The term smarketing comes from the contraction of two other terms: “sales” and marketing. Smarketing is a solution to the adversity of salespeople and marketers. The main objective is to align them so that they become complementary.
Since there is no common marketing and sales department, smarketing aims to make these two departments work together by adopting an integrat approach. The efforts undertaken by both teams greatly contribute to achieving a more efficient company.
With smarketing, the marketing department energizes targets with personaliz messages and contacts them when they become prospects. While the sales department approaches targets and relaunches
prospects who become potential customers
The main problem in the organization of a company is the rivalry between the two departments (marketing and sales). However, a company cannot make a profit without the two teams maintaining a good relationship.
Although the responsibility for closing sales and therefore increasing the company’s turnover lies with salespeople, marketers also play a major role. It is the actions develop by marketers that are responsible for generating qualifi leads and subsequently fe the sales pipeline.
The smarketing strategy is especially essential at the transaction level of the two services. When the marketers have finish their part of the work by transmitting qualifi leads, it is the salespeople’s turn to take care of it by canvassing the acquir leads as quickly as possible and collecting all the necessary information. The how to build telemarketing lead latter will be us during follow-ups.
Inde, this definition often differs for both teams. For marketers, a lead is an individual who has shown an interest in the services offer by the company and who they also call a “Marketing Qualifi Lead” or MQL. As for salespeople, their definition of a lead, also call a Sales Qualifi Lead or SQL, is bas on the profile of an individual who is closest to making a purchase.
Leads generat by Phát triển và phản hồi đang diễn ra marketers often don’t fit the terms impos by salespeople, and tension can arise as a result.
To solve this problem, you ne to bring your two teams together so that they can define and find the concepts of a lead together, whether it is an MQL or an SQL. Lead support will then be more optimal in the sales funnel.
The criteria for defining a lead vary from one company to another. But in general, to define your lead you
can orient yourself towards the following information
Individual behavior: number of clicks, frequency of visits, filling out a form, etc.
Then identify your buyer persona and establish your lead scoring bas on the criteria provid by your two teams. This way, salespeople will only receive hot leads that constitute real business potential.
Setting SMART goals
To move forward together, your sales team and your marketing team must aim for the same objectives. They must define SMART objectives (Specific, Measurable, Achievable, Realistic, Temporary), such as the number of new opportunities, the company’s turnover, the rate of appointments, etc.
Establish a contract between the two services
Your sales team and your marketing team must be link from a very specific framework contract, also call SLA ( Service Level Agreement) . This contract will aim to detail the commitments, the actions to be undertaken and the results to be achiev for each team.
The framework contract serves to build the relationship between the two departments by subjecting them to pre-establish rules aleart news and very specific expectations. However, it must be reassess regularly, given that situations may evolve as the two departments move forward together and can thus set new objectives.
It is not enough to simply distribute tasks and objectives. For greater efficiency, both teams should meet every week to discuss feback on the actions taken. This will allow your two departments to communicate regularly, be well coordinat and share any problems that may arise on each side .
To align your marketing and sales teams, adopting a smarketing strategy is essential. As long as you adopt the right practices, smarketing will allow you to properly coordinate the roles of your two teams, make them efficient and subsequently increase your profits.
