Week 11: MKTG 348- Hubspot Lesson 10

Lesson 10 talks about how the marketing and sales team can come together to help increase revenue. This is known as smarketing, and it takes place in the close stage. 87% of the terms sales and marketing use to describe each other are negative. Lesson 10 focuses on combining the two teams to help grow a company.

In order for smarketing to be most effective, both teams must have the same organizational goals. This will help them focus their energy together. The marketing pipeline should be tied to sales quota, and there should be visibility into each other's goals. There should also be compensation based on shared marketing and sales goals. Last, there should be continual communication and education around personas. Smarketing is possible in any size company, it is all about working together as a team instead of as separate groups.

Smarketing can be integrated into your organization by making sure both organizations in smarketing speak the same language. Using the same terms helps them work together much easier. They also need to have a Service Level Agreement, an agreement that defines what each team commits to accomplishing in order to support the other in reaching the shared revenue goals. Closed-loop reporting also should be set up, it completes the feedback loop between marketing and sales. The sales and marketing team should also rely on data, while maintaining open communication. If
marketing and sales can find the balance to work together, companies will experience positive growth.