What is an MQL? Stimulate Interest Follow-up Quickly Avoid Take Orders Fit Interest
MQL Examples 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.
Before You Begin Smarketing 1.Set up closed-loop reporting 2.Agree on terminology 3.Implement an SLA
SLAs Go Both Ways Marketing to Sales Number and quality of leads required to hit company revenue goals Sales to Marketing 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 opportunities will marketing originate? What % of sales opportunities will marketing influence?
Computing the Marketing SLA MQL TypeAverage Revenue / Customer MQL to Customer Close % Value per MQL Whitepaper$160,0001.0%$1,600 Webinar$100,0001.5%$3,000 Online Demo$150,0002.0%$3,000 Tradeshow$125,0001.0%$1,250 Contact Sales$110,00010.0%$11,000
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?
Computing the Sales SLA * Data has been altered from actual HubSpot data for the purposes of this presentation
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
Summary of Smarketing Tips 1.Before you begin Smarketing 1.Set up closed-loop reporting metrics 2.Add closed-loop lead intelligence and info 3.Agree on funnel stage terminology 4.Implement an SLA for both teams 2.Managing Smarketing 1.Daily dashboards drive behavior 2.Monthly reports provide transparency 3.Weekly Smarketing meeting 4.Monthly management meeting 5.Consolidate other communication
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THANK YOU. MIKE VOLPE Chief Marketing Officer, HubSpot @mvolpe Mark Roberge VP of Sales, HubSpot @markroberge #SMARKETING
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