Marketing & sales
Marketing and sales working towards the same numbers.
You do not need to hire a marketing department to get your marketing in order. I set up goals, channels and the CRM so every effort can be followed all the way to a deal.
Sound familiar?
You pay for a CRM nobody trusts
The licences cost money every month, but sales keep their deals in their heads and in Excel.
Marketing says leads, sales says junk
Nobody has decided what a good lead is, so both are right and nobody is happy.
You post, but do not know what it brings
Posts get written and newsletters go out, but nobody can say who became a customer.
It all depends on one person
One salesperson or marketing coordinator holds it together. When they are away, it stops.
Smarketing
What is smarketing?
Smarketing means sales and marketing working as one team. They share goals, the same picture of a good customer and a clear handover when marketing has created interest and sales takes over.
It sounds obvious, but in most companies marketing and sales have different goals, different systems and different numbers. That is where deals get lost.
What I do
One plan for sales and marketing
Goals, who you sell to, what a good lead is and how the handover works. Written down and agreed by both.
Content strategy
What to write about, for whom and in what order. Tied to the questions your customers ask before they buy.
Email and marketing automation
Sends and flows that follow up interest on their own and hand over to sales when it is time.
Social media
A few channels that suit you, a simple plan and follow-up of what leads on to the website.
Marketing communication
Messages, campaigns and copy that say the same thing on the website, in the emails and in the sales meeting.
A CRM that shows the deal
HubSpot, Salesforce or whatever you have, set up so you can see which efforts become deals. More on CRM & data →
Hire, agency or Builders Group
Three ways to get your marketing done. Each has its place.
| Hire | Agency | Builders Group | |
|---|---|---|---|
| Getting started | Recruiting and onboarding, often several months | Contract and kick-off with a team | One call, then a proposal for what to do first |
| Cost | Salary, payroll taxes and tools, every month | Hours or a subscription, often with several people on the job | A monthly price for ongoing work, a fixed price for defined jobs |
| Sales and systems | Depends on who you find | Usually strong on marketing, less on CRM and data | Marketing, sales, CRM and data in one person |
| Who owns accounts and data | You | Sometimes the agency | You, always |
| When needs change | Hard to scale up or down | New contract or new quote | The scope is adjusted to the need |
Agency, sales and large companies
I can talk to developers and salespeople alike
I have also worked at a communication agency and a digital agency, on inbound and growth, and as a sales consultant. That is why I can translate between developers, the marketing team and sales, and get them working towards the same numbers.
I have built marketing automation for hundreds of stores at a large company and work with martech at a bank today. I have also given a talk at HubSpot User Group Stockholm on what good data is worth.
How it works
Call
What do you sell, to whom, and where are deals lost today?
Plan
Shared goals, a lead definition, channels and what to measure.
Set-up
CRM, flows and tracking in place, so the numbers can be trusted.
Ongoing
Content, sends and follow-up every month, with one report that sales and marketing share.
Price
It starts with a call about what you sell and where it stalls. Ongoing work, such as content, sends and follow-up, has a monthly price set by the scope. Defined jobs, such as a shared sales and marketing plan or a CRM set-up, get a fixed price before they start. Advice and smaller jobs can also be billed by the hour, SEK 1,500/hour excluding VAT.
Common questions
Do we need HubSpot?
Do you write the copy too?
We already have an agency. Can you still help?
How quickly do we see results?
What takes up most of your time today?
Tell me on a call. You get a reply within one working day and a clear price before any work starts.