{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"When We Need to Use the Funnel to Feed the Flywheel","description":"Ingunn Bj\u00f8ru, COO of Avidly\u2019s inbound line and Country Manager for Norway, is based in Oslo. A very recent merger of four former HubSpot Diamond agencies, Avidly is now the world\u2019s largest inbound agency and HubSpot partner. With additional offices in Stockholm, Sweden, Aarhu, Denmark; and \u201call over Finland,\u201d Avidly enables growing companies to use one agency to promote their products across four Nordic countries, with a fifth (unnamed) country to be added in the near future. The increase in staff from the merger brings the company an increased breadth of critical skills. The merger of four companies in four countries has created some expected and unexpected problems. For instance, outsiders are often not even aware of the geographies of these countries and frequently assume that the Scandinavian countries are culturally similar. What to do with \u201call the staff\u201d has been less of a problem since employees have taken advantage of the opportunity to redefine themselves and choose their areas of concentration. Ingunn discusses how Avidly is involved in HubSpot\u2019s Sales Enterprise launch, how that product will enable larger companies to convert their sales teams to inbound, and the product\u2019s growth strategy. She suspect\u2019s that it will be easier to add sales functionality to HubSpot\u2019s Sales Enterprise Module than it will be for sales management software SalesForce to integrate marketing into its product. Ingunn presented \u201cRecipe for Growth: How We Became the World\u2019s Largest Inbound Agency\u201d at HubSpot\u2019s Inbound 2018. She talked about cultural differences, recruitment, and forecasting. One cultural difference is the concept of Tillitsbasert ledelse. Tillitt is trusting somone, basert is basing it on something and ledelse is management. Management trusts the team it has hired . . . inspiring the team to rise to the challenge and deliver. New employees don\u2019t have to earn trust. Trust is implicit in the hiring and is only taken away when they fail. Ingunn mentions how it is always difficult to know when to hire new staff. She described how Growit Group, a company that helps agencies grow, built Avidly\u2019s budget and supplied a template using sales metrics to trigger hiring and identifying the roles to fill at various sales levels. She endorses service level agreements as a way to manage intracompany and client expectations and compares and contrasts HubSpot\u2019s non-transactional marketing flywheel with the marketing funnel. In particular, Ingunn notes that the flywheel model, which is built on the idea of maintaining long term customer relationships, is not appropriate for businesses selling a one-time product. Ingunn is concerned that, while marketing professionals migrate from the funnel to the flywheel, they will come up with too many \u201cversions\u201d and confuse the market. The Avidly company website is http:\/\/avidlyagency.com and Ingunn can be reached on LinkedIn at https:\/\/www.linkedin.com\/in\/ingunnbjoru\/ ","author_name":"The Marketing Agency Leadership Podcast","author_url":"http:\/\/spinutech.com","html":"