1. Connecting the Dots Between Marketing & Sales Hubspot, Ring Revenue, and Salesforce Integration

2. About Me We’re passionate about delivering premium design & digital marketing services to growing companies, using strong in- house technical expertise and a results-driven process to help our clients generate leads and sales online. About Whole Brain Group

3. Marketing & Sales Traction We use a strategic process based on the Entrepreneurial Operating System Structured meeting rhythm Level 10 Agendas Focus on 3-4 rocks/priorities per quarter Aligned with company goals & vision Connecting the dots between sales & marketing

4. Define the client’s company vision & goals Gather the executive team Understand the client’s long-term vision Understand their one-year target and key metrics Identify the key challenges/obstacles to reaching their growth goals Align your marketing strategy to support their vision and goals

5. Get the Sales & Marketing Teams On Board Make sure the sales & marketing teams understand and supports the company’s growth goals & vision Identify concerns & challenges related to their roles in supporting the company’s growth goals Identify inefficiencies and gaps in the sales process Ask about how the company’s digital presence supports/hinders their ability to sell Get their help in generating ideas for content offerings Help them understand how their role may change as marketing and lead generation improves

6. Identify Gaps & Weaknesses in the Sales Process Lost Opportunity

7. Collecting Data: Call Tracking Ring Revenue generates a dynamic phone number for each website visitor Tracking: Call-in leads are recorded in both Hubspot & Salesforce - source, duration, keywords, etc. Reporting: See where calls are coming from - PPC, Organic Search, Direct Monitoring: Allows us to listen to sales calls and determine if any additional sales coaching or training is necessary

8. Collecting Data: Salesforce Hubspot info in Salesforce: ‣ How the prospect found the site ‣ Number of page views and visits ‣ Forms submitted ‣ Emails opened ‣ Lead score ‣ Call-in details (duration, recording, date, time, etc.) Salesforce info in Hubspot ‣ Opportunity stage ‣ Opportunity owner ‣ Customer data ‣ Industry, Lead Status, etc.

9. Advanced Reporting & Sales Data Analysis ‣ Revenue/sales generated by PPC, Organic (even if it was originally a call in lead) ‣ Drill down to keyword level if desired ‣ Sales by landing page source ‣ Call-in leads: duration, sources, keywords ‣ Comprehensive performance dashboard includes marketing & sales activities Reporting now available in Salesforce ‣ Customers closed by online source ‣ Drill down to keyword level & campaign Reporting now available in Hubspot

10. Lessons Learned ‣ Data cleanup is incredibly time consuming - don’t underestimate this part ‣ Sales process is never as well-understood or documented as the client says it is ‣ Plan for a phased rollout of changes to keep change shock to a minimum Results ‣ Marketing team has a better understanding of which activities generate revenue ‣ More discipline in data entry & adherence to the documented sales process ‣ Company owner has more intelligence to make business decisions ‣ More effective marketing + higher customer revenue = more work for us

11. Whole Brain Group msmith@thewholebraingroup.com http://twitter.com/wholebraingroup http://www.facebook.com/wholebraingroupgroup Talk to me