‘We came out and played with some fire’ B52s learn from, look to build from loss

first_imgSometimes a loss a says a whole lot more about a team than a win does.After loosing 12-1 in their series opener on the road against the Healdsburg Prune Packers on Saturday, the B52s responded with a much better outing on Sunday and pushed the Prune Packers into extra innings, eventually loosing 4-3 in 10 frames.It was a loss which B52s’ head coach Scott St. John said described as a moment in which his club showed perhaps as much promise going forward as it had in any win this season.“After …last_img

Eskom, Transnet boost for technical skills

first_imgKnowledge transfer and training “In addition, commercial contracts have been entered into with suppliers on Eskom’s build programme with clauses that deal with knowledge transfer and training,” Gigaba said. Source: BuaNews Gigaba said the recently launched Eskom Academy of Learning would, together with partnerships with tertiary institutions and supplier networks, be used to train new recruits. He pointed out that Eskom’s build programme alone would require on average 160 scientists, 2 145 engineers and 2 950 artisans per year over the next five years. Additional funding required On the other hand, logistics group Transnet is aiming to train 427 engineers and 1 412 artisans this year and a further 60 engineers and 500 artisans a year between 2012 and 2016, Gigaba said. State-owned companies Eskom and Transnet have several programmes under way to ensure that South Africa acquires the skills it needs to carry out its infrastructure investment programme, Public Enterprises Minister Malusi Gigaba told Parliament in Cape Town last week. Eskom’s aim is to constantly ensure that it has at least 2 500 artisan learners, which are replaced when the learners qualify every year. Usually about 1 200 learners qualify every year. 12 May 2011 He added that the Department of Public Enterprises and the Department of Higher Education and Training are together looking at ways to fund the additional trainees, as the National Skills Fund currently does not fund infrastructure investment. Transnet spends R144-million a year on engineering bursaries and a further R73-million on artisan training. Recipients of its bursaries are all placed in positions across the group’s operations. The electricity utility is currently training over 5 200 learners, 80% of whom are studying in the engineering and technical fields, and has also entered into a joint project with other state-owned enterprises to train an additional 1 500 trade persons per year by making use of underutilised training facilities in the sector. The academy is focusing primarily on developing engineers, technologists, technicians and artisans and has faculties in engineering, artisan, services, project management, leadership and finance. “Although opportunities exist to grow the intake of artisans, this will require additional funding to upgrade facilities and ensure adequate resources,” Gigaba said, adding that preliminary estimates indicate that R212-million is needed to fund a further 1 000 trainees and R325-million for an additional 2 000 trainees.last_img read more

Mozilla Bringing Firefox to the iPhone With “Get Up and Go” Browsing

first_imgRelated Posts “Firefox Home for iPhone is part of a broader Mozilla effort to provide a more personal Web experience with more user control,” the company said in a blog post Wednesday night. “For devices or platforms where we’re unable to provide the ‘full’ Firefox browser (either technically or due to policy), we aim to provide users with ‘on the go’ instant access to their personal Firefox history, bookmarks and open tabs on their iPhones, giving them another reason to keep loving Firefox on their desktops.”Fans of Firefox with iPhones may be disappointed they aren’t getting a full browser on their device like Android, Windows Mobile and Maemo users, but this app is still pretty useful due to the over-the-air syncing. The inability to browse at will may turn some off, and it remains to be seen how well the Firefox Sync technology works, but this could be an interesting spin on mobile browsing from Mozilla. Role of Mobile App Analytics In-App Engagement Why IoT Apps are Eating Device Interfaces What it Takes to Build a Highly Secure FinTech … chris cameron Tags:#mobile#web Mozilla is following in Opera’s footsteps by porting an AppStore-friendly version of its browser over to the iPhone with an free app called Firefox Home. Due to Apple’s restrictions the app will not offer a full-fledged browser experience, and thus you will not be able to simply navigate to any website. Instead, users will be able to sync their browsing history, bookmarks and open tabs onto their iPhone using Mozilla’s encrypted Firefox Sync technology.As shown in an early demo video embedded below, users will be able to search their history, browse their bookmarks or load the tabs they left open on their desktop – all with the handy Awesome Bar functionality that allows for minimal typing. Mozilla says this is useful for “get up and go” situations, such as pulling up a ticket confirmation at the airport, or remembering directions to a restaurant you looked up on your desktop. The Rise and Rise of Mobile Payment Technologylast_img read more

