A company's marketing strategy being based on a fixed formula is not always the right answer in the marketplace as the target audience is a static group of individuals who are waiting for advertising campaigns to find out about the latest products.
We must innovate the decision making process with respect to our targets, that's why sales and marketing strategically come together to devise the ultimate in advertising: SMarketing
what is SMarketing?
SMarketing is a combination of "sales + marketing", a method in which the sales team and the marketing team must join forces to configure the lead generation strategy, so that both departments work together and become a single instrument to achieve the same objectives.
The main advantage that this strategy offers us is with regard to the optimisation of resources within the company, as it seeks to minimise possible conflicts of interest between both departments and multiply the efforts on what is really important: achieving the company's objectives .
There are often small conflicts of interest between both departments, especially related to the management of the main potential customers, as both departments are involved in the process necessary to convert a lead into a potential customer. From the first contact to customer loyalty, Sales and Marketing must work together.
On the one hand, the Marketing team has the task of attracting customers, offering them the product they need, and on the other hand, Sales is responsible for the successful completion of the commercial agreement.
If both teams are not fully aligned, this can lead to a significant waste of resources in the resolution of misunderstandings and process failures. This is where the real objective of SMarketing comes into play: to minimise conflicts and guarantee the quality of the leads.
What is SMarketing?
We already know that the advantage of SMarketing is the minimisation of conflicts. Furthermore, we know that the way to make this strategy work is the fusion between the Sales and Marketing departments. And how is this union achieved? The most common problem between Sales and Marketing is none other than integration and communication. Therefore, these are the aspects that both departments will have to work on in order to achieve a good collaboration.
- Communication: this is the first step towards integration and consists of promoting interaction between both departments so that lead generation is aligned with each of their objectives. For example, so that the management of a sales department does not interfere with the web positioning campaigns of the marketing department, there must be communication between the members of both teams.
- Integration: once interaction between the two departments starts to occur, it is important to unify the tasks of both. For example, using a common software can be an ideal solution in terms of time and costs, as it facilitates the management of information. This integration can be achieved through constant meetings between both teams and participation in evaluative meetings.
- Motivation: this whole process would not be carried out in the same way without a motivational role. Having weekly meetings between Sales and Marketing to celebrate team efforts, regularly sharing new product features and tracking the monthly progress of each department can strengthen the bond between both departments and thus achieve better working mechanics.
It is important that all members are able to obtain information about what the other team is doing, as only in this way will they be able to work harmoniously without pushing for counterproductive measures.
These tips are the first step towards a model based on the spirit of teamwork in which each and every opinion and idea is valued.
Benefits of SMarketing
Conflicts between Sales and Marketing departments arise because of differences in their goals and methods of lead generation. This can lead to both teams suffering from a lack of optimisation and loss of resources. Lack of communication and understanding leads to disorder and poor coordination. For this reason, SMarketing has been presented as a perfect solution to organise tasks for the same purpose.
We must be aware that this interlocking is important. Both departments develop crucial activities for the company, but without unifying both skills we will not be able to get the most out of these work teams. A good union, cooperation and communication between both departments would result in a better reception of the campaigns and positive income for the company.
Another important point to highlight is the inclusion of decisions in the strategies of the Sales department. The Marketing department works much more on the creative side in its advertising campaigns, so it would give a great boost of creativity and originality within the sales process.
In the end, SMarketing makes the different departments communicate and synchronise. It is the intermediary between the different activities within a company, in order to optimise and boost each and every one of them. If all the activities are linked towards the same purpose, why not seek an understanding and work together on this?
SMarketing is a perfect solution for companies that lose their direction or sense of direction, and if we apply this organisational strategy we can provide an excellent response to any challenge that the market may present.