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Introductory content is for marketers who are new to the subject.
This content typically includes step-by-step instructions on how
to get started with this aspect of inbound marketing and learn
its fundamentals. Watch our introductory webinar 5 Steps to
Establishing an Effective Sales & Marketing Methodology.
INTRODUCTORY
IS THIS EBOOK RIGHT FOR ME?
Not quite sure if this ebook is right for you? See the below description to determine if
your level matches the content you are about to read.
Intermediate content is for marketers who are familiar with the
subject but have only basic experience in executing strategies and
tactics on the topic. This content typically covers the fundamentals
and moves on to reveal more complex functions and examples.
Read our intermediate ebook All You Need to Know About Aligning
Sales & Marketing.
INTERMEDIATE
Advanced content is for marketers who are, or want to be, experts
on the subject. In it, we walk you through advanced features of
this aspect of inbound marketing and help you develop complete
mastery of the subject. After reading it, you will feel ready not only
to execute strategies and tactics, but also to teach others how to
be successful.
ADVANCED
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... brings your whole marketing world to-
gether in one, powerful, integrated system.
HUBSPOT’S ALL-IN-ONE
MARKETING SOFTWARE
Get Found: Help prospects nd you online
Convert: Nurture your leads and drive conversions
Analyze: Measure and improve your marketing
Plus more apps and integrations
LEAD
GENERATION
U
BLOGGING &
SOCIAL MEDIA
q
EMAIL &
AUTOMATION
M
SEARCH
OPTIMIZATION
s
MARKETING
ANALYTICS
Y
LEAD
MANAGEMENT
g
Request A Demo Video Overview
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THE COMPLETE GUIDE TO UNIFYING
YOUR SALES & MARKETING EFFORTS
By Ellie Mirman
Ellie leads the marketing for HubSpot’s
mid-sized business segment. Since joining
in September 2007, she’s worked on
everything from lead generation to product
marketing, and somewhere along the way,
learned that she absolutely loves being a
part of a fun and hard-working startup like
HubSpot.
Ellie’s specialties lie in lead generation,
email marketing, and product marketing.
She also has experience with event
marketing, launching the rst ever Inbound
Marketing Summit in 2008, and growing
new lead generation programs, including
HubSpot’s monthly webinar series attracting
thousands of registrants to each event.
FOLLOW ME ON TWITTER
@ELLIEEILLE
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CONTENTS
SETTING UP CLOSED-LOOP REPORTING /8
HOW TO DEFINE YOUR FUNNEL STAGES /18
IMPLEMENTING A SERVICE-LEVEL AGREEMENT (SLA) /28
A DEEP DIVE INTO DASHBOARDS & REPORTING /36
HOW TO HOLD EFFECTIVE SMARKETING MEETINGS /48
IDEAS FOR OTHER SMARKETING COMMUNICATION /54
CONCLUSION & ADDITIONAL RESOURCES /58
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Mistrust and
miscommunication
between sales and
marketing can act like
an anchor on your
company’s growth rate.
“
”
By now, most marketers understand the
importance of mending the traditional rift
between sales and marketing. The mistrust
and miscommunication that’s so often
found between the two teams can act like an
anchor on your company’s growth rate.
In fact, organizations with good alignment between
sales and marketing teams achieved 20% annual
revenue growth in 2010, according to a study by the
Aberdeen Group. By contrast, companies with poor
alignment saw revenues decline by 4%.
While many companies work hard to generate better communication between sales
and marketing, cracks between the two groups reopen over time. The bottom line
is that achieving sales and marketing alignment can be tough, but maintaining
alignment is even tougher.
a
$
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HubSpot’s 2012 webinar with salesforce.com explores how companies can establish
an effective alignment between sales and marketing departments. If you missed the
live event, you can watch the on-demand recording with Linda Crawford, EVP & GM
of Sales Cloud at salesforce.com, and Mike Volpe, HubSpot’s CMO. The two leaders
share lessons based on established internal practices as well as analytical insights
from both HubSpot and data.com.
