How Hubspot Integration Can Improve Marketing & Sales Team Alignment To Benefit Subscription Businesses

Aligning the sales and marketing team is a complete journey that requires continuous strategy optimization. It also needs the right stack of tools i.e. HubSpot integrations, Salesforce integration, etc. to ensure the communication between both teams and with customers remains optimal. If it is done right, then the alignment of marketing and sales teams will result in a 38% customer retention and 36% increase in the sales win rate. Specifically, the alignment can drive revenue growth to 208% for subscription management businesses.

Additionally, the right stack of tools integrated with subscription management software can offer multiple benefits throughout the business operations ranging from buyer experience to disseminating clear goals and objectives. It also helps in ensuring a successful customer-centric business culture implementation. However, when it comes to subscription handling, the teams often complain about lead quality, not having the right content for lead nurturing, payment failure, or missed deadlines to follow-up with a subscriber for invoice payment, upselling, or cross-selling packages. All of these things can result in revenue and customer churn, not within a month rather within days.

Here in this article, we have discussed in detail the challenges a subscription business has to face when their subscription billing and payment management software doesn’t offer tools for team collaboration, and also named some benefits that integrating the right marketing and sale tools offered by HubSpot into your system. Lastly, we have discussed how this integration can help you in getting ready to achieve the sales targets in 2022.

Challenges Faced By Subscription Businesses With Disconnected Teams

Lead Quality And Closing Ratio – The first challenge is that every subscription business report is attracting irrelevant marketing qualified lead (MQL) and sending it to sales reps which results in time wastage and also lowers the deal-closing ratio.
Missed Opportunity – In addition to MQL and SQL quality, the manual data monitoring, calendar updating often result in missing follow-up with potential leads e.g. payment collection, credit-card data updating, and much more. It also results in a subscriber churn rate that is either caused by targeting the wrong consumer base or reaching the relevant persona with generalized content. This is often caused when the marketing and sales pipeline are not synchronized or when marketing and sale goals are not communicated. On top of this, it increases the content creation relevancy up to 76% and also decreases the content usability ratio by sale reps to 36%.
Communication Gap & Confusion Among Subscribers – Lastly, another sign that results in recurring billing and payment collection failure is when the subscriber claim they have been communicated something about a certain offer or discount which support and sales team is unaware of. This happens when the data on lead collected by the marketing team is not shared with other teams.

3 Ways To Align Sales & Marketing Team

Communicating Goal & Objectives – The first thing that can improve the sale and marketing team alignment process can start with communicating the key goals and objecting to both teams. To make this process easier you can create a common goal and objective document to share on the dashboard. It could be seen as a reference point for all teams and also communicate the specific criteria for both teams ranging from lead scoring to creating a custom MQL lead qualification criteria and SQL lead nurture process.
Encourage Regular Communication – Another proven way that can help in sales and marketing team alignment is creating a collaboration and communication culture. Since marketing and sales teams are both responsible for attracting lead and passing it on for nurturing and upon closing shifting it back to the marketing funnel. This loop of potential lead movement from marketing to sales and sales to marketing funnel requires comprehensive communication to ensure the right content and contextual communication is done with lead so that no room for miscommunication is left.
Using The Right Tool That Supports Both Teams’ Goals – Last but least, using the right tools. Both sales and marketing teams use unique tools. Hence, creating a system that efficiently integrates the tools and synchs data with the central system e.g. HubSpot Marketing Hub and HubSpot Sale Hub with SubscriptionFlow can ensure the subscription management is done right and contextual and uniform information is provided to the subscribers.

How Hubspot Integration Help Subscription Businesses in Aligning Sales & Marketing Team

When it comes to subscription businesses, the software they are using to manage subscriptions, generate invoices and proration, collect payments through dunning management, does support content management or lead nurturing. In this regard, HubSpot integration with subscription management software complements each other. The feature of inbound marketing and automation, sales team, and pipeline management take subscriber retention to the next level. Moreover, proactive communication through sales reps also increases the payment collection ratio. In addition to these, the following benefits can be availed.

Assist in proactive billing management with aligned sale service
Marketing & sales team collaboration and payment collection
Marketing & sales automation
Customer data synchronization
Assists in subscription lifecycle management
Automate lead nurturing & follow-up communication
Align teams and drive relevant revenue
Retain customers & improve CX
Customer journey tracking
Uniform communication at all touchpoints

3 Ways Hubspot Integration With Subscriptionflow Can Help You Hit Sales Target In 2022

2022 is right around the corner, this is the right time subscription management business offering services or product subscriptions to analyze their strategy and optimize it to match the competition. Before you do that, it is recommended that you measure the result of the existing goals that you have set for year-end and modify those for the future.

For subscription businesses achieving maximum subscribers retention rate, attracting potential leads and minimizing effort for manual subscription management is the top priority. All of these that we have just stated cannot be achieved in isolation and is not a one-team task. To achieve this you need to create an ecosystem that fosters collaboration. In this quest, HubSpot integration with SubscriptionFlow can help you. Here is an example of a sales goal that you can set and achieve.

Increase or Double Subscribers– If your target is to sell more subscription plans for your SaaS or Subscription boxes, then you will need extra help from both the marketing and sales department. In SubscriptionFlow, the integration helps you leverage all essential features offered by HubSpot Sale Hub. It helps you create a comprehensive sales pipeline, content e.g. play-book, document to empower sales reps with a competitive edge and knowledge on a competitor. Along with this, sales reps have access to the information and data collected by the marketing and support team, also from the subscription software. This detailed data help in selling services and providing contextual packages to the customer that not only build trust but also result in an increase in new subscriber acquisition.
Improve Lead Conversion Rate – Another goal is to improve the lead conversion ratio. But this is highly dependent on your marketing and sale collaboration. To achieve this you can take your sales and marketing team onboard craft a strategy that targets the specific market and consumer base. Once this is done, you can create a marketing and sale pipeline that contains contextual, relevant, and the right content to navigate the lead until it converts. Also, you can create a strategy to improve the retention rate by leveraging the insights provided by the previous campaign and investing funds in region and market that has more potential for ROI.

Cross-Sell & Upsell – Lastly, if as a subscription business, you have a goal of nurturing your existing subscriber base and selling the newly launched service or packages then marketing, sales, and support collaboration is the solution that you should seek. With SubscriptionFlow integrated with HubSpot, you can create multiple campaigns and automate everything from marketing to sales and utilize the AI communication intelligence and workflow with designated ifs and then rules to enhance contextual communication. Moreover, selling a new service to loyal customers is less expensive than investing efforts in attracting new customers.

Conclusion

For a subscription business that is either selling products in the form of subscription boxes or intangible services, then relying only on the website to attract leads and email modules provided in the subscription software is not enough, especially if you are planning to expand globally. In this quest, marketing & sales team collaboration and alignment on all ends can produce the results that you are seeking. SubscriptionFlow integration with HubSpot creates a system that can be used as a complete suite where you can not only manage subscriptions and collect the payment but also allow one to create and manage marketing campaigns without leaving the dashboard, and close lead with the help of the sales team.