What is smarketing and how is the daily life of a company with the aligned marketing and sales teams – WAU

Smarketing is a strategy that promises to align marketing and sales to obtain increasingly better and more scalable results, through constant communication and sharing of objectives.

For a long time, marketing and sales teams were seen as opposites (and, in some cases, even enemies!), And it is not uncommon to see these two teams in conflict.

But in the end, everyone is in the same boat, isn’t it?

Research indicates that companies that realize this and promote the integration between these two departments show much better results. And doing that is what is known as smarketing (or vendarketing).

With this in mind, the purpose of this post is to clarify the following points:

Read on and learn how to align your marketing and sales teams once and for all!

What is Smarketing

Smarketing is a strategy that promises to align marketing and sales to obtain increasingly better and more scalable results, through constant communication and sharing of objectives.

Sales + Marketing = Smarketing

While the Marketing team focuses on attracting prospects, converting them into leads and nurturing them with relevant materials, the sales team addresses these leads in individual conversations so that they can close a deal over a specific period of time.

Understanding and working positively to develop smarketing in your company is very important. According to Hubspot, organizations that have well-aligned sales and marketing teams can achieve an average of 20% annual growth.

When Smarketing works, teams are able to increase the results of any company. Alignment is not an easy task, but when the path is discovered, great results are reaped by the organization.

The strength of Smarketing is that it works for any company. Whether you are the CMO of a multinational or the Sales Manager of an SME, know that any type or size of company can achieve incredible results when the Sales and Marketing teams work together.

How to align sales and marketing teams

It may seem difficult to get the two teams to work together, but when aligned, the efforts are worth it. The first steps to conduct this tuning are:

  • Marketing and sales should have the same or similar goals
  • Communication between teams must be transparent about the progress and progress of tasks and objectives
  • Personas alignment: (If you don’t know what that is, read and learn all about personas here.)

The two teams have a striking difference: sales are extremely focused on numbers and marketing is not.

And, in order to start alignment in the best possible way, the goals of the marketing team must be shared with those of the sales team. What does that mean? We will show you in practice how to implement smarketing in your company:

Speak the same language

The marketing team’s monthly or annual goal should be based on revenue, as well as the sales team’s.

Align the sales and marketing stages according to the funnel

It is common for the marketing team to work with one funnel and the sales team with another. However, unifying them is standard in the smarketing.

Why? Understand that a lead’s shopping journey is directly related to their average sales cycle. The key is to understand how to integrate marketing and sales work throughout the process.

Define what a sales-ready lead is

The literal translation for this term is the customer who is ready to close a deal. It fits perfectly with what the company expects from a customer, and marketing and sales must determine together what it means.

Share and understand buyer personas

Knowing the personas is essential for good alignment. While marketing needs to get to know them in order to create content that is relevant and that can get leads to go through the funnel, Sales also need to know each of the personas so that their calls and follow-ups make sense to the lead.

Create a report management network between teams

If your sales team says that the leads are not good, that is, they do not have basic information such as interaction history, marketing is generating many leads, but sales are not taking advantage of them. Or if you are unable to measure what the revenue results from the last marketing activities were, know that you need to perform this management.

O Closed-Loop Reporting means that the sales team reports to marketing what happened to the leads they received and what marketing did to them.

This helps the marketing team to understand which are the best and worst sources of leads. In the future, these reports guarantee a predictability that will guarantee to marketing the possibility to focus on the best sources of lead.

It is a complete way for marketing and sales teams to be able to give and receive feedback on their actions. This information ensures more intelligence in the contact of leads, increases ROI, among other benefits.

Implement the SLA

This concept refers to the agreements made between marketing and sales teams. A marketing agreement can be to deliver 5,000 leads in two months, while a sales team SLA can contact each new SQL in an hour.

The SLA is a special point, and for you to understand more about the subject, check out the post we produced on the subject.

Leave an open channel of communication between the teams

Marketing and sales must be aligned not only with objectives and goals. Communication between team members is another crucial point for the smooth functioning of Smarketing.

Do not confuse communication with emails, messages or phone calls. Although they are essential for the proper functioning of the teams’ routine, they are not enough. Teams need to meet frequently in large meetings, with all members.

  • Weekly meeting: Basic alignments between the two teams on points such as the progress of tasks, alignments on personas (updates or corrections) and other points that interfere with the proper functioning of Smarketing.
  • Monthly meeting: Deeper points are discussed at these meetings. Topics that failed to be resolved despite weekly meetings.

The teams must be aligned in relation to the campaigns and projects of the marketing team as well as the sales team must update their teammates about any process changes or news.

5 good practices for a smarketing Of Quality

In theory, the smarketing it’s amazing: everyone in the same boat, speaking the same language, in search of the same goals.

But with the daily rush and the differences between the work of the two teams, it can be difficult to guarantee this alignment.

Therefore, it is recommended to adopt some specific policies so that everyone does not forget the importance of aligned work. Some of them are:

1. Be “data driven”

This is a prerequisite not only for the marketing and sales teams, but for the entire company. A data-driven culture makes everyone’s work more objective and enables realistic analyzes that identify problems, opportunities for improvement and trends.

Avoid leaving goals “too open” like “generating more opportunities” or “increasing revenue”. How many leads does marketing need to generate month by month? And sales, how many prospects need to be approached per day? How many need to be closed? All of this needs to be very clear to everyone if you want your goals to be achieved.

2. Respect each other’s work

This item may seem silly but it is essential to mention it due to its importance for a smarketing Of Quality.

In addition to accepting that “everyone is in the same boat”, both marketing and sales need to respect the work of the other team, understanding each one’s role and also their limitations.

This makes all work not only more productive, but also more enjoyable.

3. Understand clearly and agree with the proposed strategies

Salespeople rarely understand marketing campaigns, and marketingpeople tend not to know much about sales negotiation processes.

Working in this way not only increases the distance between the teams but also prevents the two teams from contributing to each other’s work.

Try your best to make sure everyone understands and agrees with the strategies before putting them into practice. A salesperson, by being in close contact with the persona, can give insights valuable information about how to approach a campaign, for example.

4. Shared goals and incentives

If everyone has the same goals, why not share goals too?

You can further enhance teamwork if performance evaluation depends on actions from both sides. Close with a flourish promoting incentives (such as bonuses or prizes) to achieve these goals.

5. Integrated software

Remember: the smarketing it needs a data-driven culture to function. Therefore, the big icing on the cake is to integrate not only the actions of the two teams but also the numbers.

Nowadays, the use of an automation platform is almost indispensable for marketing: this type of system allows you to centralize all actions and monitor (in real time) your results, such as traffic generation, leads etc.

When we are talking about sales, the ideal solution is CRM (Customer Relationship Management), which helps the entire sales process.

Integrating the two simplifies the visualization of the entire process and optimizes the work of both teams. Want an example? Someone has filled out a contact form on your website. Your salesperson can be notified instantly and have access to all the information that marketing has already gathered from that lead.

Your campaign and performance analysis wins a lot too. Depending on the systems you choose, you can generate complex reports in minutes!


There is no point in lying: integrating your sales and marketing teams will not be easy, and the results will not be seen immediately. The important thing is to understand that the smarketing it is fundamental to guarantee better results in your company, in addition to a more sustainable and predictable growth.

Start with the implementation of the actions proposed above and do not give up when faced with obstacles; the process can be time consuming but it will certainly be worth it in the end.

Still not convinced? Download our free eBook and learn how to use marketing knowledge to scale sales!

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