04-2024-HHUG-Sales-and-Marketing-Alignment.pptx

What is a good lead in your organisation? Which leads are priority? What happens to leads?

When sales and marketing give different answers to these questions, or perhaps aren't sure of the answers at all, frustrations build and opportunities are left on the table. Join us for an illuminating session with Cian McLoughlin, HubSpot Principal Customer Success Manager, as we look at that crucial piece of the customer journey in which leads are transferred from marketing to sales.

1. Welcome to Sales and Marketing Alignment

2. Welcome to Sales and Marketing Alignment Chat Q&A Support Hi! Who do you work for, in what role and sector? What do you hope to get from today? Questions about today’s content Questions about HubSpot Other topic-related questions Sound, etc. - DM Rae Hardy-Aitken

3. Agenda Welcome The nuts and bolts of Sales and Marketing alignment Q&A Getting colleagues onboard Q&A and close 11.00 am 11.05 am 11.30 am 11.40 am 11.50 am

4. Rae Hardy-Aitken Host and key support for today’s HUG. Director of Business Operations - Breckenridge Cian McLoughlin Best practice in sales and marketing alignment Principal Customer Success Manager - HubSpot Alex Baines Getting colleagues onboard! Managing Consultant - Leverworks Meet the Speakers

5. Cian McLoughlin Principal Customer Success Manager - UKI Strategic Accounts

6. Agenda Alignment & SLAs Defining your lead stages Identifying fit & qualification Scoring, handover & pass-back Questions

7. Does this sound familiar? “We don’t get enough leads from marketing and the leads we do get aren’t very good” - Sales “We give sales plenty of leads. They just don’t work hard enough to close them” - Marketing This is what misalignment looks like

8. 89.1% OF COMPANIES THAT ALIGNED SALES AND MARKETING REPORTED MEASURABLE INCREASES IN LEADS THAT CONVERTED TO OPPORTUNITIES.  *CSO Insights

9. How do we overcome misalignment? Decide on an internal SLA between Marketing and sales Identify what is a good or a bad customer fit Build a lead scoring model that aligns with customer fit criteria Refine and optimise your lead qualification and handover

10. What Is An Internal SLA? Written agreement that defines what two teams commit to in order to support each other in reaching a shared revenue goal

11. BAD SLA EXAMPLE In Q3 Marketing will deliver 110% of the leads generated in Q2.

12. In 2021, Marketing will use Hubspot CRM to deliver 496 MQLs ( A&B quality ) per month. Leads will be automatically assigned in Hubspot per LR Rules 109-7A , and accepted by the assigned Sales rep within 1 business day.

13. How do we assign leads? How do we accept leads and track lead progress? How do we define MQL? In 20 21 , Marketing will use Hubspot CRM to deliver 496 MQLs ( A&B quality ) per month. Leads will be automatically assigned in Hubspot per LR Rules 109-7A , and accepted by the assigned Sales rep within 1 business day.

14. LIFECYCLE STAGES LEAD MARKETING QUALIFIED LEAD SALES QUALIFIED LEAD OPPORTUNITY CUSTOMER QUALIFIED BY A SYSTEM QUALIFIED BY HUMAN A DEAL IS OPENED A DEAL IS CLOSED/WON LEADS GENERATED FROM MARKETING LEADS QUALIFIED AND SENT TO SALES LEADS QUALIFIED AND ACCEPTED BY SALES LEADS SHOW PROBABILITY OF BECOMING A CUSTOMER LEADS HAS BECOME A CUSTOMER

15. How do we define an MQL? A lead that is more likely to become a customer compared to other leads based on their activity before or after converting

16. Can we say that another way?

17. BASIC FIT Marketing Qualified Lead (MQL) LEAD SCORE

18. What is basic fit? A basic fit is minimum traits that a prospect must have to be an eligible lead Examples of these traits could be: Job title Country / region Company size Budget Industry Legality

19. Why is basic fit important? Interest Fit MQL Just because someone is interested in your business doesn’t mean they can be an MQL

20. Let’s start scoring!

21. What is lead scoring? Lead Scoring is a method of identifying leads with a high potential to purchase, be delighted by your services, and/or lead to higher than average revenue

22. Building Your Lead Score Model Build model in Hubspot Use the ‘Refine By’ option to eliminate old engagements from the score . Don’t forget to negatively score and use a decay model Decide your scoring criteria Build your scoring criteria around your customer fit and how a prospect can interact with your business Decide on Your Scoring Scales Example: Critical 1-4 Important 5-9 Influencing 10-15 Negative -1 .. -15 Use model to pass lead to sales Use automation or lists to pass your MQLs across to sales

23. What should we score contacts on?

24. Passive engagements Quality characteristics Company size Job title Industry Region Revenue Demographic scoring Behavioural scoring Pages viewed Emails opened Ebook downloads Form submissions Video views

25. Explicit Inputs Implicit Inputs

26. Can AI Score my leads?

27. Don’t forgot to apply negative scoring Always apply negative scoring to your contacts if they are not a good fit or do not match your ideal customer persona (anti-persona) You can also build a decay model that will subtract points from a contact who hasn’t engaged for a certain period of time

28. AVOIDING SCORE INFLATION REFINE BY Removes points for old engagements Example: “ Visited pricing page less than 30 days ago .”

