'Smarketing' might sound like a bit of marketing jargon, but it's a powerful concept that can drive business growth. Simply put, 'Smarketing' is the integration and alignment of the sales and marketing functions within an organization.
Sales and marketing are often seen as separate silos, each with their own goals, strategies, and metrics. However, both teams have the same end goal - driving revenue and business growth. 'Smarketing' is the process of breaking down the barriers between these teams and fostering cooperation and collaboration.
Traditionally, sales and marketing have distinct roles in a business. Marketing teams are responsible for raising brand awareness, generating leads, and positioning the business in the marketplace. They focus on creating engaging content, executing advertising campaigns, and nurturing prospective customers until they're ready to speak to a salesperson.
On the other hand, the sales team takes over once marketing has warmed up a lead. Their job is to close the deal, working directly with potential customers to address their specific needs and objections and persuading them to make a purchase.
Despite their separate functions, it's evident that sales and marketing are two sides of the same coin. They're part of the same process of converting prospects into paying customers.
A vital part of aligning sales and marketing is agreeing on when a lead is ready to move from marketing to sales. This is where the concepts of Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs) come in.
An MQL is a lead who has engaged with the company's marketing efforts but hasn't yet expressed a clear intent to purchase. For example, they might have signed up for a newsletter, downloaded an eBook, or attended a webinar. While these are promising signs of interest, an MQL might still be in the research phase and not ready to buy.
An SQL, on the other hand, is a lead who has shown clear buying intent. They've moved beyond just expressing interest and have taken actions indicating they're considering a purchase, such as requesting a product demo or a quote. SQLs are ready for a direct sales approach.
The magic of 'Smarketing' lies in its potential to streamline the lead nurturing and sales process. When sales and marketing are aligned, they can work together to move leads smoothly from the top of the funnel (where marketing operates) to the bottom (where sales takes over). They can agree on what constitutes an MQL and an SQL, ensuring that leads are passed to sales at the right time and that the sales team is prepared to take over.
Moreover, when these two teams communicate effectively, marketing gains valuable feedback about what's happening at the sales level. They can find out which of their efforts are generating high-quality leads and which are falling flat, helping them fine-tune their strategies.
'Smarketing' is about more than just sales and marketing getting along - it's about these two essential functions working together in harmony. By aligning their goals, strategies, and processes, they can drive more leads, close more sales, and ultimately fuel business growth.
So, whether you're in sales or marketing, it's time to reach across the aisle and start collaborating. After all, two heads are better than one, especially when it comes to driving revenue!
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