Morales gains early lead in Ronda

first_imgMOST READ Pussycat Dolls set for reunion tour after 10-year hiatus Trending Articles PLAY LIST 00:50Trending Articles01:31Go: Search for ‘perfect, honest man’ to lead PNP still on00:50Trending Articles01:29Police teams find crossbows, bows in HK university01:35Panelo suggests discounted SEA Games tickets for students02:49Robredo: True leaders perform well despite having ‘uninspiring’ boss02:42PH underwater hockey team aims to make waves in SEA Games01:44Philippines marks anniversary of massacre with calls for justice01:19Fire erupts in Barangay Tatalon in Quezon City Typhoon ‘Tisoy’ threatens Games Typhoon Kammuri accelerates, gains strength en route to PH LATEST STORIES John Lloyd Cruz a dashing guest at Vhong Navarro’s wedding Don’t miss out on the latest news and information. LOOK: Iya Villania meets ‘Jumanji: The Next Level’ cast in Mexico Google honors food scientist, banana ketchup inventor and war hero Maria Orosacenter_img Brace for potentially devastating typhoon approaching PH – NDRRMC Oranza came in second with 1:11:09, three seconds behind Moraes’ time heading into Sunday’s 155.4 km Vigan-Pagudpud Stage 2.Oconer, Benosa and Carcueva took up the third to fifth spots with times of 1:11:17, 1:11:18 and 1:11:22, respectively.Rounding out the top 10 were Team Franzia’s Leonel Dimaano (1:12:45), Navy-Standard’s Junrey Navarra (1:12:45), Go for Gold Developmental team’s Ismael Grospe, Jr. (1:12:45), Navy’s Rudy Roque (1:12:52) and Bike Xtreme’s James Ferfas (1:12:52).ADVERTISEMENT The 32-year-old Moraes emerged as the early leader after gaining a 15-second bonus for topping the pair of intermediate sprints and finishing second in the stage.“It’s always nice to start the race on top,” said Morales in Filipino.FEATURED STORIESSPORTSWATCH: Drones light up sky in final leg of SEA Games torch runSPORTSLillard, Anthony lead Blazers over ThunderSPORTSMalditas save PH from shutoutHe also ruled the same stage when he won his second crown last year. Alvin Benosa of Army-Bicycology, George Oconer of Go for Gold also had similar time in the 40-kilometer route highlighted by the cobblestone street of Calle Crisologo. CONTRIBUTED PHOTOJan Paul Morales of Navy-Standard zoomed toward the overall lead at the start of the Ronda Pilipinas 2018 in Vigan, Ilocos Sur.Morales, who is eyeing a record third Ronda crown, clocked the same time as three other riders including Stage 1 winner and teammate Ronald Oranza with one hour, 11 minutes and 22 seconds.ADVERTISEMENT Klisura not keen on resetting PSL record, focused on winning Read Next Families in US enclave in north Mexico hold sad Thanksgiving View commentslast_img read more

