What Is Smarketing? Definition of Smarketing, Smarketing Meaning and Concept

Smarketing is the business strategy that consists of integrating the objectives of the sales and marketing departments. The name is an acronym that arises from the union of both words in English. That is, sales (sales) + marketing (marketing).

Smarketing, therefore, consists of creating a synchronization of goals between both departments, forming an element of common sense. This, because the flow of sales necessarily unites them in the activity of attracting customers.

On the one hand, the marketing department develops campaigns and content to identify customer needs and bring them closer to the brand. Subsequently, the sales department ensures that customers meet their needs and, therefore, become regular customers of the brand.

Differences between the marketing and sales department

Some of the differences between both departments, as well as the elements that must be considered in said integration are the following:

FocusVendor needs.Customer needs and demand.
Temporal spaceShort-term result.Medium and long term results.
scope of actionKnowledge of the characteristics and attributes of the products .Knowledge of the company's target, potential customers.
EmphasisPrice of the product.Value that the company brings to customers.
BeginningEconomic benefit, product of sales.Identification and satisfaction of customer needs.

What is smarketing?

Some considerations to take into account to achieve an effective integration are the following:

  • Establish a robust and aligned communication channel. In this sense, it must be of constant interaction and with a shared language. This will lead to both departments having a better prospect profile to improve the recruitment strategy.
  • Create a transparent information flow and reporting system. The goal is that in addition to speaking the same language, the same metrics and statistics are also managed. Therefore, with these two points a channel of suggestions and validations is opened. It is also necessary to carry out the software integration of both teams and the use of collaboration tools.
  • Make a service agreement between both departments. This consideration is focused on the fact that each segment is committed to achieving certain objectives for the benefit of the other and of itself. In the same way, the common objectives of both teams can be established separately.
  • Share the communication channel with prospects and customers. This contributes to improving the customer experience and increasing the level of acquisition.

Importance of smarketing

There are different proven reasons that show the need to interconnect these departments.

  • First, it triggers an increase in sales and, consequently, an increase in revenue.
  • Second, it facilitates problem solving, since the same language is spoken, improving the consumer experience.
  • Third, it increases the level of retention and loyalty of customers with the brand.
  • Finally, the company is better prepared to increase the ratio of actual customers to the number of potential customers.

Likewise, all this contributes to standardizing processes and improving the feedback system with the sales experience. In this way, the marketing department will have a better knowledge of the offer, and the sales department will gain knowledge of the offer and the needs presented by the client.