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A practical approach for sales and marketing alignment

A practical approach for sales and marketing alignment

Sales and marketing are two distinct responsibilities inside a company, even though they are sometimes employed simultaneously. While organizations may be concerned about sales staff hitting goals, their marketing colleagues are most likely concerned with campaign ROI. Both teams must work together to achieve the same end objective if they are to be productive.

In a perfect scenario, marketing teams develop content that helps sales teams succeed, and sales teams offer marketing with the input and analytics that marketing needs to stay in the spotlight to customers. This equilibrium is reached by proactive and transparent interaction between the different departments. Vast resources such as time and money can be conserved by concentrating on openness across various departments.

The requirement for cross-departmental cooperation and alignment has spawned the term "Smarketing," which is gaining traction in the B2B business. This type of teamwork has been shown to help firms succeed in the long run.

What is 'smarketing'?

The name is a combination of the terms "sales" and "marketing," and it refers to both departments' shared aims and responsibilities. Coordination between an organization's sales and marketing teams produced by regular and direct contact between the two," according to the word.

Although harmonization is ideal, conflict exists between the sales and marketing teams in most cases. The frequent dispute ultimately comes down to sales believing that marketing isn't providing them with the high-quality leads they require, and marketing blaming sales for not interacting with those leads aggressively enough. Rather than blaming each other, there is a method for both parties to feel relieved. The sales staff may acquire the help they need from the company's marketing department with a few simple tweaks.

Set clear meanings

It may start with something as easy as ensuring that everyone is using the same vocabulary and meanings. Are both clubs on the same page about what a "prospect" vs a "lead" is? Following the definition of essential phrases, sales and marketing departments should collaborate to determine their Ideal Client Profile (ICP). After both the sales and marketing teams have identified who the ICP is and have a good understanding of their goals, requirements, and pain areas, they can collaborate to create marketing campaigns and sales tactics that are relevant to the company's target market.

Easy collaborations

Assuring that connecting sales and marketing teams is simple is one of the first stages. Sales rely on the marketing department for data, while the marketing department uses input from the sales team to create high-quality stuff that piques customers' enthusiasm.

To promote efficient communication, both departments must retain integrity. As a sales manager, one must ensure everybody on each team has access to key data and resources. Many useful cloud-based storages services, such as Cloud Storage or Dropbox, may help companies share and save business-related information and paperwork.

Working together

Companies should provide possibilities for genuine human relationships between the sales and marketing departments to harmonize both teams. These connections help people to grasp one another's perspectives. Corporate communication and understanding will increase as coworkers interact with one another. Both teams must understand that they are not contending with one another, but rather working together to enhance the bottom line and grow the company.

Share the credit

Sales and marketing are both teams that rely significantly on data and metrics. It's simple to blame one's success or failure on the other; nevertheless, success and failure should ideally be disseminated across the board through integrated operations and increased cooperation. It is critical to eradicate the inwardly competitive attitude to attain a feeling of equilibrium. Both sales and marketing must recognize that they are part of a collaborative team, not a "we against. them" situation.

VLMS is here to support the strategy

Most companies choose a Go-To-Market (GTM) strategy, in which Smarketing teams connect with customers to persuade them to buy their products and gain a competitive edge. For sales reps and marketers, B2B data is frequently the first step in the lead creation process. More conversions for the sales team come from higher-quality leads. However, how can businesses raise the quality of the leads? Using B2B data that is both dependable and accurate.

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