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Published byEustace Chapman Modified over 9 years ago
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Connecting the Dots Between Marketing & Sales Hubspot, Ring Revenue, and Salesforce Integration
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About Me We’re passionate about delivering premium design & digital marketing services to growing companies, using strong in- house technical expertise and a results-driven process to help our clients generate leads and sales online. About Whole Brain Group
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Marketing & Sales Traction We use a strategic process based on the Entrepreneurial Operating System Structured meeting rhythm Level 10 Agendas Focus on 3-4 rocks/priorities per quarter Aligned with company goals & vision Connecting the dots between sales & marketing
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Define the client’s company vision & goals Gather the executive team Understand the client’s long-term vision Understand their one-year target and key metrics Identify the key challenges/obstacles to reaching their growth goals Align your marketing strategy to support their vision and goals
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Get the Sales & Marketing Teams On Board Make sure the sales & marketing teams understand and supports the company’s growth goals & vision Identify concerns & challenges related to their roles in supporting the company’s growth goals Identify inefficiencies and gaps in the sales process Ask about how the company’s digital presence supports/hinders their ability to sell Get their help in generating ideas for content offerings Help them understand how their role may change as marketing and lead generation improves
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Identify Gaps & Weaknesses in the Sales Process Lost Opportunity
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Collecting Data: Call Tracking Ring Revenue generates a dynamic phone number for each website visitor Tracking: Call-in leads are recorded in both Hubspot & Salesforce - source, duration, keywords, etc. Reporting: See where calls are coming from - PPC, Organic Search, Direct Monitoring: Allows us to listen to sales calls and determine if any additional sales coaching or training is necessary
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Collecting Data: Salesforce Hubspot info in Salesforce: ‣ How the prospect found the site ‣ Number of page views and visits ‣ Forms submitted ‣ Emails opened ‣ Lead score ‣ Call-in details (duration, recording, date, time, etc.) Salesforce info in Hubspot ‣ Opportunity stage ‣ Opportunity owner ‣ Customer data ‣ Industry, Lead Status, etc.
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Advanced Reporting & Sales Data Analysis ‣ Revenue/sales generated by PPC, Organic (even if it was originally a call in lead) ‣ Drill down to keyword level if desired ‣ Sales by landing page source ‣ Call-in leads: duration, sources, keywords ‣ Comprehensive performance dashboard includes marketing & sales activities Reporting now available in Salesforce ‣ Customers closed by online source ‣ Drill down to keyword level & campaign Reporting now available in Hubspot
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Lessons Learned ‣ Data cleanup is incredibly time consuming - don’t underestimate this part ‣ Sales process is never as well-understood or documented as the client says it is ‣ Plan for a phased rollout of changes to keep change shock to a minimum Results ‣ Marketing team has a better understanding of which activities generate revenue ‣ More discipline in data entry & adherence to the documented sales process ‣ Company owner has more intelligence to make business decisions ‣ More effective marketing + higher customer revenue = more work for us
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Whole Brain Group msmith@thewholebraingroup.com http://twitter.com/wholebraingroup http://www.facebook.com/wholebraingroupgroup Talk to me
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