Smarketing: 4 steps to unify your marketing and sales management

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Once the company is aware of the need to define a clear sales process as part of the digital strategy and knows how to segment and help leads from social networks and the Internet to enter this process and eventually become customers, it is time to implement other processes that help the digital management of the marketing team to be useful for the company's sales department.

In this article we will briefly analyze what each of the 4 marketing and sales management unification processes (Smarketing) consists of and how you can implement them in a way that is adapted to the internal reality and context of your company.

1. Establish a service level agreement
A service level agreement, or SLA, is a two-way process audit directors auditors email database between the marketing and sales departments. The SLA formalizes the commitment between the marketing and sales departments to meet joint goals in order to achieve joint growth.

That's why it's a two-way process: The marketing team commits to delivering a certain quantity and quality of leads each month to help the sales team meet its quota. In return, the sales team commits to following up on those leads in a timely manner and making a certain number of contact attempts before abandoning the lead.
To establish an SLA for the marketing team, start by answering these questions:

How many quality leads does the sales team need to meet its quota?
What percentage of these leads are created in marketing?
What percentage of these leads mature thanks to marketing management?
With the answers to these questions, you can calculate the SLA based on the percentage that the marketing team needs to handle. And here's a tip for making an SLA that's compelling for your sales team: Think about what matters most to a salesperson: money. With this in mind, you can come up with an SLA that looks like this: Marketing will send X amount of LCMs worth XYZ to sales per month.

2. Unify dashboards and reports for each area
After you implement the SLA, use the information in your reporting system to monitor progress toward goals. Not tracking is a common mistake made by companies with poor sales and marketing alignment. If you're not paying attention to your goals, you're more likely to miss necessary changes until they become problems. At that point, it may be too late.
The strategy to unify your sales and marketing efforts is called Smarketing, which is a fusion of the words Sales and Marketing in English.

Manage your Smarketing with these valuable tools:

Dashboards: Sales and marketing dashboards turn information from your reporting system into a daily snapshot of the team’s progress. Dashboards should be shared with the Smarketing team by linking them to the CRM, embedding them in the marketing platform, or emailing them to the entire team.
Detailed monthly reports on sales and marketing activity: Dashboards provide a daily update on the most important metrics of your Smarketing team. But apart from that, you should also create monthly sales and marketing reports that give a detailed overview of the strategies applied and the results achieved.
3. Hold regular Smarketing meetings
Another way to get marketing and sales to think as one Smarketing team is to let both groups interact and meet. Regular meetings between the two groups foster communication and collaboration and help everyone involved improve their Smarketing tactics.

You should consider these types of meetings for your team:

A weekly meeting with the entire Smarketing team.
A monthly management meeting.