Aligning Sales and Marketing into a Single, Cohesive Sales-Acceleration Machine
Aligning marketing sales and services v5 pdf
Transcript of Aligning marketing sales and services v5 pdf
SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
Aligning Sales, Marketing & Customer Service to Increase
Revenue and Improve the Customer Experience
October 22nd, 2012 , Sales & Marketing 2.0, #s20c
Mark RobergeSVP of Sales and Services, HubSpot@markroberge
SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
Example HubSpot Personas
Owner Ollie(1-100 employees)
Marketing Mary(100-2,000 employees)
Enterprise Erin(2,000+ employees)
– “Owner” of business – Started biz with own
capital– Helps with sales,
finance, marketing, HR– Static company
website – No CRM system– Wants to get more
leads and earn more money
– Needs easy to use tools
– Wants his life to be easier
– “Director/VP of Marketing”– 10+ years marketing
experience– Worries about “brand
presence” (colors, logo, fonts)
– Skilled at PR and branding– Website built for $25K with
firm– Uses Salesforce.com– Wants to learn inbound
marketing – Needs reports to show CEO– Doesn’t like to tinker
– CMO / VP of Global Marketing – Manages high level strategic
objectives from the C-Suite– Biggest hurdles are
organizational change rather than software
– Unhealthy relationship with sales
– Wants software that can conform to the organization’s unique needs
– Services and relationship just as important as the software itself
SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
Pre-2012 Functional Driven Approach
MARKETING SALES SERVICES
Generate inbound
leads
Convert leads to
customers
Make customers
successful Campaigns focused on Mary and Erin
Weekly Marketing status meetings
Targeting company-wide lead goals
Persona-specific sales processes
Weekly sales status meetings
Targeting person-specific revenue goals
Product-specific services process
Weekly services status meetings
Targeting product-specific customer success goals
50,000 Leadsper month
400 Customersper month
SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
2012 Persona Driven Approach
Owner Ollie Team(1-100 employees)
Marketing Mary Team
(100-2,000 employees)
Enterprise Erin Team
(2,000+ employees)Group Sales & On-
Boarding
1-to-1 Sales & On-
Boarding
Multi-Level Sales & On
BoardingOllie
Marketing
Ollie Sales
Ollie Services
Mary Marketing
Mary Sales
Mary Services
ErinMarketing
Erin Sales
Erin Services
Replaced marketing, sales, and services meetings with buyer persona meetings
Re-organized seating around cross-functional buyer persona teams Customized marketing SLA, sales effectiveness, and customer success
metrics to persona
SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
Persona Based Marketing SLAs
Lead Type Lead Value
Webinar $.07
eBook $.05
Free Trial $.45
Demo Request $.95
Owner Ollie Leads(1-100 Employees)
Lead Type Lead Value
Webinar $.35
eBook $.45
Free Trial $2.10
Demo Request $2.75
Marketing Mary Leads(100-2,000 Employees)
Lead Type Lead Value
Webinar $.85
eBook $1.00
Free Trial $4.25
Demo Request $6.10
Enterprise Erin Leads(2,000+ Employees)
* Data has been altered from actual HubSpot data for the purposes of this presentation
SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
Persona Based Sales SLA
Attempt #
LTV
/ C
OC
A
* Data has been altered from actual HubSpot data for the purposes of this presentation
Ollie Leads Mary LeadsErin Leads
SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
Daily Accountability for Marketing & Sales
* Data has been altered from actual HubSpot data for the purposes of this presentation
SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
Traditional Marketing Automation
CONTEXT MEDIUM
SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
Persona Based Marketing Automation
CONTEXT MEDIUM
Marketing Mary
Enterprise Erin
Owner Ollie
SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
Sales & Services Compensation Alignment
Variable Compensation by Role
New Revenue
Customer Retention
Note: Marketing bonus based on % of New Revenue
SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
Monthly Persona Meeting Best Practices
Discussion on success
framework
Maximize customer success
Maximize unit economics
Maximize growth
Make investment decisions
Develop leadership
Report out by persona leadership to company C-Suite
Consistent cadence of metrics across personas
SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012
Consistent Cadence of Persona Metrics
Metric Ollie Mary Erin
LTV/CAC 5.2 11.5 19.0
CAC $6,250 $15,500 $28,750
MRR Churn 1.3% 0.7% 0.5%
Avg MRR $425 $1250 $2725
LTV $32,700 $179,000 $545,000
Months to Payback
14.7 12.4 10.6
MRR Growth (Q2Q)
18% 27% 34%
MRR / Rep $4,750 $7,250 $10,500
NPS 47 65 62
Leads per Cust. 540 2,400 6,625
* Data has been altered from actual HubSpot data for the purposes of this presentation