How to Achieve B2B Sales and Marketing Alignment Using HubSpot

“The left hand doesn’t know what the right hand is doing” is a popular way to describe a business or company that’s disorganized. But for those in the marketing and sales world, the term often used is “misalignment”.

When a company doesn't align sales and marketing, the results include lots of wasted time, energy, and money. Let’s take a look at how to fix this issue with the magic of HubSpot!

via GIPHY

Understanding B2B Marketing and Sales Alignment

What Does it Mean to Align Sales and Marketing?

Basically, it’s exactly what it sounds like. It’s a strategic collaboration between a company's sales and marketing teams, ensuring they work towards common goals, share crucial information, and support each other in achieving overall objectives.

The Importance of Sales and Marketing Alignment in B2B

B2B sales and marketing alignment is particularly important.

Why?

Because the sales cycles are longer and more complex. Some of the benefits include:

Improved Revenue:
- Aligned teams identify and nurture high-quality leads more effectively, leading to increased revenue and accelerated growth, as evidenced by research from LSA Global, indicating 58% faster revenue growth with alignment.

Customer Retention:
- A smoother transition from marketing to sales results in a better customer experience.
- According to research by MarketingProfs, marketing and sales alignment leads to a 36% higher customer retention rate
- via GIPHY

Operational Efficiency:
- Eliminates silos between teams, promoting better communication and collaboration.
- According to research by HubSpot, due to a lack of team alignment, 60% of current operations professionals end up repeating or double handling business tasks

via GIPHY

Common Goals and Metrics

To achieve alignment, sales and marketing must establish common goals and metrics:

Revenue Targets: Align efforts to meet or exceed revenue targets, including shared quotas and tracking revenue from marketing-sourced leads.
Lead Generation and Qualification: Set clear criteria for qualified leads and track metrics like Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs).
Conversion Rates: Measure the percentage of leads moving through the sales funnel stages, from MQLs to closed deals.
Customer Acquisition Cost (CAC): Track the total cost of acquiring a customer and aim to lower the CAC.
Customer Lifetime Value (CLV): Measure the total revenue expected from a customer over their relationship with the company and aim to increase CLV.

Challenges of Misalignment

via GIPHY

When a company doesn’t have their marketing and sales teams aligned, it can (and will) severely impact revenue and growth:

Lost Revenue Opportunities:
- Valuable leads may be overlooked, leading to missed sales.
- Marketing might generate leads that sales do not follow up on, or sales might focus on leads not nurtured by marketing.

Increased Customer Acquisition Costs:
- Disjointed efforts lead to inefficiencies and higher acquisition costs.
- Marketing might invest in ineffective campaigns, while sales spend time on unqualified leads, highlighting the need for strategic alignment and effective content marketing to attract and engage potential customers more effectively.

Slower Growth Rates:
- Companies with misaligned teams often experience slower growth.
- The result is less effective strategies and execution, hindering scalability.

But how does sales and marketing misalignment happen in the first place?

via GIPHY

Understanding the root causes of misalignment can help develop strategies to address and prevent it:

Lack of Communication:
- Poor communication between teams leads to different understandings of goals and strategies.
- Regular, open communication is essential.

Differing Objectives and Metrics:
- Often stems from unaddressed pain points within teams, leading to disconnects in priorities and strategies.
- Marketing might focus on lead volume, while sales prioritize closing deals.

Siloed Data and Systems:
- Separate systems lead to data silos, making it hard to share information and insights.
- Integrated data is crucial for cohesive strategies and accurate performance measurement.

Cultural Differences:
- Differences in team culture and mindset can contribute to misalignment.
- Marketing may focus on long-term brand building, while sales prioritize immediate revenue.
- Bridging this gap requires fostering a collaborative environment and mutual respect.

Addressing these challenges involves fostering better communication, setting shared goals, integrating systems and data, and creating a culture of collaboration and mutual support, which establishes a strong feedback loop between sales and marketing teams.

Bottom line: HubSpot, which provides sales and marketing alignment using one tool, can be instrumental in overcoming these barriers.

Leveraging HubSpot for B2B Marketing and Sales Alignment

Why HubSpot?

Shameless plug for the best CRM out there…

HubSpot is a powerful platform designed to integrate sales and marketing activities seamlessly, which is especially important in B2B settings where sales cycles are complex and involve multiple stakeholders.

