Have you heard of Smarketing? It's the new buzzword that describes the alignment of Sales and Marketing in this fast moving digital world.
According to a LinkedIn study, 79% of sales & marketing professionals believe that collaboration exists between their Sales & Marketing teams .. but what do they mean by collaboration? Having worked in Commercial/Sales teams for most of my career, I've also spent some time in Marketing and levels and understanding of collaboration can vary greatly, even when there is good intent.
However, there is no denying that businesses who are truly aligning their 'Smarketing' are seeing results and employee advocacy can be a major advantage in this field; LinkedIn members who have been primed through targeted marketing content are 25% more likely to respond to an InMail from a sales rep – and 10% more likely to accept a connection request. Indeed, leads developed through employee social advocacy convert 7x more frequently than other leads (Source: IBM)
Seems like a good time for your Smarketing teams to renew their marriage vows..
The commitment to Smarketing is growing It’s not usually a question of commitment – because sales and marketing teams are united in an understanding of how important their alignment is. We spoke to over 3,500 sales professionals and over 3,500 marketers across Australia, India, Southeast Asia, the United Kingdom and the United States. Of these, 79% agreed that collaboration exists between their sales and marketing teams, 58% said that it delivered improved customer retention and 54% linked it to a boost in financial performance. Levels of sales and marketing collaboration were even higher in India (85%) and South East Asia (84%) than in the US (76%), Australia (74%) and UK (73%).