I was talking to a prospect today and I was describing how closed loop marketing works and why it’s an effective way for agencies to prove the ROI of their services. One of people on the call asked me how they could deal with a client who had shitty salespeople that couldn’t close deals, wouldn’t it reflect badly on them, how could they tie everything to ROI when the actual sale was out of their control?
I think the answer needs to be worked out between the client and agency, but a starting point lies in something we do here at HubSpot between Sales and Marketing called the SLA (service level agreement). Through a collaboration, Sales and Marketing determine what qualifies as an MQL (marketing qualified lead) and how many of those marketing should be producing. This needs to be agreed to beforehand by both parties. When you’re delivering the agreed level of MQLs and (hopefully blowing it out of the water) you’ll be able to protect yourself against crappy salespeople and then you can hand them Rick Roberge’s business card.