Sales Marketing Alignment
Transcript of Sales Marketing Alignment
How to Help Your Clients Align Sales & Marketing Messaging, Processes & Goals
Partner Program Webinar SeriesJanuary 2010
Peter Caputa IV
Partner Program Manager
Twitter: @pc4media
Mark Gibson
Principal, Advanced Marketing Concepts, HubSpot Certified Partner
Twitter: @rmarkgibson
Your Participation, Feedback, Questions are Welcome
• This webinar is for prospective and current HubSpot
Partners/Resellers.
• Please use the GotoMeeting Chat to ask questions.
Agenda
• What is HubSpot?
• Aligning Sales & Marketing Messaging
• Setting Marketing SLAs for Qualified Lead GenerationGeneration
• Marketing Helping to Improve Sales Productivity
• Sales Providing Closed Loop Feedback for Marketing Improvement
• HubSpot’s Partner Program
What’s HubSpot?
• Inbound marketing software + training• Inbound marketing software + training
• Over 2,000 customers in 2 years
• 120+ employees
• Doubling investment in software w/ new funding round of 16M
Proven ROI, Industry Recognition
Cilk Arts Increases Leads 500%, Makana Solutions 3x Leads, 2x Conversions
www.HubSpot.com/ROI
Case Studies
Awards
http://www.hubspot.com/internet-marketing-awards
http://www.hubspot.com/blog
Press
We Wrote the Inbound Marketing Book
“Should You Buy the Book? Yes. Get this book. You’ll get a roadmap of what to do. No matter what kind of business you have --the public is increasingly going online. On the Web they are looking for products and services to buy; reading reviews and recommendations of other people; and becoming part of online communities that increase their loyalty to the businesses that create such communities. Inbound Marketing will help you put it all together” - Anita Campbell, Small Business Trends
www.inboundmarketing.com/book
Inbound Marketing Methodology
Get Found
• Publish
• Promote
• Optimize
Process Tools
Get Found
• Content Mgmt
• Blogging
• Social Media
• SEO
Convert
Get Found
Convert
• Test
• Target
• Nurture
• SEO
• Analytics
Convert
• Offers / CTAs
• Landing Pages
• Lead Intelligence
• Lead Mgmt
• Analytics
Agenda
• What is HubSpot?
• Aligning Sales & Marketing Messaging
• Setting Marketing SLAs for Qualified Lead GenerationGeneration
• Marketing Helping to Improve Sales Productivity
• Sales Providing Closed Loop Feedback for Marketing Improvement
• HubSpot’s Partner Program
How Important is your client’s Message?
1. Not Important
2. Fairly important
3. Very Important
4. Extremely Important
What is What is Sales & Marketing Sales & Marketing Messaging AlignmentMessaging Alignment??
A methodology and set of practices
Marketing Messaging
11Jan-10
Buyer Needs
Sales Conversations
Why? Why?
100%
Manufacturing Process
Relative EfficiencyRelative Efficiency
0
Sales Process
Marketing Process
CSO Insights 2007 Sales Performance Optimization Survey
Salespeople can’t translate 30,000ft. MessageSalespeople can’t translate 30,000ft. Message
16
Jan-10
Average Sales RampAverage Sales Ramp--time = 9.5 months*time = 9.5 months*
Average quota achievement =Average quota achievement =<50%*<50%*CSO Insights Sales Performance Optimization 2009 Survey
Visitors can’t understand it
Home I Services I Case Studies I ContactMEGAMarketing
Next-generation marketing
services - helping companies
develop cutting-edge, World-
class marketing; to achieve
Industry-leading market and
brand positioning, and improve
marketing ROI
Website Effectiveness Poll
1. Not very effective
How well do your clients Websites convey unique value?
2. Somewhat effective
3. Effective
4. Very Effective
Chief Sales Officer Top 5 Sales Priorities - 2009
More Closely Aligning Sales & Marketing
Improving Rep Access to Key info
Enhancing Lead-gen
Percentage
0 10 20 30 40
Enhancing Sales team Communicaiton
Revising our Sales Process
Percentage
CSO Insights 2009 Sales Performance Optimization Survey
Introducing: The Sales Effectiveness/Effort GridIntroducing: The Sales Effectiveness/Effort GridC
SKM
Sales Collaboration
Sales Training Event
Blitz Campaigns& SPIFS
LOW
Effort
to I
mple
ment
Sales Process Mapping
Sales Messaging
Easy to do, high impact, lowest cost
20CSO Insights: Sales Performance Optimization - 2008 Survey Results
ERP
CRM
SKM
High
LOW HighImpact on Sales Effectiveness
Effort
to I
mple
ment
Jan-10
What have What have Leaders in SMA achieved?Leaders in SMA achieved?
