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Why "SMarketing" Matters

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The relationship between Sales and Marketing teams can be like oil and water—antagonistic and unlikely to mix.

But for many successful organizations, Sales and Marketing teams work together in tandem—in a symbiotic relationship where the members of each team are helping the other succeed.

This creates a cycle of success:
- Content performs better when buyer personas are grounded in actual buyers
- Marketing passes on more qualified leads to Sales
- Sales gets content that they can actually use to handle objections and close deals

When it works, we call it "SMarketing" and it ensures that the entire organization is aligned with their actual buyers and the marketing engine is actually creating the right content and campaigns.

"Up and to the right" is the slogan of SMarketing as you can see in this infographic.

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Why "SMarketing" Matters

  1. 1. SALES & MARKETING ALIGNMENT WHY “SMARKETING” MATTERS In a perfect world, Marketing sets Sales up for success, and Sales gives Marketing the insight they need to remain relevant to buyers. SIMPLE-MINDED COWBOYS INCOMPETENT LAZY PAPER PUSHERS ARTS AND CRAFTS ACADEMICS IRRELEVANT ##**!? ##**!? ##**!? ##!? ##!? What Sales thinks about Marketing. What Marketing thinks about Sales. But only organizations believe they’ve got sales training and demand generation completely aligned. GENERATE MORE REVENUE MARKETING NEEDS TO TALK TO SALES, ASKING THE RIGHT QUESTIONS TO GET A LINE ON REAL PROSPECTS. Write down the 50 most frequently asked questions your sales people get from prospects and buyers. Now write 50 blog posts. Break the ice with cold leads Handle objections Train new hires — Marcus Sheridan, The Sales Lion “ What questions, outside of our product, are prospects asking? How do prospects perceive our brand and product? What objections usually arise about our product? Describe the kinds of buyers you talk to the most. What is the biggest pain point we’re solving? SALES SHOULD ENSURE MARKETING IS CREATING THE CONTENT THEY NEED TO: hbr.org/2011/11/how-the-rift-between-sales-and blog.hubspot.com/sales/impact-sales-marketing-misalignment-infographic saleshacker.com/prospecting/how-to-crush-quota-with-content contentmarketinginstitute.com/2012/07/no-excuses-content-marketing-with-marcus-sheridan-interview slideshare.net/HubSpot/the-power-of-smarketing annual revenue growth higher customer retention higher sales win rates [2] SALES & MARKETING ARE REALLY ON THE SAME TEAM. And when the two play well together, their jobs become easier and the results become better. 20% 36% 38% SADLY, MARKETERS & SALES REPS CANʼT SEEM TO FIND COMMON GROUND ITʼS A SHAME SINCE THEY SHARE THE SAME GOAL: BECAUSE WHEN SALES & MARKETING ARE IN SYNC, ORGANIZATIONS EXPERIENCE... WE CALL THIS SALES & MARKETING ALIGNMENT OR “SMARKETING”. SALES MARKETING SMARKETING [1] [2] [3] [4] [5] CREATED BY 1in10 [1] [3] [4] [3] [5]
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The relationship between Sales and Marketing teams can be like oil and water—antagonistic and unlikely to mix. But for many successful organizations, Sales and Marketing teams work together in tandem—in a symbiotic relationship where the members of each team are helping the other succeed. This creates a cycle of success: - Content performs better when buyer personas are grounded in actual buyers - Marketing passes on more qualified leads to Sales - Sales gets content that they can actually use to handle objections and close deals When it works, we call it "SMarketing" and it ensures that the entire organization is aligned with their actual buyers and the marketing engine is actually creating the right content and campaigns. "Up and to the right" is the slogan of SMarketing as you can see in this infographic.

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