87% of the terms sales & marketing use to describe each other are negative. Source: Corporate Executive Board survey,

2 Search Engine Optimization Blogging & Social Media Lead Generation & Automation Marketing Analytics Lead Management

Only 45% of companies have established a company-wide definition of a sales-ready lead survey by MarketingSherpa,

4 Search Engine Optimization Blogging & Social Media Lead Generation & Automation Marketing Analytics Lead Management

Companies with strong sales & marketing alignment get 20% annual revenue growth study by the Aberdeen Group,

6 Search Engine Optimization Blogging & Social Media Lead Generation & Automation Marketing Analytics Lead Management

All You Need to Know to Align Sales and Marketing

Mike Volpe Chief Marketing Officer, Mark Roberge VP of Sales, #SMARKETING

SALES MARKETING Source: Corporate Executive Board “simple-minded” “cowboys” “incompetent” “paper pushers” “academics” “irrelevant” #SMARKETING

Sales + Marketing = Smarketing

Before Starting with Smarketing 1

Before You Begin Smarketing 1.Set up closed-loop reporting 2.Agree on terminology 3.Implement an SLA

Traditional Marketing Marketing Sales Problems: Duplicate leads Limited lead information No feedback from sales No ROI Measurement

Closed Loop Marketing Marketing Sales de-duplicate leads import to CRM lead intelligence contact info & status updates closed loop data to analyze

Customers by Marketing Source

Conversion Assists Report

Closed-loop Lead Intelligence

Closed Loop Social Intelligence

Closed Loop CRM Integration

Closed Loop Lead Alerts

Before You Begin Smarketing 1.Set up closed-loop reporting 2.Agree on terminology 3.Implement an SLA

Define Your Funnel Stages Visitors Leads / Inquiries Marketing Qualified Leads Sales Qualified Leads Opportunities Customers

What is an MQL? Stimulate Interest Follow-up Quickly Avoid Take Orders Fit Interest

MQL Examples A contact at a company that has filled out a landing page, and works at a company of 200-1,000 employees in North America. A contact at a company in the US who filled out the form to request a sales demo or started a trial.

Grade Your Leads

Before You Begin Smarketing 1.Set up closed-loop reporting 2.Agree on terminology 3.Implement an SLA

SLAs Go Both Ways Marketing to Sales Number and quality of leads required to hit company revenue goals Sales to Marketing Speed and depth of lead follow-up that makes economic sense

The Marketing SLA How many leads of a certain quality does a sales rep need to make quota? How many leads does a sales rep need to be busy 100% of the time?

The Marketing SLA Will sales do any prospecting? What % of sales opportunities will marketing originate? What % of sales opportunities will marketing influence?

Computing the Marketing SLA MQL TypeAverage Revenue / Customer MQL to Customer Close % Value per MQL Whitepaper$160,0001.0%$1,600 Webinar$100,0001.5%$3,000 Online Demo$150,0002.0%$3,000 Tradeshow$125,0001.0%$1,250 Contact Sales$110, %$11,000

The Sales SLA How many call/ attempts should sales make for every lead of a certain quality to not waste leads? With X leads and Y hours / month, how many follow-up attempts should sales be able to complete per lead?

Computing the Sales SLA * Data has been altered from actual HubSpot data for the purposes of this presentation

Example SLAs Marketing will deliver 100 MQLs per sales rep per month Sales will make 1 follow-up attempt in 4 business hours, with 5 attempts in 14 days

Managing Smarketing 2

1.Dashboards & Reports 2.Meetings 3.Other Communication

Dashboards Get individuals and teams to fix problems without management intervention. Frequent Public Transparent

Marketing Dashboards

Marketing Dashboards

Sales Dashboards * Data has been altered from actual HubSpot data for the purposes of this presentation

Sales Dashboards * Data has been altered from actual HubSpot data for the purposes of this presentation

Sales Dashboards * Data has been altered from actual HubSpot data for the purposes of this presentation

Sales Dashboards * Data has been altered from actual HubSpot data for the purposes of this presentation

Monthly Reports

Managing Smarketing 1.Dashboards & Reports 2.Meetings 3.Other Communication

Weekly Smarketing Meeting Goal: Get / stay on same page Everyone attends Point person from each team runs meeting Size of meeting determines format

Monthly Management Meeting Key managers attend Lots of discussion Dive deeper into more contentious issues Resolve disputes

Managing Smarketing 1.Dashboards & Reports 2.Meetings 3.Other Communication

Other Communication

Summary of Smarketing Tips 1.Before you begin Smarketing 1.Set up closed-loop reporting metrics 2.Add closed-loop lead intelligence and info 3.Agree on funnel stage terminology 4.Implement an SLA for both teams 2.Managing Smarketing 1.Daily dashboards drive behavior 2.Monthly reports provide transparency 3.Weekly Smarketing meeting 4.Monthly management meeting 5.Consolidate other communication

51 What is HubSpot?

You can do marketing this way.

53 Or you can do marketing this way.

Customers

2011: Our BIGGEST Year Yet

56

#17

$32M Strategic investments.

59 Search Engine Optimization Blogging & Social Media Lead Generation & Automation Marketing Analytics Lead Management

THANK YOU. MIKE VOLPE Chief Marketing Officer, Mark Roberge VP of Sales, #SMARKETING

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62 Get a Free Assessment of Your Marketing: Webinar Q&A #SMARKETING