Getting Started with HubSpot Series: Sales and Marketing Alignment

Getting Started with HubSpot Series: Sales and Marketing Alignment

Getting Started with HubSpot Series: Sales and Marketing Alignment

As a HubSpot Partner Agency, we know that sales and marketing alignment is a big deal for any of our clients. Having aligned sales and marketing teams is one of the key ways to foster efficient, strategic growth that you can carry into the future. But, if you’ve been functioning with disparate sales and marketing teams for years, or if you just have a sales team and not much marketing help, it can be difficult to know where to start. 

That’s where HubSpot comes in.

The platform itself was designed to help companies provide better, more personalized service to leads and customers alike. With tools to help your marketing and sales teams nurture leads with personalized workflows and real-time communication, HubSpot has everything you need to get your sales and marketing teams working together to close more of the deals you want, faster. And a HubSpot Partner Agency has the experience and the training your team needs to make it happen. 

If you’ve been looking into sales and marketing alignment or HubSpot, but just aren’t sure what to expect from the process, keep on reading. We’re going to give you a complete look at what the sales and marketing alignment process looks like when you use the HubSpot platform to make it happen. 

Our Getting Started with HubSpot Series is written to help you understand what to expect when you sign on with a HubSpot Partner Agency for HubSpot Services. Over the next few months, we’ll work to cover everything from HubSpot onboarding to sales enablement and sales and marketing alignment. If you like these posts, and there’s a certain topic you’d like us to talk about, just let us know!

What Does Sales and Marketing Alignment Look Like?

Whether you have your own marketing team, or Evenbound is doing the work of a marketing team for you, our HubSpot Certified Trainers are always working to help align your sales and marketing goals. They are experts in sales enablement and alignment, and the work they’ve done with our current clients has shown just how important it is to the success of our clients to have aligned sales and marketing teams.

Like many other HubSpot-related services, sales and marketing alignment starts with a big meeting. Best case scenario, you get both your sales and marketing teams in one room to chat with a HubSpot Certified Trainer. If that’s not possible, we’ll do our best to get as many team members together at once. During that first meeting, the top priority is setting up an SLA:

Setting Up an SLA

Click To Tweet It’s a type of internal contract that helps your sales and marketing teams agree on one common goal that everyone is working towards. 

It also outlines specific intermediary goals for both sales and marketing teams. (For more info about SLAs, check out this blog about Marketing and Sales Alignment Strategies.) This is one of the most important aspects of aligning your teams, and lucky for you, our HubSpot experts are masters of the SLA. 

They’ll help you figure out: 

  • What specific roles your marketing team is responsible for. Delivering a certain number of MQLs to your sales team, nurturing a specific percentage of MQLs who aren’t ready to convert, and more.

  • What specific roles your sales team is responsible for. What percentage of SQLs they should follow up with, how many deals they should close per month, and what tools they should be using to do it.

  • What roles both teams will have to work together on. Communicating about both warm and cool leads, offering feedback about new marketing content, discussing which sales and marketing efforts are working or not.

Once you have an SLA in place, you can work to determine more specific goals that both teams can work towards to deliver meaningful growth to your company. 

Determining Your Goals

Sales and marketing teams have always had goals, they just haven’t traditionally been aligned. This is another spot where a sales and marketing alignment service or HubSpot trainer comes in handy. 

As a Certified HubSpot Trainer and a HubSpot Project Manager, it’s your HubSpot expert’s job to help you set goals that actually contribute to the overall success of your company, and they know how to do that with HubSpot. 

So, they will help you set SMART goals that keep your sales and marketing teams aligned, and that ultimately help your company close more deals. 

Best of all, your HubSpot expert can help you get these goals put into HubSpot, so your entire team can see at a glance, how far you’ve come, and how far you have left to go in reaching those goals. 

Helping You Reach Them

Your HubSpot expert is also here to help you reach those goals. This is a key benefit of working with a HubSpot Agency Partner that you won’t get anywhere else. 

Beyond just helping you set up and onboard onto the HubSpot platform, they help you continue to learn about HubSpot’s tools in a way that pushes you towards those goals. They can work directly with both your sales and marketing teams to help them learn how to use the tools that will give them the best results, and put them closer to those goals. 

