Smarketing: the secret to generating more qualified leads

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Every day, all companies, regardless of whether they are B2C or B2B, are dealing with a key issue: sales. This simple word encompasses most of the company's activities and many times the secret to increasing numbers is summed up in smart marketing.

You may be wondering what it is about and how you can apply it to generate better results, I will tell you below.

What is smarketing?
Smarketing is the process by which marketing and sales teams align not only in relation to the actions they carry out, but also in relation to the knowledge base they share .

Conceptualized in this way, it might seem like an easy task to accomplish, however, to do so requires a series of steps and agreements between the marketing and sales teams.

And this term takes its name from the contraction of both words in English:

sales + marketing = smarketing

The reason for the name, which may seem like a coincidence, is that both teams regularly play as if they were opposing sides, trying to achieve objectives that they consider to be their own, without considering the global perspective of the company.

It's common for marketing teams to blame sales teams for not properly following up on the leads they send them.

In turn, the sales team often complains that the marketing department is not sending enough leads with the characteristics they require.

So instead of going in the same direction, they focus their energy on competing with each other.

Smart marketing is about turning “two teams” from the same company into one team that shares the same vision and objectives so that, by combining all their actions, they can achieve better shared results.

It is no longer about “marketing” getting more leads and “sales” closing more clients, but about “the company” getting more qualified leads that can be properly followed up on to achieve commercial objectives.

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But who are “marketers” and “sales people”?
In this article, as in real life, when we talk about the marketing team, we refer to the group of people within a company who have a series of functions and activities focused on facilitating the company's commercial activity.

These activities include traditional strategies such as press guidelines and digital strategies such email database canada as social media management and content generation.

But its role does not include direct marketing.

That's where the sales team comes in: a team of professionals who, today, beyond having technical knowledge, have developed knowledge and skills in neuromarketing, public relations, planning and organization .

Two sides of the same coin, but ultimately it is important to understand that they are one and the same.