Sales Best Practices

3 Reasons to Embrace Smarketing: Sales and Marketing Alignment

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Joe Vignolo

Senior Content Managing Editor

For two departments with an entwined goal of driving revenue, sales and marketing teams can sometimes have a contentious relationship. Marketing can feel frustrated that sales doesn’t follow up quickly with leads (or at all), while sales can disparage the quality of the leads. Then, the blame game ensues when numbers aren’t hit.

Ideally, however, sales and marketing should work together harmoniously, focused less on the number of leads or calls to prospects, and more on the overarching priority: increasing revenue in an efficient and sustainable way. The process of getting to that point — aligning around goals, sharing knowledge, and working cooperatively — is known as smarketing. (Get it? Sales + Marketing = smarketing) And embracing smarketing comes with several noteworthy advantages for the two teams, and organizations as a whole.

Clear Priorities Lead to a Better Workflow & Results

Is your marketing team focused on bringing in new prospects, while sales is devoting all its energy to cross-selling a new product to existing customers? That’s a recipe for frustration! With a unified leadership combined with shared goals and targeted personas, sales and marketing alignment will enable the two teams to work more effectively & support each other.

With smarketing, your teams will have:

  • Increased Insight: When sales reports back to marketing, it can  help marketing identify which programs work — and which are less successful. Sales can share common objections with a product or problems that prospects need to solve, which in turn can help marketing create better content, and generate more relevant leads. Marketing can help sales know which language is most effective, deliver relevant content that will help entice prospects, and help sales prioritize prospects.
  • Shared Tools: Instead of marketing logging into one system, and sales into another, both teams can use the same dashboards and tools, including customer engagement platforms.

Increased Revenue

Unsurprisingly, when teams are given clear goals and work collaboratively as one smarketing unit, revenues rise. And substantially. While the numbers vary from study to study, the trend is clear: Wheelhouse Advisors says that sales and marketing alignment can lead to 208% growth in marketing revenue; the Aberdeen Group’s study revealed that embracing smarketing can lead to a 32% increase in year-over-year revenue growth.

Revenue isn’t the only metric that moves in a good direction: Customer retention trends upward, sales wins increase, and salespeople hit their quota more frequently.

A Better Customer Experience

Your customers and prospects likely don’t care about their position on the marketing funnel or where they are on the sales journey from discover to win. Handoffs from one department to the next can be confusing and clumsy. With smarketing, these transitions are smoother (since both teams are collaborating). And, the messaging is consistent throughout.

Chocolate in your peanut butter, peanut butter in your chocolate — the bottom line is that with smarketing, as with sweet treats, combining two good things can lead to something stellar.

Ready to align your teams and increase revenue efficiency?

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