Connecting the Dots Between Marketing &

SalesHubspot, Ring Revenue, and

Salesforce Integration

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

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

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

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

Identify Gaps & Weaknesses in the Sales Process

Lost Opportunity

Collecting Data: Call TrackingRing 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

Collecting Data: SalesforceHubspot 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.

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

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

Whole Brain Group

msmith@thewholebraingroup.comhttp://twitter.com/wholebraingroup

http://www.facebook.com/wholebraingroup

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