Pricing and Packaging Inbound Ser

TO EDIT THIS WORKBOOK

Go to File > Make a Copy and create your own version of it. Share with your HubSpot

This exercise is designed to help your firm deliver client success and realize profi

To do this, you'll:
1) Define the inbound services you'll offer
2) Determine the cost of delivering those inbound services
3) Determine the price you'll charge for those inbound services considering:
a. Cost + markup
b. Value created for the client
c. An assessment of your firm's pricing power
und Services Tool

OOK
with your HubSpot CAM and your team.

and realize profitability.

ces considering:
 Inbound Services Framework
Inbound helps turn strangers into prospects, prospects into customers, and customers in
Review the common inbound services below and then advance to the next tab.
Marketing
Kickoff Call
Inbound Strategy
Buyer Persona Development
Buyer Profile Development
TechnicalContent Strategy (Setup &
Implementation
Integrations)
Sales & Marketing Alignment
Reporting Setup
Traffic Generation
Blogging
SEO
Social Publishing
Ad Development
Video
Other Content Creation
Reporting & Review
CRM ImplementationSales Enablement
FOUNDATIONAL
Inbound Engagement Setup Activities
Sales Service
Sales Audit and Strategy Develop a Customer Jo
HubSpot CRM Setup Install HubSpot Serv
Install HubSpot Sales Reporting Setu
Sales & Marketing Alignment
Reporting Setup
MARKETING
Lead Conversion Lead Nurtu
Conversion Path Creation Lead Nurturing & Aut
Social Selling Enablement Email Marketin
Social Prospecting Automation
A/B Testing MOFU/BOFU Offer C
Ad Campaign Management Personalized Con
Reporting & Review Lead Scoring
Sales & Marketing Al
CRM Integration / Closed L
Reporting & Rev
SALES
S&M Alignm
CRM ImplementationSales Enablement S&M Alignm

Custom Fields and View Creation Setup Conversations Sales & Marketing Alignm
Deal Stage Setup Setup Calling MQL/ SQL Defini
Data Import & Cleansing Setup Workflows and Automation Sales and Marketing Go
Integrations
CRM Ongoing Optimization & Setup Messages Round-Robin Rotation SLA Developme
Adminstration SalesReporting Dashboard
and Marketing Setup
Funnel/Flywheel Lead Hand-off
Sales Procedure
Content Assess
Reporting & Review Analysis Recommendatio
Email Template Creation and Optimization Reporting & Rev
Sales Document Creation
Sequence
Build Creation
Rep-Specific & Optmization
Landing Page (w/
Meetings)
Create Customer Case Study
Prospecting Support (Prospecting Tool)
Reporting & Review

SERVICE
Help Desk Knowledgebase Feedbac
Add Communication Channel(s) Setup Customer Listening P
Single Inbox Setup & Training Knowledgebase Design & Setup 3 Point Surve
Ticket System Setup & Training Create Self-Service Content Anaylyze and Share
Live Chat and Chatbot Training Knwledgebase Update Develop Promoter Advoca
Reporting & Review Reporting & Review Reporting & Rev

Tips
Find more information about each Inbound Service in the tab in this worksheet 'Appendix - Inbou
mers, and customers into promoters via Marketing, Sales, and Service.
the next tab.

DATIONAL
gement Setup Activities

Service

Develop a Customer Journey Map

Install HubSpot Service Hub
Reporting Setup

RKETING
Lead Nurturing

Lead Nurturing & Automation

Email Marketing
Automation
MOFU/BOFU Offer Creation
Personalized Content
Lead Scoring
Sales & Marketing Alignment
CRM Integration / Closed Loop Reporting
Reporting & Review

ALES
S&M Alignment Sales Coaching
 S&M Alignment Sales Coaching

Sales & Marketing Alignment Workshop Sales Rep Coaching

MQL/ SQL Definition Sales Rep Sales Training (1:Many)
Sales and Marketing Goal Setting Sales Leadership Coaching
SLA Development Create Sales Playbooks
Lead Hand-off
Sales Procedure
Content & Feedback
Assessment and General Sales Management Duties
Recommendations SDR (Sales Development Rep) Services
Reporting & Review Sourcing Candidates
Interviewing & Hiring Salespeople
New Hire Onboarding
Exit Inteviews
Reporting & Review

RVICE
Feedback
etup Customer Listening Posts (NPS, CES,
3 Point Survey)
Anaylyze and Share Findings
Develop Promoter Advocacy Programs
Reporting & Review

ksheet 'Appendix - Inbound Services'.

#1. Define Your Standard Set of Inbound Services
Firms typically have a standard set inbound services, which are the most common services they expect to offe
inbound services by answering "Yes" in the "Offer ?" column for those services you expect to commonly offer.
prospect. Consult the "For Reference" column below for ideas on inbound services that compliment your curre
To Complete
other worksheet tabs for additional help.

STANDARD SET OF INBOUND SERVICES

Fill in your standard inbound services below. For help, reference suggested inbound compliments to
current main service offering to the right.
Service Cadence
Category Sub-Category Inbound Service (Typical)
Foundational Marketing Kickoff Call One-Time
Foundational Marketing Inbound Strategy One-Time
Foundational Marketing Buyer Persona Development One-Time
Foundational Marketing Buyer Profile Development One-Time
Foundational Marketing Content Strategy One-Time
Foundational Marketing Technical Implementation (Setup &One-Time
Foundational Marketing Sales & Marketing Alignment One-Time
Foundational Marketing Reporting Setup One-Time
Foundational Sales Sales Audit and Strategy One-Time
Foundational Sales HubSpot CRM Setup One-Time
Foundational Sales Install HubSpot Sales One-Time
Foundational Sales Sales & Marketing Alignment One-Time
Foundational Sales Reporting Setup One-Time
Foundational Services Develp a Customer Journey Map One-Time
Foundational Services Install HubSpot Service Hub One-Time
Foundational Services Reporting Setup One-Time
Marketing Traffic Generation Blogging Recurring
Marketing Traffic Generation SEO Recurring
Marketing Traffic Generation Social Publishing Recurring
Marketing Traffic Generation Ad Development Recurring
Marketing Traffic Generation Video Recurring
Marketing Traffic Generation Other Content Creation Recurring
Marketing Traffic Generation Reporting & Review Recurring
Marketing Lead Conversion Conversion Path Creation Recurring
Marketing Lead Conversion Social Selling Enablement Recurring
Marketing Lead Conversion Social Prospecting Recurring
Marketing Lead Conversion A/B Testing Recurring
Marketing Lead Conversion Ad Campaign Management Recurring
Marketing Lead Conversion Reporting & Review Recurring
Marketing Lead Nurturing Lead Nurturing & Automation Recurring
Marketing Lead Nurturing Email Marketing Recurring
Marketing Lead Nurturing Automation Recurring
Marketing Lead Nurturing MOFU/BOFU Offer Creation Recurring
Marketing Lead Nurturing Personalized Content Recurring
Marketing Lead Nurturing Lead Scoring One-Time
Marketing Lead Nurturing Sales & Marketing Alignment One-Time
Marketing Lead Nurturing CRM Integration / Closed Loop Rep One-Time
Marketing Lead Nurturing Reporting & Review Recurring
Sales CRM Implementation Custom Fields and View Creation One-Time
Sales CRM Implementation Deal Stage Setup One-Time
Sales CRM Implementation Data Import & Cleansing One-Time
Sales CRM Implementation Integrations One-Time
Sales CRM Implementation CRM Ongoing Optimization & Admi Recurring
Sales CRM Implementation Reporting & Review Recurring
Sales Sales Enablement Set up Conversations One-Time
Sales Sales Enablement Setup Calling One-Time
Sales Sales Enablement Setup Workflows and Automation One-Time
Sales Sales Enablement Set up Messages Round-Robin Rot One-Time
Sales Sales Enablement Reporting Dashboard Setup One-Time
Sales Sales Enablement Sales and Marketing Funnel Analys One-Time
Sales Sales Enablement Email Template Creation and Opti One-Time
Sales Sales Enablement Sales document creation Recurring
Sales Sales Enablement Sequence Creation & Optmization Recurring
Sales Sales Enablement Build Rep-Specific Landing Page ( One-Time
Sales Sales Enablement Create Customer Case Study Recurring
Sales Sales Enablement Prospecting Support (Prospecting TRecurring
Sales Sales Enablement Reporting & Review Recurring
Sales S&M Alignment Sales & Marketing Alignment Wor One-Time
Sales S&M Alignment MQL/ SQL Definition One-Time
Sales S&M Alignment Sales and Marketing Goal Setting One-Time
Sales S&M Alignment SLA Development One-Time
Sales S&M Alignment Lead Hand-off Procedure & Feedb One-Time
Sales S&M Alignment Sales Content Assessment and R One-Time
Sales S&M Alignment Reporting & Review One-Time
Sales Sales Coaching Sales Rep Coaching Recurring
Sales Sales Coaching Sales Rep Sales Training (1:Many) Recurring
Sales Sales Coaching Sales Leadership Coaching Recurring
Sales Sales Coaching Create Sales Playbooks Recurring
Sales Sales Coaching General Sales Management Dutie Recurring
Sales Sales Coaching SDR (Sales Development Rep) Ser Recurring
Sales Sales Coaching Sourcing Candidates One-Time
Sales Sales Coaching Interviewing & Hiring Salespeople One-Time
Sales Sales Coaching New Hire Onboarding Recurring
Sales Sales Coaching Exit Inteviews Recurring
Sales Sales Coaching Reporting & Review Recurring
Services Help Desk Add Communication Channel(s) One-Time
Services Help Desk Single Inbox Setup & Training One-Time
Services Help Desk Ticket System Setup & Training One-Time
Services Help Desk Live Chat and Chatbot Training One-Time
Services Help Desk Reporting & Review Recurring
Services Knowledgebase Knowledgebase Design & Setup One-Time
Services Knowledgebase Create Self-Service Content Recurring
Services Knowledgebase Frequent update Recurring
Services Knowledgebase Reporting & Review Recurring
Services Feedback Setup Customer Listening Posts (N One-Time
Services Feedback Anaylyze and Share Findings Recurring
Services Feedback Develop Promoter Advocacy Prog Recurring
Services Feedback Reporting & Review Recurring