FREE
WEBINAR
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Creating a solid, lasting partnership between sales and marketing requires a strategic
approach that treats the two teams as a single, revenue-generating organization. At
HubSpot, we call this organization the “Smarketing” team to recognize the fact that
sales and marketing are critical partners. This perspective has helped our teams
maintain strong ties even as we’ve grown from a handful of people to more than 100
staff members.
The key to the Smarketing approach is implementing a framework of data-driven
tools and practices that help sales and marketing teams work better together. Once
hard numbers have dened key stages of your funnel and outlined each team’s
expectations, there’s a lot less room for sales and marketing to argue about each
other’s performance. The results are plain for everyone to see.
This ebook will teach you the science of sales and marketing alignment and show you
how to implement the six key elements of the Smarketing framework. In this way, the
gains you achieve from better collaboration between sales and marketing can last in
the long term.
sales
marketing SMarketing
+
]
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Using closed-loop data you can see
which marketing programs deliver
the best bang for your buck.
“
”
Data is the crucial ingredient for maintaining
sales and marketing alignment. You need data
to monitor progress toward goals, analyze lead
quality, and measure marketing ROI. So the
rst step in creating a Smarketing organization
is establishing a closed-loop reporting system
that tracks key marketing and sales metrics.
The two key pieces of this system are:
MARKETING SOFTWARE
Marketing software like HubSpot that helps you generate and manage leads.
CRM (CUSTOMER RELATIONSHIP MANAGEMENT) LIKE SALESFORCE
CRM like saleforce.com that helps you track and measure sales activities.
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Sharing the Same Data
These two systems must be integrated to
share data on every lead from creation
through opportunity stage to close, so you
can build reports that show the close rate and
new customers from the leads generated by
marketing. Many marketing software platforms
integrate with CRM systems. For example,
HubSpot’s marketing platform integrates with
salesforce.com, SugarCRM, Microsoft Dynamics,
NetSuite, Sage and several others.
Other features you should look for in a closed-loop marketing system include:
Automatic synchronization between the marketing platform and your CRM.
De-duplication of leads by matching on email address and tracking information,
so as leads come back to your website you are updating existing lead records
not creating duplicate leads.
The ability to pull information from the CRM into the marketing platform,
allowing you to segment your leads by data the sales team has added to the
lead or contact records.
Z
marketing
software
CRM
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Information Sharing
Next, start sharing information between
the two platforms to help improve the
performance of both sales and marketing.
What should marketing
share with sales?
COMPLETE LEAD INTELLIGENCE
Complete lead intelligence includes the history of each lead’s activity on
your website like campaign engagement, download history, and social media
presence. Appending these details to each lead record helps sales reps plan
their follow-up strategies and nd hooks to start that rst conversation.
LEAD ALERTS
Lead alerts are email messages or other notications when a lead revisits your
website, completes an important form, or takes another key action, such as
requesting to speak with a salesperson.
These types of insights are available in integrated marketing software platforms like
HubSpot. See examples of both lead intelligence and lead alerts on the next page.
w
i
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What should sales
share with marketing?
Your sales team also needs to keep
marketing informed on their activities. Here
are some suggestions for the type of
insights sales can share with marketing:
CONTACT TOUCHES
Records of email and call attempts and connects.
LEAD STATUS UPDATES
Updates on lead status, such as open, in progress, qualied and unqualied.
REVENUE NUMBERS
Data on closed deals and the revenue associated with each contract to
calculate marketing effectiveness and ROI.
These types of insights are available in CRM solutions like salesforce.com. See the
next page for examples of lead intelligence, contact touches and forecast views.
Using this closed-loop data, you can track how each customer progressed through
your marketing funnel and see which marketing programs are delivering the best
bang for your buck. Getting your hands on this sales data in real time can help you be
an agile marketer and make effective iterations to your campaigns.
w
i
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Identify Winning Marketing Channels
Trace each customer back to the source of
their rst visit to your website – e.g., paid
programs, organic search, social media, or
email marketing. You should analyze each
channel for key metrics such as:
Visits per channel
Leads per channel
Visit-to-lead ratio per channel
Lead-to-customer ratio per channel
Use this data to optimize your marketing mix and focus on the channels that are
delivering the best conversion metrics.
