As you stumble out of your sales and marketing meeting, the weight of it all finally hits you. You’ve created a monster and don’t know what to do. Over the years your team has stitched together ideas, content, pieces and parts to comprise a Frankenstein marketing strategy that is coming back to haunt you.
Well, it’s time to stop your Frankenstein marketing monster and we’re here to help!
Frankenstein Marketing Strategy
If you’re like most businesses, your "strategy" consists of legacy methods of connecting the dots between your sales and marketing efforts. Often times these are Frankensteined together through various tools, spreadsheets, past agency efforts and even inside the heads of some of your team.
While this method may work to get your monster moving, it’s certainly not something you want to trust when looking to grow and scale your business. It’s critical to get the sales and marketing teams to unite together holistically and work toward creating a cohesive Smarketing machine that you can rely on.
According to HubSpot's 2019 State of Inbound, 73% of businesses reported that their sales and marketing are misaligned on the marketing strategy.
Marketing Not Aligned With Sales
Your marketing team needs to have a clear understanding of your audience, messaging, offers, traffic and acquisition data to help unite your marketing efforts around. Initially, this may be strictly based on hypothesis, but marketing will eventually need to close the loop with sales to understand if the leads coming in are qualified.
Marketing is using various tools and reporting to hit the KPIs that they deem successful in their department. But if there is no alignment with the sales team, then those KPIs simply aren’t the right ones to be measuring.
Sales Not Aligned With Marketing
Your sales team is focused on closing the deals and is often left to the mercy of leads being generated from the marketing team. If you hear sales complaining about the quality of the leads (or the volume of leads) it's often due to the fact that the two groups aren’t communicating strategically.
The sales team is using tools (hopefully a CRM) but without insights from how these prospects have engaged with your marketing efforts, it creates a big unknown that can lead to a lot of time wasted and redundancy in communication.
Take a Look at the Monster You’ve Created
It’s time to make a stand and take a hard look at the monster you’ve created. Seek some professional help to stop this beast once and for all. Here’s one way that you can start deconstructing your Frankenstein marketing monster:
- Understand what your primary goal(s) are.
- Make a list of all of the tools both teams are using and why.
- Create a flowchart that walks through the entire customer journey.
- Determine the key hand-off points of where sales and marketing must align.
- Establish what tool(s) are needed for each of these milestones.
- Schedule time for your sales and marketing to close the loop together.
One Tool to Rule Them All
While it is possible to run effective marketing through various tools, it often creates much more work and blindspots for your business. As a digital growth agency, our focus is to ensure that our clients have the visibility and data needed to drive measurable results. That means having a clear line of communication between all of your data sources.
Understanding Your Digital Marketing Needs
If you are looking to take advantage of all of today’s digital marketing opportunities, it’s important to know all of the avenues that your tools will need to provide you. This is helpful in understanding exactly which tactics and tools would be best for your business:
- Organic SEO marketing
- Email marketing
- Social media marketing
- Digital advertising
- Website performance marketing
- Landing page development
- Conversion rate optimization
- Marketing automation
- Sales templates and workflows
Often times we meet businesses that are using between 6-12 different tools to keep all this together, which makes dissecting their analytics and piecing their strategy together much more difficult.
So, let’s leave the Frankenstein marketing monster on the operating table invest in a central tool to help you build a holistic marketing strategy.
Meet HubSpot, the All-in-One Inbound Marketing Software
HubSpot is a marketing automation platform that helps bring everything together under one roof. It’s essentially the framework within which you can rebuild your marketing monster. It's all centrally wired together through the same biological structure.
Additionally, it will help visually report how the data between the sales and marketing channels are flowing, helping to take the guesswork and subjectivity out of the data for your team.
We have seen first-hand how the HubSpot tool can breathe new life into a unified marketing strategy when properly implemented. Word of caution, this no silver bullet solution. You will need to invest the time, resources, and funds needed to strategically position your business to win in today’s digital age. But if you are serious about fighting this madness once and for all, HubSpot is a great platform to consider.
Word of caution, this no silver bullet solution. You will need to invest the time, resources, and funds needed to strategically position your business to win in today’s digital age.
We’re Here to Help You Fight This Monster
While this tool is extremely powerful, it takes a skilled mad scientist to properly set up, structure and implement in order to unlock its true potential. As one of Orlando’s top HubSpot Agency Partners, we have over six years of experience in this platform.
If you are serious about growing your business and are looking for a team to partner with you on helping to fight this monster and rebuild a more sustainable solution, we’re here for you. After all, who else would you want in a fight with a Frankenstein but a ZILLA!?