1. 87% of the terms sales & marketing use to describe each other are negative. Source: Corporate Executive Board survey, http://bit.ly/wQCz4b

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

3. Only 45% of companies have established a company-wide definition of a sales-ready lead. 2009 survey by MarketingSherpa, http://bit.ly/zL3sf0

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

5. Companies with strong sales & marketing alignment get 20% annual revenue growth. 2010 study by the Aberdeen Group, http://bit.ly/zmIJQD

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

7. All You Need to Know to Align Sales and Marketing

8. Mike Volpe Chief Marketing Officer, HubSpot @mvolpe Mark Roberge VP of Sales, HubSpot @markroberge #SMARKETING

9. SALES MARKETING Source: Corporate Executive Board http://bit.ly/wQCz4b “simple-minded” “cowboys” “incompetent” “paper pushers” “academics” “irrelevant” #SMARKETING

10. Sales + Marketing = Smarketing

11. Before Starting with Smarketing 1

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

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

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

15. Customers by Marketing Source

16. Conversion Assists Report

17. Closed-loop Lead Intelligence

18. Closed Loop Social Intelligence

19. Closed Loop CRM Integration

20. Closed Loop Lead Alerts

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

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

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

24. 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.

25. Grade Your Leads

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

27. 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

28. 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?

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

30. 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$110,00010.0%$11,000

31. The Sales SLA How many call/email 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?

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

33. 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

34. Managing Smarketing 2

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

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

37. Marketing Dashboards http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx

38. Marketing Dashboards http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx

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

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

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

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

43. Monthly Reports

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

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

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

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

48. Other Communication

50. 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. 51 What is HubSpot?

52. You can do marketing this way.

53. 53 Or you can do marketing this way.

54. Customers

55. 2011: Our BIGGEST Year Yet

56. 56

57. #17

58. $32M Strategic investments.

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

60. THANK YOU. MIKE VOLPE Chief Marketing Officer, HubSpot @mvolpe Mark Roberge VP of Sales, HubSpot @markroberge #SMARKETING

61. EVENT SNAPSHOT AUGUST 27-30, 2012 15 small group workshops 6 inspiring keynotes 50 + breakout sessions 7 learning tracks 3 days 2000 inbound marketing professionals 0 reasons not to GO! REGISTER TODAY! www.InboundConference.com www.InboundConference.com Get 25% off the Early Bird Price! COUPON CODE: ImGoing12 www.InboundConference.com

62. 62 Get a Free Assessment of Your Marketing: www.HubSpot.com/IMA Webinar Q&A #SMARKETING