No two teams of an organization should function more seamlessly than Sales and Marketing. They are both integral contributors to a company’s success.

Unfortunately, it’s all too common for companies to have a significant disconnect between the two, causing disruptions in productivity, halts on project deadlines and other similar hiccups in functionality as a whole.

Here are some tried and true tips for a strong Sales and Marketing (or smarketing) strategy that can make work more seamless between teams.

Operate using a capable and user-friendly CRM.

An effective CRM can make your Sales and Marketing teams work together like a well-oiled machine. Our team uses HubSpot, and it’s a great inbound marketing software that offers a free CRM for companies to use in order to organize, track and grow their sales. With this system, different departments have access to the same contacts, companies, offers, tasks and information in a single user-friendly space.

Not only does this keep the sales and marketing teams updated and on the same page, it allows workloads to be monitored in tandem and tasks distributed evenly among both teams.

Allow time for cross-training.

Working within one single department, it’s easy for a person to have tunnel vision with their tasks, disregarding how other departments meet their goals. Cross-training is a great way to expose Sales and Marketing to the bigger picture, granting each department the opportunity to learn from each other and give each other a broader vision of the process. Additionally, any sales-enablement resources (i.e. brochures, presentations, etc.) created by Marketing should be readily available for Sales to find and use to help reinforce their own tactics.

Use open-communication software.

There’s no argument that Sales and Marketing are two very different beasts that have very different day-to-day agendas. While Sales is more focused on developing strong relationships for new and current customers, Marketing is more focused on creating ways to reach customers now and in the future. Because one requires more phone/face-to-face time with clients and prospects, and the other requires more internal meetings and material creation on one’s own, it’s important to have an open line of communication available between teams.

Slack is a great app for promoting conversation between team members. It works like an instant-message service that allows employees to message each other about tasks, share materials (PDFs, images, documents and spreadsheets) and have team conversations in open channels. This active and open interchange between the Sales and Marketing departments encourages frequent discussions, limits workplace friction and allows for more instant communication between departments.

Meet regularly in person.

Similar to the point above, it’s important to have frequent communication in person, too. Marketers who attend a weekly Sales meeting will benefit from learning how Sales is progressing with their goals and quota, and salespersons who attend a weekly Marketing meeting can see how campaigns, projects and content are performing. Marketing and Sales can also benefit from a monthly or bi-monthly meeting to analyze overall results so you know how to move forward as one unit.

Host team-building exercises.

Team building isn’t always a top priority when it comes to unifying Sales and Marketing. For some, it’s due to lack of finances. For others, it might not seem like a tactic that’s proven to work. However, team building is an important way to create strong professional relationships between coworkers, allowing each other to feel free to depend on each other and work together more seamlessly. Plus, people want to enjoy spending quality time with people they spend the most time of their professional life with.

Some team-building exercises include:

  • Scavenger hunts
  • Laser tag
  • Office trivia
  • Community service
  • Karaoke nights
  • Mystery dinners
  • Room escape games
  • Painting classes
  • Board game tournament
  • And more

The activity can be as elaborate or as simple as the organizer chooses, but the primary goal is for the employees to feel like they have the freedom to express their ideas and personalities completely freely.

So make your Sales and Marketing strategy work for your business with effective smarketing that aligns the two in the best way possible.


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blog author


Danielle Irigoyen

Always armed with a chai latte and a plan, Danielle is Designzillas' Digital Marketing Manager, who's got strategy, prioritization and goal-based decision making down to a science. She loves guiding her team using conversion marketing tactics to create digital magic for our clients every day.

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