7 Reasons Social Media Is Bad for Marketing

first_img Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Jul 20, 2010 11:45:00 AM, updated July 28 2017 While social media has contributed many great things to marketers, all of the good stuff doesn’t come without its own baggage. We have talked about the good side of social media for marketing a lot on this blog, but we have under-reported on the negative aspects that social media has brought to the marketing industry. Stepping back to think about it, these seven negatives are clearly consequences of the growth of social media as a marketing discipline.7 Reasons Social Media Is Bad for Marketing 1. Focus on Scale at the Detriment of Relationships – Many people view social media as a way to engage with more people in a faster way than ever before. Yes, information on the social web moves fast, but often at the expense of deeper personal relationships. Marketers, while they can reach customers in new ways and get feedback from them faster than ever before, still aren’t personalizing communications and engagement to the benefit of customers and the organization. Most corporate social media content is too often re-purposed from another channel or vague and not customized to the prospects’ preferences in different social channels. 2. Focus on the Wrong Metrics – A fan or a follower isn’t a business objective. Social media has enabled marketers to chase metrics that don’t impact their business. The reason for most of the discussion surrounding social media ROI is caused by measuring the wrong metrics. Reach, leads and sales should be some of the tangible metrics that are measured as part of social media marketing strategies. 3. Time Isn’t Free – One of the big misconceptions is that social media is free. While many tools are free or low cost, they take a substantial amount of time to learn and use. Time isn’t free. Many marketing departments are becoming overloaded or passing off social media to interns because they underestimate the time it takes to learn and implement. 4. Another Organization Silo – Social media should be a catalyst for integration, but instead it has caused further silos in too many organizations. Instead of becoming a component of every department within a company, social media is now another group under the marketing umbrella and sits in a silo away from other disciplines like customer service and product development where it could be an important factor for organizational improvement. 5. More Noise Than Ever Before – Social media has reduced the cost of sharing information with others to practically zero. Because information sharing is now so simple, the web is getting continuously crowded with more and more information that is spam or irrelevant. All of this noise makes it harder to reach target prospects and for messages to resonate. 6. Online Gluttony – Now that online communication can be so easy and scalable, many marketers are going over-board with detriment to their marketing goals. This means that instead of having the right blend of online and offline marketing activities, some marketers are placing most or all of their attention online. While online is an important part of marketing, offline events and marketing still drive results and support important sales and marketing relationships. 7. Lack of Change – Social media has been a catalyst of change for the way millions of people communicate. Unfortunately, most marketers haven’t changed. The content marketers are putting into social media is the same boring and legally reviewed sound bites that people have tuned-out on TV and in print. Marketers are doing the same thing and expecting to get different results. Social media is not driving this change, but just enabling marketers to do bad marketing easier. Do you agree? In what ways do you think social media is bad for marketing?  Photo Credit: |Chris|     Topics: Social Media Marketinglast_img read more

