The Hampton Roads HubSpot User Group Blog

It's time for sales & marketing to get serious

Posted by Pete Humes

7/12/17 3:25 PM


"Smarketing" sounds like a silly, made-up word because it is.

But what it means? That's no joke.

Broadly defined, smarketing is "the process of integrating the sales and marketing processes of a business."

One might assume that the relationship status of a company's sales and marketing departments (since they are two parts of the same business) would be, at the very least, ENGAGED.

But for most companies, IT'S COMPLICATED.

Historically, sales and marketing do not work together. They do not get along. At all.

That's why everyone refers to them as "the cobra and the mongoose of the business world."

(Okay, nobody calls them that... but they SHOULD.)

handshake-background-design_1284-595.jpgI say it's time to bury the hatchet. Wave the white flags. This epic feud must end. 

Why erase the rivalry? Here are three good reasons:

Companies with good smarketing practices in place generated 208% more revenue from marketing efforts.

When sales and marketing teams work together, companies see 36% higher customer retention and 38% higher sales win rates.

When sales and marketing teams are in sync, companies became 67% better at closing deals.

Not bad, right? And there are plenty more big numbers where those came from.

So how do you broker your own Sales & Marketing Peace Accord? What steps can the C-suite take to sweeten this bitter rivalry? If you're a salesperson, how can marketing help you close more deals? And if you're a marketer, how can you earn some respect at the 'revenue table'? 

Once again, the silly-sounding answer is "Smarketing."

The cobra and the mongoose are sworn natural enemies. Their beef isn't going to go away anytime soon. 

But if you want to start getting smart about smarketing, here are some great smart smarketing starters...

Wanna talk about in person? Join us at the next Hampton Roads HUG Meetup!


Topics: Inbound marketing, content marketing, Smarketing, Sales