Tips
Find more information about each Inbound Service in the tab in this worksheet 'APPENDIX - Inbound
rvices
es they expect to offer to their most common type of prospects. Define your standard set of
t to commonly offer. On subsequent tabs you will customize your services for a specific
ompliment your current main service offering. Also, see pro-tips at the bottom of this and
For Reference

und compliments to your Your current main service

offering--------> 1. Website Design
Offer ? Suggested Inbound Compliments
(-,Yes) Inbound Services that may align well with your current main offering
- Kickoff Call
-
- Buyer Persona Development
-
-
-
-
-
-
-
-
-
-
-
-
-
Yes Blogging
Yes
-
Yes
- Video
-
Yes
Yes Conversion Path Creation
-
-
-
Yes
Yes
Yes
Yes
Yes
Yes
Yes Personalized Content
Yes
-
Yes
Yes Reporting & Review
Yes
Yes
-
-
Yes
Yes
Yes
-
-
-
-
-
-
-
-
-
-
-
-
-
Yes
-
Yes
Yes
-
-
-
-
-
-
-
-
-
-
-
-
-
 Yes
Yes
Yes
Yes
-
-
-
-
-
Yes
Yes
-
Yes

PPENDIX - Inbound Services'.

#2. Select Prospect Area for Inbound Focus

To begin customizing services for a particular prospect, select an inbound area in which your prosp
Then advance to the next worksheet tab where you will find suggested services and hours corresp
you selected.
In which inbound area should your prospect most focus?
Advance to the next tab to see suggested services and hours corresponding to the focus area yo

FOR REFERENCE
Area of Inbound Focus
MARKETING-TRAFFIC GENERATION Marketing services with special focus on traffic generation
MARKETING-LEAD CONVERSION
MARKETING-LEAD NURTURING
MARKETING-ALL
SALES-CRM IMPLEMENTATION
SALES-SALES ENABLEMENT
SALES-S&M ALIGNMENT
GROWTH-MKTG&SALES
SERVICE-ALL
LIGHTWEIGHT-MARKETING
LIGHTWEIGHT-SALES
LIGHTWEIGHT-GROWTH
Description
Marketing services with special focus on converting leads
Marketing services with special focus on prioritizing and making leads sales ready
Marketing services with similar focus across driving traffic, converting leads, and he
Sales services with special focus on organization via CRM services
Sales services with special focus on optimization via Sales Enablement Services
Sales services with special focus on alignment via Sales & Marketing Alignment Se
Both Marketing + Sales services
Service services with similar focus across helpdesk, knowledgebase, and feedback
LIGHTWEIGHT retainer based on select marketing services
LIGHTWEIGHT retainer based on select sales services
LIGHTWEIGHT retainer combining both marketing and sales services

Tips
*The focus areas above represent a starting point. On the next tab you'll customize services to further match
und Focus

und area in which your prospect should most focus.

d services and hours corresponding to the focus area

MARKETING-LEAD NURTURING
ponding to the focus area you've selected.

zing and making leads sales ready

ving traffic, converting leads, and helping leads to be sales-ready
on via CRM services
n via Sales Enablement Services
via Sales & Marketing Alignment Services

esk, knowledgebase, and feedback.

arketing services
les services
arketing and sales services

omize services to further match specific prospect needs.

#3. Customize Inbound Services Based on the Prospec

Now, customize inbound services for your prospect based on their specific needs.
Indicate the services you will offer and the expected hours for each using the fields in blue columns

For guidance, refer to the "For Reference - Baselines" section below.

This section contains 2 baselines; 1) the prospect area for inbound focus which you selected on tab 2

Pro-Tip: See even more examples of customized service packages here ------------------------

CUSTOMIZED SET OF INBOUND SERVICES

For Prospect Name:

