Yeah, ok it really does sound like a buzzword – “Smarketing”. However buzz words seem to have a way of catching on and often presenting an idea in one word that many words cannot. “Co-opetition” is another good one.
This past week the teams at Marketing Cube and SalesITV hosted an event for Sales and Marketing professionals as part of an ongoing series of events held on the first Thursday of each month in Sydney.
This monthly Marketing & Automation Best Practices Meetup, is designed to bring together like mind Marketers and provide them with an environment to network and develop their skills as Modern Marketers.
Is Alignment between Sales & Marketing a Dream?
Our presenter, Dean Mannix – Director at SalesITV presented a compelling list of points and drove a good amount discussion during this month’s Marketing Automation Meetup. Our largely Marketing audience all agreed that they wish they’d brought their Sales Director along for the evening.
If there was one message Mannix presented above all others, it was that Sales & Marketing must have a common language. This is generally referred to as a Sales Process. One CMO said he’s been asking the Sales team to outline their sales process for some time, but a response from Sales continues to elude him.
As a starting point, we really need to understand that the Sales Process is more than just a “Sales” process. It’s really a “Marketing & Sales Process” where both teams – perhaps a single “Smarketing” team, work together to support the Buyer’s Journey.
An Alternative Language for Marketers
The language we use in Marketing is very different to the language of Sales people. We talk Leads, Conversion, Web Visits, Downloads, PPC etc etc. The Sales team really use one word – “Sales”. That’s it, all the Marketing in the world is of little value unless it drives additional Sales. Mannix suggested a few more terms that Sales people should use:
- More Sales
- Higher Margin Sales
- Easier (lower effort) sales
- Faster Sales
- Broader Sales
- Ongoing Sales
As an example, Mannix provided the sales process used by the team at SalesITV, see below.
For the CMO mentioned above, Mannix suggested he take this sales process into his next meeting with his sales team and present it as an example of a sales process. It’s likely they will say, “no, that’s not what we do” and will then outline their own sales process. At least the CMO has an example of a sales process which can then spur on discussion around the specifics and nuances of his own sales team’s method or process of selling.
The key differentiator with the approach Mannix provided to our CMO guest, was to move away from a “marketing” centric discussion and keep the focus on “sales”. Not sales people, but the selling of your goods or services. Go into your next meeting with sales and ask a question like:
What can Marketing do to help drive more sales?
Don’t start with the campaign plan for the next quarter, don’t outline the number of recent “downloads” from the website or website visitors in general. All of these things are great, but they’re not “sales”.