User-Friendly Interface: HubSpot is intuitive and requires minimal training, enabling quick adoption by both sales and marketing teams.

Free and Scalable: The core CRM is free, with advanced features available through paid tiers, allowing businesses to scale as needed.
Centralized Data: Centralizes all customer data, providing a single source of truth that’s crucial for aligning sales and marketing efforts.
Integrated Tools: Integrates with various tools, ensuring seamless data flow across systems used by sales and marketing teams.

via GIPHY

HubSpot Sales and Marketing Alignment Features and Integration

Shared Contact and Company Records

Unified Database

🛠️ How to Set Up:

Import existing contact and company records into HubSpot.
Integrate other data sources (e.g., email marketing platforms, customer support systems).
Schedule regular data import and update cycles.
Ensure both sales and marketing teams are trained to use HubSpot as their primary CRM.

➕ Benefit:

Eliminates data silos, ensuring unified, up-to-date information for both teams.
Enhances coordination and comprehensive understanding of customer interactions.

📝 Example:

Aligning data sources like sales emails and marketing campaigns into one CRM for seamless access.

360-Degree View

🛠️ How to Set Up:

Enable HubSpot’s contact timeline feature.
Train teams to log all interactions, including emails, calls, and meetings.
Integrate social media interaction tracking.
Regularly review and update contact timelines to maintain accuracy.

➕ Benefit:

Provides a complete view of each contact’s journey.
Enhances lead engagement and personalization efforts.

📝 Example:

Tracking a lead’s interactions from initial contact through the sales cycle.

Real-Time Updates

🛠️ How to Set Up:

Use HubSpot’s automation tools to set up real-time data syncing.
Integrate webhooks for immediate updates from key systems.
Test and verify data syncing processes to ensure reliability.
Implement notifications for key updates to keep teams informed.

➕ Benefit:

Keeps teams informed with the latest data.
Enhances responsiveness and collaboration.

📝 Example:

Automating data syncs between CRM and ERP systems for up-to-date inventory levels.

Marketing Automation and Lead Scoring

Automated Workflows

🛠️ How to Set Up:

Define lead nurturing stages and appropriate triggers.
Create workflows in HubSpot with specific actions (e.g., send follow-up emails, assign leads).
Set up conditions and branches based on lead behavior.
Test workflows to ensure they function as expected.

➕ Benefit:

Ensures timely and personalized engagement with leads.
Bridges the gap between marketing's lead generation and sales' follow-up.

📝 Example:

Automating follow-up emails based on website activity or form submissions.

Lead Scoring

🛠️ How to Set Up:

Define key criteria for lead scoring (e.g., job title, engagement level).
Assign point values to different actions and attributes.
Set thresholds for MQLs and SQLs.
Regularly review and adjust scoring criteria based on performance data.

➕ Benefit:

Aligns marketing efforts with sales priorities.
Focuses sales teams on the most promising prospects.

📝 Example:

Scoring leads higher for attending webinars or downloading whitepapers.

Segmentation

🛠️ How to Set Up:

Define segmentation criteria (e.g., industry, behavior, demographics).
Create dynamic lists in HubSpot based on these criteria.
Apply these lists to tailor marketing campaigns and messaging.
Monitor and adjust segments based on performance and feedback.

➕ Benefit:

Enables highly targeted marketing campaigns.
Improves lead quality and alignment with sales efforts.

📝 Example:

Segmenting leads by engagement level for personalized outreach.

Sales Enablement Tools

Content Repository

🛠️ How to Set Up:

Upload relevant sales and marketing content to HubSpot’s file manager.
Organize files into clearly labeled and accessible folders.
Ensure easy access and searchability for sales reps.
Regularly update the repository with new and updated content.

➕ Benefit:

Provides quick access to the latest materials.
Ensures consistency in messaging and communication.

📝 Example:

Centralizing case studies, product brochures, and sales presentations.

Email Templates

🛠️ How to Set Up:

Create and design email templates in HubSpot.
Incorporate personalized tokens for dynamic customization.
Train sales reps on using and customizing templates.
Regularly update templates based on feedback and performance data.

➕ Benefit:

Saves time for sales reps.
Ensures consistent, personalized communication with leads.

