What is Smarketing and How to Optimize Results with Synergy Between Marketing and Sales
Posted: Wed Dec 04, 2024 2:57 am
Despite being two distinct fields, sales and marketing, when they work together synergistically, can help your company achieve incredible results. This is what we call Smarketing .
To understand better, imagine the following situation: you invest heavily in your company's sales and marketing and yet you realize that this investment is not bringing the results you expected. Your company is able to sell, but far below what you expected.
You reflect, trying to find the error, but without success. So, have you ever imagined that the problem may be a lack of harmony or synchrony between the sales and marketing departments?
Want to know a little more about Smarketing? Keep reading and learn more about this important practice!
What is Smarketing?
It is not known exactly when the concept or even the practice emerged. However, what is known is that it is a powerful conceptual-practical field, capable of making the company reach levels never imagined.
Smarketing is the combination of the words “sales” and “marketing”. The first, in Portuguese, means sale. Therefore, we can say that the term refers to the combination of two fields: sales and marketing.
You may also hear this term around in the Portuguese version, translated as Vendarketing.
Although its concept is simple and easy to understand, in practice it represents a challenge for the aforementioned fields, which have differences and disagreements between them.
According to research by Hubspot, over 80% of sales and marketing team members describe themselves negatively when asked about each other.
Even though there is this disagreement, at the end of the day, both are working on the same team: helping the company boost its sales.
Marketing's role is to attract leads — potential customers — through rational strategies and relevant content, while the sales team's role is to approach these customers in individual conversations, or even remotely, in order to close a deal.
According to Hubspot, when sales and marketing work together, they can achieve an average growth of up to 20% per year. This makes Smarketing a very important philosophy for your business.
The best thing about this alignment is that vendarketing can be applied to any type of company, regardless of its size, as it was created to work and achieve great results.
What are the benefits of Smarketing?
By aligning the commercial and marketing sectors, you will feel the difference right from the start of changes.
To better understand Smarketing, we will show you the benefits of using this practice in your company.
Definition of potential customers
Friction between marketing and sales is more common than we might think, and defining qualified leads can also be a problem.
It is common for the sales team to be disappointed usa business fax list with the marketing team due to the low quality of these potential customers.
But this changes completely when the two are working together, because when they sit down to talk and define the qualified lead, it becomes much easier for the marketing team to identify and deliver leads that are potential for the sales area.
Leveled goals
The two sectors need to have aligned goals so that growth objectives can be achieved.
When goals and the ideal customer profile are aligned between both teams, you can see an increase in your business's revenue.
Therefore, working in a structured way with the sales team in conjunction with the marketing team is key to generating new business.
Measuring the results of marketing actions in sales
The two teams working together makes it easier to analyze the sales funnel conversion rates , making it easier to see where the opportunities and flaws lie .
And that's not all, it is also possible to identify which channels are best for converting into product or service acquisition and which are the ideal profiles to start a sales approach.
For the work to be faster, the ideal is to opt for marketing automation , as measurement becomes easier with the help of specific software for this purpose.
How to implement Smarketing in your company
As we said above, aligning marketing and sales is not one of the simplest tasks.
However, once you find the right path, your company will reap the rewards for a long time. And what business owner doesn’t want that?
Below, we highlight ways you can adopt to achieve this feat. Let's check it out?
Define integrated objectives for both sectors
It is essential to create the same or similar objectives for both departments, so that they can work together in a harmonious way.
Note that, in most cases, they work with the same audiences, making the process of establishing objectives easy.
Establish agreements to link the two departments
One way to make marketing and sales work in an integrated manner is by establishing agreements that can be made based on terms of service, a document that contains the commitments assumed by both departments.
So, for example, when marketing creates a strategy and needs collaboration from sales, it can make this agreement so that both act collaboratively, aiming for the same objectives.
Create a regular meeting policy
What is the role of meetings, if not to discuss ideas to think of ways to act together? Well, use meetings to your advantage in Smarketing.
Bring your marketing and sales teams into regular meetings — weekly or monthly — to create an atmosphere of collaboration and mutual support.
You can discuss the objectives of marketing and sales and what their roles will be in achieving the proposed goals.
