It's all well and good to talk about the benefits of aligning sales and marketing, but it takes more than just a few statistics — however compelling they may be — to really create change in your company.

And even with actionable techniques, like data-sharing and SMART goal setting, getting these two teams to work together effectively often feels like an uphill climb. 

The missing element is company culture.

The success of your marketing campaign is directly measurable by your sales. At least, so it would seem. But when your marketing and sales teams aren't closely aligned, it can be difficult to get a clear picture of the success of either team.

When they work together, however, you could see as much as 20% revenue growth. Now that's measurable progress. 

Despite the clear correlation between sales/marketing alignment and measurable progress, however, many CEOs actually encourage competition between the teams as a way to spur productivity. Read on to find out how to avoid this common mistake.

There are definitely compelling advantages to Smarketing, but the actual practice of getting the sales and marketing teams to work seamlessly together requires more than goodwill. One key component to success is a strong information system which manages, documents and leverages concrete data behind all marketing and sales activities.

The statistics and results about Smarketing don't lie; it produces outstanding benefits in revenue growth for businesses, on average, a 20% bump, according to Hubspot. However, as we discussed previously, the implementation of a major organisational shift is never simple. This is especially true if both teams are significantly divided. Let's dive a little deeper into the strategy of getting Sales and Marketing staff support behind the move to a Smarketing "state of mind."

For 74% of companies, converting leads into customers is a top priority, according to Hubspot. The same study, however, shows that just 32% are concerned with sales enablement. These statistics show the dreadful gap between marketing and sales that is costing companies all over the world money they never even knew they could have.

An integrated strategy that combines your marketing campaign with your sales efforts can help to bridge this gap, and convert more leads that your marketing team collects into clients your sales team can effectively work with. Read on to find out more about how smarketing can benefit your business. 

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