Service HubSpot
Categor Cadence Offer ?
y Sub-Category Inbound Service (Typical) (Yes,-)
Foundation
Marketing Kickoff Call One-Time Yes
Foundation
Marketing Inbound Strategy One-Time Yes
Foundation
Marketing Buyer Persona Deve One-Time Yes
Foundation
Marketing Buyer Profile Develo One-Time Yes
Foundation
Marketing Content Strategy One-Time Yes
Foundation
Marketing Technical Implementa One-Time Yes
Foundation
Marketing Sales & Marketing Al One-Time -
Foundation
Marketing Reporting Setup One-Time Yes
Foundation
Sales Sales Audit and Stra One-Time -
Foundation
Sales HubSpot CRM Setup One-Time Yes
Foundation
Sales Install HubSpot Sales One-Time -
Foundation
Sales Sales & Marketing Al One-Time -
Foundation
Sales Reporting Setup One-Time -
Foundation
Services Develp a Customer J One-Time -
Foundation
Services Install HubSpot Serv One-Time -
Foundation
Services Reporting Setup One-Time -
MarketingTraffic GenerationBlogging Recurring -
MarketingTraffic GenerationSEO Recurring -
MarketingTraffic GenerationSocial Publishing Recurring -
MarketingTraffic GenerationAd Development Recurring Yes
MarketingTraffic GenerationVideo Recurring -
MarketingTraffic GenerationOther Content Creati Recurring -
MarketingTraffic GenerationReporting & Review Recurring Yes
MarketingLead Conversion Conversion Path Crea Recurring Yes
MarketingLead Conversion Social Selling Enabl Recurring -
MarketingLead Conversion Social Prospecting Recurring -
MarketingLead Conversion A/B Testing Recurring -
MarketingLead Conversion Ad Campaign Manag Recurring Yes
MarketingLead Conversion Reporting & Review Recurring Yes
MarketingLead Nurturing Lead Nurturing & Au Recurring Yes
MarketingLead Nurturing Email Marketing Recurring Yes
MarketingLead Nurturing Automation Recurring Yes
MarketingLead Nurturing MOFU/BOFU Offer Cre Recurring Yes
MarketingLead Nurturing Personalized Content Recurring Yes
MarketingLead Nurturing Lead Scoring One-Time Yes
MarketingLead Nurturing Sales & Marketing Al One-Time -
MarketingLead Nurturing CRM Integration / Cl One-Time Yes
MarketingLead Nurturing Reporting & Review Recurring Yes
Sales CRM ImplementatCustom Fields and Vi One-Time Yes
Sales CRM ImplementatDeal Stage Setup One-Time Yes
Sales CRM ImplementatData Import & Cleans One-Time -
Sales CRM ImplementatIntegrations One-Time -
Sales CRM ImplementatCRM Ongoing Optimiz Recurring Yes
Sales CRM ImplementatReporting & Review Recurring Yes
Sales Sales EnablementSet up Conversations One-Time -
Sales Sales EnablementSetup Calling One-Time -
Sales Sales EnablementSetup Workflows and One-Time -
Sales Sales EnablementSet up Messages Rou One-Time -
Sales Sales EnablementReporting Dashboard One-Time -
Sales Sales EnablementSales and Marketing One-Time -
Sales Sales EnablementEmail Template Creat One-Time -
Sales Sales EnablementSales document crea Recurring -
Sales Sales EnablementSequence Creation & Recurring -
Sales Sales EnablementBuild Rep-Specific L One-Time -
Sales Sales EnablementCreate Customer Cas Recurring -
Sales Sales EnablementProspecting Support ( Recurring -
Sales Sales EnablementReporting & Review Recurring -
Sales S&M Alignment Sales & Marketing A One-Time -
Sales S&M Alignment MQL/ SQL Definition One-Time -
Sales S&M Alignment Sales and Marketing One-Time -
Sales S&M Alignment SLA Development One-Time Yes
Sales S&M Alignment Lead Hand-off Proce One-Time Yes
Sales S&M Alignment Sales Content Asse One-Time -
Sales S&M Alignment Reporting & Review One-Time -
Sales Sales Coaching Sales Rep Coaching Recurring -
Sales Sales Coaching Sales Rep Sales Trai Recurring -
Sales Sales Coaching Sales Leadership Co Recurring -
Sales Sales Coaching Create Sales Playboo Recurring -
Sales Sales Coaching General Sales Manag Recurring -
Sales Sales Coaching SDR (Sales Developm Recurring -
Sales Sales Coaching Sourcing Candidates One-Time -
Sales Sales Coaching Interviewing & Hirin One-Time -
Sales Sales Coaching New Hire Onboarding Recurring -
Sales Sales Coaching Exit Inteviews Recurring -
Sales Sales Coaching Reporting & Review Recurring -
Services Help Desk Add Communication C One-Time Yes
Services Help Desk Single Inbox Setup & One-Time Yes
Services Help Desk Ticket System Setup One-Time Yes
Services Help Desk Live Chat and Chatbo One-Time Yes
Services Help Desk Reporting & Review Recurring -
Services Knowledgebase Knowledgebase Desi One-Time -
Services Knowledgebase Create Self-Service Recurring -
Services Knowledgebase Frequent update Recurring -
Services Knowledgebase Reporting & Review Recurring -
Services Feedback Setup Customer Liste One-Time Yes
Services Feedback Anaylyze and Share F Recurring Yes
Services Feedback Develop Promoter Ad Recurring -
Services Feedback Reporting & Review Recurring Yes

Total

Tips
*Your customized services are an initial set of services that you will provide your clients. You should continously m
** The baselines above are meant to provide directional suggestions. Customize your services and hours to mat
on the Prospect

c needs.
the fields in blue columns below.

which you selected on tab 2 and 2) the standard set of inbound services you selected on tab 1.

s here -------------------------------Example Packages

For Reference - Baselines

Prospect Area for Inbound Focus (selected on Tab 2)

Ongoing Ongoing
One-Time Monthly % MARKETING-LEAD
One-TimeNURTURING
Monthly
of Ongoing %
Hrs Hrs Hrs Inbound Service Hrs Hrs (of Hrs/Mo)
1 Kickoff Call 1 0%
4 Inbound Strategy
Buyer Persona 4 0%
6 Development
Buyer Profile 8 0%
Technical
2 Development 4 0%
Implementation
4 Content Strategy
(Setup & 4 0%
4 SalesIntegrations)
& Marketing 6 0%
Alignment 0%
4 Reporting
Sales Audit Setup
and 0%
Strategy
HubSpot CRM 0%
2 InstallSetup
HubSpot 0%
Sales & Sales
Marketing 0%
Alignment 0%
Develp a
ReportingJourney
Customer Setup 0%
InstallMap
HubSpot 0%
Service Hub 0%
Reporting Setup 0%
Blogging 0%
SEO 0%
Social Publishing 0%
4 7% Ad Development 0%
Other Video
Content 0%
Creation &
Reporting 0%
1 2% Review Path
Conversion 0%
6 11% Creation
Social Selling 15 33%
Enablement 0%
Social Prospecting 0%
AdA/B Testing
Campaign 0%
4 7% Management 0%
 Reporting &
1 2% Lead Review
Nurturing & 0%
10 18% Automation 8 18%
6 11% Email Marketing 8 18%
4 7% Automation
MOFU/BOFU Offer 6 13%
6 11% Creation
Personalized 0%
6 11% Content 0%
2 1 2% Lead
Sales & Scoring
Marketing 6 0%
CRM Integration /
Alignment
Closed Loop 0%
1 1 2% Reporting&
Reporting 8 0%
2 4% Custom Review
Fields and 8 18%
1 View Creation 0%
1 Deal
Data Stage
ImportSetup
& 0%
Cleansing 0%
CRM Ongoing
Integrations&
Optimization 0%
2 4% Adminstration
Reporting & 0%
1 2% Review
Set up 0%
Conversations 0%
Setup
Setup Calling 0%
Set up Workflows
Messages
and Automation
Round-Robin 0%
Rotation
Reporting 0%
Sales and
Dashboard
Marketing Setup
Funnel 0%
Email Template
Analysis
Creation and 0%
Optimization
Sales document 0%
Sequence
creation&
Creation 0%
Build Rep-Specific
Optmization
Landing Page (w/ 0%
Meetings)
Create Customer 0%
Prospecting
Case Study
Support 0%
(Prospecting
Reporting Tool)
& 0%
Sales & Marketing
Review
Alignment 0%
Workshop
MQL/ SQL 0%
Sales and
Definition
Marketing Goal 0%
Setting 0%
Lead Hand-off
1 SLAProcedure
Development & 0%
Sales Content
1 Feedback
Assessment and 0%
Recommendations
Reporting & 0%
Review
Sales Rep 0%
Coaching
Sales Rep Sales 0%
Training (1:Many)
Sales Leadership 0%
Coaching
Create Sales 0%
General Sales
Playbooks
Management 0%
SDR (Sales
Duties Rep)
Development 0%
Services
Sourcing 0%
Candidates 0%
 Interviewing &
Hiring Salespeople
New Hire 0%
Onboarding 0%
Exit Inteviews
Reporting 0%
Add &
Review
Communication 0%
1 Channel(s)
Single Inbox Setup 0%
1 & Training
Ticket System 0%
1 Setup & Training
Live Chat and 0%
1 Chatbot Training
Reporting & 0%
Review
Knowledgebase 0%
Design
Create & Self-
Setup 0%
Service Content 0%
Setup Customer
Frequent update
Reporting & 0%
Listening Posts
Review
(NPS, CES, 3 Point 0%
1 Survey)and
Anaylyze 0%
Develop Promoter
1 2% Share Findings
Advocacy 0%
Programs&
Reporting 0%
1 2% Review 0%
0
39 57 100% TOTAL 41 45 100%

ents. You should continously make adjustments based on the needs of your client and your learnings from the engagement.
ze your services and hours to match the needs of your specific client.
n tab 1.

