How Hubspot Can Help You Align Corporate Sales and Marketing Efforts

Sep 23, 2020 8:00:00 AM

aligning corporate sales and marketing efforts

Did you know that companies are up to 67% better at closing deals when sales and marketing teams are aligned? Significant sales and marketing alignment can have profound effects on your business!

Not only does your marketing team attract the clients your sales teams prefer to deal with, but your sales team helps your marketing team optimize their strategy to reel in the right leads.

But, when your sales and marketing teams are out of sync, it leads to wasted time and resources. 

Thankfully, you don’t have to figure it out on your own. HubSpot can help you align sales and marketing to help create a seamless business experience. Keep reading to discover how you can use HubSpot to align your sales and marketing teams to close more deals, improve customer retention, and boost revenue. 

 

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Why Sales & Marketing Must Unite

Regardless of the industry, you’re in, ensuring your sales and marketing teams aligned will significantly impact your bottom line. 

When aligned, the two can drive down your customer acquisition cost by using optimized lead generation processes. On top of that, they can extend customer lifetime value (CLV), ultimately leading your organization to predictable and scalable growth in the long term. 

Sales and marketing go hand in hand. 

While marketing is about attracting new prospects towards your product or service, sales are the process of actually selling your product or service to the candidate.

 The two teams simply can’t exist without one another. You can’t sell without stirring up consumer interest through marketing, and you can’t market without having a sales team ready to sell your brand. 

 

Sales Team Essentials

Sales team workingSignificant sales are crucial to your bottom line. You can’t scale without an effective sales team. At the very least, your sales team’s goal should be to:

  • Qualify prospects
  • Reach out and form relationships with them
  • Finishing off by providing a solution that will benefit them 

When done effectively, this should result in a sale, a satisfied customer, and more revenue for your company. 

If you want your sales team to excel, your salespeople must have your customers’ best interests in mind. They have to know your customers’ pain points, frustrations, and desires. And, they ultimately need to be able to demonstrate how your product or solution is the perfect solution to overcome those problems. 

 

Marketing Team Essentials

Marketing Team BrainstormingOn the other hand, marketing is all about stirring up desire in potential customers by telling the world about your company, along with your products or services. 

Your marketing team’s goals should be to:

  • Use emotion and analytics to reach your audience.
  • Convert interested prospects into qualified leads.

 

Purchasing products online

Strategize Your Teams With the Modern Consumer

However, in 2020, consumers aren’t following the traditional funnel of marketing to sales to the customer. 

Instead, every individual prospect is traveling on a unique path. One candidate might know they want to buy your product or service before even talking to your salespeople since they’re convinced through your Facebook ads. 

On the other hand, another prospect might want to speak to a salesperson first, then require continuous marketing in the form of blog posts, videos, and retargeting ads. 

Consumers today have the world at their fingertips. They have more power, more information, and more freedom to choose the exact products, services, and brands they love, before even talking to your sales team. 

"Someone who reads 15 reviews on Google and wants to talk to your sales team will be at a different part of the conversation than someone who’s only heard of your top product through a Google ad." 

 

This variety of streams your prospect pool can venture down is precisely why your corporate marketing strategy needs to ensure your marketing and sales teams are aligned in 2020. Your target audience needs to have the option to be marketed to and sold to whenever and however they want.

HubSpot can help you reach your audience exactly where they’re at by ensuring your marketing and sales teams align. 

 

Standing at starting line

Where to Start

So, how should you begin aligning your sales and marketing teams?

You need to start with the right marketing budget. According to the August 2019 CMO survey of 2500 marketers, companies spent an average of 12% of their overall budget on marketing. 

And, within your budget, you need to lay some groundwork with the right marketing software. That’s where HubSpot comes in. 

HubSpot is customer relationship management (CRM) software that helps get your sales and marketing teams on the same page. The platform can instantly improve your corporate marketing strategy.

 

Here are a few ways HubSpot can help you unite your sales and marketing teams:

 

1) Intuitive Communication

One of the biggest problems with sales and marketing alignment is communication. 79% of marketing leads never convert into sales. Part of the problem is that these leads are often not passed on to sales, or aren’t followed up by sales properly due to miscommunication. 

HubSpot offers help in this department by providing two different CRMs: one for your sales team and one for your marketing team. The best part is these CRMs work in unison on the same platform. 

This feature is powerful since every interaction your company has with a prospect is automatically tracked, categorized, and synced across the two CRMs. Your marketing team can quickly see if sales have reached out to a particular opportunity. It also helps your sales team jump into a conversation with a lead by understanding exactly where they’re at. 

 

2) MQLs & SQLs Defined

HubSpot makes it easy to define every lead to be passed along to the sales team or back to the marketing team if necessary. 

You define the exact criteria that qualify a marketing-qualified lead (MQL) or a sales-qualified lead (SQL). This step could be downloading an eBook, booking an appointment, or replying to an automated email

From there, it’s easy for your lead to move up the buyer’s journey based on the criteria you’ve set in HubSpot. 

 

3) Automatic Notifications

The HubSpot CRM will also notify you if a lead takes a specific action. For instance, you can request a notification every time someone submits a form on your contact page or sign up for a particular service. 

This is especially helpful since it will help your sales team be ready to strike when the iron’s hot, increasing your chances of making a sale.

 

4) Analytics & Reporting

The HubSpot CRM also offers excellent analytics and reporting abilities. This feature makes it easy for either your sales and marketing team to jump in and see exactly what’s going on with leads at any given time.

As mentioned above, if you want to align sales and marketing, you have to have communication down pat. Analytics and reporting will allow everyone to be on the same page, so they can move forward.

 

Hubspot Training and Onboarding

Resources to Learn More

Due to the increase in mass media spread, there’s a greater demand for effective marketing. As a leader in your business, it’s more important than ever to focus on revenue growth while keeping your expenses in check. Thankfully, when your marketing and sales teams are aligned, you’ll be able to maximize your revenue. 

According to Wheelhouse Advisors, when marketing and sales are aligned, your company can increase revenue by 208%. If you’re looking to hit new revenue goals this year, then HubSpot can be an incredible help. 

The HubSpot CRM offers intuitive communication, defined MQLs and SQLs, automatic notifications, and detailed analytics and reporting. Plus, the best part is, your sales and marketing teams can access everything on a single platform. 

If you’re interested in increasing your revenue by over 200% this year, the HubSpot CRM can help. HubSpot can help you minimize marketing costs while attracting more leads

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Not sure where to start? If you’re looking for specific ways to align sales and marketing at your company, get in touch with us at Rizen today

As an inbound marketing agency, we at Rizen are proud HubSpot platinum solution partners. Our team of marketing experts will take your entire organization through HubSpot onboarding so you can activate new levels of growth. Contact us today!

Topics: Corporate Marketing Strategy