Summary: How to successfully integrate the 2 areas responsible for the business process.
In this blog you will learn how to ensure that the 2 areas (marketing and sales) responsible for the commercial process can work in a coordinated manner and obtain the maximum results.
- What is it and why do you need a Smarketing strategy?
- Define the specific activities of each team
- Hold regular meetings to share results, feedback and ideas
- Establishes the same communication language between both teams
- Make reports to measure integration and results
- Use a platform where both teams can work together
Why do you need a Smarketing strategy?
Not having a good alignment between the marketing and sales teams will mean that both teams are constantly working independently. Each will be pulling to opposite sides and attaching responsibility for lost customers to the other.
The essential objectives of a good smarketing strategy are:
Avoid conflicts
Improve lead quality
And finally, close more sales
Although these are the main objectives, smarketing can even help in the generation of content, better knowledge of the audience, feedback for campaigns, among others. Therefore, here we leave you some techniques to implement and/or improve your Smarketing strategy.
Define the specific activities of each team
It is important that both sales and marketing are clear about the activities and responsibilities of each one.
- Marketing: make the brand, product and service known, grow the database, nurture leads with relevant content. Basically, attract users and convert them into potential customers.
- Sales: approach leads through meetings, calls, emails and other tools that achieve the closing of the sale, that is, transform leads into customers.
To get both teams to commit, you can help with an SLA (Service Level Agreement), a document in which the agreements between both parties will be reflected, with clear and measurable objectives.
Hold regular meetings to share results, feedback, and ideas.
It is important to have constant meetings that involve both teams and in which the progress of both is shared. In turn, we must encourage collaboration and teamwork:
Share processes and results
Give feedback and brainstorm in which the insights found by both areas are shared
Especially the sales area, which is in constant interaction with the customer, can contribute content ideas and points of friction that they usually have with the user, to create advertising campaigns focused on the needs of the end customer. In turn, marketing can understand the sales needs to support them with useful materials and tools in the process.
To facilitate these tasks, make shared documents, in which both can add i
Establish the same language of communication between both teams.
Both marketing and sales must have clear goals and think about strategies that will lead them towards them. Also, it is important that both know the language, terms and keys that will be used.
SRL: An essential point for smarketing is to be clear when a lead is ready to go on to sales, that is, when a lead becomes a sales ready lead (SRL).
Buyer persona: Both of you need to understand who the buyer persona is.
Campaigns: Everyone must be aware of the campaigns that are running in the different communication channels, as well as any changes in the products and/or services.
Establish the same language of communication between both teams.
Both marketing and sales must have clear goals and think about strategies that will lead them towards them. Also, it is important that both know the language, terms and keys that will be used.
- SRL: An essential point for smarketing is to be clear when a lead is ready to go on to sales, that is, when a lead becomes a sales ready lead (SRL).
- Buyer persona: Both of you need to understand who the buyer persona is.
- Campaigns: Everyone must be aware of the campaigns that are running in the different communication channels, as well as any changes in the products and/or services.
Use a platform where both of you can work together.
Having a CRM-type tool can be very useful. Probably, if you are a small company, you still do not see it as a priority, but it is extremely important for the growth of your organization. Even more, if you are a medium or large company. Having a good tool for managing your commercial areas can help you:
Collect and organize information in one place.
Have complete information on each user (where they come from, how they have interacted with your company, at what stage they are…).
Automate processes: sending mailings, news, blogs, offers, creation of materials, scheduling meetings, among others.
Save time and optimize efforts.
Achieve a good alignment between your commercial areas.
Remember, good communication and interaction between your marketing and sales areas will not only help you close sales, but also help you have satisfied customers who are willing to recommend you.
Don’t know where to start?
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