Mackenzie | January 08, 2019 | Digital Marketing
Effective sales and marketing alignment is proven to increase revenue by 208%.
That's quite a nice little revenue jump.
The benefits of having the two teams work together are very clear: your marketing team draws in the clients your sales team actually wants to deal with, and your sales team can help your marketing team optimize their efforts to draw in those qualified leads.
Sales and marketing alignment makes for a seamless, effective sales cycle that is shorter, and has a higher success rate.
While it's clear that sales and marketing alignment is a must, there's not much information about practical application.
Sure, you need to facilitate greater communication between both teams, but short of having so many meetings that no one has time to do actual work, it's tough to figure out how you get everyone on the same page. That's where HubSpot comes in!
HubSpot is an inbound marketing company that developed a customer relationship management software (CRM) by the same name, HubSpot. HubSpot was the first to make the inbound methodology popular, and they continue to stay at the forefront of the inbound marketing industry by putting out quality content and resources, and by continually finessing their sales and marketing CRMs.
As an inbound marketing growth agency, we at Evenbound are proud HubSpot agency partners. We recently made the HubSpot Diamond Agency Partner status, which basically means we're good at using their software to win our clients more business.
A question we hear often from our own potential clients is, "What is HubSpot, and how can it help us align our sales and marketing teams?"
Many of our clients are industrial manufacturing and construction companies who have either been working without at CRM, or are frustrated with their current CRM (not to throw shade, but it's usually Salesforce).
For companies who need a CRM, and are hoping to work towards closer sales and marketing alignment, we do recommend HubSpot. While we know CRMs aren't perfect for everyone, HubSpot is our favorite option for qualified clients who need something that can genuinely get their sales and marketing teams on the same page.
If you've been weighing your CRM options, here's a rundown of how HubSpot works, and specifically, how it can help align your sales and marketing teams.
One of the biggest killers of sales and marketing alignment is a failure to communicate.
The best way to fix it?
Intuitive, practical communication.
It doesn't make sense to set up a meeting every time something new happens with a lead or prospect, but you do need to have open lines of communication between both teams, so no leads fall through the cracks.
HubSpot helps by offering two CRMs, one that's designed specifically for marketing teams, and one that's specifically for sales teams. What's best is that these CRMs work totally in tandem, and on the same platform.
That means that every interaction your company has with a new prospect is always logged, categorized, and automatically synced across both teams.
Your marketing team can easily look at a lead to see if sales has had the chance to reach out yet, and your sales team can jump into a conversation with a warm lead at the exact moment they're ready to progress to the decision-making stage.
This helps eliminate interruptions in your day-to-day office work and makes it easy to recap progress at your weekly or bi-weekly sales and marketing team meetings.
HubSpot also makes it easy to define each lead, and pass them along to the sales team, or back to the marketing team when necessary.
You define what criteria qualifies a marketing-qualified lead (MQL) or a sales-qualified lead (SQL), whether it's downloading a content offer, booking an appointment, or responding to an automated workflow. From there, it's easy to move the lead up and down the buyer's journey based on the criteria you've set to qualify them.
You can also set criteria for site visitors, prospects, or subscribers. Say someone has just visited your blog and signed up for your newsletter. If they keep reading your newsletters and blogs, but don't convert on CTAs or content offers, you might categorize them as a "subscriber."
You can use that classification to send them information they might care about later on, and your marketing team can continue nurturing them until they take enough actions to pass them along to your sales team.
The HubSpot CRM also offers automatic notifications. If there are specific actions — like downloading a particular content offer or submitting a form on your contact page — that signal to both teams a lead may be ready to convert, you can set HubSpot to send automatic notifications to the responsible parties.
This way, when a lead is on your website, visiting your pages and downloading your content, the relevant team member can strike while the iron is hot — offering up more relevant content, or suggesting they set a meeting — just as that lead is thinking about your company.
A little creepy? Maybe. But, it's a great way to offer the personalized, specific service today's consumers expect from companies of any kind.
Another sales and marketing alignment benefit the HubSpot CRM offers is its exceptional analytics and metrics reporting capabilities. No matter what metrics you're tracking, the CRM makes it easy to see and share those reports with anyone in your team.
We've said it before, and we'll say it again:
The key to sales and marketing alignment is communication.
Your sales team needs to know what the marketing team is doing to draw in qualified leads, and your marketing needs to know which of their efforts are contributing to a closed sale. HubSpot makes finding and sharing these metrics easy with open reporting that's easily shared.
At your weekly sales/marketing meeting, your sales team can show the marketing team which leads have finally closed, and how they arrived to the sales team, whether from an organic, paid, or email marketing effort. Conversely, your marketing team can use the data compiled by HubSpot to show the sales team what content new leads are responding best to, and what potential sales angles they can use to close that lead more quickly.
Effective sales and marketing alignment can increase revenue by 208%. The best way to get those teams on the same page is a transparent, user-friendly CRM that allows both teams to interact, and see what the other team is working on. HubSpot's software seamlessly integrates your sales and marketing teams software into one simple platform that offers transparency and encourages communication.
If you're interested in increasing your revenue by 208% in the new year, the HubSpot platform could help. If you're looking for concrete, specific ways to align your sales and marketing teams and grow your business, we can help. Get in touch today.
At Evenbound, we're all about helping our clients grow. We use inbound and outbound marketing strategies to deliver you the qualified traffic and leads you need for serious growth. And we have a lot of fun doing it.
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