6 Reasons Great Content Fails

first_img Topics: Content Creation Originally published Nov 10, 2011 4:30:00 PM, updated October 20 2016 That’s right. Sometimes truly great content flops. And to be honest, it’s a big disappointment (and a damn shame). The silver lining is, there’s usually a pretty good explanation for why that particular piece of content failed to spread, and understanding some of the top reasons why great content fails can put you on a righteous path that enables you to succeed with future pieces of great content.And if anything positive can come from failure, it’s a good lesson or two. We’ve come in contact with a few content failures in our experience as content creators, so we’ve nailed down 6 compelling reasons — and lessons to learn from — why great content fails.1. The Topic Isn’t Appropriately TargetedWhen it comes to successful content, the topic/idea is everything. You can write the most amazing piece of content and make it the best it can be, but that doesn’t mean it will be enough. One of the core reasons great content fails is because the topic was the wrong one. It could be “wrong” for a number of reasons. Maybe it’s not a topic that is appropriately targeted toward the audience it’s being presented to. Maybe it’s targeted, but it’s just not a topic your audience would necessarily think is interesting.How to Avoid Failure: Spend the time to make sure the topic and idea has the potential to be successful. A major part of this is truly understanding your target audience and marketing personas, and analyzing the topics and ideas that have resonated with that audience in the past. Your analytics are your best friend here, so leverage them!2. The Title or Headline is CrappyA great piece of content hidden behind a crappy title or headline is just that — hidden. The title of your content is a potential reader’s first impression of that content, whether they find a link to your content in social media, search results, or via email. If you’re headline isn’t enticing enough to get that reader to click on and view your content, it’s doomed to fail.How to Avoid Failure: Put some solid effort into learning how to write awesome titles for your content. A great headline is actionable, brief, keyword-conscious, clear, definitive, and intriguing. Master the art of exceptional blog titles, and you’ll be one step closer to preventing content failure.3. There Is No Attention to DetailThe topic of your content, the ideas you present, and the way in which you present them may all be top-notch, but it’s amazing how simple details like spelling and grammar can easily ruin an otherwise amazing piece of content. Don’t undermine the importance of paying attention to these types of details when pulling together a final draft of your content.How to Avoid Failure: Always, I repeat, ALWAYS have a colleague or teammate (preferably one who has an eye for details) proofread and edit your work. It’s stupidly silly to let a great piece of content go to waste because of a few easily preventable typos.4. It Isn’t PromotedTrust a recovering content marketer –if you build it, that doesn’t necessarily mean they will come. Without any promotion, your awesome content is basically stuck on an island. And the only thing it will have to keep it company is the other lonesome content on your blog or website. Don’t fall victim to the common assumption that great content will just naturally get stumbled across. In order for great content to be truly successful, it needs a little help.How to Avoid Failure: Get your content out there, for goodness’ sake! Send that awesome new ebook you wrote to your email database, and share your latest blog article with your fans and followers in social media!5. It’s Not Socially EnabledSuccessful content isn’t just proactively promoted by its author. It’s also promoted by readers who love the content and want to share it with their networks. Successful content makes it easy for readers and viewers to share in the first place by offering social media sharing buttons in obvious places.How to Avoid Failure: Add social media sharing links/buttons to every piece of content you produce in obvious places. People are lazy. Make it mind-numbingly simple for them to share if they want to. Chances are, if you put the buttons right in front of them, they’ll use them, giving your content more exposure to potentially interested content consumers. Research shows that including a Twitter share button on your content leads to 7x more mentions!6. It’s Not Optimized for SearchOne of the best ways to generate organic visibility for your content is to make sure it’s optimized for search. Your prospects are looking for and finding content via search. If your content isn’t optimized well enough to show up in their search results, it’s not going to get found there. Without proper search engine optimization, your content is at great risk of failure.  How to Avoid Failure: Conduct keyword research to identify appropriate keywords for your business. Then search engine optimize your content by sprinkling those keywords throughout — in page titles, header tags, and throughout the body of your content.What are some other reasons great content fails to spread?Image Credit: Kevin Jarrett Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

