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.

2 Comments

April 24, 2012 · 10:02 pm

2 responses to “Crappy Salespeople and Closed Loop Marketing

  1. Dan, What a great title! Thanks for the mojo. It’s easy to see why you’re so successful. As you know, my most recent article asks the question, “Who Needs to Know? Marketing or Sales?” Sometimes it’s a lack of trust. Sometimes, one side doesn’t know what the other knows. Sometimes, we don’t know what we know that matters, but if we don’t trust and we don’t ask and we don’t answer, the whole company loses.

  2. Dan- your point on the SLA is what I call the path. If you haven’t read the book ‘Switch’ yet- it is one of my top 3 to read for 2012. I tend to think of sales as the elephant, marketing as the rider, and the SLA as the path.

    Rick’s point on lack of trust- if they path is designed and agreed on by both sales and marketing, then there is less wiggle room for finger pointing (your leads suck/you can’t close). Marketing doesn’t exhaust themselves trying to prove to sales why they should move down the path. Sales doesn’t act like the elephant in the china shop.

    The customer experience is what is really at stake here. Without that, brand evangelists will never be created, and company growth will stagnate.

    Oh, and as far as the relationship between the agency and the client? Same thing applies. I don’t tell me clients what to do, most of the time they know what they should be doing. I just help them design their own path and stay on it.

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