Have you ever heard of Smarketing ? It is not a term that we invented ourselves, but rather a relatively recent neologism which is nothing more than the fusion between Sales and Marketing .
More than a word, Smarketing is a real strategic and operational method in the course of which the common objectives of the two departments are aligned , with the ultimate aim of achieving specific business results and therefore increasing company revenue .
Like many other specific micro-strategies, Smarketing also falls under the great hat of Inbound Marketing , the commercial and communication method that has transversally revolutionized all sectors and the way in which they speak with their customers and prospects.
Within the Inbound Marketing funnel , Smarketing comes to life in the so-called closing phase of the deal , i.e. when the Marketer transfers the so-called qualified sales opportunities to the Sales team . At this point it will be up to the commercial department to close the negotiations positively , and doing so will be easier thanks to the accurate analysis carried out by colleagues throughout the operational phase of marketing.
In Smarketing , it is essential that both the marketing and sales teams are perfectly synchronized and oriented towards a common result , namely the increase in brand revenue. At the base of Smarketing , therefore, there is a virtuous communication between two departments that until now have almost never cooperated well: according to Hubspot , in fact, as many as 87% of the terms that the two teams use to describe the other are not exactly positive ! If, on the one hand, marketers believe that the Salesdo not consider their leads adequately, on the other hand sales professionals report receiving poorly loyal or otherwise inadequate leads.
It’s easy to understand what the advantage of Smarketing is, right? Aligning these two departments essential to brand success in order to optimize their businesses , with the added competitive advantage of hitting leads that are truly ready to buy. The perfect cohesion between two such different work teams has a common basis: the final goal , which we have already mentioned. In Smarketing , Sales and Marketing become two halves of the same apple .
So let’s see together what are the real objectives of Smarketing:
- Increase the ROI for both the Sales department and the Marketing area
- Improve relationships between different professionals (Team Building)
- Achieve business objectives related to the company as a whole
- Implement successful and fluid methods and practices from pre-sales to post-sales
- Satisfy the commercial expectations of customers (potential or existing)
If we were to place the Smarketing figures within the classic Inbound Marketing funnel made up of TOFU, MOFU and BOFU , this would be the result:
- Top of the Funnel (TOFU): Marketing Area
- Middle of the Funnel (MOFU): Area Marketing + Area Sales
- Bottom of the Funnel (BOFU): Area Sales
As you can see, the work is equally divided and synergistic in the essential central phase of the project . Both teams must therefore speak the same language and communicate with each other constantly , so as to keep the synergy always effective and, above all, aligned . Together, the two teams will have to define fundamental specifications related to the project, such as :
- Identification of the buyer persona
- Understanding of reciprocal functions
- Definition of micro and macro-objectives of the project
Smarketing implies making progress toward a shared objective. For instance, nowadays, showcasing necessities to convey more qualified leads, while outreach groups need to utilize. The extra data and the time cleared up by having the leads previously able to close more arrangements. Yet, on the off chance that individuals don’t have any idea why they’re doing the things. They’re doing, how are they expect to do their absolute best with it?
Following from our past point, we emphatically prompt anybody attempting a smarketing technique. To settle on the importance of a couple of terms, first. While you’re uniting two groups, they need to communicate in a similar language. It’s enticing to become mixed up in your specialty’s language. However recollect that not every person works with HubSpot work processes consistently. That, however as a general rule, individuals will be entice to hush up about it on the off chance. That they don’t have a clue about the significance of something since. They would rather not awful examine front of others.
Furthermore, once in a while, organizations don’t have impeccably adjusted deals and advertising groups. While deals may be extremely cutting-edge in their insight into patterns and procedures. Promoting could be comprised of more up to date workers and people with less insight.
The first step of Smarketing is therefore very simple : communicate more, communicate better . Not surprisingly, regular meetings are the basis of this method. Because they facilitate open communication on all existing and ongoing activities.
Are you ready to cooperate ?
