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Join us at the next HubSpot User Group

Tune Up Your Sales and Marketing Goals

Posted by Carrie Koos on Aug 25, 2017 11:00:00 AM

 

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Marketing and sales alignment is a common problem businesses face. How do you achieve marketing and sales alignment goals for your business? Once you reach those goals, how do you maintain a healthy relationship betweens those teams in a growing company? 

 

Adam Singh, Online Marketing Manager at ShipStation, has helped multiple companies work toward marketing and sales alignment. At this month's HubSpot User Group, Adam shared his experience and tips for implementing a marketing and sales alignment plan from what's he learned along the way.

 

Some tips Adam shared include:

 

Make a data dictionary

A big part of the disconnect between sales and marketing comes from miscommunication. Let's say your marketing team defines a subscriber as someone who provides an email address or subscribes to the blog, but sales defines a subscriber as someone who signs up for your service. Those are two very different things. Without having a company-wide definition, you're going to have some issues understanding where someone is in the funnel.
 
To combat this, Adam recommends making a data dictionary. Go through every stage your prospects go through—from first touch with your company to becoming a customer. Define what happens and 'who" they are when that happens (Marketing Qualified Lead, Subscriber, etc). 
 

Conduct customer interviews

You want to understand your personas, and you've probably put a lot of effort into finding out about their pain points, preffered methods of communication, and more. If you want to know more about potential customers, you have a great resource available to you: your current customers.
 
Reach out to your customers for interviews. Ask where and how they found your company, what motivated them to take an action like try a free trial, and what made them decide to be a paying customer.  
 

Pro tip:

Adam's team at ShipStation pooled together the most common questions people have before signing up for a free trial with ShipStation. They took these questions and answers and put them in an FAQ on a landing page. Having the FAQs alongside the free trial sign-up form helped prospects overcome objections to the trial—and they saw a big increase in conversions!
 

Check out the deck below for the full presentation!

 

 

Q&A

Some of the questions after Adam's presentation:
 
How often would you recommend revisiting the SLA? 
That depends on what kind of growth your company is experiencing. 
 
What is the top metric your marketing and sales teams care about? We want to know where our paid customers are coming from—paid social? Organic? We look for information that tells us where we need to invest time and money in order to get paying customers. 
 
Are there any common areas of cultural disagreements that you see in the different companies you've worked with for sales and marketing alignment? It varies by company. The most important thing is to take the initiative and build relationships. Show the teams you're interested in helping them hit their goals. If you're taking their time, that's time away from them working on goals. You need to show you're invested in them as people and their time. 
 

Coming up next for the Austin HUG:

  • Inbound2017 is September 25-28, 2017. See you in Boston!
  • October HUG Meeting: The Best of Inbound on October 26, 2017 at the Flying Saucer
 
Austin HubSpot User Group Events
 

Topics: Meeting Recap, sales and marketing alignment

How to be a Hero to Your Sales Team

Posted by Carrie Koos on Mar 24, 2017 1:56:35 PM

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This month, we had the extra special privilege of having HubSpot legend David Weinhaus join us for our HubSpot User Group to talk about sales enablement. If you're in marketing, you've probably heard the term, but not all of us actually know what it means. David, resident sales enablement expert, explains it this way:

 

Sales enablement is marketing helping sales do their jobs better through content, training, and analytics.  

 

David walked us through both sides of the relationship between marketing and sales and how we need each other to do our jobs well. Through some simple sales enablement solutions, we can provide valuable support to our sales teams.

 

Learn more in David's full presentation below:

 

Save the date for these upcoming HUG events!

 

HUG Meet-ups at the Flying Saucer:

  • April 27: “Facebook ads: your inbound program’s secret weapon” with Parker Short of Jaxzen Marketing
  • May 18: “How to recruit, hire, and develop top inbound talent” with Brad Voeller of Digital Creative Institute
  • June 22: Building your email list with Jenna Fortunato of JustUno

Special Half-Day Workshop Event: 

  • April 20: Pillar Content Creation Framework Workshop with HubSpot's Justin Champion (get tickets!)

 

Austin HubSpot User Group content workshop

 

Topics: sales and marketing alignment, Sales Enablement

Keeping it in sync: how to plan your next HubSpot integration

Posted by Carrie Koos on Feb 24, 2017 11:30:00 AM

 

 

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In business, we all find ourselves looking for ways to be more productive and efficient as well as improve our collaboration with team members. This month, we had Austin HUG member, Nina Hendricks of TruJay Group present about HubSpot integrations and how they can help your team reach its goals. 

 

Trujay Group integrates and migrates data for businesses with the primary goal of making sure data is available when and where needed. They deliver quality integrations between all of the market leading systems and partner with Bedrock Data, Dell Boomi, Workato, and Scribe to automate ongoing data and product integration needs. 

 

In their presentation, Nina and her colleague Tyler McCombs share tips on when and why to consider using integrations for your business, best practices for implementing a new integration, and some interesting use cases they have seen with HubSpot integrations for inbound marketing and sales teams. 

 

 See their presentation below:

 

 

Save the date for these upcoming events!

March 23: “How to be a hero to your sales team” with David Weinhaus from HubSpot

April 20: “How to recruit, hire, and develop top inbound talent” with Brad Voeller of Digital Creative Institute

 

Austin HubSpot User Group Events

 

If you're interested in sharing your expertise about inbound marketing, sales, or HubSpot that will help promote the mission of our group, please email Kelly for more information about presenting at an upcoming meeting.

 

Topics: Meetings, Meeting Recap, HubSpot Products, sales and marketing alignment

How to Get Sales & Marketing Working for the Same Team

Posted by Carrie Koos on Jun 20, 2016 3:50:55 PM

 

 

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Marketing. Sales. Two groups that can seem so close yet so far, far away.

Marketing is a bunch of creative weirdos living up in the clouds, says Sales. Sales is just after your money, says Marketing.

Where's the love, people?! It seems the folks over at ShipStation have found it.

For our June meetup, we had the privilege of learning from fellow Austin HUG members, Adam Singh and Cody DeArmond from ShipStation, a leading shipping and fulfillment software company. Adam and Cody shared some best practices they have learned on their own company's journey to acheive sales and marketing alignment.

At ShipStation, Adam is the Online Marketing Manager and Cody is the Manager of Trials & Acquisitions. Day to day, their goals may seem different, but they've worked hard to be sure at the end of it all, they're working together to reach a common goal to help their business succeed. And HubSpot has helped them do that.

Here are the four steps they took to align their Sales and Marketing teams:

  1. Standardize Funnel Stages
  2. Service-Level Agreement Implementation
  3. Daily/Monthly Reporting Dashboards
  4. Weekly/Monthly Sales and Marketing Meetings

Review their presentation below to learn more about their sales and marketing alignment process and how you can get sales and marketing working for the same team!

Additionally, ShipStation shared some valuable resources for your business to reach sales and marketing alignment, including some templates to help you get the process started. Get your resources below. 

 

 

Additional Sales & Marketing Alignment Resources from ShipStation:

 

Topics: Meetings, Meeting Recap, sales and marketing alignment, Marketing, Sales