Aligning marketing sales and services v5 pdf

SALES & MARKETING 2.0• @Sales20Conf / #s20c • OCTOBER 2012

Aligning Sales, Marketing & Customer Service to Increase

Revenue and Improve the Customer Experience

October 22nd, 2012 , Sales & Marketing 2.0, #s20c

Mark RobergeSVP of Sales and Services, HubSpot@markroberge


Example HubSpot Personas

Owner Ollie(1-100 employees)

Marketing Mary(100-2,000 employees)

Enterprise Erin(2,000+ employees)

– “Owner” of business – Started biz with own

capital– Helps with sales,

finance, marketing, HR– Static company

website – No CRM system– Wants to get more

leads and earn more money

– Needs easy to use tools

– Wants his life to be easier

– “Director/VP of Marketing”– 10+ years marketing

experience– Worries about “brand

presence” (colors, logo, fonts)

– Skilled at PR and branding– Website built for $25K with

firm– Uses Salesforce.com– Wants to learn inbound

marketing – Needs reports to show CEO– Doesn’t like to tinker

– CMO / VP of Global Marketing – Manages high level strategic

objectives from the C-Suite– Biggest hurdles are

organizational change rather than software

– Unhealthy relationship with sales

– Wants software that can conform to the organization’s unique needs

– Services and relationship just as important as the software itself


Pre-2012 Functional Driven Approach

MARKETING SALES SERVICES

Generate inbound

leads

Convert leads to

customers

Make customers

successful Campaigns focused on Mary and Erin

Weekly Marketing status meetings

Targeting company-wide lead goals

Persona-specific sales processes

Weekly sales status meetings

Targeting person-specific revenue goals

Product-specific services process

Weekly services status meetings

Targeting product-specific customer success goals

50,000 Leadsper month

400 Customersper month


2012 Persona Driven Approach

Owner Ollie Team(1-100 employees)

Marketing Mary Team

(100-2,000 employees)

Enterprise Erin Team

(2,000+ employees)Group Sales & On-

Boarding

1-to-1 Sales & On-

Boarding

Multi-Level Sales & On

BoardingOllie

Marketing

Ollie Sales

Ollie Services

Mary Marketing

Mary Sales

Mary Services

ErinMarketing

Erin Sales

Erin Services

Replaced marketing, sales, and services meetings with buyer persona meetings

Re-organized seating around cross-functional buyer persona teams Customized marketing SLA, sales effectiveness, and customer success

metrics to persona


Persona Based Marketing SLAs

Lead Type Lead Value

Webinar $.07

eBook $.05

Free Trial $.45

Demo Request $.95

Owner Ollie Leads(1-100 Employees)


Webinar $.35

eBook $.45

Free Trial $2.10

Demo Request $2.75

Marketing Mary Leads(100-2,000 Employees)


Webinar $.85

eBook $1.00

Free Trial $4.25

Demo Request $6.10

Enterprise Erin Leads(2,000+ Employees)

* Data has been altered from actual HubSpot data for the purposes of this presentation


Persona Based Sales SLA

Attempt #

LTV

/ C

OC

A


Ollie Leads Mary LeadsErin Leads


Daily Accountability for Marketing & Sales



Traditional Marketing Automation

CONTEXT MEDIUM


Persona Based Marketing Automation

CONTEXT MEDIUM

Marketing Mary

Enterprise Erin

Owner Ollie


Sales & Services Compensation Alignment

Variable Compensation by Role

New Revenue

Customer Retention

Note: Marketing bonus based on % of New Revenue


Monthly Persona Meeting Best Practices

Discussion on success

framework

Maximize customer success

Maximize unit economics

Maximize growth

Make investment decisions

Develop leadership

Report out by persona leadership to company C-Suite

Consistent cadence of metrics across personas


Consistent Cadence of Persona Metrics

Metric Ollie Mary Erin

LTV/CAC 5.2 11.5 19.0

CAC $6,250 $15,500 $28,750

MRR Churn 1.3% 0.7% 0.5%

Avg MRR $425 $1250 $2725

LTV $32,700 $179,000 $545,000

Months to Payback

14.7 12.4 10.6

MRR Growth (Q2Q)

18% 27% 34%

MRR / Rep $4,750 $7,250 $10,500

NPS 47 65 62

Leads per Cust. 540 2,400 6,625



Improved Business Results

61%

77%

20%


create marketing people love





www.HubSpot.com/3


QUESTIONS

Mark RobergeSVP of Sales and Services, HubSpot@markroberge

Aligning marketing sales and services v5 pdf

Documents

persona sales marketing

presentation sales marketing

inbound marketing

presentationsales marketing

markrobergesales marketing

level sales

sales effectiveness

marketing customer service