Ongoing Support and Connect Meetings

This ongoing support means they’ll continue to train your team on the tools that will help them the most. Whether that’s a refresher training on a tool they use every day, or brand new training on a tool your team isn’t familiar with yet, regular connect meetings give you the opportunity to ensure your team is continuously improving and growing. 

Working with a HubSpot expert helps your team not only get used to the HubSpot platform, but truly get the most out of it. It’s a great way to make sure your team is making full use of your investment.

How Much Work Will This Be For My Team?

No matter what HubSpot service we’re talking about, the question we’re asked most often is, “how much work with this be for my team?”. When it comes to sales and marketing alignment, the work your team will have to put in has less to do with individual tasks, and more with shifting the way they think about marketing or selling. 

Unlike HubSpot Onboarding and Sales Enablement, which are tools-focused services, sales and marketing alignment is primarily focused on how your sales and marketing teams work together to close more deals that grow your company. 

While both teams will still need to learn about a variety of HubSpot tools, make it to meetings, and get comfortable with the HubSpot platform in general, the largest chunk of work they’ll have to do is less task-related and more focused on communication. 

The goal of sales and marketing alignment is to ensure that both teams are working towards the same goals, in ways that benefit both teams. Here’s a look at some of the things your team will have to do when trying to align your sales and marketing teams:

  • Make Time for Regular Team Meetings. They don’t have to be long, but you should set up a regular meeting where both sales and marketing can talk about how they’re doing to reach their goals, what the other team is doing to help them reach those goals, and how they could be better supported in reaching those goals. 
  • Time for HubSpot Sales and Marketing Alignment Training. In the beginning, your team will have to do a little bit more work to 1) set up alignment goals, 2) put tactics in place to reach those goals, and 3) to make sure both teams are working together to reach those goals. 

 

It’s important to remember that while your team might have to put in a bit more time upfront, once you’re marketing and selling with an aligned team, you’ll see better, faster results. The marketing team will nurture more of the right leads, delivering your sales team the warm, qualified leads they know they can close on quickly. 

The Benefits of Parntering With A HubSpot Partner Agency for Sales and Marketing Alignment

When you partner with Evenbound for help aligning your sales and marketing teams with HubSpot, the benefits are twofold. First, you get expert advice on how to align your teams. Second, your teams learn how to use the HubSpot platform effectively, which means you get the most out of your investment in HubSpot.

When you work with a HubSpot Partner Agency, you’re getting help from the most qualified experts in the industry. HubSpot Certified Trainers have completed a number of certifications and in-depth training sessions, plus they’ve worked with companies just like yours to teach sales and marketing alignment before. 

HubSpot experts know how to set up a quality SLA, and they know just what tools your team will need to be successful with sales and marketing alignment in the long term.

If you’re looking to get the most out of your HubSpot account and bring your sales and marketing teams together to close bigger deals more efficiently, a HubSpot Partner Agency is your best bet. 

Interested in Sales and Marketing Alignment Help for Your Team?

Evenbound is a HubSpot Gold Agency Partner. That means we have HubSpot Certified Trainers and project managers who are trained through HubSpot to help your teams with these specific challenges. 

To learn more about our HubSpot Services, just get in touch. Our HubSpot Certified Trainers would be happy to talk more about your specific goals for sales and marketing alignment, and the HubSpot platform in general. And, if you’d like to learn more about how our HubSpot services have helped companies just like you discover serious growth, check out the case study below. 

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Getting Started with HubSpot Series: What Does HubSpot Onboarding Look Like?

Getting Started with HubSpot Series: What Does HubSpot Onboarding Look Like?

Getting Started with HubSpot Series: What Does HubSpot Onboarding Look Like?

*Our Getting Started with HubSpot Series is written to help you understand what to expect when you sign on with a HubSpot Partner Agency. Over the next few months, we’ll work to cover everything from HubSpot onboarding to sales enablement and marketing and sales alignment. If you like these posts, and there’s a certain topic you’d like us to talk about, just let us know!

These days, it seems like everyone is talking about HubSpot. If your business is interested in making the switch to inbound marketing, and is looking for new ways to streamline marketing and sales efforts to promote overall growth, you might be looking at the HubSpot platform to help you do it. 

