Smarketing – Sales and Marketing Integrated

The closing gap between sales and marketing in the lead generation process

posted by Michael in May

There is a rising trend in the last years to view sales and marketing activities more closely related to each other. Closer than ever before. Usually, these two sectors of a business have worked in completely different tasks, resulting in constant conflicts between each other. Sales teams often complained about low-quality leads provided by marketing teams and marketing teams complained about sales teams blowing off important deal opportunities provided by them. According to a study by Hubspot, only 5% of sales people considered the leads coming from marketing activities to be high-quality, while only 22% considered marketing leads to be the most relevant. Nonetheless, this is starting to change for both small start-ups and larger businesses too.


Since the arrival of digital technologies and the online branch of businesses, sales and marketing teams have been working closely together and collaborating in the lead generation process. This gave birth to the term smarketing, a new trend in businesses that are characterized by a clear alignment between both sectors. One of the top priorities of marketing teams is to generate sales-ready leads. According to BrightTalk at least half of the marketing budget is usually invested in this specific goal. Thus, it is of significant importance for marketing and sales teams to collaborate step by step in the lead generation process. Marketo reveals in a study that companies where marketing and sales are aligned have a 67% higher chance of closing deals successfully. Diverse digital technologies, as well as online channels such as social media and techniques such as content marketing, have popularized inbound marketing campaigns that result in automated lead generation. Such leads are normally followed carefully by both the marketing and sales team along the whole sales funnels and addressed by the respective team at the respective moment. In this way, deals can be closed more effectively. But what other advantages does smarketing have? Why is it turning so popular and how can it be implemented?


Which advantages does smarketing have?


  • Visibility over prospects: The better the marketing and sales representatives understand the prospects, the more successful the relationship with them will be. Enhanced communications through integration between marketing and sales teams help maintain a global picture of the target prospects and how this evolve along the sales funnel. Thus, the prospects can be addressed by the relevant team at different moments along the buyer’s journey.
  • Standardized lead qualification: Having a clearer picture about the different leads and their development along the sales process also helps to qualify them with a standard method. If this scoring method varies between both teams, many leads can be lost due to vital information being lost or ignored.
  • Common goals and data transparency: If both teams thrive towards joint KPIs and goals, the different campaigns can be aligned more efficiently and the prospects identified more clearly. Thus, no information asymmetries take place and prospecting becomes much more efficient.
  • Efficient resource allocation: A better collaboration between both teams means less resource investment, in terms of time, personnel and money.


How can sales and marketing be integrated into smarketing? 


  1. Meet regularly: Regular meetings will enhance the communications between both teams, will help clarify problems, set goals and deadlines as well as a general framework. How often such meetings take place depends on the marketing cycles and campaigns.
  2. Organize a smooth sales enablement process: Consistent engagement with prospects and customers is vital, therefore sales enablement needs to be crystal clear. The right information needs to be at the hands of the right person at the right time. Lead scoring systems need to be established so that each team knows when and how to address each prospect.
  3. Coordinate inbound marketing campaigns together: The sales team usually has a clear picture of the profile they are looking for to close the deal. Therefore, it is important that they collaborate with the marketing representatives to create campaigns that attract such profiles. Sales can participate in content marketing campaigns and educate marketing on the target profile, while marketing returns the favor educating sales on the diverse inbound marketing channels and techniques.
  4. Use collaboration tools: Collaborations tools are a great way for both team to communicate efficiently and keep a clear overview of all activities, processes and results. Such tools can range from famous CRM platforms such as Salesforce or Pipedrive to enhance communication and sales funnel overview or inbound marketing and lead generation platforms such as Beamium.


Beamium: the ideal lead generation tool to integrate both processes

Beamium is easily one of the strongest tools to support your smarketing integration. Why? Well this platform enables you to share your marketing presentations or sales pitches online with just one click. Once you have shared your presentation as a link on social media or emails, or if you prefer, embedded on your blog or landing page, Beamium allows you to convert your viewers into leads. How? You can specify specific parameters on the tool to request the viewers for a verified email address. Only the viewers that are really interested on your pitch will go ahead with this step, resulting in high-quality leads. Moreover, the tool also provides diverse smart statistics on the viewer’s behavior along the presentation, which help your teams better qualify the leads. In this way, a marketing team can use Beamium to share diverse marketing presentations on preferred channels and provide the sales representatives with genuinely high-quality leads, along with the diverse collected statistics. As simple as that, Beamium creates brand awareness, attracts traffic, captures leads and ensures they are sales-ready. All in one simplified, collaborative process among both marketing and sales teams. Do not let those important leads get away and take a jump into the future of sales and marketing integration.



Image Source: ©unsplash.com/@szolkin


Author: Michael Michael