The Case for Enterprise Sales and Marketing Alignment

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Information about The Case for Enterprise Sales and Marketing Alignment
Business & Mgmt

Published on February 28, 2014

Author: HubSpot



Companies with strong sales and marketing alignment achieve 20% annual growth rate. Learn how to build a SMarketing organization, agree on terminology, implement a service-level agreement (SLA), and manage your SMarketing teams.

The Case for Enterprise Sales & Marketing Alignment Phil Harrell, VP Corporate Division

"There aren't enough leads and the leads that we do get aren’t any good." Sales Scott

“Sales doesn’t follow up with the leads or put in enough effort to qualify them." Marketing Mary

SALES MARKETING “simple-minded” “paper pushers” “cowboys” “academics” “incompetent” “irrelevant”

Can’t we all just get along?

Companies with strong sales & marketing alignment achieve 20% annual growth rate. Aberdeen Group

Compared to a 4% decline in annual revenues for companies with poor alignment. Aberdeen Group

Sales + Marketing = SMARKETING


How to Start SMarketing 1  Set up closed-loop reporting 2  Agree on terminology 3  Implement a bi-directional SLA 4  Manage SMarketing

Traditional Marketing Marketing Sales Duplicate leads Limited lead info No feedback from sales No ROI measurement

Closed-loop Marketing Marketing Sales Contact info & status updates Closed loop data to analyze De-duplicate leads Import to CRM Lead intelligence


Define Your Lifecycle Stages

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

MQL Example " 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.

Grade Your Leads

Need help? Use this template: Free template for calculating your Smarketing leads goal Download


MARKETING TO SALES SALES TO MARKETING Number and quality of leads required to hit company revenue goals Speed and depth of lead follow-up that makes economic sense

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?

The Marketing SLA " " " Will sales do any prospecting? What % of sales opps will marketing originate? What % of sales opps will marketing influence?

Computing the Marketing SLA MQL Type Average Revenue / Customer MQL to Customer Close % Value per MQL Whitepaper $160,000 1.0% $1,600 Webinar $100,000 1.5% $3,000 Online Demo $150,000 2.0% $3,000 Tradeshow $125,000 1.0% $1,250 Contact Sales $110,000 10.0% $11,000

Build a SLA Waterfall

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?

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

Need help? Get detailed tips here: Learn how to create a service-level agreement (SLA) from HubSpot & LinkedIn: Download


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

Marketing Dashboard

Marketing Dashboard

Sales Dashboard

Sales Dashboard

Monthly Marketing Reports

Monthly Management Meetings " Key managers attend " Lots of discussion " Dive deeper into more contentious issues " Resolve disputes

Want more? Read this guide: The Executive Guide to Enterprise Inbound Marketing Download


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