Your Standard Set of

Inbound Services (selected on
Tab 1)
Inbound Services

Blogging
SEO

Ad Development

Reporting & Review

Conversion Path Creation

Ad Campaign Management
 Reporting & Review
Lead Nurturing & Automation
Email Marketing
Automation
MOFU/BOFU Offer Creation
Personalized Content
Lead Scoring
CRM Integration / Closed Loop
Reporting
Reporting
Custom Fields& Review
and View
Creation
Deal Stage Setup

CRM Ongoing Optimization &

Adminstration
Reporting & Review
Set up Conversations

MQL/ SQL Definition

LeadSLA Development
Hand-off Procedure &
Feedback
 Add Communication Channel(s)
Single Inbox Setup & Training
Ticket System Setup & Training
Live Chat and Chatbot Training

Setup Customer Listening Posts

(NPS, CES, 3 Point Survey)
Anaylyze and Share Findings

Reporting & Review

m the engagement.
#4. Calculate Cost + Markup
Next, determine your delivery costs plus the markup you'd like to earn from the busines

1. Calculate Delivery Costs

Avg. Employee Salary $15,000
plus Benefits (%) 25.00%
Avg Salary with Benefits $18,750
Avg. Hourly Wage $7
Avg Hourly Wage with Benefits $9
Avg. Utilization Rate 60%
Avg. Employee Billable Hours / Year 1,248
Cost Per Billable Hour $15
Plus Est Overhead % 30%
Effective Hourly Cost (pre-profit) $20 $20 $20
x Delivery Hours (One-Time) 39
x Delivery Hours (Ongoing Monthly) 57
x Delivery Hours (Onoging Monthly + Amortized One-Time Costs)
Total Delivery Cost
One-Time $762
Ongoing Monthly $1,113
Avg Monthly (Ongoing Monthly + Amoritzed One-Time Costs)

2. Add Markup - both a) the minimum you would accept and b) your ideal markup

Equals Profitability Indicators

Margin
Effective
(%) Hourly Rate
Your (See notes (See notes
Minimum Markup
Markup (%) below*) below**)
Common benchmark - 25% 35% 25.9% $26
High Markup
Common benchmark - 50% 60% 37.5% $31

Tips
*Markup % is your profit divided by your cost. Margin % is your profit divided by your revenue. Experiment p

**Although you may not price by the hour to your client, it is important to understand your Effective Hourly B
Rate of between $100 and $200+. However, even for profitable firms sometimes this can be lower due to geographi

***You should also understand your Multiple on Hourly Wage, which is simply the your Effective Hourly Bill Rate divided b
derived from the consultants rule of thirds, which relates here as well. . http://consultantjournal.com/blog/setting-consulting-

For additional guidance on where your firm should fall within your overall pricing range, reference the Tips at the bottom of T
to earn from the business.

Notes
Average salary for the engagement team
$2,000

Additional benefits as % of salary. Often 25-40% $1,800

Total salary including benefits. $1,600

Salary / 2080 hrs. Factor vacation & sick time in utlization rate $1,400

Salary with benefits / 2080 hours $1,200

% of time that is billable $1,000
Avg billable hours per year $800
Salary with Benefits / Avg Billable Hrs $600
Overhead % - rents, utilities, overhead staff, etc
$400
$20 Equals Effective Hourly Cost
$200
Total from Tab 3. Customize Services
$0
Total from Tab 3. Customize Services Delivery Cost Min Mar
60.3 Ongoing hrs/month + One-time hrs/12 months
Avg Monthly (Incl. One-Time)

$1,177

ofitability Indicators Your Cost $ Your Profit $

Multiple on Avg Avg

Hourly Wage Monthly Monthly
(See notes Ongoing (incl One- Ongoing (incl One-
below***) One Time Monthly Time) One-Time Monthly Time)
3.7 $267 $390 $412
$762 $1,113 $1,177
4.3 $457 $668 $706

y your revenue. Experiment plugging in different markups above to see the effect on margin %.

rstand your Effective Hourly Bill Rate, This rate is your total engagement price divided by your total engagement hrs. Profitable firms o
s can be lower due to geographical wage variations and/or other factors. Make sure to also consider Multiple on Hourly Wage. See be

ffective Hourly Bill Rate divided by your Average Hourly Wage. Profitable professional service firms typically have a multiple at least 3
urnal.com/blog/setting-consulting-fee-rates

ference the Tips at the bottom of Tab 6. Review Pricing

 Cost Margin

Delivery Cost $1,177

Min Markup $1,177 $412

High Markup $1,177 $706

ry Cost Min Markup High Markup

Avg Monthly (Incl. One-Time)

Your Client Price

Ongoing Avg Monthly (incl

One-Time Monthly One-Time)
$1,028 $1,503 $1,589
$1,219 $1,781 $1,883

%.

gagement hrs. Profitable firms often have an Effective Hourly Bill

Multiple on Hourly Wage. See below.

ically have a multiple at least 3 and sometimes well above. This is

 #6. Estimate Value
Next, understand the potential value of your services to your prospect. Then advance to the next ta

1) Estimate number of new customers generated for your prospect (Client Funnel Analysis)

Current Target Change Multiplier $12,000

Visitors / Month 2,000 2,000 0 1x
Leads / Month 5 40 35 8x $10,000
Customers / Month 1 4 3 4x
Current Target $8,000
Visitor-to-Lead Conversion % 0.25% 2%
$6,000
Lead-to-Customer Conversion % 20.00% 10.00%

$4,000
2) Estimate value generated for your prospect

How much does your end-customer spend per purchase? $120,000 $2,000
How many times does the customer buy (lifetime)? 1
Estimated value of a new customer $120,000 $0
Deliver
New customers per month 4
Customer Lifetime Value (LTV) created per Month $480,000
Recommended marketing/growth spend as % of LTV 2% Note: generally 10%
Value-Based Price of Services $9,600
vance to the next tab to review your options and set your pricing.

nnel Analysis)

$12,000
Cost Margin
$10,000
Delivery Cost $1,177
Min Markup $1,177 $412
$8,000
High Markup $1,177 $706
Value-Based $1,177 $8,423
$6,000

$4,000

$2,000

$0
Delivery Cost Min Markup High Markup Value-Based Price
Avg Monthly (Incl. One-Time)
#7. Review Pricing

To set your final pricing, review your pricing range.

Based on your pricing power (see tips below), determine where within the range your pricing shou
Pricing Range (Ongoing Monthly)
$12,000

Potential Price $10,000

$1,589 Range $9,600
$8,000
Minimum Charge Maximum Charge
$6,000

$4,000

$2,000
Avg Monthly (incl One-Time)
Pricing Method Cost Margin Client Price $0
Min Markup Price $1,177 $412 $1,589 Delivery Cost Min M
High Markup Price $1,177 $706 $1,883 Avg Mon
Value-Based Price $1,177 $8,423 $9,600

Tips
Determine where your pricing should fall within your pricing range by considering your pricing power.

You have high pricing power IF:

- you are meaningfully differentiated in the market (i..e the client would have a hard time replacing you) and
- you've earned a premium level of trust and confidence (perhaps based on case studies, a proven track record of success,
- the client's cost of inaction or cost of other replacement alternatives is above what you would propose
- you have a healthy pipeline and can afford to walk away from the business if the prospect doesn't like your price

If you have high pricing power, steer towards the middle to high end of the range.

If some or all of these criteria don't apply, you have medium or low pricing power. Steer towards the low or middle of the

If your pricing power is not high, don't get discouraged. It is normal for firms to grow their pricing power - and prices - over t
and track record.

For more information about presenting your pricing to the client, including using structures such as a fixed monthly fe
lesson "Customizing and Pricing Inbound Services" in the HubSpot Academy, especially step 6 within that video - "Choose
ange your pricing should fall.

Cost Margin
Delivery Cost $1,177
Min Markup $1,177 $412
High Markup $1,177 $706
Value-Based $1,177 $8,423

Delivery Cost Min Markup High Markup Value-Based Price

Avg Monthly (Incl. One-Time)

our pricing power.

ng you) and
ven track record of success, and/or previous client results delivered) and
propose
sn't like your price

rds the low or middle of the range.

g power - and prices - over time as they increase their experience, differentation,

s such as a fixed monthly fee, point-based pricing, or value-based pricing, see the
within that video - "Choose your pricing structure.".
Example Customized Service Packages

INSTRUCTIONS: Find examples of customized service packages below. These are ju

and rates to fit the needs of your prospect
NOTE: These are mostly focused on sales services currently. Look for additional exa

Example Description

A full service sales retainer deployed across

Sigs Full Sales Retainer an entire sales team. Functionality is delivered
in phases.