;
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Identify Winning Marketing Assets
Examine the lead history of each customer and
record every marketing touch and action that
occurred between lead capture and close.
By calculating the percentage of customers
who visited a specic page on your site prior to
conversion, or who viewed a particular webinar or
ebook, you can identify the most effective content in
your marketing funnel. HubSpot’s Conversion Assists
tool provides this type of analysis.
x
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This process also can include a review of specic market campaigns to determine
which generated the most leads and customers. Or, you can look at which of your
landing pages reached a higher-than-average conversion rate. The insights you gain
from these reports can help you ne-tune your content strategy or optimize your site
to promote more inuential pages. For instance, check out HubSpot’s Landing Page
dashboard and some of the metrics we keep an eye on here:
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Sales and marketing must have a
unied picture of the funnel.
“
Sales and marketing teams often have a very different picture of the funnel. They
might disagree about the number of stages a lead passes through before becoming a
customer – and they often use different terminology to describe those stages.
To adopt an effective Smarketing strategy, sales and marketing must have a unied
picture of the funnel and standard denitions of each stage in the process. For
example, HubSpot’s Smarketing team uses the following funnel stages:
”
VISITS
LEADS
MARKETING
QUALIFIED LEADS
SALES ACCEPTED
LEADS
OPPORTUNITIES
CUSTOMERS
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Understand Lead Quality
Focus on the denition of a Marketing Qualied Lead (MQL). This is the crucial hand-
off point between marketing and sales, so it’s essential that the teams agree on the
terminology.
Every company’s denition of an MQL will vary, but it should reect a combination of
traits and actions that indicate a lead is both a good t for your company and ready
to talk to a salesperson. Here’s one way to examine your funnel to assess lead quality
and determine whether a lead is ready for sales follow-up:
Fit
Interest
stimulate
interest
follow-up
quickly
avoid
take
orders
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Aspects of Lead Qualication
IS THE LEAD A GOOD FIT?
Your company might target nancial services companies with 5,000 or more
employees, or small service businesses with fewer than 100 employees. Or, you may
be only interested in manufacturing companies of any size. Within those categories,
you also might identify individual lead proles, such as title or job description and role
in the decision-making process – e.g., economic buyer, end user, inuencer.
How closely a lead hews to your ideal customer prole will determine whether and
when you hand it over to the sales team.
IS THE LEAD INTERESTED?
A lead’s activity can reveal how close they are to a buying decision. For example, if
a lead has only visited your website once, or has just begun following you on Twitter,
they may be aware of your company but aren’t particularly engaged yet. A lead that
requests a demo or views pricing information is showing a lot more interest.
1
2
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Where a lead falls within the four quadrants of this matrix dictates the next step your
marketing or sales team should take. For example:
GOOD FIT & INTERESTED
Leads in upper right quadrant are a good t for your
company and are highly engaged with your marketing.
These are hot leads that require immediate follow-up
from your sales team – usually in less than 24 hours.
GOOD FIT BUT LESS INTEREST
Leads in the upper left quadrant are a good t for your
company, but don’t show a lot of interest yet. Perhaps
they’ve only signed up for an email newsletter or
downloaded one piece of educational content. These
are leads that the marketing team needs to nurture.
Fit
Interest
Fit
Interest
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LOTS OF INTEREST BUT NOT A GOOD FIT
Leads in the lower right don’t necessarily t your
ideal customer prole, but are highly engaged with
your brand. They might have subscribed to your blog
and email newsletter, downloaded your ebooks, and
attended your webinars. It’s worth having a sales rep do
a low-cost follow-up with these fans to see if there’s
an easy sale to make from a non-traditional customer.
Sometimes leads that don’t seem like a t have a good reason to buy your product.
They can also turn into great evangelists for your products or services, thus providing
you with indirect support as non-customers. That’s why you can’t automate the entire
sales and marketing process. At some point, a good marketer or sales rep can spot
an opportunity that your systems might overlook.
