What is Smarketing
Smarketing is a portmanteau of the words ‘Sales’ and ‘Marketing’ and refers to a strategy where marketing and sales teams are aligned to achieve business goals together.
Instead of two separate departments passing leads back and forth without context, Smarketing aims to:
- align goals, KPIs and metrics,
- standardise lead management processes,
- create joint reporting,
- improve two-way communication,
- share data, insights and tools.
Smarketing is a cornerstone of modern B2B strategies such as RevOps (Revenue Operations), where the emphasis is on integrating all of a company’s growth functions.
Why Smarketing is important for B2B companies
- It improves lead quality and conversion
rates Marketing knows exactly which leads the sales team actually needs and adjusts campaigns and scoring accordingly. - It shortens the buying cycle.
Leads receive the right content at the right time, and salespeople have the necessary context. - It eliminates the ‘passing the buck’ between teams
Both teams share a common goal – e.g. the number of deals closed, not just the number of leads. - Increases return on marketing investment (Marketing ROI)
If a lead converts into a sale, the marketing investment is truly effective. - Improves the customer experience Communication
is consistent from the first contact right through to signing the contract.
Practical application and examples
- AITOM Digital
Internal teams hold joint weekly meetings to review funnel metrics – everyone tracks the number of MQLs, SQLs and closed deals. Sales provides feedback on campaigns. - B2B SaaS company
Marketing creates content directly based on suggestions from sales – e.g. common objections → an e-book was created, which increased conversion rates for meetings by 22%. - Technology manufacturer
Uses a shared CRM system – marketing can see what happens to a lead after handover, whilst sales comments on the quality and return on investment of individual campaigns. - Agency or consultancy firm
Has set shared KPIs for both sales and marketing – instead of separate targets, both teams share in the revenue from new clients. - Large B2B corporation
Has introduced the role of ‘growth operator’, who acts as a link between both departments, a data facilitator and a lead management coordinator.
5 tips for implementing Smarketing in your company
- Start with a shared goal and a definition of a “quality lead”
Clearly define what MQL and SQL mean, and what the expected action is. - Create a shared lead funnel and reporting system
: the same data, the same view, the same dashboard for both sides. - Establish regular communication between teams
Joint meetings, campaign feedback, retrospectives. - Link marketing activities to business results
A campaign isn’t successful based on the number of leads, but on the revenue it generates. - Use technology for automation and integration:
CRM, marketing automation, lead scoring, email workflows.
Related terms
- RevOps (Revenue Operations) – a broader framework for integrating growth teams
- MQL / SQL – terms important for aligning expectations in lead management
- CRM – a central tool for sharing information between teams
Further resources
Summary
Smarketing isn’t just a buzzword – it’s a practical approach that helps B2B companies grow effectively. When sales and marketing speak the same language, it creates an environment for better collaboration, higher performance and happier customers. Do you want to bring your teams together and build a smarketing approach in your company too? Please don’t hesitate to contact us.