A lightweight sales services approach

Belts Freemium Pilot that begins with low-risk/low-cost services
for a subset of reps and then builds in size
and scope towards a full sales retainer.

A lightweight approach that begins

Cox & King's Seed & Grow with low-risk/low-cost services for a subset of
reps or all reps and then builds in scope
towards a full marketing and sales retainer.
 Back to Customize Services

ages below. These are just examples. Modify your services, hours,

y. Look for additional examples to be added over time.

When to Use More Information

When the prospect is a good fit for a sales
retainer and there is full sales team buy-in, Package Details
especially from management.

When the prospect is a good fit for sales

services, but the sales team, especially
management, is not fully bought in. Package Details
Oftentimes, the organization is traditional in
nature, and/or change or risk averse.

When the prospect is a good fit for a full

marketing and sales retainer, but is not Package Details
bought in and/or is change or risk averse.
Full Service Sales Retainer
Description: A full sales service retainer across an entire (or most of a) sales team.
Often used when the prospect is a good fit for a sales retainer and there is sales te
Be advised, this is just one example of a sales services package to address client needs. Modify your services and hours to fit

Find the detailed playbook & a sample agreeme Detailed Playbook

Service
Cadence Sub-Cateory Inbound Services
Category
Phase I: Sales Force Effectiveness Audit (IF REQUIRED)
Timeline: Months 0-1
Suggested
$5,000-$10,000
Price:
Est Effort 1 or so months at 10-20 billable hrs/week
One-Time Foundational Sales Sales Audit and Strategy

Phase 2: Basic CRM and/or Sales Acceleration Tech Setup

Timeline: Months 1-2
Suggested
$2,000-$3,000
Price:
Est Effort 20 to 30 billable hours
Product
Recommenda HubSpot CRM, Sales LIGHTWEIGHT/Pro
tions
One-Time Foundational Sales CRM Setup
Custom Fields and View
One-Time Sales Organize
Creation
CRM Deal Stage Evaluation and
One-Time Sales Organize
Exit Criteria
One-Time Sales Organize Data Cleansing
One-Time Foundational Sales Install HubSpot Sales
One-Time Sales Optimize Set up meetings
One-Time Sales Optimize Setup Calling
Reporting Dashboard Setup
One-Time Sales Optimize
(Company Level)
Email Template Creation and
One-Time Sales Optimize
Optimization

Phase 3: Automation
Timeline: Months 1-2
Suggested
$1,200-$1,500
Price:
Est Effort 10 to 17 billable hours
Product
Recommenda HubSpot CRM, Sales LIGHTWEIGHT/Pro, Reporting Add-On
tions
One-Time Sales Optimize Set up meetings
Setup workflows and
One-Time Sales Optimize
automation
One-Time Sales Optimize Lead Scoring
Sequence Creation &
One-Time Sales Align
Optmization
Phase 4: Ongoing Sales Enablement and Acceleration Services
 Timeline: Months 3 Onward
Suggested
$2,500-$5,000+ per month
Price:
Est Effort 20-30 billable hours
Product
Recommenda HubSpot CRM, Sales LIGHTWEIGHT/Pro, Reporting Add-On AND HS Marketing L
tions
Recurring Sales Optimize Sales document creation
Recurring Sales Optimize Sales document creation
Sequence Creation &
One-Time Sales Optimize
Optmization
One-Time Sales Optimize Reporting Dashboard Setup

Phase 5: (Optional) Add on recurring Sales Coaching / Training

Timeline: As needed
Suggested
Varies greatly; $1,000-$8,000 per month
Price:
Est Effort 10 to 40 billable hours, per month
Product
Recommenda HubSpot CRM, Sales LIGHTWEIGHT/Pro, Reporting Add-On
tions Sales rep coaching (one hour
Recurring Sales Transform
per
Sales rep rep)training
sales
Recurring Sales Transform
(1:many)

One-Time Optimize
Sales Enablement - Setup
Reporting Dashboard Setup

General Sales Management

Recurring Sales Transform
Duties
Recurring Sales Transform SDR Services
 Back to listing of Example Packages

most of a) sales team. Functionality is often delivered in phases.

r and there is sales team buy-in, especially from management.
dify your services and hours to fit the needs of your prospect.

Sample Agreement
Total Hours
Notes
Estimate

Sales Organization Effectiveness Audit, which includes: 1. Target

Buyer Assessment 2. Sales Process & Pipeline Managment
Assessment 3. Technology Stack Assessment 4. Content Varies
Inventory & Assessment 5. Sales and Marketing Alignment
Assessment 6. Reporting/Metric Assessment.

CRM tracking code installation, website form integration, training

3
the sales team
Set up lead views, segmentation, and custom fields 3
Potentially customize multiple pipelines based on persona and/or
4
product/service
Import data and cleanse if needed. Varies
Setup Sales Pro or LIGHTWEIGHT for full sales team. including
Varies
email integration and tracking
Integrate meetings with rep calendars 1
Setup call integration 1
Setup basic dashboards with out-of-box templates 1
Setup 5-10 emali templates for the sales team
2
- Take advantage of existing best performing emails if possible

Ideas include:
'-Automated lead assignment (criteria based or round robin)
-Lead notifications (tasks or internal emails to reps based on lead
scoreCoach on how to
or prospect incorporate
behavior). Note:meetings into process
Best if have (emailbut
HS Marketing
- Create 3 sequences. Ideas include:. 2
signature, marketing emails, embed
can create workaround with task triggered email)on website)
Customer Lead Scoring (HS 3-5 hours
-Automated >>>Prospect
deal creation (if Marketing)
across
lead and/or
is openPredictive
3 personas,
status Lead-
to connected
trigger Scoringup
>>>Following
workflow (HS Sales
toafter
auto Pro)meeting
acreate
first a deal) 2
- Prescribe custom>>>Re-igniting a dead deal.
workflows (examples: copy value from a 3-5 hours
>>>Buyer
contact field to Journey-
companyebook
field- download,
cross object demo request,
reporting, setetc
a task
- Ongoing optimization (2-3 hours
for a renewal date) per month) (a/b testing,
analyze open/click/response rate)
d-On AND HS Marketing LIGHTWEIGHT, Basic, Pro, or Enterprise
Create sales content - competitive intel / battlecards - customer
Varies
facing shareable documents for each stage of buyer's journey
5-10 blog posts targeted at decision stage of buyer's journey Varies
Create templates and sequence targeted towards every buyer
Varies
person at each stage of their journey
Regular reporting Varies

Call training:
Sales process coachingprospecting,
/ film review,qualifying,
1:1 coaching
presenting & Varies
closing. Negotiation
Accountability training,
dashboard Competitive
(KPI positioning
based: # of calls, # oftraining,
opps, Varies
new product/service training
close rates, funnel report. (Need sales pro to create custom
widgets and have 2 dashboards. Need reporting add-on to create Varies
more than 2 dashboards)
Examples: activity enforcement, CRM usage management, role
Varies
plays, etc)
Outsourced Sales Development Rep services to generate Sales
Varies
Qualified Leads. (can be outsourced/white-labelled)
Freemium Retainer

Description: A lightweight sales services approach that begins with low-risk/low

scope
Find thetowards
detailed aplaybook
full retainer.
on thisBest used
package when the prospect is a good fit for sale
---------------
bought in. Oftentimes, the organization is traditional in nature, and/or change o
services
Cadencepackage to address client
Catogory needs. Modify your services and hours to fit t
Sub-Category

Phase I: Setup
Timeline: Month 1
Suggested
$0-$1000
Price:
Est Effort 1 hour
One-Time Foundational Sales

