HubSpot Sales and Marketing Services
Our HubSpot sales and marketing services rely on a thorough understanding of your sales and marketing needs.
To understand your sales development needs we perform a baseline business assessment as part of our own sales process. Assessing your business development is an ongoing process – we scratch the surface during discovery, then we dive deep into your performance.
Business Development Assessment
Our HubSpot sales and marketing services start with a thorough business development assessment. Go ahead and reflect on your own situation by reviewing the material below – why are performing the way you are?
A baseline assessment starts with a goal review. Really question what goals you have, why you have them, who’s responsible for them, and so on. Here are some questions to get you started:
- Which goals have you laid out for the year, what would you like to achieve with your sales efforts?
- Are these goals absolutely necessary?
- How well has the company performed in the past?
- What’s the meaning behind those goals?
- Who developed those goals?
- Who is held accountable for those goals?
Which challenges are preventing your business development department from achieving those goals? Map out your business development organization – all departments. Are the challenges stemming from individual salesperson productivity, is the issue with demand generation, lack of organization, or sales process?
In case you’ve recorded sales performance metrics now would be a good time to review them, metrics like conversion rates and win/loss ratios.
What have you tried in the past to overcome some of the challenges? Did they work? How well? Why, or why not?
In case you’re already planning to overcome those challenges – who’s involved?
As you answer these questions, take some time to reflect on whether or not you’re confident that the plans have a moderate chance of success. If you have doubts about your plans – document them – and the reasons you’re skeptical about success.
Is there a deadline for achieving certain goals or overcoming certain challenges?
If there’s a deadline, what is it? Think about why that timeline is meaningful for your sales and marketing goals.
What happens if that timeline is missed? What happens if goals are met before that timeline?
Want to get more out of your HubSpot account?
HubSpot Sales and Marketing Effectiveness Assessment Services
Fat Tails provides sales and marketing audits as a service. You can get a sense of what we offer by reviewing the outlines below. Feel free to download some of the resources we’ve collected below each segment.
Target Buyer Assessment
You may have heard about buyer, or customer, personas. We’ve written a blog about them here [link]. HubSpot defines a buyer persona as a semi-fictional representation of your ideal customer based on market research and real data about your existing customers (source: HubSpot).
When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better.
We’ll help you figure out and create buyer personas using customer demographics, prescriptive patterns based on past purchasing behavior, motivations, and goals.
This stage also includes training team members from sales, marketing, and service departments. To better understand personas, and build confidence in their use.
To read a, more or less, entertaining story about marketing personas on our blog navigate here.
Get a HubSpot Buyer Persona Workbook
for free . No registration needed.
Total Addressable Market and Territories
To properly implement HubSpot – we’ll need to look at your market, both in terms of market share and share of wallet.
What’s the total addressable market (TAM) for your products and services? How well have you been able to penetrate this market so far?
This is when we dive into roles in HubSpot, and configure teams to address different markets. Also, we’ll look to size quotas to the availability of market share per salesperson.
Sales Process & Pipeline Management Assessment
Your sales process is where it’s at. That’s how you create value. So do you have an intuitive grasp on how your own sales process works?
Training, sourcing and prospecting, setting up deal stages, tracking and measurement, and deal-stage exit criteria. These component parts need to be defined and managed.
Together, we’ll craft a sales playbook foundational for sales process success and proper pipeline management.
Get the Fat Tails Pipeline Mapping Sheet
for free . No registration needed.
Technology Stack Assessment
Which pieces of technology do you use in your business development today?
Setting up HubSpot requires configuring email clients and productivity suites (such as GSuite or Microsoft 365) with the CRM. Other office productivity tools include – not an exhaustive list – integration of:
- Calendar (HubSpot Meetings, Calend.ly, Youcanbook.me)
- Phone (landline, softphone, Google Voice, Skype)
- Video conferencing (Zoom, GoToMeeting, Webex)
- CRM (HubSpot, Salesforce, Zoho)
- Chat (HubSpot, Drift, Intercom)
- Document management (desktop, Google Drive, company website)
- Marketing automation (HubSpot, Pardot, Infusionsoft)
- Contract management (Docusign, Pandadoc, Eversign)
Book a 30-minute Consultation
Content Inventory and Assessment
Content marketing is one of the most important methods of creating demand for your business. And yet, not many companies highlight their own expertise.
A content inventory will document resources like:
- Blog Posts
- Customer Case Studies (ideally, industry-specific and company-size specific)
- Customer Reviews/ TestimonialsC
- Customer Reference Programs
- ROI Reports / Other Research
- Videos (e.g. – Customer Case Studies, Product Overviews, “About”/ Explainer Videos)
- Product/ Service Overviews (Website, PDF, Decks, Videos, etc)
- Presentation/ Demo Decks (PDF, PPT, Drive, etc)
Try the Content Compass and Audit Workbook Template
get your content organized
Sales and Marketing Alignment Assessment
We like warm leads. That’s what your salespeople say, right?
At least that’s what we hear. Sales and marketing alignment are one of the most important facets of development. But somehow responsibility for sales and marketing alignment is often overlooked. We’ll help you consider things like:
- Finding a consensus on ideal customer profiles across sales and marketing teams
- MQL/ SQL Definition
- Sales and Marketing Service Level Agreement
- Regular meeting/ reporting on SLA performance
Get Professional Help with HubSpot Sales and Marketing Services
If you want our help in improving the way you use HubSpot for business development – please don’t hesitate to contact us today!