Meetings can also be held to discuss reports between teams, highlighting failures and successes and establishing a joint policy of action to transform failures into business opportunities.
Create a culture of interdepartmental unity
Margarida Kunsch , author of several works on integrated communication, says that establishing the same language for the sectors of a company makes it reach its objectives faster , avoiding problems or crises.
A company that does not have unity, or a culture among its sectors, tends to become easy prey in the market.
It ends up not valuing participatory and open communication between its departments, causing them to act in a disjointed manner, thus harming the whole.
The more connected departments are, the greater the chance that the company will achieve success faster. This applies to both the marketing and sales sectors.
Best techniques for quality Smarketing
To ensure that all your efforts to unite the two teams don't go down the drain, we recommend adopting common policies so that your employees remember the purpose of this and the importance of aligned work.
We know that it is difficult to keep everyone on the same page, especially because they are different people who work in different areas.
But to help you with this, we have put together some tips to help Smarketing work and stay in good shape. Check it out:
Apply the “data driven” culture
Also known as a data-driven culture , this culture is based on making decisions using data as a basis.
That is, organize your company's metrics by real data , which will result in real analysis.
Great for identifying potential problems, improvements, trends and also opportunities.
To make things easier, the tip is to set more precise goals. This helps you work with the data better and understand the objective you want to achieve.
Use integrated software for Smarketing
Vendarketing works with data, so in addition to integrating the two teams, it is necessary to align the data, everything must be shared between them.
To assist in this process, it is essential to have software focused on marketing automation , so that both sectors have access to campaign results, leads, traffic and other crucial points for the proper functioning of this strategy.
In this case, the ideal is to invest in CRM – Customer Relationship Management -, which is customer relationship management that helps in the marketing and sales process.
Understand the proposed strategies
It is already known that those who work in sales hardly understand how marketing actions work, and the opposite is also true, those who work in marketing will hardly understand the sales processes.
Therefore, for smarketing to be successful, there must be a mutual understanding of the work and strategies . Furthermore, there is nothing to prevent both parties from contributing.
The commercial and sales sectors are important parts of a company and what is done in one affects the other.
That's why it's so important to align the two teams to improve your business, a powerful strategy to increase your company's profits.
To understand better, imagine the following situation: you invest heavily in your company's sales and marketing and yet you realize that this investment is not bringing the results you expected. Your company is able to sell, but far below what you expected.
You reflect, trying to find the error, but without success. So, have you ever imagined that the problem may be a lack of harmony or synchrony between the sales and marketing departments?
Want to know a little more about Smarketing? Keep reading and learn more about this important practice!
What is Smarketing?
It is not known exactly when the concept or even the practice emerged. However, what is known is that it is a powerful conceptual-practical field, capable of making the company reach levels never imagined.
Smarketing is the combination of the words “sales” and “marketing”. The first, in Portuguese, means sale. Therefore, we can say that the term refers to the combination of two fields: sales and marketing.
You may also hear this term around in the Portuguese version, translated as Vendarketing.
Although its concept is simple and easy to understand, in practice it represents a challenge for the aforementioned fields, which have differences and disagreements between them.
According to research by Hubspot, over 80% of sales and marketing team members describe themselves negatively when asked about each other.
Even though there is this disagreement, at the end of the day, both are working on the same team: helping the company boost its sales.
Marketing's role is to attract leads — potential customers — through rational strategies and relevant content, while the sales team's role is to approach these customers in individual conversations, or even remotely, in order to close a deal.
According to Hubspot, when sales and marketing work together, they can achieve an average growth of up to 20% per year. This makes Smarketing a very important philosophy for your business.
The best thing about this alignment is that vendarketing can be applied to any type of company, regardless of its size, as it was created to work and achieve great results.
What are the benefits of Smarketing?
By aligning the commercial and marketing sectors, you will feel the difference right from the start of changes.
To better understand Smarketing, we will show you the benefits of using this practice in your company.
Definition of potential customers
Friction between marketing and sales is more common than we might think, and defining qualified leads can also be a problem.
It is common for the sales team to be disappointed usa business fax list with the marketing team due to the low quality of these potential customers.