Phase 2: Quick Wins

Timeline: Month 1
Suggested
$0-$2000
Price:
Est Effort 2-10 hours
Product
Recommenda HubSpot CRM, Marketing Free
tions Work with your internal champion to offer these services first on a 'pilot' ba
Comments:
soon as it makes sense. See the 'Detailed Playbook' link at the top for more
One-Time Foundational Sales
One-Time Foundational Sales
One-Time Sales Organize
One-Time Sales Organize
One-Time Sales Organize

Phase 3: Build Scope and Value

Timeline: Months 2+
Hopefully at this point their team is starting to adopt the software, and hav
Coments:
learned a ton about their process at this stage you can use to identify whe
Option
ProductA Advanced CRM Onboarding
Recommenda Free CRM + Sales LIGHTWEIGHT/Pro
tions Offer Advanced CRM Onboarding when the clients needs a more complex,
Coments:
and cleansing, and automation of existing processes via workflows and/or
Option
ProductB Lead Generation
Recommenda Free HubSpot CRM + Sales LIGHTWEIGHT/Pro + HS Marketing
tions Offer Lead Generation when the client needs more leads and appointments
Coments:
SDR/appointment setting services, sales coaching
Option
ProductC Sales Enablement Retainer
Recommenda Free HubSpot CRM + Sales LIGHTWEIGHT/Pro
tions Offer a Sales Enablement Retainer when the client is generating leads but
Coments:
workflows, sequences, and more. See 'Reference - Sigs Full Sales Retainer'
 approach that begins with low-risk/low-cost services for a subset of reps and then builds in
when the prospect isPlaybook
Detailed a good fit for sales services, but the sales team, especially managem
s traditional in nature, and/or change or risk averse. Be advised, this is just one example o
s. Modify yourInbound
servicesService
and hours to fit the needs of your prospect.

HubSpot CRM Setup

pion to offer these services first on a 'pilot' basis to the most interested/adaptable reps. Then expand to
he 'Detailed Playbook' link at the top for more information on deploying these services, including links
Install HubSpot Sales
CRM Setup
Data Import & Cleansing
Custom Fields and View
CRM DealCreation
Stage Evaluation
and Exit Criteria

am is starting to adopt the software, and have seen some quick wins from the email tracking, website
ess at this stage you can use to identify where you can add the most value based on their needs

ng when the clients needs a more complex, involved CRM implementation. It could include Integration
n of existing processes via workflows and/or sequences.

GHTWEIGHT/Pro + HS Marketing
he client needs more leads and appointments. In this case, can offer an Inbound Marketing Retainer, ou
ices, sales coaching

GHTWEIGHT/Pro
ainer when the client is generating leads but closing rates are low. These services might include sales c
ore. See 'Reference - Sigs Full Sales Retainer' in this workbook for more guidance.
 Back to listing of Example Packages

h low-risk/low-cost services for a subset of reps and then builds in size and
od fit for sales services, but the sales team, especially management, is not fully
d/or change or risk averse. Be advised, this is just one example of a sales
d hours to fit the needs of your prospect. Total Hours
Notes
Estimate

Signup prospect for free HS CRM (with their permission). Make

0.5
sure you have registered the lead first!!

st on a 'pilot' basis to the most interested/adaptable reps. Then expand to more reps as
Setupinformation
he top for more email intergration and plug-in.
on deploying Can be HS
these services, Sales Free
including to to help guides.
links
start. This passively adds contacts and starts tracking emails. 0.5 per rep
Install tracking codeShowand
them turn on activity
their Collected Forms (optional: add a
stream. 1
alead
Import Show flow
sampling tooftheir
theirmost
the prospect highly
historical
how trafficed
contacts
to customize topage)
the give
CRM them a Varies
taste- of having
Create data in
custom the system.
properties
Varies
- Build a view based on custom properties
- Help them customize their deal stages Varies
Help the prospect customize their deal stages

ftware, and have seen some quick wins from the email tracking, website tracking, contact database et
to identify where you can add the most value based on their needs

more complex, involved CRM implementation. It could include Integrationss, data import
rkflows and/or sequences.

d appointments. In this case, can offer an Inbound Marketing Retainer, outsourced

ating leads but closing rates are low. These services might include sales content,
Sales Retainer' in this workbook for more guidance.
 Seed & Grow Retainer

Description: A lightweight approach that begins with low-risk/low-cost services f

\ and sales
Find a deckretainer.
with more Best used when
information on thisthe prospect is a good fit for a full marketing
approach---------------------
advised, this is just one example of a sales services package to address client n
Cadence Category Sub-Category

Phase I: Get Started

Timeline:
Product Months 1-3
Suggested
Recommenda $1000-$1200/month
Price:
tions Free HubSpot CRM, Marketing LIGHTWEIGHT, Sales LIGHTWEIGHT
Est Effort 10-12 hours per month
One-Time Foundational Marketing/Sales
One-Time Sales Organize
Recurring Sales Optimize
Recurring Sales Organize

Phase 2: Show Value

Timeline:
Product Months 3-6
Suggested
Recommenda $1,500-$3,000/month
Price:
tions Free CRM, Marketing LIGHTWEIGHT/Basic, Sales LIGHTWEIGHT
Est Effort 10-20 hours
Recurring Sales Organize
Recurring Sales Optimize
Recurring Sales Optimize
Recurring Sales Organize
Recurring Sales Optimize
Recurring Sales Organize

Phase 3: Upgrade to Growth

Timeline:
Product Months 6+
Suggested
Recommenda $3,500+/month
Price:
tions Free CRM, Marketing Pro/Enterprise, Sales Pro
Est Effort 40-50 hours per month
Marketing/Sal
Ongoing Varied
es
h low-risk/low-cost services for a subset of reps or all reps and then builds in scope toward
a good fit for a full
Deck withmarketing and sales retainer, but is not bought in and/or is change or ri
More Information
s package to address client needs. Modify your services and hours to fit the needs of your p
Inbound Service

HT, Sales LIGHTWEIGHT

Inbound Audit/Strategy
CRM Setup
Email Template Creation and
Optimization
General Ongoing Maintenance &
Training

Sales LIGHTWEIGHT

Custom Fields and View Creation

Email Template Creation and
Optimization
CRMSales
Dealdocument creationand
Stage Evaluation
Exit Criteria
Sequence CreationMaintenance
General Ongoing &
& Optmization
Training

Inbound Marketing
 Back to listing of Example Packages

r a subset of reps or all reps and then builds in scope towards a full marketing
and sales retainer, but is not bought in and/or is change or risk averse. Be
eds. Modify your services and hours to fit the needs of your prospect. .
Total Hours
Notes
Estimate

Review of lead generation and sales/marketing alignment 4

Install tracking code and turn on Collected Forms (optional: add a
4
lead
Turn highest flow to their
performing most
sales highly
emails trafficed
into page)
templates. Create new
Varies
sales email templates.
Train and review with sales team Varies

Lead Analysis and Segmentation 1

Continue creating email templates 2
Create snippets for email and note-taking 2
Help define and optimize deal stages 1
Sales reviews, tech maintenance,
Create sequences process alignment,
and overall prospecting plus
framework 5
ongoing coaching Varies

Lead Generation, Keyword Research, Blogging, Social Publishing,

CTA & Conversion Path Building, Offer Creation, Campaign
40-50
Creation & Management, Email Marketing, Lead Nurturing &
Automation, Campaign Performance Reporting, Monthly Reviews
REFERENCE - Compliments and Focus Areas

FOR REFERENCE ONLY - This is a lookup table that associates current offerings and/or prosp