29. LEAD SCORE PROPERTY 50 Hubspot Score Knowles-Carter Last Name Beyonce First Name [email protected] Email Address Pickles Cat’s Name

30. How do we pass leads to sales?

31. Let the robot do the work!

32. Use our basic fit criteria to set contact as lead Set up a delay to move contact to MQL when Hubspot score > X

33. We’ve now finished the process! By using automation to handle our lead handover process we’ve created a more aligned sales and marketing experience Moving forward you can now test and refine your lead scoring model to further improve the quality of leads your sales team are receiving Please remember to try not to change your lead scoring mode too often!

34. How do we pass leads back to marketing?

35. Your goal is to have the sales person use this property to select the reason they're rejecting the lead from a dropdown. When the property is updated the sync back to HubSpot should happen automatically Creating a Reason for Rejection Contact Property <- In this example you'll notice two of the values refer to a period of time (i.e. Bad Timing - 6 months and Bad Timing - 1 year). Your plan with these two properties is to set up an automated reminder with a workflow for the salesperson to re-evaluate and reach out to the lead again.

36. A Dive into the ADDIE Framework When a salesperson hands back a lead: Marketing should be notified of this lead that was rejected This update should be reflected in a Lead Status or Lifecycle Stage property The lead should start being nurtured again with emails, ads etc. (possibly at a slower pace) If applicable: tasks should be set up to notify the sales rep when it's time to reassess the lead and reach back out. Automate Your Hand-back Procedure

37. Let’s put it all together

38. Our 4 key takeaways 01 Decide on an internal SLA and MQL definition The foundation for a strong sales and marketing alignment is having an SLA and a shared idea of what leads should look like 02 Decide on your basic customer fit Have minimum requirements for your leads e.g There is no point handing a lead to sales if that lead isn’t in a county you sell to 03 Build a lead scoring model to qualify further Build on your basic lead fit with a lead scoring model that scores leads on their interest. When a contact shows enough interest they are handed to sales 04 Have a handover system in place and refine Use automation to eliminate human error and create a seamless handover/passback process. Test and refine your model

39. Questions for Cian?

40. Alex Baines Managing Consultant, Leverworks

41. So, you’ve got your new systems and processes nailed. Everyone agrees. Job well-done. Uh-oh, here comes the tricky bit…

42. “Human beings are not creatures of logic; we are creatures of emotion. And we do not care what is true. We care how it feels.” - Will Smith

43. “We need more leads!” Sales Agenda “We need to convert the leads we’ve got!” Marketing Agenda Facilitating Change Attack the problem, not the team. We all want to do a good job. We all want qualified customers, who understand the product or service is for them, to influence them to buy and delight them in the process. Good for marketing, good for sales, good for the business. But all change requires courage and vulnerability.

44. Culture How well do the leaders of an organisation facilitate change? Emotion How do you feel about the change? What does you rational, logical brain tell you? Intellect Factors For Adopting Business Change Facilitating Change

45. How will people respond to change?

46. The change curve Negative Shock Denial Anger & Blame Fear & Bargaining Depression Exploration Decision Acceptance Time

47. Facilitating Change Understanding the characters

48. Facilitating Change The organisations that handle change the best have: A clear vision of what they want to achieve; A strategy with thought-through objectives; G oals , plans and tactics as to how those objectives might be achieved; A good understanding of what might stand in the way of success; Leaders who the love the job – not just the money; Engaged employees who are clear on mission, role and task; Effective communication (open, authentic, empathetic, regular); Regular reviews of what’s working, what’s not working and what can be improved to meet the changing needs of the business; Change projects! The Magic Culture Ingredients…

49. Facilitating Change Thank you. Collaborating well, in any situation of change, involves vulnerability, empathy, communication, and resilience. Do it right, and the rewards are great.

50. Questions for Alex?

51. Thank you - let’s keep going! Learn Contact us More in the HubSpot Academy! Reach out for bespoke support and training We’ll be in touch about the next HUG Join our chapter LinkedIn - Hampshire HubSpot User Group [email protected] [email protected]