Quota achievement
up 20%. *25% more proposals
result in a sales.*
• Superior at up-selling, cross-selling, new product launches *
* CSO Insights Sales Performance Optimization 2008 Survey
* CSO Insights Sales Performance Optimization 2008 Survey
Sales & Marketing Alignment Leaders OutperformSales & Marketing Alignment Leaders OutperformA
cce
ss C
XO
le
ve
ls
Avo
id e
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ssiv
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isco
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g
5 times better at CXO access, Avoiding excessive discounting5 times better at CXO access, Avoiding excessive discounting
22
Jan-10
SMA LeadersAverage
* CSO Insights Sales Performance Optimization 2008 Survey
Acce
ss C
XO
le
ve
ls
Avo
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Poll Question
What is your key client’s primary source of new leads?
1. Industry Contacts
2. Social Network sites2. Social Network sites
3. Referrals from Satisfied Clients
4. Inbound inquiries
5. Leads sourced from Telesales, cold calls
Sales Sales -- Marketing Alignment (SMA) ProcessMarketing Alignment (SMA) Process
BuyerRelevant
Messaging
MessagingArchitecture
Target Buyer
Persona
24
Jan-10 -Copyright AMC- 2004-2009
MarketsBuyer RolesGoals, needsIndustry issuesBarriers, problemsImpact of issues
Capability MappingFraming QuestionsQaulification questionsBuyer-vision questionsRelevant Proof-pointsSolution summary
Big IdeaPositioning PillarsWin-ThemesBuyer Relevant MessagingProof PointsSolution SummaryElevator Pitch
What is their role?What is their role?
What are their goals?What are their goals?
What do they care about?What do they care about?
STEP 1. STEP 1. Identify target buyer Identify target buyer personaspersonas
What’s stopping them?What’s stopping them?
Where do they hang out?Where do they hang out?
25
Jan-10- Confidential - AMC SMA v2.1
STEP 2STEP 2. . Match Match CCapabilities apabilities toto needsneeds
Buyer Goals/NeedsY
ou
r C
ap
ab
ilit
ies
Effective Solutions
26
Jan-10- Confidential - AMC SMA v2.1
Yo
ur
Ca
pa
bil
itie
s
Step 3a.Create Buyer-Persona
Target Buyer Chief Marketing Officer, VP Marketing
Goal Generate quality leads
Complications, barriers, industry issues
PPC leads getting expensive, don't understand how to use Marketing 2.0 tools, value proposition unclear, unfocused targeting, investing in wrong programs,
Weak lead flow, poor quality leads, Sales blaming
Impact of issues on buyer
Weak lead flow, poor quality leads, Sales blaming marketing, sales doing lead generation, problems raising funding, products fail to achieve potential, Corporate death, get sold, get fired,
Step 3b. Capability Matching
Target Buyer Chief Marketing Officer, VP Marketing
Goal Generate quality leads
Capability/Win Theme
By identifying buyer persona and how products are used to
create value, messages around
capabilities engages interestedcapabilities engages interestedbuyers and increases lead-flow
Creating one messaging
versionand sales tools that can be reused across the company
creates clarity and congruence
Capturing proof points from
successful clients and integrating them into Sales conversation and Marketing Messaging creates credibility
Step 3C. Diagnostic Questions
Target Buyer Chief Marketing Officer, VP Marketing
Goal Generate quality leads
Capability/Win Theme
By identifying buyer personas and how products/services are
used by them to create value
engages interested buyers and
Diagnostic Questions Buyer Vision Questions
How well do you think
your messaging
connects with buyer
needs?
Would it be help in lead generationif your messaging
was aligned around how
buyersuse your engages interested buyers and increases lead-flow
Creating one messaging
versionand sales tools that can be reused across the company
creates clarity and congruence
Capturing proof points from successful clients and
integrating them into Sales conversation and Marketing Messaging creates credibility
needs? buyersuse your products/servicesto create
value?
Do you have any issues with multiple
messages in use
across the business?
Wouldn’t it be great if you had a single version of the
truth and everyone used it
and improved it over time?
Are your customer
success stories all documented and available to your prospects and field?
Would it help you generate
leads if relevant customer success stories were available to prospects and known by your sales team?
