Marketing Fellow @HubSpotAdvanced Marketing Instructor @HarvardContEd

Sam @Mallikarjunan

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The lifespan was 75 years

Fortune 500 company.

Fortune 500 company.

Fortune 500 company

Fortune 500 company.

Now that lifespan is just 15 yearsAnd soon, it’ll be only 5 years

The Fortune 500

01 NEW

02 NEW

03 NEW

04 OLD

3/4 of the companies on the

Fortune 500 list will be companies we’ve never even

heard of

That means that 375 slots on the Fortune500 are up for grabs! UP

GRABSFOR

This is because the fundamental nature of how we work is

changing.

Here’s why:

When I’m asleep, they’re awake.

If you’re not trying to put yourself out of business,

someone else is

High

Value

LowStart 5 Years

Rate of Knowledge Depreciation

20th Century

21st Century

5 9X

3021X

The vast majority of sales require 5 or more follow-ups before they close

80%

negative.

Source: Corporate Executive Board survey, http://bit.ly/wQCz4b

of the terms sales & marketing use to describe each other are

87%

“I hate marketers because they just get in the way.” – Actual sales rep

SALES

VS

MARKETING

Marketers

And Salespeople

Sometimes it can feel

like

Are from different planets

Companies with strong sales & marketing alignment get 20% greater annual revenue growth.

The Aberdeen Group, http://bit.ly/zmIJQD

50/50 chance or less of seeing a winning game

They looked at games that teams won and lost, and broke it down by every possible

thing they could measure to figure out what was important.

Their win percentage increased by almost

50% finally winning the American League in 2006

It turns out that baseball and business aren’t all that different.

Engineer Your Own Sales Hiring Formula

Of the cycle is over before a sales rep even gets involved. Marketing is the voice of sales during that 60%

60%

Sales + Marketing

= SMARKETING

(It’s pretty hard to justify, too.)$$

You can’t improve what you can’t measure.

Marketing: “Just an expense.”

$ 6000

$ 50,000

$ 60,000

PPC SEO Firm ContentWriting

Expense

Yearly Amount“I’m spending a bunch of

money on marketing, and I’m making more money than I’m spending back.”

Marketing is half of the acquisition equation

“We spent $1000 and got 500 website visits”

CoCA: $400

CoLA: $40

CoVA: $25% Visit-to-lead

10% Lead-to-customer

Attract

BlogKeywords

Social Publishing

Convert

FormsCalls-to-actionLanding Pages

Close

CRMEmail

Workflows

Delight

SurveysSmart content

Social Monitoring

This is the inbound marketing process.

Visitors Leads Customers PromotersStrangers

Leads Qualified Leads

Opportunities CustomersStrangers

AWARENESS CONSIDERATION DECISION

IDENTIFY CONNECT EXPLORE ADVISE

This is the inbound sales process.

NUMBERSSALES

How many leads did sales accept and work this month?

57%Worked Percentage

0% 100%

33%

50%

Unworked eCommerce Leads

How is thismonth for sales?

Marketer Opportunities Created by Month

Reco

rd C

ount

If sales is forecasting low for this month, invest differently.

26%Sum of Probability Adjusted Recognized MMR in USD (Thousands)

0.00

12.60

Current Month Sales Forecast

16.80

25.20

6.64

Sales has to give leads a fair chance, not just cherry-pick.

55%Average Last Attempt #

0

3

Average Attempts Per Hi/Med SAL

6

9

4.94

“Fair chance” is a data-driventhreshold by lead quality.

NUMBERSMARKETING

Marketing should qualify leads too

Not just mo’ leads. Mo’ better.

Upcoming Offers

Offer No. 27 – 19 Blunders That Are Hurting Your ConversionsA co-marketing ebook with Exclusive Concepts. Live on 05/19

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Companies with an active SMarketing SLA are 34% more likely to experience greater year-over-year ROI than those companies that aren’t.

They’re 21% more likely to get greater budget allocations.

They’re 31% more likely to be hiring additional salespeople to meet demand.

* source: State of Inbound Marketing 2015

Pipeline Revenue Example�

𝑪𝑪𝑫𝑫 ∗ 𝑽𝑽

C = # of new customers, D = # of downloads, V = Average LTV

Yes. I downloaded their eBook.Yes. They helped me make a decision.Yes. I bought from them.

And yes.She saidYes.

Thank You!