Apr 26, 2022
In today’s episode of Aligned,
we continue our conversation featuring Fitzmartin’s Jessica Jardin
and Hubspot’s Jordan Benjamin. In this second-part conversation,
Jordan discusses the importance of understanding how
data-driven decisions and an integrated
toolset impact your sales
cycle.
The evolution of Hubspot:
- Hubspot has made several strategic changes over
its history, culminating with over 120,000 users
worldwide.
- Hubspot’s original goal was simply to help
people get more leads. They wanted to change the conversation from
“Hey, buy my stuff,” to answering questions and aligning with the
buyer.
- Companies use different tools to meet their
needs. However, multiple tools and systems made it inefficient to
use and operate, especially when extrapolated insights and data are
needed in tandem.
- Initial CRMs were a glorified Rolodex, and
Hubspot set out to change that perception. They expanded
their services to include other essential teams to make it a
systematic and efficient experience that helps everyone do their
jobs.
Shifting the executive perception:
- When aligning teams, Jordan thinks about
measurement and analytics. When using several systems, it’s
challenging to get quality data to understand the customer
journey.
- Can you get the information you need? Yes. Is
it more expensive, challenging, and time-consuming? Also
yes.
- Hubspot brought an inter-departmental alignment
responsible for driving revenue and limiting excess
costs.
- Hubspot was sold primarily as an inbound
marketing tool, and some executives are surprised when they learn
that the versatility goes far beyond that limited
capacity.
Practical applications of Hubspot:
- You can receive notifications when a lead opens
or engages with your email.
- Coming from a marketing perspective means you
can leverage marketing automation to reach out in a way that
resonates with the buyer.
- Companies purchase other solutions for calendar
scheduling, but that’s already available in Hubspot, meaning
marketing can send out emails that include a salesperson’s
schedule.
- Focus on what you do best because Hubspot has a
thousand developers on standby to refine and evolve the product to
fit your needs.
For more content from Jordan,
follow him on LinkedIn or tune in to his podcast,
Peak Performance
Selling.
This episode is sponsored in part by FitzMartin’s Sales
and Marketing Alignment:
Why does proper sales and
marketing alignment result in a 32% average lift in revenue?
Because a unified company centered around its prospects can’t help
but thrive.
FitzMartin’s Sales and Marketing
Alignment program will analyze your current sales and marketing
structure to deliver a plan based on the needs of your prospects,
bringing you increased revenue, expansion opportunities, and (above
all) a unified front when communicating with
prospects.
To set your company up for
success, visit fitzmartin.com/solutions
to discover how to unify your sales
and marketing for the best results.
This episode is sponsored in part by Fitzmartin’s
Organization and Culture Alignment:
Company culture and retention
are directly connected. After all, if you fail to build good
company culture, you fail to retain top talent. At FitzMartin, we
help leaders like you raise their NPS scores from the low 60s to
the high 80s (and, more importantly, present a plan to help you do
the same.)
Create your company culture
based on a shared mission to attract and retain top talent.
Visit fitzmartin.com/solutions
to learn more.