviews
â€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 DONâT 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
â€Training and ongoing training
â€Software ID and rollout
â€Ad hoc counsel and support = a marketing-led
âsocial media help deskâ
62. IF YOU LEAD THE SMARKETING
INITIATIVE AT YOUR COMPANY YOUâLL
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