But how to get started?

At this point, you already know what HubSpot is, and what — for the most part — it does. (If not, check out our Plain English Guide to HubSpot’s Software. That should help you understand the platform’s basics.)

The harder question is: how can you get your entire team set up on this software, and how can you get them to buy into actually using it every day?

Meet Brooke, our HubSpot Project Manager! She’s our HubSpot Onboarding expert, and we’re relying on her expertise to inform this post.

We call that process onboarding, and we’ve helped walk plenty of clients through exactly those challenges. As a HubSpot Gold Partner Agency and a HubSpot Certified Trainer, those are questions we’re qualified to answer. 

In fact, we’ve talked to our HubSpot Project Manager, Brooke, who does the actual work of onboarding our clients onto the HubSpot platform, to tell us all about the HubSpot onboarding process.

Here’s what you can expect:

What Does the HubSpot Onboarding Process Look Like?

Before we get too far into this, it’s good to know that every agency works a little differently. We’re going to tell you how we onboard our clients, and what that process typically looks like for them. It should be similar to most other HubSpot Partner Agencies’ onboarding process, but it might not be exactly the same. 

With that in mind, let’s go.

No matter which HubSpot service you’re looking for (their CRM, their Marketing Hub, Sales Hub, or Customer Service Hub), the onboarding process is much the same. 

HubSpot Project Manager, Brooke, mentions, “the toughest part of onboarding is that people tend to get nervous about the change.”

And that makes sense. If your company’s been working one way for years, it’s tough to imagine doing business another way. But, if you’re committed to switching over to HubSpot, it’s worth it to put the work in now. 

Plus, if you’re working with a HubSpot Certified Trainer, you’re going to have all the help you and your team need to make the move. 

Here at Evenbound, the HubSpot onboarding process starts with a kickoff call.

Kickoff Call

Once you’ve decided that HubSpot is right for you, and you’d like to use some or all of their tools, we arrange a kickoff call. Here at Evenbound, you’ll talk to Brooke during your kickoff call. She’ll ask you questions about what your goals are for the platform, what your sales process looks like, and more. 

During this call or face-to-face meeting, we’re looking to get an idea of what HubSpot tools will be most helpful to your team. We’re also going to help you set up your portal, and import in all of your existing contacts, so we want to know:

  • What are your goals?
      • This includes your sales goals
      • Marketing goals
      • Overall goals for the HubSpot platform — what do you hope it will help you do
  • What is your process?
    • Take us through your sales process. What happens after you identify a lead? Do you send them information, visit their site, just send a quote, or more?
    • Do you have a marketing process? If so, what does it look like?
      • If you don’t have a marketing process, that’s okay too. We’re always happy to work with you to develop one, or we can work as your own bolt-on marketing team. 
    • Do your marketing and sales teams work together at any part of this process? Where are some touchpoints that might be beneficial to have your sales and marketing teams communicate?

While this might seem like a lot of questions, your answers give us the information we need to more effectively set up your HubSpot account in a way that will actually be useful to your company. We take all of the information gathered in this meeting, and we move onto the next step of the onboarding process.

Technical Setup (We Handle This Part)

After your initial kickoff call, Brooke, or one of our other HubSpot specialists, will get you all set up in the HubSpot platform. This part of the process can take about two weeks.

During this phase, Brooke handles all of the technical aspects of onboarding your company onto the HubSpot Platform. She’ll do everything from making sure your website pages are tracking in HubSpot to linking your social media accounts, blogs, and entire teams’ email accounts with your new HubSpot portal. Most importantly, Brooke will import all of your contacts into the platform. She’ll organize each of those contacts based on what she’s learned in your kickoff call. 

HubSpot allows for custom contact fields. That means, if your sales team addresses leads in one industry differently than leads in another industry, Brooke will make sure each contact in HubSpot says what industry they work in. She can also include additional custom fields like:

  1. Quote number
  2. Job title
  3. Project scope
  4. And more

This information helps her categorize all of your contacts into segmented lists based on their industry, their potential value to your company, and more. This way, you can easily and efficiently provide relevant marketing and sales content to every potential lead that comes in. It’s also the first step to automating some of your more repetitive marketing and sales tasks.

