Smarketing: How Aligning Sales and Marketing Can Help Your Business

Smarketing and sales. They’re a formidable duo capable of propelling any company to success. However, when these two critical business processes do not work in tandem, the opposite might occur. Double handling, squandered resources, and too many distinct goals contribute to a fragmented environment that can muddle the customer experience. In the worst-case situation, the two sides may actively collaborate against one other.

Doesn’t seem very productive, does it?

On the other hand, if you can get all of these things right and properly connect your sales and marketing activities, you might see a significant rise in income.

How big is it?

Companies who are successful in doing so enjoy an increase in revenue of 208 percent on average. So, no matter how large or little your company is, or what sector you work in, smarketing has something to offer.

Before We Begin, What Exactly Is Smarketing?

To be honest, Smarketing is a strange-sounding term, but with good cause. Smarketing, a combination of the terms “sales” and “marketing,” assures that sales and marketing are pushing in the same direction and working toward a single goal.

You wouldn’t think it makes sense for these two sections of the business to be in rivalry with one another.You are not alone; in fact, 87 percent of sales and marketing professionals agree that efficiently sharing resources within an open and honest cooperation culture may have far-reaching and long-term positive consequences on corporate success.

Sales and Smarketing misalignment is seldom deliberate, which is why it’s important to pay attention and actively evaluate what’s working and what isn’t.

What Makes Sales and Marketing Such a Potent Combination?

The figures don’t lie: Businesses who effectively aligned their sales and marketing teams reported being 67% more effective at completing transactions and 58% more effective at client retention. It’s simply the most effective strategy to minimise waste, save expenses, and accelerate progress toward better results.Let’s look at some of the other significant advantages of better sales and marketing alignment:

  • Nothing is overlooked since information is shared

Without a doubt, there are several distinctions between sales and marketing. When there is a lack of alignment, these variances can foster a culture of conflict and competitiveness, which can harm the customer experience and, as a result, conversions. However, by reversing this and bringing the two together, you can foster the free flow of ideas and open cooperation, changing these disparities into a strength for your company.

Sales and marketing operate with various types of information, therefore communication is essential in assisting one another. Not every information will be valuable to those who get it, but by openly exchanging information between sales and Smarketing, you increase your chances of recognising essential information, which in turn directs your efforts in the appropriate direction.

  • Creating Common Objectives

It may sound self-evident, but when sales and marketing are tugging in opposite ways, you will end up with weaker outcomes and lost income.

It’s difficult to go where you need to go when two horses are tethered to opposing ends of the same cart. By bringing these teams together, time, effort, and resources can be readily shared, leaving your company with fewer goals to achieve and a better chance of hitting the target and achieving the desired outcomes.

Confusion Over Definitions of a Qualified Lead Has Been Reduced

According to recent research, just 7% of salespeople feel that marketing teams share high-quality leads. Isn’t it not much?

A more significant statistic is that just 28% of salespeople say their own marketing staff is their top source of leads. This demonstrates a profound lack of confidence and faith in a team that should be their most valuable asset and ally.

When cooperation and communication are weak, it is quite simple to differ on what makes a high-quality lead. With uncertainty about which leads to pursue, the likelihood of following leads that were previously unlikely to convert improves dramatically.

Surveys have indicated that when a collaborative atmosphere is properly promoted and implemented, 94 percent of top-performing salespeople believe they are constantly receiving high-quality leads from their internal marketing team. If you do this step correctly, your chances of obtaining better leads that convert into sales will increase significantly.

  • Create a Positive Workplace Environment

A little healthy competition isn’t necessarily a bad thing for a business. It can elicit a drive for higher outcomes as well as a greater sense of accomplishment when those sales are completed. However, when your sales and marketing teams clash, the only thing that loses is your bottom line. Aligning goals and objectives helps everyone recognise that they are all in the same boat and working toward the same goal. This will help your firm thrive, and you will have created an exciting, pleasant environment that is beneficial for everyone involved, which also benefits in skill retention.

  • On Strategy, Let’s Meet in the Middle

It’s critical to get your plan right from the start. To make the customer journey as smooth as possible for a potential buyer, both sales and marketing must understand it. So, why don’t two distinct teams working for the same company collaborate to guarantee this happens?

