NYC HubSpot User Group // Sales & Marketing Alignment
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Who wants to better align their sales & marketing teams? I think just about everyone. During this presentation, you'll learn the importance of creating a Smartketing SLA and the steps of putting one together.
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NYC HubSpot User Group // Sales & Marketing Alignment
- 1. Sales & Marketing Alignment NYC HUG #nychug
- 2. A quick note on cellphones... #nychug
- 4. Getting Started With Sales/Marketing Alignment How are we going to do that? ● Creating an SLA ● Aligning properties with your process and priorities ● Understanding the handoff using timing + fit ● Creating a judicial branch ● Having weekly or quarterly meetings, newsletters, and more What does success look like today? Giving you the tools to improve (or maybe even kick off) the partnership What does ultimate success look like? Marketing hits their traffic and lead gen goals, passes great leads to Sales, Sales follows up, Sales hits their targets, we’re all happy #nychug
- 5. Getting to Know Aja #nychug
- 6. ● Sr. SEO Content Strategist (since March) ○ Sales Blog for 1.5 years before that ○ And a freelancer for three years before that ● Fun facts: ○ Started roller-blading classes after binging Sharp Objects. ○ Was a resume coach while I was in college. (My clients didn’t know I was 20.) ○ Met Steve Harvey once. https://www.linkedin.com/in/ajafrost/ ajafrost.com @ajavuu #nychug
- 7. The New Power Couple #nychug
- 8. Why Should You Care? ● Misalignment between sales and marketing technologies costs B2B companies 10% of revenue or more per year. ● Companies with good Smarketing practices in place generate 208% more revenue from marketing efforts. ● When sales and marketing teams work together, companies see 36% higher customer retention and 38% higher sales win rates. Source: The HubSpot Blog #nychug
- 10. Raise your hand... If you’d characterize your Sales + Marketing relationship as “well-aligned” or “tightly aligned.” #nychug
- 11. Keep your hand up... If you have an SLA. #nychug
- 12. #nychug
- 13. #nychug
- 14. #nychug
- 15. Setting an SLA Sales/Marketing lead goal calculator #nychug
- 16. Understanding the Lead Handoff Using Timing + Fit #nychug
- 17. Understanding the Handoff Using Timing + Fit 1. Lead Scoring 2. Fit/Interest Matrix 3. The Actual Handoff #nychug
- 18. What Does a Good Lead Handoff Look Like? 1. Timely 2. Prioritized 3. Contextual #nychug
- 19. ● Lead scoring complements automation processes ● Goal is to try to calculate when someone becomes “sales ready” ● Lead scoring starts with defining what a Marketing Qualified Lead is for your business. A marketing qualified lead (MQL) is a lead judged more likely to become a customer compared to other leads based on certain criteria. Whatis Lead Scoring? #nychug
- 20. A Dive into the ADDIE Framework ● What are the attributes of leads who became customers? ● What are the attributes of leads who didn't become customers? ● Which attributes indicate someone's a good fit or bad fit for our product? ● Focus on Fit: A contact with a job title “HR Business Partner” who works at a financial services company in the U.K. with more than 5,000 employees. ● Focus on Interest Level: A contact with any title and works at any company who has requested a product demonstration. Quick Tips for Creating an MQL Definition #nychug
- 21. Let’s Talk Scoring Strategy Demographic Scoring Behavioral Scoring Negative Scoring #nychug
- 22. #nychug
- 23. Quick Tips to Get Going ● Start with what you already know ● Use a 0-100 scale ● Capture better data (progressive profiling) ● Use Excel to map it out (this will help you with math along the way) #nychug
- 24. Does your sales team get enough leads? Do you have enough lead data to implement lead scoring? Do I need lead scoring? Does your sales team complain about “bad” leads? More help here: Lead Scoring 101: How to Use Data to Calculate a Basic Lead Score #nychug
- 26. What makes someone a good fit for your offering? Which actions demonstrate that someone is sales-ready? #nychug
- 27. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Unready Sales ready #nychug
- 28. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Unready Sales ready #nychug
- 31. Weekly, Monthly, or Quarterly Email #nychug
- 33. Help Your Reps Out #nychug
- 34. Reps: Don’t Go Rogue #nychug
- 35. #nychug