30 © 2004-2010 Advanced Marketing Concepts Ltd.
Step 3d. Add Relevant Proof PointSuccess Story
Situation: AMC client announced a new product to supplementexisting offerings and wanted to generate leads and market buzz
Complication: Product-centric Website, Traditional PR placements ineffective, PPC ineffective, few inbound leads,
Resolution:1. Sales and Marketing Alignment Workshop1. Sales and Marketing Alignment Workshop
• Identify buyer persona,• New messaging architecture, buyer relevant messaging• Integrated messaging on Website, collateral
2. Implement HubSpot Inbound Marketing and start blogging3. Training and Performance Support – sales skills
Value: Hundredsof new high quality leads, Google front page rankings, transformational for company
Step 3e. Create Solution Summary
Solution Summary
Lead generation will be close to the top of most marketersgoals in 2010, however generating quality sales leads has never been harder.
Marketers wishing to improve lead generation performance should aim to develop messaging that is buyer-relevant and structured around how products are buyer-relevant and structured around how products are used to create value.
By integrating proof points that support relevant capabilities into the messaging structure, along with solution summaries that capture the nature of the buyers problem, marketers are able to create a maintainable messaging architecturefor use across the company and partners that adapts with feedback over time.
Sales and Marketing Alignment - Summary
• SMA creates clarity in messaging and higher quality leads
• Elevates the standard of sales
conversationsconversations
• See this Template in Action in a Blog
post at http://www.admarco.net/blog
33
© 2004-2010 Advanced Marketing Concepts Ltd.
Agenda
• What is HubSpot?
• Aligning Sales & Marketing Messaging
• Setting Marketing SLAs for Qualified Lead GenerationGeneration
• Marketing Helping to Improve Sales Productivity
• Sales Providing Closed Loop Feedback for Marketing Improvement
• HubSpot’s Partner Program
Agenda
• What is HubSpot?
• Aligning Sales & Marketing Messaging
• Setting Marketing SLAs for Qualified Lead GenerationGeneration
• Marketing Helping to Improve Sales Productivity
• Sales Providing Closed Loop Feedback for Marketing Improvement
• HubSpot’s Partner Program
Focus on the Most Interested Leads
• Higher Scores = More Engaged
• More pages viewed
• More conversions
• Create CRM Views for sales people
Help Sales Start Conversations that are Relevant
• Give information to salespeople that helps them start or re-engage prospects with relevant questions and messages.
Agenda
• What is HubSpot?
• Aligning Sales & Marketing Messaging
• Setting Marketing SLAs for Qualified Lead GenerationGeneration
• Marketing Helping to Improve Sales Productivity
• Sales Providing Closed Loop Feedback for Marketing Improvement
• HubSpot’s Partner Program
Close the Loop by Analyzing Effectiveness of Every Marketing Channel
• Measure traffic, leads and SALES that result from each marketing activity and campaign.
Customers
Acquired
Agenda
• What is HubSpot?
• Aligning Sales & Marketing Messaging
• Setting Marketing SLAs for Qualified Lead GenerationGeneration
• Marketing Helping to Improve Sales Productivity
• Sales Providing Closed Loop Feedback for Marketing Improvement
• HubSpot’s Partner Program
Why HubSpot Wants to Partner with Service Providers
• We Make & Sell Software & Training that Most of
Your Clients Need
• Many of Our Customers Need & Want Coaching &
Services
HubSpot
Customers
Marketing Service
ProvidersExchanging Value
1 + 1 = 3
Start Learning by Doing with the Partner Program
• Watch the partner program launch webinar. (Currently being
updated to reflect new pricing, products and partner margin share.)
• Partners get special access to extended free trials.
• Contact Pete Caputa w/ questions about your trial.
http://www.hubspot.com/partners
Determine their Challenges, Goals, Needs
http://www.hubspot.com/partner-program-designing-custom-inbound-marketing-proposals/
Assess Inbound Marketing Effectiveness
http://www.hubspot.com/partner-program-lead-generation-webinar/
Assess Quality of Lead Funnel
http://www.hubspot.com/partner-program-converting-more-leads-into-sales/
Is Their Website Preventing Their Success?
http://www.hubspot.com/Partner-Program-Designing-Websites-for-Lead-Generation-Webinar/
http://services.hubspot.com/services/website-redesign-partners/
Once You’re Using the Software for 1 Client
Certified Partners Are Invited to List Their Services at: http://services.hubspot.com/