Smarketing 101: Why is It Critical?

Posted on December 26, 2016 | By | Comments Off on Smarketing 101: Why is It Critical?
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Smarketing 101: Why is It Critical?

If you’re in sales or marketing, then you can probably relate to the constant dilemma that each department has with the other.

The people in marketing often have the same generic complaints – that salespeople are lazy, owing to the fact that they rely on the marketers to generate leads for them.

As for the other camp, they have their fair share of complaints as well. They wonder what kind of hard work these marketers really put in, when a lot of the leads they send turn out to be useless anyway.

The funny thing is that the work of these two teams are so closely related to each other, that every struggle one of the two teams experiences would have to affect the other as well. Because of this, the need for them to collaborate even more efficiently is often put into focus.

Smarketing involves the alignment of both the sales and marketing teams to work towards a common goal.

It’s interesting that the full word “marketing” was retained in this new term, but the only contribution sales has would be the letter “s” at the start. But that’s the entire point. The letter “s” representing sales appears at the start to denote that in every marketing plan or action rolled out, it’s the sales team that has to lead them through it.

 Letting Sales Take the Lead

Uh-oh, this would probably have a lot of the marketers in a frenzy. But don’t worry, this doesn’t mean that marketers have to start bowing down to their sales counterparts. Work-wise, the marketing team does 60% of the work, as proven by HubSpot’s Principal Marketing Strategist Sam Mallikarjunan. Yes, before a salesperson even enters the picture, 60% of the work has already been done by the marketing team.

But that’s where the disconnect often lies. What happens when the sales team comes into the picture? They sometimes find themselves facing a path that does not lead to the sales team’s final goal.

This is why for every marketing activity, there has to be a sales objective tied to it. You can’t just market a brand for marketing’s sake. That’s the crucial point that makes smarketing the future of every brand.

The 3 C’s of Smarketing

As one of the top tools used by salespeople everywhere, Salesforce has seen everything happen and evolve right before their eyes. Based on the changes they have seen as the sales process evolves through time, they have come up with 3 crucial C’s that would change the way sales and marketing teams work together.

  • Communication

Nope, don’t dismiss communication as something that you already do. This is not just something that involves giving each other vague ideas of what the other is doing. Effective communication means getting into the smallest details.

The sales team has to give the marketing team a clear idea of what kind of leads they need. It has to be the kind of information that will help build a solid buyer persona. How old? What kind of jobs do they hold? Where are they from? What kind of budget do they have? What do they enjoy doing? What problems do they have? The more questions you answer, the more detailed the information becomes.

From here, the marketing team will be able to build campaigns geared directly towards these specific people.

  • Coordination

Just because you already gave it your all at the start of the process does not mean that it ends there. Coordination creates that continuous loop in the process. It means that the communication should be constant.

This is what happens in quarterly business meetings or reviews. Both the sales and marketing teams have to show the kind of data they have put together in the period of time they were given.

On the end of the marketing team, what campaigns worked best? What campaigns failed? What kind of leads did they get out of it all? As for the sales team, what kind of numbers did they get from the leads the marketing team generated?

From these numbers, it’s easier to coordinate what activities each of the teams need to tweak, which ones to retain, and which ones to scrap altogether.

  • Collaboration

When people start collaborating, it means that a lot of their tasks become integrated. More often than not, it becomes harder to draw the line between the sales team and the marketing team. And it is in this collaboration that true smarketing is realized.

At this point, the finger pointing and the blame game finally ends. What you see is one entire team working fluidly together, working towards the same goals and helping each other out the best they can.

With these 3 C’s in effect, any business can truly reap the sweet fruits of smarketing. And that’s what every brand and business needs. The perfect teamwork between two departments that used to hate each other.

Try outlining a smarketing flow for your brand and see how it all works out. Once you see those two teams working towards the same goal, you’ll also start seeing significant changes in your numbers.


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