In many companies, marketing and sales teams work in competition. The sales team focuses on making sales by finding customers and pitching to them. The marketing team, in contrast, builds brand awareness and generates revenue by helping customers find the company. In the worst cases, these groups eat into each other's success; they each have incentives to claim a share of the same set of clients, which limits what your company can do. Finding ways to get marketing and sales forces working together is critical to lifting yourself past the rut that this conflict imposes.
What Is Smarketing?
Smarketing, which combines sales and marketing, takes these two natural competitors and brings them together. It does so not as one team swallowing the other, but rather as a true merger of equally important teams. Your focused smarketing team, by pushing forward in a unified way, can both follow current paths more effectively and create new ones to enhance your revenue streams.
Smarketing Language Lessons
The first step in implementing a smarketing plan is to get marketing and sales personnel speaking the same language. Marketing teams tend to operate in broad terms and metrics: clicks and conversions, impressions and traffic. The sales team focuses on direct contact and face-to-face meetings. When they are looking and speaking from different places, it is hard to turn sales and marketing into smarketing.
To get past this pitfall, you need the groups meeting and speaking together. Anyone new to a company has to get through a learning curve to understand the terminology an organization uses. This will be similar; your teams know the industry, but may not know each other's worlds well. The sooner you get your team meeting together, the sooner you can get them working as a cohesive unit.
Direct Customers to Your Teams
This serves as a precursor to the goal: building out processes that take advantage of what each group does. Marketing works well at identifying and attracting interested customers and categorizing them by groups. From here, your sales professionals can give the personal service to their best candidates, saving time and frustration that comes with cold calling and false leads. Both the sales professionals and the marketing professionals can focus on what they do best but also do so with better visibility toward how their roles fit within the overall team.
Putting these two groups together will give your organization growing pains. If your sales and marketing teams have operated largely in silos, turning them into a finely tuned machine will take time. Still, learning to operate in a more coherent and cohesive way between departments helps smooth over transitional pain points and gives you a chance to make both groups more efficient together. From there, everyone has better opportunity to lift the whole company higher.