June 3, 2014

Smarketing: The Glorious Combo of Marketing and Sales

3 min read

Written by: Sierra Calabresi  |  Share:

shutterstock_129083750As an inbound marketer you spend your day blogging, creating landing pages, offering premium content, building your presence on social media and then boom, you get a lead.

You know exactly where your lead came from (what blog post or offer intrigued them) and you may even know how they found you. Now you can turn around and pass that lead onto sales and go back to your daily schedule of marketing related activities, like bringing in new leads!

In the meantime, sales can follow up on your lead, but alas, your lead becomes “cold”. This happens a few more times and next thing you know the sales team is assuming the marketing team isn’t very good at generating leads.

And we all know what happens when you assume…

The leads that became cold were generated via a premium content offer that appealed to a niche market that your service only briefly touches on. When those potential leads downloaded the offer they were really looking for this specific thing and when sales contacted them they realized that your company doesn’t really offer exactly what they were looking for. That sounds reasonable and is bound to happen more than once.

What if sales had communicated to marketing and told them the lead had gone cold, or marketing had communicated to sales and told them where the lead came from?

On one end, sales would have known exactly what that lead was looking for and would have been able to tailor a sales pitch that would have appealed to these individuals, perhaps preventing them from going cold. On the other end, marketing would have known the lead went cold and possibly discontinued creating niche offers like these and focused developing premium content offers that reflected services the company was focusing more heavily on.

But the big picture is if the marketing team would pass on more qualified leads, the sales side would close more sales and everyone would be wasting less time!

So are we saying a strategic alignment between marketing and sales, an open communication between the two departments, will increase sales and boost the companies ROI? Exactly! And we are also saying this is not a new concept; it has already been proven successful and it’s called Smarketing (and no we did not make that up). It’s a term first coined by HubSpot's very own Dan Tyre, a methodology we live and breathe over here at New Breed.

If you really think about it, the marketing team does some selling and the sales team does some marketing all the time, whether they realize it or not. There’s no reason why these two groups shouldn’t be working together! By combining the insights and knowledge of marketing and sales you will come up with a killer team of individuals who can really make your business grow, a glorious combination, if you will. Are you ready to give it a try?

Here are some tips to introduce and incorporate Smarketing into your workplace:

  • Schedule a weekly or biweekly meeting with the sales and marketing teams where they can share updates, brainstorm improvements and discuss upcoming projects.
  • Have sales and marketing create an ideal customer profile together. This will help establish a clear understanding of whom your company is trying to sell to.
  • Have sales and marketing define 3-5 differentiators that make your business unique from the competition. This will help the marketing team when developing marketing materials and will help sales to convey this competitive advantage.
  • Create an internal feedback loop: sales can identify where the customer got lost or confused in the funnel and marketing can make adjustments and build out content to alleviate confusion (for example, maybe the web copy was confusing or customers misunderstood an offer).
  • Keep sales up-to-date on new marketing ventures, such as new features or products, new releases or new campaigns.
  • Utilize Hubspot’s software, like Salesforce, to sync the sales and marketing teams so data can be easily shared between the two.
  • Track and analyze data together to agree on problems and solutions.

Sounds easy, right?

Once you get started integrating Smarketing into your business we know you’ll wonder why you never did this before. You’ll start to see an increase in qualified leads, which means an increase in sales, which means an increase in ROI and ultimately a happier work environment. So no excuses, give it a try!

Comment below and let us know how Smarketing is working for you.

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Topics: Demand Generation

About The Author

Sierra Calabresi is a former New Breeder.

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