What is Smarketing?

Smarketing is a combination of the words “Sales” and “Marketing“. It is a strategy that promotes close collaboration between the marketing and sales teams in an organization to develop common goals and strategies. By synchronizing the activities of sales and marketing, smarketing can help increase the efficiency and effectiveness of both departments.

The power duo: marketing and sales

In the digital age, marketing and sales play a critical role in driving your business growth and success. But what happens when these two teams join forces and act as a synchronized powerhouse? The result is “Smarketing” – a strategic symbiosis that combines the best of both worlds and takes your business to the next level of success.

Smarketing stands for the strategic integration of marketing and sales. This dynamic duo works together to increase the efficiency and effectiveness of both departments. By merging these two areas, you can generate more qualified leads, improve customer retention, strengthen your company’s market position and increase revenue. In addition, smarketing ensures consistent communication and messaging to customers and prospects, resulting in an improved customer experience. Discover now the potential of merging marketing and sales into an unbeatable smarketing team.

What are the benefits of smarketing?

The benefits of smarketing are many and can have a significant impact on the entire company. By working together, teams can get to know their customers better, achieve consistent communication and create an improved customer experience. This, in turn, can increase customer loyalty and improve the generation of appropriate leads as well as closings. Finally, smarketing also leads to more efficient use of resources, which can save time and money.

Why is data integration (iPaaS) important in smarketing?

Data integration through Integration Platforms as a Service (iPaaS), such as the Marini HubEngine, plays a critical role in smarketing. iPaaS enables seamless integration of various cloud-based and on-premise applications and data sources. This is central to smarketing for several reasons:

Unified view of the customer: An iPaaS enables marketing and sales to gain a complete and accurate view of customer interactions by aggregating customer data from multiple sources. This leads to better personalization of communications and enables teams to work in a more targeted and effective way.

Efficient Processes: By automating data flows between different systems, an iPaaS can increase the efficiency of smarketing processes. It can help reduce manual tasks, eliminate errors, and shorten the time it takes to convert leads into customers.

Improved Decision Making: With iPaaS, teams have access to accurate, up-to-date and consistent data, leading to more informed and reliable decisions.

Collaboration and transparency: By integrating data and systems, marketing and sales can collaborate more effectively. All team members have access to the same data and can see what others are doing, leading to greater transparency and better collaboration.

What steps are required to effectively implement smarketing?

To successfully implement smarketing, incorporating data integration and Customer Intelligence, the following key steps should be considered:

Practice active team building: It is important for teams to get to know each other and understand what each other is doing and the challenges they face. Teambuilding activities can help build trust.

Set a common goal: Marketing and sales should have a common goal that goes beyond the traditional metrics they typically use.

Clarify responsibilities: Clearly define who is responsible for what tasks and how the common goal will be achieved.

Define communication channels: Ensure that there is a regular exchange between marketing and sales, and determine which channels and tools should be used for communication.

Ensure data integration: With an efficient integration process, often through an integrated platform-as-a-service (iPaaS) system, all relevant data sources from sales and marketing should be unified and made easily accessible.

Manage information centrally: Both teams can benefit from shared information. This includes the use of customer intelligence, i.e., the systematic analysis and use of customer data to make strategic decisions. Therefore, a central repository for information should be provided.

Implement CRM software: Customer relationship management software can help consolidate and manage all customer data and optimize marketing and sales processes.

Track KPIs: Regularly record what results marketing and sales are achieving together, paying attention to specific metrics to measure the success of smarketing.

How does smarketing affect the customer journey?

Smarketing enables a more efficient response to the dynamic Customer Journey of today’s digital customer. In contrast to the traditional linear buying process, smarketing flexibly adapts to customers’ multiple buying paths and takes into account the ROPO effect (Research Online, Purchase Offline). By dissolving rigid departmental boundaries between marketing and sales, continuous and coordinated customer communication is ensured. This leads to improved customer satisfaction and loyalty and increases business efficiency.

Why is smarketing important in the digital environment?

In today’s digital era, where globalization and digitization are changing the way we do business, smarketing is particularly relevant. In the online world, traditional boundaries between marketing and sales are blurring. When the departments work in isolation or even against each other, it can affect the customer experience and thus reduce sales.

Smarketing enables marketing and sales to combine their skills and become more aligned with customer needs. This not only leads to a more efficient use of resources, but also helps build a closer relationship with customers, resulting in increased customer satisfaction and loyalty. It enables companies to better understand their customers and tailor their products or services to better meet customer needs. This ultimately leads to a better customer experience and increases the likelihood that customers will be happy to buy from a company again and again.

Further articles