• Laura Bennett

Smarketing – Finally!


Here’s the article from Forbes, (https://www.forbes.com/sites/forbescommunicationscouncil/2017/09/26/why-b2b-companies-need-to-embrace-a-smarketing-approach/#6dcaeeef42db) and see what you think.


We all know that marketing and sales are rarely aligned, right? I can see your heads nodding in agreement now. In fact, you don’t have to spend more than two minutes on Google to find numerous articles written about the cost of sales and marketing misalignment to businesses.

Factor in the new interest surrounding account-based marketing and you quickly realize that, despite entrenched thinking that marketing and sales will forever be at odds, it’s time to consider that we might need to find a way to align them.

According to Grad Conn in Adweek, “the relationship with the prospect is [now] based on value—through relevant content or through tailored experiences which have value to the prospect. It’s a ‘give/get’ model, with the seller making the first value move. This pay-it-forward approach to sales is anathema to the cold-calling Glengarry Glen Ross-style selling of the past.”

 It has become clear that sales and marketing alignment is necessary today, particularly for business-to-business (B2B) enterprises.

We live in a post-consumer world.

Business-to-consumer (B2C) but also B2B companies have to compete on the value they offer in our post-consumer world — a world in which there are more products and services than there are people and companies to buy them. That’s why value, not false promises or merely good-enough products and services, is what will ultimately sell consumers on your goods.

What do companies need to do to communicate value from the first touch to the last? At my company, we call it “smarketing” (sales + marketing): the combined and aligned effort of marketing and sales to communicate the value of any product or service from the first touch to the last. Smarketing is the idea of marketing and sales working together so closely that it merits a new word. It is the antithesis of the standard and assumed misalignment between marketing and sales.

It’s time to kill the trope.

Companies can no longer afford to tolerate the push and pull between marketing and sales. Gone are the days of marketing bringing in leads with clever headlines and unverified promises and then throwing them over the wall to sales. Cutting through the noise to grab the attention of and engage with prospects is too expensive for marketing to neglect after sending them to sales.

Add fierce competition to the hard reality that marketing must touch a prospect 13+ times to achieve engagement, and you’ll suddenly be willing to kill the trope that marketing and sales never see eye to eye, let alone work together.

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