Services

Service Category Sub-Category Inbound Service

Foundational Marketing Kickoff Call
Foundational Marketing Inbound Strategy
Foundational Marketing Buyer Persona Development
Foundational Marketing Buyer Profile Development
Foundational Marketing Content Strategy
Foundational Marketing Technical Implementation (Setup & Inte
Foundational Marketing Sales & Marketing Alignment
Foundational Marketing Reporting Setup
Foundational Sales Sales Audit and Strategy
Foundational Sales HubSpot CRM Setup
Foundational Sales Install HubSpot Sales
Foundational Sales Sales & Marketing Alignment
Foundational Sales Reporting Setup
Foundational Services Develp a Customer Journey Map
Foundational Services Install HubSpot Service Hub
Foundational Services
Traffic Reporting Setup
Marketing Generation
Traffic Blogging
Marketing Generation
Traffic SEO
Marketing Generation
Traffic Social Publishing
Marketing Generation
Traffic Ad Development
Marketing Generation
Traffic Video
Marketing Generation
Traffic Other Content Creation
Marketing Generation Reporting & Review
Marketing Lead Conversion Conversion Path Creation
Marketing Lead Conversion Social Selling Enablement
Marketing Lead Conversion Social Prospecting
Marketing Lead Conversion A/B Testing
Marketing Lead Conversion Ad Campaign Management
Marketing Lead Conversion Reporting & Review
Marketing Lead Nurturing Lead Nurturing & Automation
Marketing Lead Nurturing Email Marketing
Marketing Lead Nurturing Automation
Marketing Lead Nurturing MOFU/BOFU Offer Creation
Marketing Lead Nurturing Personalized Content
Marketing Lead Nurturing Lead Scoring
Marketing Lead Nurturing Sales & Marketing Alignment
Marketing Lead Nurturing CRM Integration / Closed Loop Reporti
Marketing Lead Nurturing Reporting & Review
Sales CRM ImplementatCustom Fields and View Creation
Sales CRM ImplementatDeal Stage Setup
Sales CRM ImplementatData Import & Cleansing
Sales CRM ImplementatIntegrations
Sales CRM ImplementatCRM Ongoing Optimization & Adminstr
Sales CRM ImplementatReporting & Review
Sales Sales EnablemenSet up Conversations
Sales Sales EnablemenSetup Calling
Sales Sales EnablemenSetup Workflows and Automation
Sales Sales EnablemenSet up Messages Round-Robin Rotation
Sales Sales EnablemenReporting Dashboard Setup
Sales Sales EnablemenSales and Marketing Funnel Analysis
Sales Sales EnablemenEmail Template Creation and Optimizat
Sales Sales EnablemenSales document creation
Sales Sales EnablemenSequence Creation & Optmization
Sales Sales EnablemenBuild Rep-Specific Landing Page (w/ Me
Sales Sales EnablemenCreate Customer Case Study
Sales Sales EnablemenProspecting Support (Prospecting Tool)
Sales Sales EnablemenReporting & Review
Sales S&M Alignment Sales & Marketing Alignment Worksho
Sales S&M Alignment MQL/ SQL Definition
Sales S&M Alignment Sales and Marketing Goal Setting
Sales S&M Alignment SLA Development
Sales S&M Alignment Lead Hand-off Procedure & Feedback
Sales S&M Alignment Sales Content Assessment and Recom
Sales S&M Alignment Reporting & Review
Sales Sales Coaching Sales Rep Coaching
Sales Sales Coaching Sales Rep Sales Training (1:Many)
Sales Sales Coaching Sales Leadership Coaching
Sales Sales Coaching Create Sales Playbooks
Sales Sales Coaching General Sales Management Duties
Sales Sales Coaching SDR (Sales Development Rep) Services
Sales Sales Coaching Sourcing Candidates
Sales Sales Coaching Interviewing & Hiring Salespeople
Sales Sales Coaching New Hire Onboarding
Sales Sales Coaching Exit Inteviews
Sales Sales Coaching Reporting & Review
Services Help Desk Add Communication Channel(s)
Services Help Desk Single Inbox Setup & Training
Services Help Desk Ticket System Setup & Training
Services Help Desk Live Chat and Chatbot Training
Services Help Desk Reporting & Review
Services Knowledgebase Knowledgebase Design & Setup
Services Knowledgebase Create Self-Service Content
Services Knowledgebase Frequent update
Services Knowledgebase Reporting & Review
Services Feedback Setup Customer Listening Posts (NPS, C
Services Feedback Anaylyze and Share Findings
Services Feedback Develop Promoter Advocacy Programs
Services Feedback Reporting & Review
TOTAL
offerings and/or prospect focus areas with baseline inbound services and hrs.

Compliments to Main Svc Offering

Name 1. Website Design

Lookup Cadence
(Internal Lookup Field) (Typical) Identifier 1
Marketing_Kickoff One-Time Kickoff Call
Marketing_Inbound One-Time
Marketing_Buyer One-Time Buyer Persona Development
Marketing_Buyer POne-Time
Marketing_ContentOne-Time
Marketing_TechnicOne-Time
Marketing_Sales &One-Time
Marketing_ReportiOne-Time
Sales_Sales Audit One-Time
Sales_HubSpot CROne-Time
Sales_Install HubSOne-Time
Sales_Sales & MarOne-Time
Sales_Reporting SOne-Time
Services_Develp aOne-Time
Services_Install H One-Time
Services_ReportinOne-Time
Traffic Generation Recurring Blogging
Traffic Generatio Recurring
Traffic Generation Recurring
Traffic Generatio Recurring
Traffic Generation Recurring Video
Traffic Generation Recurring
Traffic Generation Recurring
Lead Conversion_C Recurring Conversion Path Creation
Lead Conversion_SRecurring
Lead Conversion_SRecurring
Lead Conversion_ARecurring
Lead Conversion Recurring
Lead Conversion_R Recurring
Lead Nurturing_LeRecurring
Lead Nurturing_Em Recurring
Lead Nurturing_AuRecurring
Lead Nurturing_MO Recurring
Lead Nurturing_PeRecurring Personalized Content
Lead Nurturing_LeOne-Time
Lead Nurturing_SaOne-Time
Lead Nurturing_CROne-Time
Lead Nurturing_ReRecurring Reporting & Review
CRM ImplementatioOne-Time
CRM ImplementatiOne-Time
CRM ImplementatiOne-Time
CRM ImplementatioOne-Time
CRM ImplementatiRecurring
CRM ImplementatiRecurring
Sales Enablement_One-Time
Sales Enablement_One-Time
Sales EnablementOne-Time
Sales Enablement_One-Time
Sales EnablementOne-Time
Sales Enablement_One-Time
Sales Enablement_One-Time
Sales Enablement_Recurring
Sales EnablementRecurring
Sales Enablement_One-Time
Sales EnablementRecurring
Sales Enablement_Recurring
Sales EnablementRecurring
S&M Alignment_SaOne-Time
S&M Alignment_MQLOne-Time
S&M Alignment_SalOne-Time
S&M Alignment_S One-Time
S&M Alignment_LeOne-Time
S&M Alignment_SaOne-Time
S&M Alignment_ReOne-Time
Sales Coaching_SaRecurring
Sales Coaching_SaRecurring
Sales Coaching_SaRecurring
Sales Coaching_CrRecurring
Sales Coaching_GRecurring
Sales Coaching_SDRecurring
Sales Coaching_SoOne-Time
Sales Coaching_InOne-Time
Sales Coaching_N Recurring
Sales Coaching_ExRecurring
Sales Coaching_ReRecurring
Help Desk_Add CoOne-Time
Help Desk_Single One-Time
Help Desk_Ticket One-Time
Help Desk_Live ChOne-Time
Help Desk_ReportiRecurring
Knowledgebase_Kn One-Time
Knowledgebase_CreRecurring
Knowledgebase_FrRecurring
Knowledgebase_Re Recurring
Feedback_Setup CuOne-Time
Feedback_AnaylyzeRecurring
Feedback_DevelopRecurring
Feedback_Reporti Recurring
2. Website Optimizati3. Brand / Social Ma 4. Email Marketing 5. Paid Campaigns (P6. Sales Process & C

2 3 4 5 6
Kickoff Call Kickoff Call Kickoff Call Kickoff Call Kickoff Call

Buyer Persona DevelBuyer Persona Development Buyer Persona Development

Technical Implementat
Technical Implementat
Technical Implementation (Setup & Integrat

Sales Audit and Strategy

HubSpot CRM Setup
Install HubSpot Sales

Blogging
SEO

Ad Development Ad Development
Video Video Video

Conversion Path CreaConversion Path Creation

Social Selling Enablement
Social Prospecting
A/B Testing A/B Testing
Ad Campaign Management