Strong sales and Smarketing alignment increases the likelihood of having a well-defined plan from start to finish. When your sales and marketing departments collaborate closely, they have a higher chance of ironing out any wrinkles and developing a well-thought-out customer experience that results in more sales, more of the time.

  • Remove Roadblocks from Your Customer’s Journey

We all want our purchasing experience to be as easy as possible. In fact, you’d hope that it gives a consistent, pleasurable experience that your consumers would want to tell their friends about. To do this, sales must take up where marketing leaves off, resulting in a seamless and organic process with consistent corporate message.

By exchanging resources like objection-handling notes, call scripts, PDFs, and email templates, both teams will always be on the same page and ready for a seamless lead transfer.

How to Coordinate Sales and Marketing

Aligning sales and marketing might take some time and effort, especially if these teams are used to working in a competitive atmosphere.So, what can you do to break free from this attitude and create the collaborative atmosphere that both teams require to succeed?

Let’s take a closer look:

  • Create a Sales and Marketing Service Level Agreement (SLA) over time.
  • To get started, you’ll need to create a sales and marketing Service Level Agreement (SLA).
  • The SLA will clearly define the continuing working relationship as well as any related expectations. It must include the following information.

Buyer personas that are ideal

What is a qualified lead? Goals and key performance indicators (KPIs) Accountabilities and responsibilities Timing of the move from marketing to sales Of course, in order to build the most comprehensive and effective SLA, both teams will need to collaborate. As a result, everyone’s wants, objectives, and goals are mutually developed and understood.

Gather for Regular Meetings

Maintaining an open channel of communication between sales and marketing is essential for staying on top of your goals and tracking overall success. Regular meetings are a simple method to get everyone together and discuss triumphs, areas for development, and a general assessment of how everyone is going. A weekly meeting, as an open platform, is also an excellent location to openly discuss fresh ideas, resources, and insights that may benefit everyone. If these are properly executed, you should see improved working relationships in no time.

Rank Your Leads

One of the most prevalent conflicts that might occur between sales and marketing is the misallocation of resources to appeal to the wrong target group. As previously said, having a clear understanding of what defines a qualified lead is the best approach to prevent this problem.

You can guarantee that everyone identifies the most significant aspects of these consumers by bringing your teams together to discuss the ins and outs of your ideal client persona. Once you’ve sorted everything out, it’s a good idea to rate each of these attributes in terms of how important they are to a successful sale. This will then assist you in scoring your leads, which is one of the most efficient techniques to determine where a client is in the sales funnel.

Demographics, business information, customer behaviour, internet involvement, and prior purchases are all important buyer attributes to consider, among many more. With all of this in mind, it’s critical to remember that your lead score should never be static. With market trends always shifting, it’s critical that you constantly analyse and update your lead scoring criteria to better represent the current status of your business and its connection with your consumers.

Following the completion of the lead scoring process, ensure that all critical criteria are included in your sales and marketing SLA.

  • Create a Team-First Environment

While it certainly goes without saying, teams who operate in a pleasant atmosphere are more inclined to help one another in order to achieve their goals. Even basic things like your workplace layout may have a significant impact on happiness and teamwork. By keeping things open and removing any isolating aspects from your area, you may break down physical and communicative boundaries, creating unlimited opportunity for cooperation and support amongst one another.

While these suggestions are geared toward the workplace, it’s also worth considering scheduling frequent social gatherings and team-building activities to assist employees get to know one another and create connections that lead to stronger working relationships.

  • To Achieve More, Work as a Team

As a broad generalisation, salespeople and marketers are intrinsically distinct. And these distinctions can be difficult to reconcile.Even the most competitive company settings, with a transparent and inclusive alignment process, can break down the obstacles to success and establish a strong, supportive team.

You can make this shift as smooth as possible by freely sharing thoughts, resources, and a single objective. When you combine frequent meetings with a collaborative SLA, the days of bad performance due to mistrust and competitiveness will be long gone.

  • Allow the Walk to Assist You in Forming a Team

\We can assist you with your sales and marketing alignment. Collaboration and collaboration are two of our biggest assets, and we’d love to show you how to develop them as well. We can assist you with determining what constitutes a hot lead, creating the assets your sales teams require to enhance conversions, and developing a sales and marketing plan that spans the whole customer lifecycle.

Start in touch with Impact Estate Marketing now to get your teams working together to achieve your objectives. Also, as additional reading, discover more about the Rise Of Smarketing in our post.