How to Launch a Google AdWords Campaign the RIGHT Way

first_img Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: Google Ads Originally published Dec 27, 2011 11:30:00 AM, updated February 01 2017 So you’ve decided to try out a pay-per-click (PPC) campaign for your business. Awesome! Paid search is an extremely powerful tool and a valuable asset for enhancing your company’s online presence. But let’s be honest here – Google AdWords can be a little intimidating when you’re just starting out. There are a handful of decisions to make when you’re setting up your campaign, and it’s not always clear how to approach them.Let’s assume you’ve already compiled a list of relevant, long-tail keywords that you want to target. (If you haven’t, check out these keyword selection tools to help you out.) Once you’ve compiled your keyword list, you’re ready to create your AdWords account. Here are 3 important how-to’s for getting started.1. How to Structure Your AccountThe structure of your account in Google AdWords is critical to the efficiency and success of your paid search campaign. So you have your keywords, you have the list of keywords that you’re buying, and then you have the ad that you want to show when somebody types in one of those keywords. Now you want to group together the keywords for which you want your ad to be displayed, so that you can create highly relevant ad copy for these keywords and increase the likelihood that the searchers are going to click through.You can do this by creating a grouping of related keywords in what is called an “ad group.” So let’s say you have the keywords ‘tennis shoes,’ ‘best tennis shoes,’ and ‘shoes for tennis.’ You can create a ‘Tennis Shoes’ ad group, put those keywords in the ad group, and create an ad that is closely targeted to those keywords. Then if your company also sells other kinds of shoes, you can set up more ad groups, maybe for ‘Walking Shoes’ or ‘Running Shoes.’Let’s say your company also sells shirts though. Google lets you structure your account on one more level as well, and that is by “campaign.” So you can take all of your ad groups for shoes, put them in a ‘Shoes’ campaign, and then create another campaign for ‘Shirts’ with its own ad groups, keywords, and ads.It’s important that you structure your account in such a way that your keywords and your ad copy are tightly woven together. Then you can use your ad groups and your campaigns to keep them nicely bucketed together and better organized.2. How to Set Your BudgetWhen you pay Google for your PPC campaign, you don’t whip out your credit card every time someone clicks on your ad. Instead, you set a daily budget on the campaign level. So for each campaign, you can dictate how much money Google can spend on those ad placements per day. For example, you can say you want to spend $300/day on your shoe campaign and $200/day on your shirt campaign, and Google won’t exceed those amounts.But what if all that money is spent in only an hour or two? After all, if you have highly relevant or very popular keywords, you do run the risk of blowing through your budget quickly. Well, Google also offers a feature that allows you to request that your budget be spread out throughout the entire day. This works well for brands that want to establish a presence throughout the day.The daily budget cap is certainly a reassuring feature, especially for those who are just starting out with paid search. You can set a low budget when you get started, slowly begin measuring success and lead quality, and try your hand at optimizing your campaign before you really invest a lot of money in it.3. How to Optimize Your AdsNow, just because you set a daily budget of, say, $500, doesn’t mean that the entire budget will be spent every day. Google will try to spend your full daily budget, but the ability to do so ultimately depends not only on your keywords but also the effectiveness of your ad copy. After all, if you can’t get anyone to click on your ads in the first place, you’re not going to be paying anything. This is why ad copy is critical to an effective PPC campaign.When it comes to creating your ad, there is essentially a formula for it, since Google limits the number of characters you can use. The four numbers you need to remember are: 25, 37, 35, 35.You have 25 characters for the title, which is displayed in blue text as the first line of the ad. Then you have 37 characters for the display URL (also called the ‘vanity URL’), which is not the actual URL to which your ad directs viewers, but is simply for display purposes. For example, if my ad is about blogging for business, I could set the display URL to be www.hubspot.com/blogging, even if this isn’t the site to which I’m redirecting. The URL to which you actually direct clicks to your ad is called the ‘destination URL.’ These will often be longer and may contain tracking codes, which makes them messier. So of course, you wouldn’t want these displayed in your ads anyway.Then you have two description lines of 35 characters each. You’ll notice in the sample ad above that there are actually two calls-to-action there. The first line informs viewers that they can use blogging to generate leads, a more general piece of information, whereas the second line is a call-to-action for a specific offer. Make sure you maximize use of the limited number of characters you’re given in order to make your ad as effective as possible.So now you know how to structure your account, set a starting budget, and plan your ad copy effectively. Go ahead and get started! And don’t forget, optimizing each of these things, though important to do well from the start, takes time and testing. Don’t get caught up in getting it perfect right away. Just do your best, and go from there.This post is an adapted excerpt from our free ebook, An Introductory Guide to PPC. To learn more about paid search, download the free ebook here!last_img read more