LITTLE INTEREST & NO FIT
Leads in the lower left quadrant aren’t a good t for
your company and haven’t shown much interest in
your marketing content. They’re denitely not worth
a sales rep’s time. Don’t be afraid to take them out
of your communication stream.
Fit
Interest
Fit
Interest
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Develop Your Denition of an MQL
Using this matrix as your guide, develop an MQL denition based on the combination
of t and interest that’s right for your company. Some marketers may focus more on
t because they have a tightly dened market; other marketers may have a broad
customer base and focus more on interest level. That decision depends on your
business model.
MQL denitions in those two cases might look like this:
A contact with XYZ title or role who has
lled out a landing page form and works
at a nancial services company in the
U.S. with more than 5,000 employees.
A contact with the ABC title or role who
has requested a product demonstration
from a sales rep and works at any U.S.-
based company.
Whichever approach you chose, base your denitions on data – not on gut
instinct. Even experienced marketers and salespeople can be way off base in their
assumptions about what makes a good lead.
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Example of Lead Scoring
Here is an example of what lead scoring can look like for you:
Using a lead scoring or lead grading program that relies on data from your closed-
loop analysis can help you determine the importance of different activities.
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How You Can Do It
EXAMINE BEHAVIORAL HISTORY
Examine the activity history of recent customers and analyze how many actions they
took before becoming a customer – i.e., the number of page views or number of
conversions, such as downloading a report or registering for a webinar, etc.
FIND PATTERNS
Look for patters that indicate a lead’s likelihood of closing. For example, if a lead
that downloads ten pieces of content from your website or visits your site more than
15 times in one month, she is more likely to close. Consider incorporating frequency
measures in your MQL denition.
LIST ACTIVITIES
Also, list all the activities that a lead can take before becoming a customer, and
analyze the close rate for each one.
For example, to determine the close rate for a webinar, look at all customers that
had watched a webinar, then divide that number by the total number of leads that
originally registered for the webinar. That gives you the close rate for leads from that
particular event.
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CALCULATE CLOSE RATES
Using the close rates for individual actions,
calculate the average close rate for all your
marketing activities. Then look for actions
that have a signicantly higher close rate. For
example, if your average close rate is around
1%, you might nd a handful of actions that
have a 3%-5% close rate.
Add these top-closing events to your denition of an MQL. Any lead that engages in at
least one of these activities, and is a good t for your company, would be considered
an MQL. Use those close rates to decide what score to give different activities in your
lead scoring or lead grading system.
%
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The service-level agreement
(SLA) is a two-way process
between sales and marketing.
“
”
The MQL denition is the
centerpiece of another critical
Smarketing strategy: implementing
a service-level agreement (SLA)
between sales and marketing.
The SLA formalizes the commitment that the sales and marketing teams make to
meet shared goals for revenue growth. It’s a two-way process:
The marketing team commits to delivering a certain quantity and quality of leads
each month or quarter to help the sales team meet its quota. The sales team then
commits to follow up on those leads in a timely manner, and to make a specic
number of contact attempts before abandoning the lead.
W
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To set up the SLA for the marketing team, start by asking these questions:
How many quality leads does the sales
team need to make quota?
What percentage of those leads is
created by marketing? Your sales
team may be doing some of its own
prospecting, and therefore the marketing
team isn’t responsible for 100% of the
leads needed to make quota.
What percentage of those leads is inuenced by marketing?
Even if the leads originate from another source, the marketing team may be
required to nurture those leads until they are marketing qualied.
Once you’ve answered those questions for
your company, compute the SLA based on the
percentage of the pipeline that the marketing
team needs to drive. But here’s a tip to make the
SLA even more convincing for your sales team:
Base the SLA in the units that are most relevant
to a sales person – dollar gures.
?
$
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How to Calculate SLA in Dollar Value
To calculate an SLA in dollars, take
the percentage of the sales quota that
marketing is responsible for each month.
Then, calculate the value of each MQL to
determine how many leads marketing must
deliver to reach that total. Here is how to
calculate the value of an MQL:
Create a list of all campaigns or offers, such as
webinars, demos and trade shows, which have generated
leads in your pipeline. You also can segment your leads by
type of customer, such as enterprise or mid-sized business.
