87% of the terms sales & marketing use to describe each other are negative.

1. 87%of the terms sales & marketing use to describe each other are negative. Source: Corporate Executive Board survey, http://bit.ly/wQCz4b

2. Search Engine Optimization Blogging & Social Media Lead Generation Lead Management Email & Automation Marketing Analytics 2

3. Only 45% of companies have established a company-wide definition of a sales-ready lead. 2009 survey by MarketingSherpa, http://bit.ly/zL3sf0

4. Search Engine Optimization Blogging & Social Media Lead Generation Lead Management Email & Automation Marketing Analytics 4

5. Companies with strong sales & marketing alignment get 20% annual revenue growth. 2010 study by the Aberdeen Group, http://bit.ly/zmIJQD

6. Search Engine Optimization Blogging & Social Media Lead Generation Lead Management Email & Automation Marketing Analytics 6

7. All You Need to Knowto Align Sales and Marketing

8. Mike Volpe Chief Marketing Officer, HubSpot @mvolpe Mark Roberge VP of Sales, HubSpot @markroberge #SMARKETING

9. SALES MARKETING “simple-minded” “cowboys” “incompetent” “paper pushers” “academics” “irrelevant” #SMARKETING Source: Corporate Executive Board http://bit.ly/wQCz4b

10. Sales + Marketing =Smarketing

11. 1 Before Starting with Smarketing

12. Before You Begin Smarketing • Set up closed-loop reporting • Agree on terminology • Implement an SLA

13. Traditional Marketing MarketingSales • Problems: • Duplicate leads • Limited lead information • No feedback from sales • No ROI Measurement

14. Closed Loop Marketing • de-duplicate leads • import to CRM • lead intelligence MarketingSales • contact info & status updates • closed loop data to analyze

15. Customers by Marketing Source

16. Conversion Assists Report

17. Closed-loop Lead Intelligence

18. Closed Loop Social Intelligence

19. Closed Loop CRM Integration

20. Closed Loop Lead Alerts

21. Before You Begin Smarketing • Set up closed-loop reporting • Agree on terminology • Implement an SLA

22. Define Your Funnel Stages Visitors Leads / Inquiries Marketing Qualified Leads Sales Qualified Leads Opportunities Customers

23. What is an MQL? Stimulate Interest Follow-up Quickly Fit Avoid Take Orders Interest

24. MQL Examples • A contact at a company that has filled out a landing page, and works at a company of 200-1,000 employees in North America. • A contact at a company in the US who filled out the form to request a sales demo or started a trial.

25. Grade Your Leads

26. Before You Begin Smarketing • Set up closed-loop reporting • Agree on terminology • Implement an SLA

27. SLAs Go Both Ways Marketing to Sales • Number and quality of leads required to hit company revenue goals Sales to Marketing • Speed and depth of lead follow-up that makes economic sense

28. The Marketing SLA • How many leads of a certain quality does a sales rep need to make quota? • How many leads does a sales rep need to be busy 100% of the time?

29. The Marketing SLA • Will sales do any prospecting? • What % of sales opportunities will marketing originate? • What % of sales opportunities will marketing influence?

30. Computing the Marketing SLA

31. The Sales SLA • How many call/email attempts should sales make for every lead of a certain quality to not waste leads? • With X leads and Y hours / month, how many follow-up attempts should sales be able to complete per lead?

32. Computing the Sales SLA * Data has been altered from actual HubSpot data for the purposes of this presentation

33. Example SLAs • Marketing will deliver 100 MQLs per sales rep per month • Sales will make 1 follow-up attempt in 4 business hours, with 5 attempts in 14 days

34. 2 ManagingSmarketing

35. Managing Smarketing • Dashboards & Reports • Meetings • Other Communication

36. Dashboards Get individuals and teams to fix problems without management intervention. • Frequent • Public • Transparent

37. Marketing Dashboards http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx

38. Marketing Dashboards http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx

39. Sales Dashboards * Data has been altered from actual HubSpot data for the purposes of this presentation

40. Sales Dashboards * Data has been altered from actual HubSpot data for the purposes of this presentation

41. Sales Dashboards * Data has been altered from actual HubSpot data for the purposes of this presentation

42. Sales Dashboards * Data has been altered from actual HubSpot data for the purposes of this presentation

43. Monthly Reports

44. Managing Smarketing • Dashboards & Reports • Meetings • Other Communication

45. Weekly Smarketing Meeting • Goal: Get / stay on same page • Everyone attends • Point person from each team runs meeting • Size of meeting determines format

46. Monthly Management Meeting • Key managers attend • Lots of discussion • Dive deeper into more contentious issues • Resolve disputes

47. Managing Smarketing • Dashboards & Reports • Meetings • Other Communication

48. Other Communication

49. Other Communication

50. Summary of Smarketing Tips • Before you begin Smarketing • Set up closed-loop reporting metrics • Add closed-loop lead intelligence and info • Agree on funnel stage terminology • Implement an SLA for both teams • Managing Smarketing • Daily dashboards drive behavior • Monthly reports provide transparency • Weekly Smarketing meeting • Monthly management meeting • Consolidate other communication