10 Cheesy Marketing Jokes to Tickle Your Funny Bone

first_imgRunning out of things to talk about with the family this holiday season? Want to break the ice with your boss? Need a good one-liner to kick off your next speaking gig?Why not open with a joke?There’s nothing I love more than a great joke — except, perhaps, a deliciously corny joke. And that’s just what we have for you today, folks. Ten marketing jokes, sourced from my hilariously corny marketing colleagues. To be honest with you, I could read through a few dozen more of these, so please, for the love of marketing, share your corny (or actually funny) marketing jokes with us in the comments!Download our guide to building a company culture employees love here.Alright, some light and light-hearted reading for you — 10 ridiculous marketing jokes!10 Cheesy Marketing Jokes for Your Entertainment1) How many marketers does it take to screw in a light bulb?None — they’ve automated it. Tweet This Joke!2) What does the new Chips Ahoy marketing director do her first day on the job?Enable cookies. Tweet This Joke!3) Why did the naughty lead’s phone ring at 1 a.m.?For a booty call-to-action. Tweet This Joke!4) What’s a personality trait of a bad marketer?Anti-social. Tweet This Joke!5) Why did the marketer get off the trampoline?He was worried about his bounce rate. Tweet This Joke!6) Why can’t a lead date a religious marketer?Because she’ll always be trying to convert him. Tweet This Joke!7) A stock photo walks into a bar, and the patrons start pointing and giggling. She looks at the bartender and says, “Why’s everyone staring?” The bartender says …”Cuz your ALT tag is showing.” Tweet This Joke!8) Knock, knock.Who’s there?Interruptive marketerInterruptive marke–Tweet This Joke!9) Why did the marketing couple decide not to get married?Because they weren’t on the same landing page. Tweet This Joke!10) What is a pirate’s favorite piece of marketing content?A webinAAAAR! Tweet This Joke!It’s always a good idea to end on a pirate joke. Alright, now it’s your turn. Share your silly marketing jokes with us in the comments!Awesome Jokes From Commenters11) How many marketers does it take to change a light bulb?It isn’t too late to make this neon instead, is it?12) Why do marketers make such good wide receivers?Because they always stay inbounds.13) What’s a pirate’s favorite thing about marketing?Thee arrrrrrROI!14) How much does a hipster weigh?An insta-gram.15) What movie features a marketer stuck on a deserted island?Web-Cast Away.16) What’s a telemarketer’s favorite song?Answer my call, maybe.Image credit: Sham Hardy Originally published Dec 27, 2012 9:00:00 AM, updated July 28 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