Pull a list of recent customers and match them to the campaign or offer
that generated their rst visit or conversion. Then, calculate the average
revenue per customer for each lead source. (If you’re segmenting by type
of customer, you can also calculate the average revenue per large vs.
mid-sized or small customer.)
Look at the average close rate for each campaign or offer. Then, multiply
the average revenue-per-customer for those campaigns/offers against
the close rate to determine the average MQL value.
1
2
3
W
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For example, if the average revenue per customer from a lead that converted on a
whitepaper is $160,000 and the average close rate on those leads is 1%, the value
for each whitepaper MQL is $1,600.
MQL Type
Whitepaper
Webinar
Online Demo
Tradeshow
Contact Sales
Average Revenue/
Customer
$160,000
$100,000
$150,000
$125,000
$110,000
MQL to Cus-
tomer Close %
1%
1.5%
2%
1%
10%
Value per MQL
$1,600
$3,000
$3,000
$1,250
$11,000
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Base Every Decision on Real Data
Once again, it’s important to use data to
determine the sales team’s responsibilities.
Take the question about the ideal number of
contact attempts: even though your chances
of successful connection increase each time
you call a lead, those calls also have a cost
associated with them: the sales rep’s time. At
some point, the potential return for making
additional calls will diminish.
That’s why you need to determine the optimal number of times to call a lead based
on the protability of that activity. Here’s one way to nd that optimal number:
START WITH STALE LEADS
Select a portion of leads that had been in the sales pipeline for
at least a few months.
GROUP DATA
Look at your CRM records to determine how many times the sales team
attempted to contact each of those leads before closing. Create cohorts
of leads that were contacted once, twice, three times, four times, etc.
1
2
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MAKE ESTIMATES
Estimate how much each contact attempt costs your sales team. You
can do this by estimating how many hours a month a rep spends making
calls and the average number of contact attempts he or she can make
each hour. Then, determine the cost-per-call by dividing the average
hourly cost of a sales rep’s time by the average number of calls per hour.
BENCHMARK
Benchmark the protability of these contact efforts by dividing the
average revenue for each customer by the cost of calling a lead once,
twice, three times, etc.
PLOT DATA
Plot that data in a chart that uses the number of contact attempts as
the X axis and the protability score as the Y axis. Because additional
contact attempts tend to generate more sales, you should see a line that
gradually rises in protability with the number of attempts.
NOTE RESULTS
Note where the lines level off – meaning the prot-per-customer isn’t
increasing despite the additional contact attempts. This leveling-off point
is the recommended number of contact attempts to use in your SLA.
3
4
5
6
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Here’s an example of this type of analysis created by Mark Roberge, HubSpot’s SVP
of Sales. The colored lines represent the results for different types of leads in the
HubSpot sales funnel. As you can see, the benets of additional contact attempts
tend to level off around eight or nine contact attempts:
Based on those results, the sales SLA might require sales to make one follow-up
attempt within four hours, with eight attempts in 14 days. Remind the sales team
of their responsibilities by putting the SLA rules about contact times and follow-up
attempts in your CRM system.
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Failing to monitor progress
is a common mistake - and it
can be costly.
“
”
After implementing the SLA, use the data from
your closed-loop reporting system to track progress
towards those goals. Failing to monitor progress is
a common mistake made by companies with poor
alignment between sales and marketing – and it
can be costly. If you’re not keeping an eye on your
goals, you’re less likely to spot areas of concern
until they spiral into big problems. At that point it
may be too late to do anything about it.
Manage your Smarketing organization with these two valuable tools:
DAILY DASHBOARDS
DETAILED MONTHLY REPORTS OF SALES AND MARKETING ACTIVITY
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Dashboards
Sales and marketing dashboards turn data from
your closed-loop reporting system into a daily
snapshot of the team’s progress. Dashboards
should be shared with the entire Smarketing
team by building them into your CRM system,
incorporating them into your marketing software
platform, or emailing them to the entire team.
