Buy-in. We’ve touched on this in the bullets above. You need sales people involved. You, and your organisation, may see inbound marketing and HubSpot as a marketing activity. That needs to change. Inbound should unify sales and marketing.
You need to get sales and marketing to work together;
- What constitutes a good lead? – Have you checked that with sales?
- What constitutes an MQL (Marketing Qualified Lead)? – Have you agreed that with sales?
- What qualifies as an SQL (Sales Qualified Lead)? Did you decide that or was it sales?
- Have sales agreed what success looks like?
If you’ve not done these things, then you will fail. Even if you are doing a great job, if sales don’t agree, then you won’t get credit for your efforts. So you need to work together.
But, even before you involve sales, you also need to involve the sales leaders, the directors. In fact you need top-level engagement across all departments.
HubSpot and inbound marketing give you the opportunity of taking ‘marketing’ from being seen as a cost-centre to a profit-centre. But that won’t happen without their buy-in and engagement. Start selling what Inbound can do for your organisation, what it can do for every department. Get buy-in at every level you can.