Smart Fixes for Your Most Troublesome Sales and Marketing Rifts

first_imgWe all want our sales and marketing teams to be working in perfect harmony, with each department having a full understanding and respect for each other’s processes. We imagine a world where Marketing has a clear understanding of exactly what their sales team needs, and provides a perfect lead handoff from Marketing to Sales in every scenario.While this is what we all want for our company, it’s rare that it actually happens. The truth is, aligning Sales and Marketing (what we like to call SMarketing) is hard. It’s a living evolution that needs to be tweaked and updated often to ensure that the most up to date strategy is always in place.The problem with always trying to fix the relationship between Sales and Marketing, however, is that it’s difficult to change process all the time, not to mention time consuming. But there’s good news! With most sales and marketing teams, there are three overarching themes that tend to arise time and time again, and if you can address these three, you’ll find most of your problems solved.3 Dangerous (But Common) Hurdles Sales and Marketing Must Get Over … Together1) The ‘Misconceptions’ Hurdle Have you ever started a new job in marketing and immediately been warned about how the sales team is a mess and full of complainers? Have you ever started a new job in sales and immediately been warned about how the marketing department generates low quality leads and expects sales to perform magic with the leads? It’s pretty typical actually, that each department strives towards its own goal, and refuses to work together, think bigger, and drive the overall strategy together.2) The ‘Misalignment’ HurdleHistorically, companies have aligned org charts, seating arrangements, and teams by job function. This usually means that the marketing team will sit together, the sales team will sit together, and the services team will sit together. While the managers of each function may be effectively communicating (although often even that’s not true), the rest of the employees tend to work in a silo and often don’t have much constructive communication with the other department. The occasional fight will surface regarding a lead not handled well by Sales, or a bunch of junk leads sent over by Marketing. Bitterness ensues, and nothing is accomplished.3) The ‘Misleading’ HurdleFor the most part, it’s safe to say that whether you work in Sales or Marketing, you have a goal hanging over your head. Whether it’s a daily, weekly, monthly, quarterly, or annual goal, you have some goal that you’re reaching for and are held accountable to by your manager. What often isn’t clear, though, are the details of these goals and how you’ll be able to reach said goals. When Sales and Marketing have separate goals that were created without an understanding of what the other department’s goals are, it’s unlikely that they’ll be working towards a common achievement that will benefit both departments.Why These Misunderstandings Are Dangerous1) The Danger Around ‘Misconceptions’A lot of the danger around departmental misconceptions is the impact you’ll see on your company’s culture, and employees’ willingness to work together. If other departments don’t trust each other, they’ll rarely work together … and when they do work together it won’t be pretty. Having a “he said, she said” culture isn’t efficient, and has no place in today’s work environment. From a P&L perspective, every company has a revenue goal that they’d like to hit on an annual basis. With all the competition and distractions in today’s society, it’s exceptionally dangerous not to have a relationship between Sales and Marketing in which common goals and strategies are shared, agreed upon, and updated as needed.2) The Danger Around ‘Misalignment’If your sales and marketing teams are misaligned, the biggest danger will start with communication, and will cascade down to a bevvy of other problems. These problems tend to center around:Types of leads being sent to who, when, and whyHow leads are being worked, and whenWhat the handoff from Marketing to Sales looks like, and how leads should be approached  These are dangers that your sales and marketing teams shouldn’t be overlooking. After all, your end goal is to get the best leads possible in the hands of your sales team so that they can do what they do best. Without having a common understanding of how to get the best possible leads to Sales and how the leads should be handled once they get there, you’re both putting your company at risk for failure.3) The Danger Around ‘Misleading’It’s reasonable to think that most marketing departments have a monthly (or weekly, quarterly, annual) leads goal that they strive to hit. What isn’t clear, though, is what types of leads marketing needs to generate, or what the best types of leads would be to generate. It’s also reasonable to think that most sales departments have monthly (or weekly, quarterly, annual) sales goals that they need to hit.Again though, what isn’t always clear is what the process or strategy is going to be to work the leads. With these uncertainties across Sales and Marketing, confusion often sets in and leads are either not worked, not worked in time, not worked the right way, or the leads aren’t relevant to sales, leaving everyone frustrated and below goal.How to Fix It All1) Fixing the ‘Misconceptions’The goal should be “SMarketing,” a harmonious combination of Sales and Marketing in which each department understands the other, and has a respect for the way the department runs. Of course problems will surface between the departments, but having a general liking and mutual respect for one another will help ensure that problems are sorted out dialectically rather than through argumentative confrontations. A few ways to help foster this harmony include:Education – Host lunch and learns where Marketing and Sales explain to one another what’s going on in their respective worlds. Educate new employees on both Sales and Marketing, regardless of which team they’re joining.SMarketing Meeting – Hold a weekly or monthly meeting (depending on your needs) involving all members of Sales and Marketing. Show each other what you’re working on, why, and what the benefit will be for the team. Have time for Q&A, and to talk about lead goals and progress.SMarketing Management Meeting – On a weekly basis, get the sales and marketing managers together and have the hard conversations. As long as the mutual respect and understanding is in place, those hard conversations that used