Smarketing. Much more than just another buzzword.

What would happen if your sales department and marketing department were fully linked to each other?

Smarketing is part of a trend that is gaining ground across the world. It's the new buzzword for effective collaboration between the sales and marketing departments in a business. Although it should be natural, effective communication and the ability to work together are (in reality) a competitive advantage and a fundamental success factor for any business. This is where the concept of "smarketing" comes in.

But is it really that hard to align your sales and marketing? Actually, not really - if everyone is willing to tango. Below are some tips to get you on your way:

1. Understand the differences - and use it. Smarketing is not about merging two departments into one commercial team, but rather making efficient use of both departments' resources, knowledge, and strengths. One doesn't lead the other - but rather both drive each other.
2. Agree on focus and roles. In Smarketing, the teams must firstly agree on what market to focus on, what personas to engage with, what messaging to drive, and what portfolio to position. They then need to agree on who, how, where, and when. Simple as that.
3. Visualize the KPIs. Smarketing is not about setting the same KPIs for sales and marketing. I do, however, strongly suggest you give transparent insight into each department's KPIs, processes, and sub-goals. With clear and transparent KPIs come much better understanding and alignment. And also more opportunities to celebrate success together!
4. The Power of Data. We all know that data is the new gold. Make sure you merge data from marketing and sales and analyze the results. How good was the target database? How much engagement did we see? How many meetings were booked? How many meetings were attended? How many opportunities were created? How many sales opportunities were closed-won? At what value? Analyzing the data together, will drive stronger alignment and continuously improve your smarketing approach.

BTW: Did you know that I am looking for a new Head of Marketing at Proact? If not, check the position out here: https://www.proact.eu/group-marketing-manager/

Not only that, we have over 30 open positions across Europe in all types of functions. If you are interested in joining the team, have a look here https://www.proact.eu/career/

//DD