Smarketing – What is Collaborative Marketing? smarketing – What is Collaborative Marketing? smarketing – What is Collaborative Marketing? smarketing – What is Collaborative Marketing?

The concept of smarketing or collaborative marketing was born to avoid recurring conflicts between sales and marketing departments. By employing a smarketing strategy, organizations can increase the number of sales and customers.

The use of analytics is fundamental in smarketing. Thanks to it, it is possible to provide specific content for each of the potential customers.

The ultimate goal of any organization is to increase sales in order to increase customer loyalty and generate increased revenue. In achieving this goal, the sales department plays one of the most important roles, but it needs help from other divisions of the organization to improve its efficiency.

One of the departments that plays the most important role in ensuring the success of the commercial section is marketing. However, marketing activity is not always aligned It is not unusual to see the sales department complaining about the low quality of the contacts or leads provided by marketing, or vice versa, or to see marketing complaining about the few sales made despite the efforts made to attract new customers.

Smarketing: Strength through unity

Butwhat is collaborative marketing or also called smarketing? It is a concept that arises to solve this confrontation. His goal is to ensure that both divisions work in unison to improve and increase sales results. Smarketing not only increases the number of leads, but also optimizes the resources available to an organization by minimizing the conflicts that usually occur between the two departments.

In other words, smarketing aims to consolidate the whole process that starts from the moment the marketing department attracts a potential customer until the sales department closes a sale with him. For this purpose, a joint strategy, also known as the sales enablement in its Anglo-Saxon terminology, in such a way that the personnel of both departments work in an aligned manner to avoid errors in the processes, improve the quality of the contacts established, increase the number of sales or decide, for example, whether it is necessary to promote a communication channel or other or establish new strategies such as remarketing.

Establish a smarketing strategy

The establishment of a strategy for collaborative marketing The following elements, however, are characteristic of a joint project, although there are a number of elements that characterize the sales enablement. Among other things, it is necessary for the sales department to have access to the best content for each lead in order to move forward in the sales process. Likewise, it is essential to train the sales department so that it is fully aware of any new developments that may occur in the organization’s product portfolio.

The value of analytics

Applying analytics is also a fundamental element in establishing smarketing. Today, with technologies like 5G empowering data analytics, it makes no sense not to leverage the data you have to increase both the number of customers and sales.

With the use of analytics and big data specific content can be provided for each of the potential customers, so that the marketing department will pass on to the sales department specific content for each of the potential customers, so that the marketing department will pass on to the sales department specific content for each of the potential customers. leads to higher quality to make it easier for them to close sales. Solutions such as Digital Customer Engagement by aggity are able to manage all data and provide a single view of each and every interaction that has taken place with the customer. In this way, the sales department can not only respond to customer needs, but also anticipate them.

However, even if the best technology is incorporated, smarketing will not work if open and permanent communication is not promoted between the sales and marketing departments to ensure that lead generation is aligned with each and every one of their objectives.