to end up in yelling matches can often be settled with much more ease.Spend Time Together – Have members of your marketing team sit with members of your sales team, and vice versa. Have them spend time together, listen to calls together, understand marketing campaigns together, and ideally spark conversations that will help each team improve their performance.Make it About the Company, Not the Department – At HubSpot, if we don’t hit our sales and marketing goals for a particular month, nobody goes to the bar to celebrate. It isn’t about marketing hitting their goal or sales hitting their goal, but rather about the company hitting its overall goal.Grow Up and Get Along – Most companies and departments function from the top down. Often, whatever the head of the department thinks, the direct reports will think. So if the head of marketing speaks poorly of the sales team, that type of thinking will start to resonate throughout the marketing team. If you’re leading your marketing or sales team, be a positive leader. Work with the other department and engender a constructive relationship for all employees so that they can see Sales and Marketing are in the fight together.2) Fixing the ‘Misalignment’Misalignment starts with team structure. Most departments are set up by job function: The final piece here is to hold people accountable to their goals! The beautiful thing about numbers and charts, is that they don’t lie. The numbers that are agreed upon before a new month or quarter are the basis of the relationship between Sales and Marketing. If either Sales or Marketing misses its goal, then come together right away and determine through data why you didn’t hit the goal, and what the best way to improve will be as you move into a new month.While your strategy will be tweaked specific to your exact company needs, identifying and tackling these three core issues will make your company more efficient and a better place to work. Now keep in mind, this task isn’t easy, and it’s something that we here at HubSpot work on constantly, but it is well worth the time investment. Just ask our ROI.If you found this article to be helpful, then you’re in luck! This article is a teaser for a full scale webinar on 1/10/12 featuring HubSpot’s SVP of Sales, Mark Roberge, and Ken Krogue, President of InsideSales. If you find this content useful, be sure to sign up for the webinar now and get the full details!Image credit: Lucy Takakura With this understanding, we know how many leads of each lead type (webinar, ebook, trial, demo) each sales team member needs on a monthly basis in order to reach their sales quota.Now the marketing team knows exactly what they need to deliver on a monthly basis in terms of the types of leads, and Sales knows how they should be handling the leads based on their quality.Marketing is responsible to track their progress throughout the month to ensure that lead flow is even-flighted across the entire month, and that they are meeting their goals per the SLA: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: Instead, consider shifting to a persona-based team structure, in which Sales and Marketing (and Services, ideally) work together so that each segment can be serviced to their specific needs: Originally published Jan 8, 2013 4:30:00 PM, updated October 20 2016 For instance, at HubSpot, our teams are aligned based on employee size because from what we’ve found specific to HubSpot software, this works best for our company and our customers. For instance, through research, experience and persona based profiles, it’s become clear to us that Marketing Mary is different that Enterprise Erin. If we want to sell to Marketing Mary, then we first need to understand how to market to her, and what’s important to her.Additionally, we need to understand what Enterprise Erin is most interested in; and while Mary and Erin have similarities, such as lead generation as a point of interest, Erin may be in a place where she needs marketing automation, whereas Mary does not. This means that content we create will be different for Erin and Mary. This distinction also allows for an understanding across Marketing and Sales, because now both job functions have an understanding of what separates Erin from Mary, and why we should be talking about different details that are more applicable to either of the prospect groups.From a goals perspective, it’s also reasonable that the Marketing Mary team has it’s own set of goals that are different than the Enterprise Erin team here at HubSpot. Enterprise sales typically have a longer sales cycle, for instance, so it’s reasonable to think that we won’t see the same number of new customers from the Enterprise segment on a monthly basis compared to the Marketer segment. With that understanding, we’re now able to have separate sets of goals that each team can strive for so that the expectations are more realistic for each segment.3) Fixing the ‘Misleading’For every persona you’re marketing and selling to, both Sales and Marketing should have a clear undrstanding of what they need to do in order to hit the monthly goal. The best way to do this is through data, and setting up a service level agreement (SLA) between Sales and Marketing. This way, you can leave it to the numbers rather than “I think” or “it seems like.”An SLA is simply an agreement between Sales and Marketing about what is expected each month. While there are both quantitative and qualitative factors, the part to really focus on is the quantitative aspect. Using HubSpot as an example, we’ve identified the various types of leads that are generated for our sales team, which include:Webinar attendeeseBook downloadsFree trialsSoftware demo requestsBased on historical lead to close rates, we then apply a monetary value to each lead. While the slide below shows mock numbers, the concept is what’s important. Our marketing team has an SLA number that we know we need to hit each month in order for our sales team to be successful within each segment. For instance, if our monthly goal for the Marketing Mary segment (below) was $100 and we were at $90, then our strategy to get to $100 could be any number of things including leads from ebook, leads from demos, or a combination of the two. Either way, we’ll leave it up to the data and base our strategy around what performs best. We then identify with our sales team which are the best leads to work, and when. This part of the SLA agreement ensures that sales will follow up with certain leads within a certain amount of time. Marketing and Sales Alignmentlast_img read more