[VIDEO] WHAT IS SMARKETING?

Welcome to the power of Smarketing. In this class, we will talk about how to align marketing and sales teams to get results.

In other words, we will discuss how the marketing team and the sales team can come together to create a single team known as Smarketing.

So:

Why is Smarketing so important for Inbound?

Smarketing is the key component of Inbound success because of its place in the close stage of the methodology.

Specifically, the point in the close phase where Marketing can hand off its most qualified prospects to Sales so they can close the sale and turn them into customers. Without smarketing, a large number of your prospects will leave and never become customers.

What is Smarketing?

It is the process of aligning the marketing and sales teams around common goals for an organization or company, with the aim of improving revenue.

Now, traditionally, marketing and sales have behaved like two opposing teams.

In fact, 87% of the terms that marketing and sales use to describe each other are negative.

Unfortunately, marketing and sales don't always get along. Marketing uses terms like “Naive,” “Incompetent,” or “Lazy” to describe sales. And the other way around, sales refers to marketing with terms like “Arts and Crafts” and “Intellectual”; in other words, “Irrelevant.”

But of course, none of these is true.

The reality is that marketing and sales are each other's perfect match, each one is half of the same team: the Revenue Team.

Realizing this will allow you to create a productive relationship between these two teams that are usually at odds, putting you in a better position to reach the company's revenue goals.

And it really works: According to a study by the Aberdeen Group,

companies with strong alignment between marketing and sales achieve 20% annual revenue growth. Compare that with companies that have poor smarketing alignment, which can even see a 4% decline.

That is why smarketing is important for inbound. It is a world where marketing and sales work very closely together and nothing slips through the cracks.

Just imagine how powerful it can be to have both teams helping each other reach the same goal.

Now that we know the importance of Smarketing for Inbound success, in the next video we will look at the recurring themes of companies with strong alignment between their marketing and sales departments.

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