📝 Example:

Templates for initial outreach, follow-ups, and post-meeting summaries.

Playbooks

🛠️ How to Set Up:

Develop detailed sales playbooks outlining key conversation points and best practices.
Store playbooks in HubSpot, linking them to specific deal stages.
Train sales reps on using playbooks effectively.
Update playbooks based on feedback and sales performance.

➕ Benefit:

Provides a structured approach to sales conversations.
Ensures alignment and consistency in sales strategies.

📝 Example:

Playbooks for handling objections, product demonstrations, and closing techniques.

Quote Generation

🛠️ How to Set Up:

Use HubSpot’s quoting tool to create customizable quote templates.
Integrate with your product catalog for streamlined data entry.
Implement approval workflows for quote accuracy.
Regularly review and update quoting processes.

➕ Benefit:

Simplifies the quote creation process.
Reduces time to close deals and ensures pricing accuracy.

📝 Example:

Automatically generating quotes with pre-filled product and pricing details.

Unified Dashboards and Reports

Comprehensive Dashboards

🛠️ How to Set Up:

Identify key metrics for both sales and marketing.
Create custom dashboards in HubSpot using widgets for graphs, charts, and tables.
Schedule regular updates to keep data current.
Share dashboards with relevant stakeholders.

➕ Benefit:

Provides a unified view of performance.
Ensures all stakeholders access the same data for informed decisions.

📝 Example:

Dashboards showing lead conversion rates, pipeline health, and campaign performance.

Real-Time Data

🛠️ How to Set Up:

Enable real-time reporting in HubSpot.
Integrate with data sources for automatic updates (e.g., website analytics, social media).
Ensure data syncing processes are reliable and tested.
Implement real-time alerts for key metrics.

➕ Benefit:

Allows for quick, informed decision-making based on the latest data.
Improves alignment and responsiveness.

📝 Example:

Real-time updates from website activity and email campaign performance.

Cross-Functional Reports

🛠️ How to Set Up:

Combine data from both sales and marketing activities in reports.
Use filters and segmentation to analyze specific performance aspects.
Schedule regular report generation and review cycles.
Share insights with both teams for strategy adjustments.

➕ Benefit:

Provides insights into the effectiveness of marketing efforts on sales outcomes.
Helps refine strategies for better alignment.

📝 Example:

Reports analyzing lead source performance, campaign ROI, and sales cycle length.

Tracking Shared KPIs and Metrics

Common KPIs

🛠️ How to Set Up:

Define shared Key Performance Indicators (KPIs) such as lead conversion rates, CAC, and CLV.
Set realistic goals based on historical data.
Monitor progress within HubSpot and adjust strategies as needed.
Regularly review KPI performance with both teams.

➕ Benefit:

Ensures both teams are aligned on success metrics.
Promotes collaborative efforts towards shared objectives.

📝 Example:

KPI dashboard tracking lead conversion rates and revenue goals.

Attribution Reporting

🛠️ How to Set Up:

Configure attribution models (first-touch, last-touch, multi-touch) in HubSpot.
Track the effectiveness of marketing campaigns in generating leads and revenue.
Regularly review attribution data to optimize marketing strategies.
Share attribution insights with both teams to align efforts.

➕ Benefit:

Determines which marketing activities drive the most value.
Optimizes resource allocation and aligns with sales goals.

📝 Example:

Attribution reports showing the impact of different marketing channels on lead generation.

Goal Tracking

🛠️ How to Set Up:

Set specific goals for both sales and marketing teams in HubSpot.
Use the goals feature to monitor progress and adjust strategies.
Schedule regular goal review meetings.
Adjust targets based on performance and market conditions.

➕ Benefit:

Ensures everyone is working towards the same targets.
Promotes accountability and collaboration.

📝 Example:

Goal tracking for lead generation targets and campaign performance benchmarks.

Pipeline Analysis

🛠️ How to Set Up:

Define stages in your sales pipeline within HubSpot, aligning them with your sales process.
Regularly update pipeline stages based on evolving sales strategies and customer feedback.
Utilize HubSpot’s reporting tools to track deal movement across pipeline stages.
Analyze conversion rates between stages to identify bottlenecks and areas for improvement.

➕ Benefit: