Why and How You Should Start “Smarketing” like HubSpot

Joei Chan
Joei Chan
Jan 12, 2017 · 7 min read

First — what is smarketing?

“Smarketing” means aligning sales and marketing efforts to work towards the same goal.

Why do you need it?

People have changed the way they buy.

How inbound marketing transforms the sales process

Most of you already practice inbound marketing and generate a fair amount of leads. But how does inbound marketing help sales reps sell?

1. Setting up a service level agreement (SLA) between marketing and sales

The key to smarketing success is creating a service level agreement (SLA) between marketing and sales.

Reevaluate the marketing SLA regularly

As your business targets evolve over time, your SLA will need to, as well. So you’ll want to review it regularly — maybe on a monthly or quarterly basis.

  • Number of MQLs that became customers
  • Revenue from those closed deals
  • Total revenue closed that month/quarter from MQLs
  • Total revenue closed that month/quarter

Reevaluate the sales SLA regularly

Ideally, you want your sales reps to make several follow-up attempts for each lead. But that may not be possible if marketing sends them high volumes of leads (which would be great).

2. Measure marketing’s contribution to the sales pipeline

When we were doing billboard ads and commercials, it was difficult to tie sales to marketing efforts.

HubSpot’s 6-step process to implement smarketing

  1. Have a regular smarketing meeting to align goals. Hold regular meetings for both teams to present what they’re doing and give feedback on what’s working and what’s not.
  2. Agree on an SLA that relates to revenue and quota. Tie as many marketing activities back to sales as possible. How is this marketing activity helping reps sell more?
  3. Agree on an SLA about activity. Sales reps should report on how they’re working on the generated leads and be clear on reasons for rejecting any of them.
  4. Measure the entire funnel. Find out where opportunities for leverage are. See how you can lower lead acquisition costs or increase conversion rates.
  5. Invest in sales enablement. Use tools that facilitate communication and reporting between marketing and sales teams.
  6. Respect the customer lifecycle. Customize marketing and sales communication based on what the customer’s interested in and where they are in the buying cycle.

Better together

When sales and marketing don’t get along, everybody loses. It’s like seeing people fighting other people in The Walking Dead. People are not the enemy! Kill the zombies!


Mention

Simple yet powerful monitoring tool for your brand, competition, industry, and more, anywhere online.

Joei Chan

Written by

Joei Chan

Global Head of Content @Linkfluence. Ex-@Mention. Paris/Hong Kong. Connect with me on Twitter for all things marketing. or food.

Mention

Mention

Simple yet powerful monitoring tool for your brand, competition, industry, and more, anywhere online.