Keys to coordinate strategies together and generate more opportunities
Posted: Sun Jan 19, 2025 3:46 am
1. Marketing and Sales: Are They Really So Different?
To begin, let's have a clear definition of each of the marketing and sales units so that we can know how they differ, what responsibilities each has, and how they can coordinate strategies together.
On the one hand, marketing is responsible for " the execution of those activities that aim to meet the goals of an organization, by anticipating the requirements of the consumer or client and by channeling a flow of goods suitable for the needs and services that the producer provides to the consumer or client ," according to Jerome McCarthy, precursor of the Marketing Mix concept.
Marketing is also responsible for getting to know the Buyer Persona in uk email list depth in order to be able to respond to their needs and thus achieve commercial exchanges. The marketing team facilitates understanding and the path between the product and the customer.
What are your marketing team responsibilities?
Marketing teams carry out a large number of actions focused on a clear objective: improving the capture of business opportunities. These activities include:
Branding
Product analysis
Benchmark (competition study)
Identify new opportunities
Market research
Carry out the tasks corresponding to the B2B marketing strategy : content, website
On the other hand, sales and commercial processes are defined as “ the personal or impersonal process by which the seller verifies, activates and satisfies the needs of the buyer for the mutual and continuous benefit of both ” according to the American Marketing Association.
And what are the responsibilities of the Sales department?
Promote the company and its products actively
After-sales services
Monitor and analyze KPIs
Define business objectives
Communicate logistics needs (sales volumes)
Business Process Tracking
Lead maturation
Do you think that optimal alignment between Marketing and Sales is not possible in your company? Click and play the podcast interview between Marcos García (Connext) and Víctor Borrás (Knauf Industries Spain). This is a multinational that has managed to integrate its marketing and sales departments .
If you want to download the complete success story, you can do so here.
The close relationship between the marketing and sales departments is evident. While marketing provides information, knowledge and guidance to reach potential customers, sales prepares and satisfies the needs that are demanded.
2. Smarketing: generate more business opportunities by aligning marketing and sales
Currently, sales departments in industrial or B2B companies that apply innovative strategies focus on creating relationships of trust between buyer and seller.
With marketing support, salespeople can better understand buyers' real needs, develop more persuasive pitches, and proactively bring customer insight into the company's product development.
2.1 What is Smarketing?
The collaboration between the sales team and the marketing team working together, pursuing common objectives is known as Smarketing .
The main strategy of this integration is the generation and conversion of leads, so the union of efforts is carried out to apply effective techniques that allow capturing the greatest number of quality leads .
We know that business-to-business sales are complex, time-consuming and buyers need a lot of prior information before making a purchase. B2B sales require a unique approach due to their high risk and, today, they need the direct support of new technologies and innovative marketing strategies.
Smarketing = Sales + Marketing
If you want to know this strategy in more detail, download this guide:
guide-smarketing
2.2 Keys to success with Smarketing
Speak the same language
The cornerstone of smart marketing is fluid communication between the marketing and sales departments. How to get started? By jointly identifying the responsibilities, concepts, objectives and actions that each team member will carry out.
Establish a work methodology based on feedback
In addition to knowing what each department is doing at all times, it is important to have a proactive feedback mechanism between the two parties. Sharing impressions, suggestions and even aspects to improve will help the joint performance of both departments with the aim of achieving a common goal.
It is important to maintain open and constant communication
We are all one. Everything that happens in one department has to be known in the other. Again, it is important to work on internal meetings to communicate concerns, results and opinions in order to achieve the company's established objectives.
To achieve the strategy and use techniques that achieve results, Inbound Marketing has the perfect recipe to ensure scalable integration between marketing and sales.
Emuca, a company dedicated to the design, manufacture and marketing of products for the furniture sector, managed to align its marketing and sales departments, increasing its business opportunities in record time with more than 32% of new clients. Download the full case study here.
To begin, let's have a clear definition of each of the marketing and sales units so that we can know how they differ, what responsibilities each has, and how they can coordinate strategies together.
On the one hand, marketing is responsible for " the execution of those activities that aim to meet the goals of an organization, by anticipating the requirements of the consumer or client and by channeling a flow of goods suitable for the needs and services that the producer provides to the consumer or client ," according to Jerome McCarthy, precursor of the Marketing Mix concept.
Marketing is also responsible for getting to know the Buyer Persona in uk email list depth in order to be able to respond to their needs and thus achieve commercial exchanges. The marketing team facilitates understanding and the path between the product and the customer.
What are your marketing team responsibilities?
Marketing teams carry out a large number of actions focused on a clear objective: improving the capture of business opportunities. These activities include:
Branding
Product analysis
Benchmark (competition study)
Identify new opportunities
Market research
Carry out the tasks corresponding to the B2B marketing strategy : content, website
On the other hand, sales and commercial processes are defined as “ the personal or impersonal process by which the seller verifies, activates and satisfies the needs of the buyer for the mutual and continuous benefit of both ” according to the American Marketing Association.
And what are the responsibilities of the Sales department?
Promote the company and its products actively
After-sales services
Monitor and analyze KPIs
Define business objectives
Communicate logistics needs (sales volumes)
Business Process Tracking
Lead maturation
Do you think that optimal alignment between Marketing and Sales is not possible in your company? Click and play the podcast interview between Marcos García (Connext) and Víctor Borrás (Knauf Industries Spain). This is a multinational that has managed to integrate its marketing and sales departments .
If you want to download the complete success story, you can do so here.
The close relationship between the marketing and sales departments is evident. While marketing provides information, knowledge and guidance to reach potential customers, sales prepares and satisfies the needs that are demanded.
2. Smarketing: generate more business opportunities by aligning marketing and sales
Currently, sales departments in industrial or B2B companies that apply innovative strategies focus on creating relationships of trust between buyer and seller.
With marketing support, salespeople can better understand buyers' real needs, develop more persuasive pitches, and proactively bring customer insight into the company's product development.
2.1 What is Smarketing?
The collaboration between the sales team and the marketing team working together, pursuing common objectives is known as Smarketing .
The main strategy of this integration is the generation and conversion of leads, so the union of efforts is carried out to apply effective techniques that allow capturing the greatest number of quality leads .
We know that business-to-business sales are complex, time-consuming and buyers need a lot of prior information before making a purchase. B2B sales require a unique approach due to their high risk and, today, they need the direct support of new technologies and innovative marketing strategies.
Smarketing = Sales + Marketing
If you want to know this strategy in more detail, download this guide:
guide-smarketing
2.2 Keys to success with Smarketing
Speak the same language
The cornerstone of smart marketing is fluid communication between the marketing and sales departments. How to get started? By jointly identifying the responsibilities, concepts, objectives and actions that each team member will carry out.
Establish a work methodology based on feedback
In addition to knowing what each department is doing at all times, it is important to have a proactive feedback mechanism between the two parties. Sharing impressions, suggestions and even aspects to improve will help the joint performance of both departments with the aim of achieving a common goal.
It is important to maintain open and constant communication
We are all one. Everything that happens in one department has to be known in the other. Again, it is important to work on internal meetings to communicate concerns, results and opinions in order to achieve the company's established objectives.
To achieve the strategy and use techniques that achieve results, Inbound Marketing has the perfect recipe to ensure scalable integration between marketing and sales.
Emuca, a company dedicated to the design, manufacture and marketing of products for the furniture sector, managed to align its marketing and sales departments, increasing its business opportunities in record time with more than 32% of new clients. Download the full case study here.