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

[email protected]

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

• Email

• Lead Intelligence

• Lead Mgmt

• Analytics

Agenda







How Important is your client’s Message?

1. Not Important

2. Fairly important

3. Very Important

4. Extremely Important

How Clear is your Message?

10

Jan-10

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

The Problem: Sales and Marketing SilosThe Problem: Sales and Marketing Silos

13

Marketing Communicates @ 30,000’Marketing Communicates @ 30,000’

Jan-1014

Salespeople Communicate at 2Salespeople Communicate at 2--3 feet3 feet

15

Jan-10

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


Sales & Marketing Alignment Leaders OutperformSales & Marketing Alignment Leaders OutperformA

cce

ss C

XO

le

ve

ls

Avo

id e

xce

ssiv

e d

isco

un

tin

g

5 times better at CXO access, Avoiding excessive discounting5 times better at CXO access, Avoiding excessive discounting

22

Jan-10

SMA LeadersAverage


Acce

ss C

XO

le

ve

ls

Avo

id e

xce

ssiv

e d

isco

un

tin

g

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 3. Create Messaging Templates

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



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



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







Ready for Inbound Marketing?

Marketing Has a Quota Too!

Agenda







Identify the Warmest Leads

Scoring

Lead Intelligence

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







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







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/

Learn the Value of the HubSpot Software

• Start a 30 day free trial for your website. http://bit.ly/3vfiQK or client: http://bit.ly/7bENS

• Gives you access to • Gives you access to http://success.hubspot.com

Sales Marketing Alignment

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Transcript of Sales Marketing Alignment