This highly public update not only tracks your progress
toward goals, but it can also help your team meet their
goals. Marketers and salespeople are less likely to fall
behind if they know that the rest of the team will see their
numbers every day. And if people do fall behind, they’re
more motivated to x problems on their own.
Y
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The Marketing Dashboard
This Marketing Dashboard, also known as the Daily Leads Waterfall Graph, is a
simple but very effective way to visualize your marketing team’s progress toward its
SLA goals. The graph compares your actual daily lead ow against the target rate that
you need to hit your monthly goals.
Generating a Daily Leads Waterfall Graph is simple. If you’re a HubSpot customer,
your software does it automatically on your Dashboard.
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If you’re not a HubSpot Customer, you can use this Excel
template to create and maintain your graph. Enter your results
every day to plot your progress against the SLA goal. The
resulting chart can show you where to focus your marketing
team’s attention.
IF LEADS ARE LOW
If actual leads are below the goal, your
marketing team must do additional work
to deliver on its SLA promises. That might
mean developing new content, increasing
social media engagement, or spending
additional money on PPC.
IF LEADS ARE ON TRACK
If actual leads are running above the
goal, your marketing team has some
breathing room and can look ahead to the
next month or next quarter. For example,
you could start working on next month’s
campaigns, or hold back a few pieces of
content for next month’s promotions.
days
leads
days
leads
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Sales Dashboards
Sales dashboards generally measure follow-up timing and contact attempts. Have
your sales manager dig into CRM data to create charts that illustrate whether the
sales team is delivering on its SLA goals. Two key dashboards are:
New leads that were not called within XYZ hours, as specied in the SLA
All leads that weren’t called at least XYZ times within XYZ days
These daily reports will show when specic teams or individual sales reps are falling
behind on their goals. That early warning gives sales managers the chance to jump
in, diagnose the problem, and provide some coaching that will help the team or the
individual get back on track.
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Monthly Reports
Dashboards provide a daily update of the most
important metrics for your Smarketing team.
But you should also create a monthly sales and
marketing report that gives a detailed look into
your sales and marketing strategies and results.
This monthly report should be shared with the entire
company. It creates transparency about sales and
marketing activities – but also highlights how your efforts
are impacting the entire business. The monthly report
should feature charts that quantify the work that sales and
marketing does each day.
\
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Marketing Monthly Report
The marketing team’s report should illustrate the impact of its recent activities, using
a range of charts, including:
VISITS, LEADS & CUSTOMERS BY SOURCE
Show how your marketing channels have helped you attract visits, leads and
customers. Compare different sources and evaluate which ones provide the most
return on investment. Such insights will help you prioritize efforts in the future. Here
is a screenshot of these analytics the HubSpot software can give you access to:
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PERFORMANCE OF MARKETING ASSETS
Next, look at how your marketing assets--web pages, landing pages, and calls-to-
action--are performing. These are the assets your various marketing channels use in
order to be successful. In fact, they are the substance of what your sources use to
generate more trafc, leads and customers.
In order to evaluate how these assets are performing on a monthly basis, review the
conversion rates of your landing pages and calls-to-action. Here is an example of
what these analytics look like through the HubSpot software:
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SPEED FROM CONVERSION EVENT TO SALES FOLLOW-UP
If you are a B2B marketer, you should also be aware of how long it takes for a
sales person to follow up with a lead. That will give you an idea of how you can
speed up the “demo worked” process by creating more high-quality leads and/
or ensuring that your sales team is contacting the leads fast enough.
Here is what that chart might look like:
July August September
0 to 10 days
11 to 20 days
21 to 35 days
3%
1%
5%
3%
7%
1%
1%
0.7%
2%
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Sales Monthly Reporting
The sales team’s monthly report should feature charts that show what’s being done
with the leads that marketing is generating.
SALES WATERFALL CHART
The most important chart look at there is a visualization of actual sales results vs.
quota. The chart should show the percentage of the goal that was reached and if
there was a gap between the quotas and the monthly goal. Here is what this chart
can look like:
t
$
85%
goal pace
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TOTAL SALES CYCLE
It’s also important to keep track of how long it takes your sales organization to
convert the leads that marketing generated into customers. Monitoring this view
will give you a sense of your sales cycle and if you are ever below or above average.
