What is and what is Smarketing for?

  • Jul 26, 2021
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The smarketing it is a process that usually merges the sales and marketing teams in the lead generation strategy. It is a branch of marketing that is responsible for integrating both in order to unify them in a single team and thus achieve favorable results.

This type of process is used to lower costs and improve company resources. The unification of both teams avoids conflicts and problems due to the lack of communication that can arise during the development of the work, since it only seeks to increase sales.

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what is Smarketing

In this article you will find:

Origins of smarketing

Smarketing originated from ongoing conflicts within the company's marketing departments and sales problems. As there were differences when dealing with leads, the need for these two teams arose, leading to a merger approach to streamline work.

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In this way, by capturing efficient leads from the marketing department and closing deals to attract customers who help to increase sales, improves coordination when creating strategies and in turn improve performance commercial.

What is Smarketing for?

Smarketing serves to reduce any type of problem related to coordination and communication, In the same way, it can end the conflicts that arise between the different departments of the business.

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You can merge teams that promote collaborative attitudes and thus achieve a partnership convenient to reach the consumer faster to the purchase process once it goes through the lead and ends with be a customer.

It offers the facility to lower costs and provides successful sales closings, by increasing teamwork thanks to marketing and sales. In general, smarketing serves to carry out the conversion process correctly and increase the level of benefits for the same cost.

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Smarketing objectives

The objective of this process is to improve smarketing practices and for this the following must be taken into account:

  • Create goal-based compensation systems shared by marketing and sales.
  • Relate the trade portfolio with the sales quotas.
  • Set the same interdependent goals for both teams.
  • Carry out a training and constant communication plan that allows the training of professionals on both sides.
  • Be assured of seeing the goals of others.

How can you do Smarketing?

As already mentioned to be able to carry out smarketing, it is necessary to merge marketing and sales, you must there is good communication between both parties and have the same objectives in order to achieve the success of each one.

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To carry out this merger, teams must know specifically the details of the people to whom they are direct and maintain a good dialogue so that the information flows in both parts, as the objectives. To achieve this fusion it is necessary to follow the following steps:

Speak the same language

Both teams must have a number of goals in both marketing and sales to achieve the merger.

Conduct open communications

For this to be accomplished, both teams must meet constantly to discuss product and customer issues.

Reach agreements

There must be specific commitments in each team to support each other and thus merge efficiently according to the same revenue goals.

Trust the information

When both teams stay informed, they can verify if the objectives are being achieved and if not, look at the error to find a way to solve it.

What are the benefits of Smarketing?

One of the fundamental benefits of the combination of marketing and sales that raises the orientation of smarketing, is to increase revenue and the number of clients so that a strategic result is determined with greater efficiency.

It is easier to close a sale, with a customer who already has knowledge of the product or service and the brand in advance, than to try to obtain an effective result with the cold sale. Smarketing focuses on finding a way for the marketing and business system to come together to achieve the goal.

Among the benefits of smarketing are:

  • It manages to achieve the objectives of the company or business more quickly.
  • Enables increased ROI from marketing and sales.
  • It improves the connection of the team and everything that the company comprises.

It is important to consider the need for trial and error, as well as the tools that serve to efficiently unify marketing and sales. However, the benefits of smarketing is a reality, since the companies that use this strategy have achieved a better performance within the industry.

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