Integrate Your Existing CRM

Many of our clients who sign up for HubSpot marketing or sales tools are already using another CRM. That’s totally cool.

The HubSpot platform is compatible with almost every major CRM out there, including Salesforce. Click To TweetIf your team is used to working one way, we don’t want to take that away from you. Instead, we integrate your existing CRM with the HubSpot tools, so the only thing that’s changing is the number of tools you have access to. 

Your team will still be able to enter in and track leads as they have with their previous CRM, they’ll just have the added benefit of these new HubSpot Marketing and Sales tools. 

What If I Don’t Have a CRM?

That’s totally fine, too. If you don’t have an existing CRM, we’ll still upload all of your existing contacts into the HubSpot platform, and we’ll organize them for you using HubSpot’s CRM (which is free). Still not sure about all of that? 

Here’s what Brooke says to clients who don’t have a CRM:

“Think about if you were going to a conference. You meet tons of people and collect their business cards, but then what? Your CRM is a way to organize those people. You can make sure you have their names, their job titles, contact information, and you can put in notes to remind yourself about what you talked about at the conference, what they’re interested in, and more.”

The HubSpot CRM, as a whole, offers a simple way to organize all of your customers and contacts. From there, it’s easy to build and sustain the best possible relationship with each of them using tools offered by the HubSpot Marketing and Sales Hubs. 

Once your contacts are imported and organized in the CRM, Brooke will also help you to define a sales process that makes sense for your team, too. We’re always looking to help our clients do business better. If there’s a tool or process your team is missing that we think you might be able to benefit from, we’ll let you know. 

How Much Work Will This Be for My Team?

One of the most common questions we get about the HubSpot onboarding process is “how much work will my team need to do to make this happen?”

The truth is, your team is going to have to do some work. That said, they won’t be alone, and to be honest, our team will help do most of the heavy lifting as your team figures out how the platform works. 

Brooke typically handles the lion’s share of moving your information over to HubSpot. She will:

  • Input your contacts
  • Customize lists of contacts
  • Help create reports until your team knows how to do it themselves
  • Teach every team member, step-by-step, how to use all of HubSpot’s relevant tools
  • Continue meeting with your team on a monthly basis to analyze your current efforts, and optimize them for future goals
  • Complete any necessary ongoing training as new tools and features are released to HubSpot

As for your team? Brooke reminds us of a commonly understood learning statistic:

Brooke’s suggestion? 

“I usually recommend that team members just start using HubSpot for 5 minutes a day. Even just inputting contacts, and making sure you’re assigning the right qualities to each contact helps you remember everything that you’ve learned.”

5 minutes a day doesn’t sound too bad! On the whole, it’s a pretty small time investment, and once your team gets the hang of HubSpot, they’ll be so glad they used those 5 minutes. 

The Benefits of Partnering With A HubSpot Partner Agency

When you partner with Evenbound to onboard your team onto the HubSpot platform, you really don’t have to worry that your team won’t understand the tool, or won’t end up using it. 

We approach onboarding with a “walk/run” perspective. 

First, we’ll teach you what you need to know, and we encourage your team to learn at their own pace (walking). 

Once they start to get the hang of the tools, though, all of our clients pick HubSpot up pretty quickly (running). 

The bottom line is, the tools that HubSpot provides are seriously useful, and they really do work to support the great work that your sales team is already doing. With HubSpot’s tools and metrics, and your sales team’s excellent effort, you’ll start to see some serious growth success in no time. 

And best of all, if you’re working with a HubSpot Agency Partner, you’ll have a Certified Trainer like Brooke to help walk you through the entire process. 

Interested in taking the HubSpot plunge? Evenbound is a HubSpot Gold Agency Partner, and we’re also a HubSpot Certified Trainer. That means we’ve helped tons of clients just like you learn everything there is to know about the sales and marketing tools HubSpot offers, and we’ve helped them use those tools to legitimately grow their company. 

If you’d like to know more, just get in touch. Brooke, or our president, John, would be happy to talk to you more about your specific goals for HubSpot. 

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