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Sales & Marketing Alignment, or ‘Smarketing,’ is when sales and marketing teams work together nice and closely.

This collaboration is crucial in today’s business world, helping companies grow, keep customers satisfied and engaged, and stay ahead of the competition. It makes sure the whole organisation has the same objectives and works together to achieve them.

Why It’s Important

Nowadays, customers have many ways to learn about products before they buy. They might see many ads or get lots of information online. Because of this, sales and marketing teams need to work together, making sure the customer gets a clear and helpful message at every step.

How to Make Sales and Marketing Work Together:

  1. Goal Setting and Planning: Both teams should have the same targets. They need to understand what they are trying to achieve together. This helps everyone know what they should be doing and makes sure all are going in the same direction.
  2. Talk Often: The teams should meet regularly. They can share what they’ve learned, solve problems together, and make sure everyone knows about any new plans or changes.
  3. Integrated Technology Stack: Leveraging a MarTech stack that integrates CRM, automation tools, and data analytics can provide a cohesive view of the customer journey. These technologies should be accessible to both sales and marketing to ensure seamless information exchange, lead scoring, and unified messaging throughout the sales funnel.
  4. Plan Content Together: “Content” is all the things a company might use to communicate, like emails, blogs, or adverts. Sales and marketing should plan content together. This ensures that the information they share helps customers from the first contact to making a purchase.
  5. Review and Adjust: Ongoing success in alignment requires joint analysis of outcomes and processes. Both departments should regularly review data, assess the strategies in play, and adjust tactics based on performance metrics. This continuous loop of feedback and revision fosters a culture of perpetual optimization and adaptability.


Sometimes, it’s hard for sales and marketing to work together. They might have different ways of doing things, or it might be hard to agree on what information is important. To succeed, everyone needs to be open, willing to use technology and focused on the company’s goals.

Smarketing is not a ‘nice-to-have’ but a fundamental requirement for businesses aiming to thrive in the competitive digital landscape. By aligning strategies, tools, and communications, sales and marketing teams can create a symbiotic relationship that nurtures leads more effectively, closes deals more efficiently, and drives sustainable growth. As consumer behaviours and market dynamics continue to evolve, so too must the relationship between sales and marketing, constantly adapting and realigning to meet and exceed the modern customer’s expectations.

Read more MarTech Wiki at: https://themartechsummit.com/category/martech-wiki/

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