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S M A R K E T I N G : H O W
H U B S P O T D O E S S A L E S
A N D M A R K E T I N G
A L I G N M E N T
Juliana Nicholson

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Juliana Nicholson
Senior Field Marketing Manager
HubSpot
@ J B _ N I C H O L S O N
J B N I C H O L S O N @ H U B S P O T . C O M

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A little about me:

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1. 1. BLURRED LINES
2. 2. MACRO ALIGNMENT
3. 3. MICRO ALIGNMENT
4. 4. TAKEAWAYS
T O D A Y W E ’ L L C O V E R
<< KEEP AN EYE OUT FOR THIS GUY

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LIES
FUTURE
RELEASES
FAKE
CONTRACT
DEADLINE

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EVEN
MORE
SPAM
MORE
SPAM
SPAM

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THE LINES BETWEEN
MARKETING AND SALES
HAVE NEVER BEEN MORE
BLURRED.

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1. Marketing is:
ü Sending emails
from reps
ü Booking meetings
for reps
ü Building email
templates for reps

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1. Sales is:
ü Doing persona research
ü Educating prospects
ü Sending content to
nurture prospects

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SALES ENABLEMENT IS THE
HUMAN API BETWEEN
MARKETING AND SALES.

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M A C R O M I C R O
Major KPIs
Role Definitions
Responsibilities
Operations
Content Campaigns
One-off Promotions
Specific Funnel Gaps
Divisions/Segments

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MACRO ALIGNMENT
How do we agree on the big stuff?1

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GOAL
SETTING
What do we
want?
SERVICE
LEVEL
AGREEMENTS
How much do we
want?
LEAD QUALITY
AND HANDOFF
How good does it
need to be?

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TWO TEAMS — ONE GOAL

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S E T T IN G G O A L S
MISSION:
STRATEGY:
PLAYS: TARGETS:
OMISSIONS:

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S E T T IN G G O A L S
Become the fasted-growing American manufacturer of athletic socks.
MISSION: Build the fastest-growing athletic sock company in North America
STRATEGY: Grow volume of North American athletic sock sales through distributors
PLAYS: TARGETS:
Increase repeat business with current distributors 1M in repeat business
Reduce quantity of returned items 2K returns per quarter
Decrease production costs in current sock plants $1.50 cost per pair
Launch new line of soccer socks into the market $120K in revenue from soccer socks
OMISSIONS:
Expand into the European market Launch business sock line Build new sock plant in N. America

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S E T T IN G G O A L S
PLAY
Launch new line of soccer
socks into the market
MARKETING:
Generate B2B demand for
soccer SKU
400 downloads of SKU-focused content
SALES:
Increase B2B purchases of new
soccer SKU
40 new distributors for soccer SKU

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GREAT… IN THEORY
COMPLICATED… IN REALITY

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S A L E S M A R K E T IN G
“Give me, give me more” ”You better work b*tch”

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Marketing delivers a
pre-determined amount of
demand
Sales works this demand
LEADS
MQLS
OPPS
S E R V IC E L E V E L A G R E E M E N T

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S E R V IC E L E V E L A G R E E M E N T
You’ll need to know:
• Total sales goal (revenue quota)
• % of revenue from marketing-generated leads (MGLs)
• Average sales deal size
• Average lead-to-customer close %

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S E R V IC E L E V E L A G R E E M E N T
You’ll need to calculate:
X =
/
/
=
=
Total Sales Revenue % Revenue From MGLs Marketing Revenue Goal
Marketing Revenue Goal Average Deal Size Customers Needed
Customers Needed Lead to Close Rate Total Leads Needed

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S E R V IC E L E V E L A G R E E M E N T
So for example…
• Goal: $1M in annual revenue
• 40% of revenue from MGLs
• Average sales deal size = $1000
• Average lead-to-customer close 10%

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S E R V IC E L E V E L A G R E E M E N T
You’ll need to calculate:
X =
/
/
=
=
Total Sales Revenue
$1M
% Revenue From MGLs
40%
Marketing Revenue Goal
$400K
Marketing Revenue Goal
$400K
Average Deal Size
$1K
Customers Needed
400
Customers Needed
400
Lead to Close Rate
10%
Total Leads Needed
4K

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of marketers
provide sales best
quality leads
Source: HubSpot State of Inbound Report, 2016
59%
of salespeople
receive high
quality leads
5%

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“NOT ALL LEADS ARE GOOD
LEADS”

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INTENT
D E F I N I N G Q U A L I F I E D L E A D S
FIT

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S U R F A C IN G G O O D D E M A N D

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L E A D H A N D - O F F
Marketing generates and
nurtures
Sales works and closes
LEADS
MQLS
OPPS

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L IF E C Y C L E S T A G E
SUBSCRIBER LEAD
MARKETING
QUALIFIED
LEAD
OPPORTUNITY CUSTOMER

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1. Measure our funnel
2. Set expectations about
who works what part of
the funnel
3. Avoid overlap in
communication

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MICRO ALIGNMENT
Staying aligned day-to-day.2

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MACRO ALIGNMENT DOESN’T SOLVE FOR:
RUNNING A CONTENT CAMPAIGN
ONE-OFF PROMOTIONS
ADRESSING SMALL FUNNEL ISSUES
EVENTS OR TRADE SHOWS
PUSHING SMALLER PRODUCTS OR FEATURES
DAY-TO-DAY ALIGNMENT

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BUY-IN COMMUNICATION ENABLEMENT

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What I Say Vs. What My Reps Hear
Please send this
ebook around to
your prospects.
If you have any
complaints about
this ebook, please
let me know.

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Please work all
of these leads
by Friday.
Take a look at
some these leads
next time you get
bored.
What I Say Vs. What My Reps Hear

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This is an
internal only
piece of
collateral.
You can send this,
just don’t get
caught.
What I Say Vs. What My Reps Hear

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• What is our joint goal?
• What are our individual goals?
• What is expected of each other?
• What does the timeline look like?
• How fast should leads be worked?
• How will we communicate throughout this?
• What does success look like?
B U Y - I N

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Email
• One-off Sends
• Weekly Digest
• Video Updates
Meetings
• Team meetings
• Manager Weekly
• Smarketing Monthly
Forums
• Internal Wiki
• Slack channel
C O M M U N I C A T I O N

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COMMUNICATION ALONE
IS NOT ENOUGH.

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Some seriously dope
marketing stuff

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Your sales rep’s inbox

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THINK LIKE A MARKETER.

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1. Grab their attention
2. Make it easy to use
3. Help with prioritization
ENABLEMENT

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Top 5 Hacks for Email
Communication
1. Compelling subject lines
2. Make text easy to skim
3. Keep it above the fold
4. Don’t bury the lead
5. Track performance

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1. Grab their attention
2. Make it easy to use
3. Help with prioritization
ENABLEMENT

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1. Grab their attention
2. Make it easy to use
3. Help with prioritization
ENABLEMENT

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WHEN YOU LEAVE
HERE…3

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ü Align marketing + sales + company goals
ü Define responsibilities across the funnel
ü Communicate (like a marketer)
O N M O N D A Y :

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REMEMBER:
WE’RE ALL ON
THE SAME TEAM.

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T H A N K Y O U