Sales and marketing functions traditionally hold to their own unique methodologies and KPIs in organisations.
They have their own pressures and team cultures and yet both influence the relationship and experiences customers have with your brand.
SMarketing happens when sales and marketing teams unite to transform the leads provided through customer engagement strategies into purchases and sales growth.
At Brandmanager, we believe SMarketing will be a game-changer in 2016.
SMarketing is described as having a range of benefits.
When done properly it acts as a more efficient way of identifying quality leads and achieving maximum conversion value while sustaining customer satisfaction.
So why haven’t the majority of businesses embraced SMarketing before now?
The rising commercial impact of marketing
SMarketing has gone from theory to strategic imperative thanks to some unique conditions now at play in the marketplace.
Digital marketing activities have transformed the marketing function. Mobile marketing, content marketing and marketing automation are all recognised as having direct commercial impact.
Marketers used to do the research - now consumers research us, converse with us and follow us!
Just like the old Yellow Pages ad, “Let your fingers do the walking”, digital users are walking in and out of search engines, comparison websites and social media using different devices at different stages of their journey
They are observing our brand presence and sizing us up in a process that may take weeks before a purchase decision is made.
Unlike the old Yellow Pages book, digital users are leaving traces and trails that are rich in commercial value but organisations need to translate these insights into sales of luxury cars and insurance policies, project homes and kitchen rangehoods - and this is where sales teams come in.
With their understanding of lead quality and their ability to pursue leads of the highest conversion value, sales teams can maximise returns on the mass of new connections generated by marketing teams.
Advancing with mobile
The solid year on year growth of mobile usage also calls for clever SMarketing.
In 2015 adult users spent 51% of their time with digital media on their mobile phones. In 2008 mobile’s share was 12%.
But the rise of mobile has also seen the rise of ad-blockers which has signalled the preference of users not to have this tool they use for social, professional and practical purposes disrupted by intrusive messages.
Working together, sales and marketing teams are better equipped to identify and target accounts using content and channels that are measured and timed for their effectiveness.
Responding to permission
Permission marketing is that lovely place where customers contact you because they want your product or your service and this is what has been unleashed through our digital engagement with customers.
But how many times have you entered your contact details on a website response form only to be left dangling, unheard, unanswered?
If you have had this experience then you appreciate there’s a dark side to permission marketing.
Marketers can provide sales teams with customers who are already on a positive journey with your brand - customers who have already initiated contact.
Failing to coordinate and integrate with sales teams - or to acknowledge the prevailing barriers and logistics within the sales environment - will not just lose sales, it will damage brands.
SMarketing guards against this.