How to create a love story between marketing and sales (Kieran Flanagan)
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Transcript of How to create a love story between marketing and sales (Kieran Flanagan)
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Kieran Flanagan@searchbrat“Highly motivated marketing geek high on data crack.”
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LET’S FACE IT.
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You end up with a lot of conversations like …
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HubSpot & LinkedIn Survey
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81% of salespeople share relevant, professional updates on their social networks at least once per week.
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40% of marketers don’t think salespeople do a good job of sharing the content they provide.
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41% of marketers do not use buyer personas.
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95% of marketers said that lead quality is important to them ….
… but only 5% of them think they give sales a perfect fit lead.
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Only 6% of salespeople think that marketing gives them perfect-fit leads.
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Marketing and Sales Agree !
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Marketing has no idea who they’re marketing to!
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it gets worse
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59% of marketers have no formal agreement with Sales
… and 40% of marketers don’t even know what a marketing-qualified lead is
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1 Identify what matters to sales & marketing
2 Create a shared buyer persona
3 Define a Service Level Agreement
Let’s Create Our Love Story
4 Define shared metrics for sales & marketing
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IDENTIFY WHAT MATTERS TO SALES AND MARKETING
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Your Customer
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Grow Top of Funnel
Shorten Sales Cycle
Upsell to Customers
Top Corporate Objective is Revenue
New Leads
Close more Opps
Sell more to
customers
Ensure that your revenue growing efforts are aligned across Sales & Marketing
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Product marketing to
bridge the gap
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Know your competition
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CREATE A SHARED BUYER PERSONA
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MARKETING MARY• Professional marketer (VP, Director, Manager)• Mid-sized company (25-200 employees)• Small marketing team (1-5 people)• BComm (BU), MBA (Babson)• 42, Married, 2 Kids (10 and 6)
Goals:• Support sales with collateral and leads• Manage company communications• Build awareness
Challenges:• Too much to do• Not sure how to get there• Marketing tool and channel mess
Loves HubSpot because:• Easy to use tools that make her life
easier• Learn inbound marketing best practices• Easier reporting to sales and CEO
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Alignment Across Funnel
LeadsGenerate the right Traffic and Leads
PipelineConvert a higher rate into opportunities
Sales
More happy, successful customers
Traffic
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DEFINE A SERVICE LEVEL AGREEMENT
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Track the # of Marketing Qualified Leads
Track progress on these same marketing
qualified events.
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Figure out your SLA
€
Demo
€
Trial
€
Contact Sales
€
IMA
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ALIGNMENT ACROSS THE FUNNEL
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“Sales and marketing must have a unified picture of the
funnel.”
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Define Key Metrics
Leads
The # of new leads you bring in.
Pipeline
The # of leads you qualify for sales follow-up.
Sales
The number of leads who convert into customers.
Identify the metrics essential for sales & marketing success
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Define Key Metrics
OWNED BY MARKETING
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Marketing are Empowered
60% of the sales cycle is over – before a buyer talks to your salesperson.
Corporate Executive Board: bit.ly/zub217
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a. Visits per channel
b. Leads per channel
c. Visit-to-lead ratio per channel
d. Lead-to-customer ratio per channel
Track Leads Across Different Sources
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Workable New Leads Dashboard
http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx
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Leads Followed Up & Forecast
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www.b2bmarketing.net
Frequent Public Transparent
Marketing Shared Dashboards
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www.b2bmarketing.net
OWNED BY MARKETING
OWNED BY SALES
The Handoff Point
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www.b2bmarketing.net
Examples of Marketing Qualified Leads:
Contact who downloaded an ebook on lead gen, company is 200-1,000 employees & in the UK.
A contact at a company in the UK who filled out the form to request a sales demo or started a trial.
A contact at a company whose role makes him/her a decision maker, e.g. Director.
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www.b2bmarketing.net
Examples of Sales Qualified Leads:
Is the contact a primary decision maker?
Do they have a defined project?
Do they have a budget?
Do they have a defined time frame?
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Sales Converts Opportunities into Customers
OWNED BY SALES
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Track # of New Customers Generated
Ensure that your marketing efforts
are bringing in new customers
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http://bit.ly/1cD168M
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Thank You