Lead Nurturing & Automation

Email Marketing
Automation
MOFU/BOFU Offer Creation
Personalized Content
Lead Scoring
Sales & Marketing Alignment
CRM Integration / Closed Loop Reporting
Reporting & Review Reporting & Review Reporting & Review Reporting & Review Reporting & Review

Deal Stage Setup

Reporting Dashboard Setup

Prospecting Support (Prospecting Tool)

Sales Rep Coaching

Sales Rep Sales Training (1:Many)
Sales Leadership Coaching
Create Sales Playbooks
General Sales Management Duties
 Inbound Focus Areas
Name
7. Integrations 8. Content Creation Identifier
Lookup
7 8 (Internal Lookup Field)
Kickoff Call Kickoff Call Marketing_Kickoff Call
Marketing_Inbound Strategy
Buyer Persona DevelMarketing_Buyer Persona Development
Marketing_Buyer Profile Development
Content Strategy Marketing_Content Strategy
Technical Implementat Marketing_Technical Implementation (Setup & In
Technical Implementat
Marketing_Sales & Marketing Alignment
Marketing_Reporting Setup
dit and Strategy Sales_Sales Audit and Strategy
HubSpot CRM Setup Sales_HubSpot CRM Setup
bSpot Sales Sales_Install HubSpot Sales
Sales_Sales & Marketing Alignment
Sales_Reporting Setup
Services_Develp a Customer Journey Map
Services_Install HubSpot Service Hub
Services_Reporting Setup
Blogging Traffic Generation_Blogging
SEO Traffic Generation_SEO
Social Publishing Traffic Generation_Social Publishing
Traffic Generation_Ad Development
Video Traffic Generation_Video
Traffic Generation_Other Content Creation
Traffic Generation_Reporting & Review
Conversion Path CreaLead Conversion_Conversion Path Creation
Lead Conversion_Social Selling Enablement
Lead Conversion_Social Prospecting
Lead Conversion_A/B Testing
Lead Conversion_Ad Campaign Management
Lead Conversion_Reporting & Review
Lead Nurturing_Lead Nurturing & Automation
Email Marketing Lead Nurturing_Email Marketing
Lead Nurturing_Automation
MOFU/BOFU Offer CrLead Nurturing_MOFU/BOFU Offer Creation
 Lead Nurturing_Personalized Content
Lead Nurturing_Lead Scoring
Marketing Alignment Lead Nurturing_Sales & Marketing Alignment
gration / Closed Loop Reporting Lead Nurturing_CRM Integration / Closed Loop Reporting
Reporting & Review Lead Nurturing_Reporting & Review
CRM Implementation_Custom Fields and View Creation
CRM Implementation_Deal Stage Setup
CRM Implementation_Data Import & Cleansing
Integrations CRM Implementation_Integrations
CRM Implementation_CRM Ongoing Optimization & Adminstra
CRM Implementation_Reporting & Review
Sales Enablement_Set up Conversations
Sales Enablement_Setup Calling
Sales Enablement_Setup Workflows and Automation
Sales Enablement_Set up Messages Round-Robin Rotation
g Dashboard Setup Sales Enablement_Reporting Dashboard Setup
Sales Enablement_Sales and Marketing Funnel Analysis
Sales Enablement_Email Template Creation and Optimization
Sales Enablement_Sales document creation
Sales Enablement_Sequence Creation & Optmization
Sales Enablement_Build Rep-Specific Landing Page (w/ Meetin
Sales Enablement_Create Customer Case Study
ng Support (Prospecting Tool) Sales Enablement_Prospecting Support (Prospecting Tool)
Sales Enablement_Reporting & Review
S&M Alignment_Sales & Marketing Alignment Workshop
S&M Alignment_MQL/ SQL Definition
S&M Alignment_Sales and Marketing Goal Setting
S&M Alignment_SLA Development
S&M Alignment_Lead Hand-off Procedure & Feedback
S&M Alignment_Sales Content Assessment and Recommendat
S&M Alignment_Reporting & Review
Sales Coaching_Sales Rep Coaching
p Sales Training (1:Many) Sales Coaching_Sales Rep Sales Training (1:Many)
adership Coaching Sales Coaching_Sales Leadership Coaching
ales Playbooks Sales Coaching_Create Sales Playbooks
Sales Management Duties Sales Coaching_General Sales Management Duties
Sales Coaching_SDR (Sales Development Rep) Services
Sales Coaching_Sourcing Candidates
Sales Coaching_Interviewing & Hiring Salespeople
Sales Coaching_New Hire Onboarding
Sales Coaching_Exit Inteviews
Sales Coaching_Reporting & Review
Help Desk_Add Communication Channel(s)
Help Desk_Single Inbox Setup & Training
Help Desk_Ticket System Setup & Training
Help Desk_Live Chat and Chatbot Training
Help Desk_Reporting & Review
Knowledgebase_Knowledgebase Design & Setup
Knowledgebase_Create Self-Service Content
Knowledgebase_Frequent update
Knowledgebase_Reporting & Review
Feedback_Setup Customer Listening Posts (NPS, CES, 3 Point
Feedback_Anaylyze and Share Findings
Feedback_Develop Promoter Advocacy Programs
Feedback_Reporting & Review
nd Focus Areas
MARKETING-TRAFFIC GENERATION MARKETING-LEAD CONVERSION MARKETING-LEAD NURTURING
1 2 3 4 5
Ongoing Ongoing
One-Time Hrs Monthly Hrs One-Time Hrs Monthly Hrs One-Time Hrs
1 1 1
4 4 4
8 8 8
4 4 4
4 4 4
6 6 6

12 8
4
5
5
6 6

5 3

6
12
 6

ed Loop Reporting 8
8 8
d View Creation

timization & Adminstration

d Automation
und-Robin Rotation

Funnel Analysis
ation and Optimization

& Optmization
anding Page (w/ Meetings)
se Study
(Prospecting Tool)

nment Workshop

oal Setting

re & Feedback
ment and Recommendations

g (1:Many)

ment Duties
nt Rep) Services

alespeople
n & Setup

sts (NPS, CES, 3 Point Survey)

Programs

27 45 27 46 41
KETING-LEAD NURTURING MARKETING-ALL SALES-CRM IMPLEMENTATION
6 7 8 9 10
Ongoing Ongoing Ongoing
Monthly Hrs One-Time Hrs Monthly Hrs One-Time Hrs Monthly Hrs
1
4
8
4
4
6

25

8
4

15 15

8 8
8 6
6 6
 2

2
8 8 5
5
5
5

4
45 31 69 44 5
 SALES-SALES ENABLEMENT SALES-S&M ALIGNMENT GROWTH-MKTG&SALES
11 12 13 14 15
Ongoing Ongoing
One-Time Hrs Monthly Hrs One-Time Hrs Monthly Hrs One-Time Hrs
1
4
8
4
4
6
6
4
25 4

8
8
 6

8
5 5

1
1
5
1
1

2
5
4

15
5 5
5 5
7 5
5 5
5
50 21 22 25 75
ROWTH-MKTG&SALES SERVICE-ALL LIGHTWEIGHT-MARKETING
16 17 18 19 20
Ongoing Ongoing Ongoing
Monthly Hrs One-Time Hrs Monthly Hrs One-Time Hrs Monthly Hrs
1.5

5
4
8
5

5 4

10 10
5 5

12

15

5
 8
12
12
15
8
20
8
8
5
12
8
25 8
8
33 131 53 27.5 19
 LIGHTWEIGHT-SALES LIGHTWEIGHT-GROWTH
21 22 23 24
Ongoing Ongoing
One-Time Hrs Monthly Hrs One-Time Hrs Monthly Hrs
1.5

5
4
8
5

10
 5 5

5 5
5 5
5 5
5 5

4 4
5 5

4 4
4 4
29 13 23.5 56
Reference - VARIABLES

FOR REFERENCE ONLY - These are variables used in the workbook

HubSpotter First Name Sam

Last Name Hirbod
Title Principal Channel Consultant
Email shirbod@hubspot.com
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