Bridging the Marketing-Sales Rift, Part II


This is Part 2 of a 2 part series. To read the first part, click here

We’ve talked about ways to bring sales and marketing together – by learning to understand one another’s struggles, building materials together, and making sure your messages and expectations line up.

Believe it or not, there is a word for all of this. A timely, trending word that has its own Wikipedia entry.

Behold smarketing.

It’s a funny word that could probably get a chuckle out of even the most grizzled sales and marketing staff members. And while it’s fun to hear and even more fun to say, smarketing is a lot more than just a funny twist to an age-old problem.

There’s no denying that sales has changed. We’ve referred to the slick, smarmy, used car salesman-type of yesteryear many times. His insincere, out-for-number-one attitude wouldn’t get him past a phone call these days and we are thankful.

So while sales has evolved, so must the rest of business, including marketing.  Evolution together makes for excellent results.

Smarketing is a product of that evolution, of bringing sales and marketing together into one, unique department that works together to create bigger, better, more robust solutions for clients.

You may not have direct say in how your sales and marketing departments communicate (assuming they haven’t already been merged into one smarketing department), but you can be a contributor to your company’s efforts with a few tips.

Don’t Be That Guy
Not that you would ever intentionally do it, but don’t look askance at the opposing department when you walk by. In fact, get to know them by inquiring about their projects and offering your insights. Smarketing synergy just needs a spark to get going.

Unify Your Vocabularies
The goals of the marketing and sales departments are the same. In fact, the goals of the whole company are the same: to sell products that serve clients well, while increasing revenue for the company.

Make sure you’re speaking the language of the other department. Adopt their unique words and introduce yours to them. Collaborate on a company glossary of terms, if you can.

Share Your Ideal Customer Profile
Do you know what the other team’s ideal customer looks like? Theoretically, it should look the same as yours, right? But what if it doesn’t? That would explain a rift, for sure. Share your prospects’ profiles with one another and make sure they align with your shared messages.

Share Customer Feedback
Get a great review from a customer? Get a request from another? Let the other team know what customers are saying so that tools can be generated to help further your message.

Smarketing won’t happen overnight, but you can be an agent of change by incorporating a little bit of extra communication into your day to bridge the gap between sales and marketing.

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