SMarketing integrates sales and marketing operations by having them share goals, terminology, KPIs and accountability across the entire process. It works best by tracking prospects through a closed-loop funnel from initial marketing contact through sales efforts. This includes capturing contacts, nurturing and scoring them, identifying marketing-qualified contacts, and passing them to sales to build relationships and identify sales-qualified contacts that can become opportunities and closed deals. Lead scoring automatically segments contacts by updating scores in real-time based on both explicit and implicit attributes to identify the most qualified marketing leads.

1. SMarketing Operations

2. What is SMarketing
SMarketing is the process of integrating the Sales and
Marketing operations of a business.
The objective is for the sales and marketing to have
integrated goals and approaches, agree on common
terminologies and KPIs, and have measurable targets
and mutual accountability throughout the entire sales
and marketing process.

3. Integrated Marketing & Sales Funnel
Create opportunities from SQCs
Nurture contact into MQC {
Main Goals
Identify & Qualify SQCs from MQCs
{
IndividualContacts
Marketing Qualified Contacts
(MQCs)
Sale Qualified Contacts
(SQCs)
Pipeline
Opportunities
Closed
Deals
$$
Target
Amount
{
{Close Deals
}
}
Marketing
Sales
SMarketing works best with a closed-loop funnel reporting by tracking the success with particular
prospects from the marketing stage through direct sales efforts.

4. Contact to Deal Flow
▪ Capture contacts
▪ Segment contacts
▪ Nurture & Score contacts
▪ Re-segment contacts
▪ Identify Marketing Qualified
Contacts (MQCs)
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2016
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▪ Calls / emails / voice messages
▪ Qualify / Disqualify contacts
▪ Schedule meetings
▪ Collect additional insights
▪ Build & nurture Relationship
▪ Identify BQCs
▪ BQC is assigned to each sales
▪ Sale follows up his BQCs
▪ Create potentials
▪ Close deals
Marketing – Air cover Inside Sales – Personal touch Direct Sales – Grow pipeline

5. Lead Scoring
▪ Lead score enables systems to auto-segment contacts and identifies
MQCs
▪ A contact is given a score based on its overall attribution (both
explicit and implicit)
▪ Scores are updated in real time and in an ongoing basis.
▪ Scores are deducted for undesired behaviors, i.e. seeking for jobs,
hibernating on emails, etc.
▪ Unbiased - No individual score can be manually changed
Explicit attribution
• Job title
• Contact type
• Focused industries
• Location
• Company’s revenue
Implicit attribution
(activity)
• Interaction with
different gated
content
• Interaction with
email & social media
campaigns
• Website visits stats

6. Lead Source Analysis
0
20
40
60
80
100
120
Lead Source A Lead Source B Lead Source C
Contacts MQCs SQCs Bookings Closed Deals
▪ Which source brings the most leads
▪ Which source contributes the most closed deals

7. Read More …
▪ 10 Metrics that HelpYou Gain More Insight intoYour Marketing
Operations
▪ How Bit Stew Systems Drive Closed-loop Marketing