Whenever you do nonstandard marketing initiatives, keep a close eye on this chart
because it will give you insights into the performance of your efforts from a sales
perspective. This view is also tremendously helpful when you slice it across different
target personas. If you are targeting customers with different needs and preferences,
you might notice that their sales cycle is drastically different.
July August
September
More than 5 months
2-4 months
1 month
20%
40%
50%
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Regular meetings foster
communication and
collaboration.
“
”
Another way to get sales and marketing to
think like one Smarketing team is to let those
two groups actually get together and interact
in person. Regular meetings between the two
groups foster communication and collaboration,
and help sales and marketing managers improve
their Smarketing tactics.
You should hold two types of meetings:
A weekly all-hands Smarketing meeting
A monthly management meeting
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Weekly Smarketing Meeting
Get the entire Smarketing team together at
least once a week to discuss recent results and
upcoming activities. The size of your organization
will determine the format of this weekly meeting.
For a company with only a handful of sales
and marketing staffers, the Smarketing
meeting can be a highly interactive session,
welcoming discussion and questions from
anyone in the group.
But for a larger company with dozens of marketing and sales staff, the Smarketing
meeting should be a fast-paced, high-level overview to keep sales and marketing
teams on the same page and moving toward the SLA goals.
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Tips for Running Meetings
Since HubSpot now has more than 100 people
at its weekly Smarketing meetings, we take the
latter approach. Here are our recommendations
for running a similar Smarketing meeting:
KEEP IT SHORT
It’ll b best if you can keep Smarketing
meetings short and to-the-point. If you can
keep it to 30-40 minutes, that will be great.
Just make sure it doesn’t go over an hour.
PICK TIMING CAREFULLY
Hold it at the end of day to avoid disrupting the sales team’s prime calling time.
PICK PRESENTERS
Designate one presenter each from Sales and Marketing to deliver their half of
the Smarketing update. That update should include current status toward SLA
goals, plans for upcoming activities, recent highlights or big wins, and so on.
Think of it more as a performance than a dry presentation of charts and metrics.
Look for presenters who can entertain and energize the group while quickly conveying
the most important quantitative details.
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Monthly Management Meetings
The monthly management meeting is
an opportunity to take a deep dive into
results and to hash out upcoming plans,
strategy questions, and any potential
problems that may be nudging your sales
and marketing teams out of alignment.
Invite three to ve key managers from the sales
and marketing teams to the monthly meeting, and
empower them to work on the issues that affect sales
and marketing alignment. In this way, they will forge
solid relationships that will help your Smarketing
organization scale as you company grows.
O
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Suggested Agenda Items
Agenda items for the monthly
management meeting include:
REVIEW OF METRICS
Detailed discussion of closed-loop
analysis reports and current funnel
metrics, so sales and marketing can
address any issues related to meeting
the requirements of the SLA.
FUTURE PLANS
Sharing plans for future marketing or sales projects, and discussion of potential
strategy changes.
DISCUSSION ITEMS
Resolving disputes between sales and marketing about lead quality or quantity,
sales follow-up efforts, the denition of the MQL, or any other important
terminology or practices.
l
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Marketers should think about
the sales team as another
customer base.
“
”
Even with an SLA in place, and dashboards and
meetings to provide regular updates, marketers
still might need other ways to show the sales
team how their efforts are helping achieve
revenue goals.
In other words, marketers should think about the
sales team as another customer base, and try
to“market” the role of marketing to that internal
audience.
As with any marketing campaign, it helps to tailor your message to the audience’s
persona. In the case of the typical salesperson, that’s someone who’s super busy,
doesn’t want to be distracted, doesn’t want to read long reports, and needs to know
how the information you’re sharing will help them right now.
w
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Types of Communication
Consolidate the information you need to convey to the sales team into simple, weekly
newsletter-style reports intended to help them do their job. At HubSpot, for instance,
we use two weekly reports:
WEEKLY MARKETING UPDATE
Weekly marketing updates can consist of a list of weekly planned promotions
with short soundbites. This information helps the sales team understand where
new leads are coming from, so they can prepare for those contacts.
