[Podcast] 'Inbound & Down' S05 E10: HubSpot + The Flywheel ft. Guillaume Delloue

Sage Levene

Sage Levene
Published November 15, 2019

Inbound & Down Show. Art For Season 5 Episode 10 HubSpot and The Flywheel Featuring Guillaume Delloue

On this episode of 'Inbound & Down,' co-hosts Jon Sasala and Danielle Esposito are joined by HubSpot Channel Consultant, Guillaume Delloue, to discuss the Flywheel and how it's changed the way we do business today.

Every so often, there's a development in our industry that causes a shakeup—and I'm talking a real shakeup, not one that lasts for just one news cycle. The most recent (for inbound marketers) was the Flywheel.

The Flywheel, debuted at INBOUND '18 by HubSpot CEO + Co-Founder Brian Halligan, is the modern response and, essentially, the replacement for the traditional sales funnel. 

As the Flywheel is a HubSpot-led initiative, the I&D crew figured there would be no better guest to explore it with than a bonafide HubSpot insider like our Channel Consultant, Guillaume Delloue.

Delloue has been with HubSpot for nearly four years, and currently manages approximately 40 clients. Per HubSpot, a Channel Consultant's role is to "help you develop your Inbound Services retainer and help you execute your first Inbound campaigns for clients." Delloue adds that his goal is, "making my direct clients and partner agencies that I manage, and their customers, successful on HubSpot.. making sure they get the full value out of the tool, and also that you as clients grow well with HubSpot, and that you have the support you need to grow and scale your agency with us."

His model of managing clients is a perfect representation of the Flywheel tenets, wherein the main focus is delighting customers (more on that later).

The Inception of The Flywheel

The way consumers act is changing. In fact, it has changed significantly already, and continues to evolve. HubSpot cites,

 "57% of B2B purchase processes are completed before buyers ever reach out to vendors...At the same time, overall trust in businesses is plummeting: 81% of buyers trust their families’ and friends’ recommendations more than companies’ business advice, and 55% report trusting the businesses they buy from less than they used to."

Everyone needed to adapt to this change in buying, and thus the traditional sales funnel required modifications. 

The original funnel model is, unsurprisingly, funnel shaped, meaning a lead enters at the top, moves through marketing and sales, then is output as a customer. And that's it. You've done it, created a customer, and now you can move on to the next. But what about those 81% of people who trust and use word-of-mouth recommendations? If your customer sits stagnant at the end of your funnel, they're not going to be recommending your product or company, and a huge source of potential new business will be overlooked. Thus, the Flywheel was born.

funnel-to-flywheel-title

The Flywheel

The Flywheel serves as a new way to visualize the sales process and how your organization's departments play a role at every stage. Delloue explains, "It’s really to show the circularity of the business, that one department leads into the other. So it’s not like sales and marketing and services each work independently in silos, but they all work with each other. So it’s a different representation of the business and makes it seem like we have to work together to solve for the customer to make everything work correctly."

The Flywheel is centered around the customer, making it intrinsically inbound and crucial to a proper inbound strategy.

"I think probably the biggest example is once a prospect becomes a customer, at this point, it’s usually handled by the service's organization. But that customer—if you’re doing your job right—is an opportunity to sell to more customers. So again, it’s not the end—really, it can be the beginning." Delloue continues, "and the best companies today, what we’ve noticed is the best in class companies treat their customers as such—they sell through them, as opposed to just saying, 'our job here is done.'"

Delighting the customer falls not just on the service team, but is a part of every team member's job who comes in contact with the customer. Deliver value and delight, constantly. 

Removing Friction

In addition to delighting the customer, the Flywheel aids in removing friction. Friend of the show Kyle Jepson defines friction—via his HubSpot Academy 'Frictionless Sales' course—as, "anything with the power to slow down sales: a clunky process, a sub-par product, and poor customer experiences that get shared and scare other prospects away."


Every business will experience friction at different points, but there are several commonplace ones. Thankfully, HubSpot knows this and creates tools specifically geared to removing friction. Delloue names a few:

  • Meetings Tool
    • Streamlines communication and eliminates the back and forth between meeting participants when selecting meeting times.
  • Knowledge Base
    • Allow leads and customers to self-service, and research your product, business, FAQs, etc. at their leisure, and ensures there's information on demand.
  • Chatbot / Live Chat
    • Can be fielded by a live team member, or can be used in conjunction with the Knowledge Base to deliver content relevant to a user's question.

HubSpot excels with these tools because they've done analyses on their own business model to see where friction can be removed.  HubSpot VP of Marketing, Jon Dick, put together a great piece (with instructions and templates included) on how to "Flywheel-ize Your Funnel," and details HubSpot's work in Flywheel-izing.

Delloue sums up the importance of the Flywheel best, saying, "it all starts with, as a company, being honest with ourselves and empathizing with our customer and being like, ‘where are the friction points in our business? How can we improve this?’ And a lot of it, yes, technology can help improve it. But sometimes you can [make] some small changes, small tweaks to improve the friction. But it starts with asking that question."

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This Week's One Thing
  • Mike's one thing is a living organ donor meet-and-greet.
  • Danielle's one thing is Mindhunter on Netflix.
  • Sage's one thing is live music, and how recharged she feels after attending a show.
  • Jon's one thing is TOOL, and the incredible artistry of their newest album, Fear Inoculum.
  • Guillaume's one thing is The Beatles and sharing their music with his kids. (Favorite album: The White Album | Favorite Song: Happiness Is A Warm Gun.)


 
Show Notes:


Do you have questions about the Flywheel? Send them in to inbound@moreycreative.com.

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