Smarketing is a modern marketing term; a portmanteau of “Sales” and “Marketing”. It’s the alignment of sales and marketing teams so they work together, rather than in silos. Instead of the marketing team chasing clicks, and the sales team chasing leads, both teams share goals, strategies, and data to move prospects through the funnel more smoothly.
The strategy relies on cooperation, with goals being set between the two areas that both sides agree to work towards. Typically, a common goal is to increase the number of leads generated via inbound marketing.
Smarketing has many benefits, with one of the most important being the improvements to customer service, with both areas working closely together, there’s less chance of a breakdown in communication allowing customers to receive a better all-round experience. When done well, Smarketing reduces friction, boosts conversion rates, and helps everyone stay focused on revenue, instead of vanity metrics. It’s all about closing the gap between generating leads and turning them into paying customers.