A new study from LinkedIn and Join the Dots have talked to sales and marketing teams that collaborate well to understand the benefits of a team approach - or Smarketing as some like to call it.
For me it's quite clear what has happened with the advent of digital. Sales teams are moving further up the funnel to engage earlier in the buying cycle. Marketing now need to nurture further down the funnel to provide more relevant content at different stages of the buyer journey.
In reality, the two functions are now stepping on each others toes.
Call it Inbound Marketing or Inbound Selling (Social Selling), neither will be successful if the venture on the journey in isolation of the other.
Although each team has a respective set of primary responsibilities, customer attraction and conversion are best accomplished collaboratively. Our survey data shows in organizations where sales and marketing work together and share more customer and account information, 58% experience improved efficiency and 52% enjoy enhanced productivity. That’s the definition of working smarter, not harder. Among the sales and marketing teams that reported collaborating well together, 76% of marketers cite holding a shared understanding of the customer journey with sales, and 71% believe they more effectively address customer needs because of the collaboration. For marketers, that means you’re better prepared to identify which content works, and which content you still need to create.