Traditionally these groups of people have been divided

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In order to understand how customer expectations have altered, it is important to take note of changes in user activity and attitudes along with how they affect purchase decisions. With information and technology at our fingertips, the buying journey has changed immensely. Buyers now do their research long before ever speaking to a sales representative, which means marketing plays a bigger role than ever before. Learn more about the importance of “smarketing” for your business and why you should be aligning your sales and marketing teams. What Is ‘Smarketing’? Smarketing unifies your sales force and marketing teams. It focuses on aligning goals and missions surrounding common revenue goals.


When bringing these two groups of professionals together, you’ll achieve: Better customer acquisition Fax Lists rates Improved revenue retention Increased growth Why Does Your Company Need to Invest in ‘Smarketing’? Misalignment of your marketing and sales teams can do more harm than you might realize.  into two silos. While their jobs are very different, their goals are ultimately the same — to attract new customers and bring attention to their brand. If left to their silos, marketing and sales departments are at odds with each other. Although when you bring them together, studies have shown that you can realize a 34% increase in revenue and a 36% rise in customer retention. Why? Because this unification of teams enables your company to understand your customers better, thereby informing the creation of content, ads and consumer outreach in ways that increase awareness.




Each role complements the other one. Marketing professionals collect customer insight data and develop content that facilitates the inbound lead generation process. From there, the sales team runs with these leads to complete outreach and directly engage with potential customers. As you can see, it only makes sense for these groups to be on the same page. The Focus on Customer Centricity When you have a customer-centric business model, you're often already on the road to a winning strategy. You shouldn't be focusing on what your sales and marketing teams can do for your business. Rather, you should be trying to figure out how they can cater to your potential customers' needs. To strengthen your bottom line, bring your sales and marketing teams together to identify ways to fulfill your audience's requests and offer solutions to their pain points.