Connecting the Dots Between Marketing & Sales

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

2. About Me About Whole Brain Group 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.

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 Reporting now available in Salesforce • 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 Hubspot • Customers closed by online source • Drill down to keyword level & campaign

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