Smarketing is a model of sales and marketing integration. This programme helps organisations to succeed in integration through activities, processes and systems, organisational culture and structure.
Internal battle between sales and marketing is everlasting. Who is more important and whose approach is more correct? What types of sales and marketing relationship is the most productive? Smarketing is an integrated sales and marketing model, which makes a business more efficient, customer-oriented with better results and a happy successful team. This programme helps organisations to succeed in integration through activities, processes and systems, organisational culture and structure.
Small businesses/companies initially do not have formal marketing but marketing ideas that come from the sales staff, managers, or agencies. When a small company starts to grow and has become successful, it usually employ marketing person who chooses the best markets and channels, determines potential customer motives, coordinates advertising with agencies, promotes promotions, sends direct e – mails, and is engaged in trade events.
At this stage, the link between marketing and sales is usually undefined; the two functions grow separately and are occupied by their own tasks. During further company development, the link between these two functions begins to be defined in the sense of knowing who is doing what, and they begin to build a common language and look after overlapping.
However, every big and successful company has its own marketing department engaged in the marketing mix, segmentation, targeting and positioning. They are developing long – term strategies, although they prefer to rather develop brands then products – they are independently taking on a broad range of marketing actions. At this stage of development marketing and sales functions become structured, flexible, but with clear boundaries between sales and marketing. The sales department will understand and use marketing terminology, and marketing will recognize a major and significant role of the sales department.
But, we still cannot talk about integrated connection related to these two functions as long as the boundaries have become completely blurred, the development and implementation have become a common matter, and the culture emphasized by common growth and decline factors. This primarily means open communication and closed loop reporting, the use of shared databases (I have never known why colleagues from the same company would hide the databases, but it happens very often), joint planning, developed monitoring and management system for the joint activities.
According to the research results the achieved above average results are realized by companies that have structurally integrated the marketing and sales sectors with annual revenue growth of up to 20%. It is a one of the few benefits and reasons to implement smarketing model.
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