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WEEKLY PRODUCT UPDATE
If your product or service change often, consider informing your sales team about
these changes. Send these weekly email updates from your email marketing
platform, so you can track open and clickthrough rates. You’ll see which sales reps
are reading the updates and which ones are ignoring them. And if you notice overall
opens and CTR declining, you know it’s time to refresh the newsletter format or tweak
information you’re sharing to make the report more valuable to the sales team.
Reshufe Desks
Finally, you can encourage better communication
within your Smarketing team by mixing sales
and marketing desks together. By sitting next
to each other, marketers get to see rsthand
how salespeople do their jobs – and whether
marketing activities are actually helping them.
Sales reps benet by having a neighbor they can
reach out to with questions about particular leads,
or about new marketing campaigns. These informal
conversations go a long way toward keeping the entire
team happy and productive.
1
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Always look for opportunities to
modify core elements of your
Smarketing strategy.
“
”
One of the best things about this Smarketing framework is that it’s scalable. You
can tweak elements such as your SLA or the denition of a marketing qualied lead
to reect inevitable changes in your sales and marketing strategy as your company
grows.
Always be on the lookout for opportunities to modify the core elements of your
Smarketing strategy. For instance, you can develop new reports or lters to generate
actionable data that helps your sales and marketing teams. Feel free to adapt your
funnel description and MQL denition to reect changes in your marketing strategy,
customer base and products or services.
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You can also revise your SLA to reect changes in
market conditions, customer needs, or the size of
the sales staff and marketing staff to ensure that
goals are realistic, but aggressive enough to drive
revenue and prot growth.
Weekly Smarketing meetings can also change to
match the size of your organization. Invite new
managers or other key personnel to the monthly
management meeting if your company grows
signicantly.
Ideally, tracking closed-loop data and holding monthly management meetings will
uncover evidence of a growing disconnect between sales and marketing before the
system breaks down completely. As you get more comfortable using data to manage
your Smarketing team, you’ll nd new ways to optimize your campaigns, improve your
sales follow-up and generate more revenue – which is the best way to keep everyone
in the company happy.
W
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Additional Resources
Here are some more resources about sales and marketing that you might nd helpful:
Free, intermediate-level HubSpot webinar and ebook on aligning sales and
marketing: http://www.hubspot.com/All-You-Need-to-Know-about-Aligning-Sales-
and-Marketing/
Aberdeen Group study on the impact of sales and marketing alignment:
http://www.aberdeen.com/press/details/sales-and-marketing-alignment-
collaboration--cooperation--peak-performance/76.aspx
HubSpot blog post on achieving revenue disruption through Smarketing:
http://blog.hubspot.com/blog/tabid/6307/bid/30764/Achieving-Revenue-
Disruption-Through-SMarketing.aspx
HubSpot blog post on closed-loop marketing:
http://blog.hubspot.com/blog/tabid/6307/bid/32341/How-Closed-Loop-
Marketing-Works.aspx
2
2
2
2
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HubSpot blog post on dening a marketing qualied lead:
http://blog.hubspot.com/blog/tabid/6307/bid/30889/How-to-Expose-the-Best-
Leads-to-Your-Sales-Team.aspx
HubSpot blog post on tracking SLA goals:
http://blog.hubspot.com/blog/tabid/6307/bid/31902/How-to-Calculate-Track-
a-Leads-Goal-That-Sales-Supports.aspx
HubSpot blog post on creating a daily leads waterfall graph:
http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-
Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx
HubSpot blog post on essential charts for a monthly marketing report:
http://blog.hubspot.com/blog/tabid/6307/bid/31012/The-7-Slides-You-Need-
for-an-Epic-Monthly-Marketing-Report.aspx
2
2
2
2
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INTEGRATE YOUR SALES &
MARKETING DATABASES
Get a custom demo of the
HubSpot software and nd out
how you can integrate your sales
and marketing databases for
better business results.
http://bit.ly/Get-A-Demo-of-HS
