Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

I Have HubSpot, Leads Are Up But Sales Are Not. What Now?

I Have HubSpot, Leads Are Up But Sales Are Not. What Now? Blog Feature

May 13th, 2014 min read

hubspot-leads-are-up-sales-are-not

Is your HubSpot investment working against you? 

It's easy to feel complacent after putting the things in place necessary to succeed. 

Your team has developed well researched buyer personas.

There is a variety of premium content throughout your site.

Your pipeline is full of new leads, and lead nurturing, workflows and automation are all in place.

It seems you’ve done everything right. Yet sales have either maintained their pre-HubSpot numbers, or even worse, gone down. 

With a large investment in HubSpot and a CRM like Salesforce, it’s imperative you get this back on track.

But where do you start?

Assuming you have well researched buyer personas (You don’t? Develop them now) content creation, although time consuming, needs a clear purpose and goal. 

Solve each personas pain points and educate them and effectively shorten their buying cycle and establish thought leadership.

For example, if you are trying to attract enterprise companies, is this clearly communicated throughout your site, on/off page SEO, and messaging across all media channels?

If you are not 100% sure of this, it's likely your audience is also unsure of who your company serves and why they should even bother listening.

Poorly targeted content is a prime culprit for an uptick in traffic and leads but little change in revenue. 

So the question is, does your content and positioning align with the company goals and your target personas needs? 

Has your company expanded service offerings? 

Have you scaled to a different sized market?

This is arguably the biggest reason to update and even expand your personas over time. You must reexamine positioning and content regularly or sales will be bogged down with the wrong people at the wrong time.

It's also important that you diversify your personas. 

Are you considering influencers and users? 

CEOs aren’t always doing their own research. In fact, very often they task these responsibilities to management and interns. Does your content speak to them as well?

Empower these people. Give them the tools such as checklists, infographics, ebooks or even a simple document they may present to their boss to grab his or her attention.

This is a simple concept that is often overlooked but can be a powerful tool in your marketing arsenal.

Are sales and marketing properly aligned?

This brings us to an age old issue: A disconnect between marketing and sales.

How fluid is this relationship at your company between the two departments?

Is there open communication other than the standard meetings?

Have you sat down and put together a service level agreement (SLA)?

An SLA details the marketing goals (leads, qualified leads, pipeline) and the sales activities (following up with leads generated by marketing) each team agrees upon in order to support each other. 

An effective SLA will: 

  • Determine the dollar value of a lead
  • Set metrics both departments are responsible for
  • Track monthly lead generation by channel

With no defined SLA, 3 things happen:

  1. Sales will waste time with cold or poor quality leads causing frustration, tension between departments, and employee churn
  2. Your lead nurturing, workflows, and automation are misaligned and aren’t working the right leads at the appropriate time
  3. It’s much harder to discern any ROI from your marketing efforts

Excited about building an SLA but not sure where to begin? Check out this great article from HubSpot. 

A solid SLA is only possible when the departments have agreed on a clear definition of a sales ready lead. With a clearly defined lead, marketing can determine when to pass the lead on to sales ensuring time is not wasted working cold or uninterested leads.

Is your sales process inbound?

So you have defined a quality lead and the sales team is working hard.

Do you have a well documented inbound sales process?

This is the single most important document behind a well rounded inbound campaign. It’s also the most overlooked, as many companies that transform the way they market their business neglect to also transform the way they sell.

Consumers shop differently. They buy differently as well.

The inbound sales process document should outline at minimum:

  • The follow up schedule from initial form fill or phone call, correct channel of contact (Phone, email, social) and content / context of each interaction including desired outcome
  • How / what data is entered into your CRM
  • How to ask for referrals
  • How to delight this client and develop an evangelist / happy reference for future prospects

Sometimes companies that do have a written process spend more time making it a beautiful PowerPoint rather than testing and proving its worth.

It is often one sided and not developed around their typical buyer's journey. You must reevaluate and test to make sure you're getting the best results possible.

Companies without a documented inbound sales process are usually in the worst shape when we evaluate their process. We usually hear things like, “we have plenty of leads, but they're not good quality or sales cannot close them.”

Now both departments are pointing the finger and everyone loses. Before you know it the higher ups conclude that inbound marketing is ineffective and resources dry up, sales goes back to cold calling, and marketers end up right back at square one wondering how to get found.

It is imperative that sales and marketing go through each iteration of the buyer's journey together. This will ensure consistent positioning is used and the follow-up schedule matches the buying habits of your target audience.

Entire books and seminars are spent on this subject and should be researched further. This blog post will start you in the right direction.  

Now that you have an idea of some of the common issues many companies face from within, start a pot of coffee and get to work. Let me know how it goes.

Too little time, too little resources? Give me a call or fill out a request form to see how IMPACT can help you course correct.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE