Sales and marketing teams often have misaligned perceptions of each other which hinders organizational success. When the teams are aligned by having marketing understand prospects' questions through sales insights and sales ensuring marketing creates the relevant content needed, organizations experience higher revenue growth, customer retention, and sales win rates. The document advocates for "smarketing" which is sales and marketing alignment through open communication and collaboration to achieve their shared goal of increased sales.

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
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CREATED BY
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