But this changes completely when the two are working together, because when they sit down to talk and define the qualified lead, it becomes much easier for the marketing team to identify and deliver leads that are potential for the sales area.
Leveled goals
The two sectors need to have aligned goals so that growth objectives can be achieved.
When goals and the ideal customer profile are aligned between both teams, you can see an increase in your business's revenue.
Therefore, working in a structured way with the sales team in conjunction with the marketing team is key to generating new business.
Measuring the results of marketing actions in sales
The two teams working together makes it easier to analyze the sales funnel conversion rates , making it easier to see where the opportunities and flaws lie .
And that's not all, it is also possible to identify which channels are best for converting into product or service acquisition and which are the ideal profiles to start a sales approach.
For the work to be faster, the ideal is to opt for marketing automation , as measurement becomes easier with the help of specific software for this purpose.
How to implement Smarketing in your company
As we said above, aligning marketing and sales is not one of the simplest tasks.
However, once you find the right path, your company will reap the rewards for a long time. And what business owner doesn’t want that?
Below, we highlight ways you can adopt to achieve this feat. Let's check it out?
Define integrated objectives for both sectors
It is essential to create the same or similar objectives for both departments, so that they can work together in a harmonious way.
Note that, in most cases, they work with the same audiences, making the process of establishing objectives easy.
Establish agreements to link the two departments
One way to make marketing and sales work in an integrated manner is by establishing agreements that can be made based on terms of service, a document that contains the commitments assumed by both departments.
So, for example, when marketing creates a strategy and needs collaboration from sales, it can make this agreement so that both act collaboratively, aiming for the same objectives.
Create a regular meeting policy
What is the role of meetings, if not to discuss ideas to think of ways to act together? Well, use meetings to your advantage in Smarketing.
Bring your marketing and sales teams into regular meetings — weekly or monthly — to create an atmosphere of collaboration and mutual support.
You can discuss the objectives of marketing and sales and what their roles will be in achieving the proposed goals.
Meetings can also be held to discuss reports between teams, highlighting failures and successes and establishing a joint policy of action to transform failures into business opportunities.
Create a culture of interdepartmental unity
Margarida Kunsch , author of several works on integrated communication, says that establishing the same language for the sectors of a company makes it reach its objectives faster , avoiding problems or crises.
A company that does not have unity, or a culture among its sectors, tends to become easy prey in the market.
It ends up not valuing participatory and open communication between its departments, causing them to act in a disjointed manner, thus harming the whole.
The more connected departments are, the greater the chance that the company will achieve success faster. This applies to both the marketing and sales sectors.
Best techniques for quality Smarketing
To ensure that all your efforts to unite the two teams don't go down the drain, we recommend adopting common policies so that your employees remember the purpose of this and the importance of aligned work.
We know that it is difficult to keep everyone on the same page, especially because they are different people who work in different areas.
But to help you with this, we have put together some tips to help Smarketing work and stay in good shape. Check it out:
Apply the “data driven” culture
Also known as a data-driven culture , this culture is based on making decisions using data as a basis.
That is, organize your company's metrics by real data , which will result in real analysis.
Great for identifying potential problems, improvements, trends and also opportunities.
To make things easier, the tip is to set more precise goals. This helps you work with the data better and understand the objective you want to achieve.
Use integrated software for Smarketing
Vendarketing works with data, so in addition to integrating the two teams, it is necessary to align the data, everything must be shared between them.
To assist in this process, it is essential to have software focused on marketing automation , so that both sectors have access to campaign results, leads, traffic and other crucial points for the proper functioning of this strategy.
In this case, the ideal is to invest in CRM – Customer Relationship Management -, which is customer relationship management that helps in the marketing and sales process.
Understand the proposed strategies
It is already known that those who work in sales hardly understand how marketing actions work, and the opposite is also true, those who work in marketing will hardly understand the sales processes.
Therefore, for smarketing to be successful, there must be a mutual understanding of the work and strategies . Furthermore, there is nothing to prevent both parties from contributing.
The commercial and sales sectors are important parts of a company and what is done in one affects the other.
That's why it's so important to align the two teams to improve your business, a powerful strategy to increase your company's profits.