By: Kathy Kent Toney, CEO & Founder of Kent Solutions
Have you ever heard the term “smarketing” before? I recently discovered this word when I was redoing my website. I wagered a guess, and I was pretty close.
Here’s a definition:
Smarketing is a blend of the two words “sales” and “marketing.” It represents a holistic approach where these traditionally distinct departments align their goals, strategies, and activities for a unified purpose. It's more than just collaboration; it's a strategic alliance that encourages seamless communication, shared objectives, and mutual support between sales and marketing teams.
Here are six aspects of smarketing:
1. Unified Goals and Objectives
In a smarketing-driven environment, sales and marketing teams work together towards common objectives. Rather than operating in silos, they share a unified vision, ensuring that every effort contributes to the overall business goals. This alignment removes the traditional divide, promoting a sense of shared responsibility for achieving success.
2. Transparent Communication Channels
Smarketing thrives on open lines of communication. Regular, transparent communication between sales and marketing teams ensures that both sides are well-informed about ongoing strategies, challenges, and successes. This transparency enables quicker adjustments to campaigns, allowing teams to respond promptly to market changes and evolving customer needs.
3. Shared Metrics for Success
One of the cornerstones of smarketing is the establishment of shared Key Performance Indicators (KPIs) between sales and marketing teams. Instead of focusing solely on individual metrics, both departments collaborate to define and track metrics that matter most to the entire revenue-generating process. This shared accountability encourages a results-driven culture where success is a collective achievement.
4. Collaborative Content Creation
Content is a powerful tool that bridges the gap between sales and marketing. With a smarketing focus, both teams collaborate on creating content that resonates with the target audience throughout the buyer's journey. This collaboration ensures that the content aligns with sales messaging, addresses customer pain points, and guides prospects seamlessly through the sales funnel.
5. Regular Joint Training Sessions
Ongoing education and skill development for smarketing to succeed. Regular joint training sessions bring together sales and marketing teams to share insights, learn new strategies, and align their approaches. This helps strengthen the collective knowledge base of the entire revenue-generating ecosystem.
6. Integrated Technology Stack
Smarketing relies on a seamless integration of technology tools. From Customer Relationship Management (CRM) systems to marketing automation platforms, having a shared tech stack ensures that both sales and marketing teams have access to real-time data. This integration eliminates data silos, providing a comprehensive view of customer interactions and enabling more informed decision-making.
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For those of you who have been in either in sales or marketing roles during your career, you know that smarketing is not an easy thing to do. That’s why we’ll be covering the challenges and techniques to overcome silos in the weeks ahead.
In the meantime, I’ll give you a sneak peek of my new website (kent.solutions). I’m pivoting my business to start helping organizations fine-tune their sales and marketing engines through revenue-generating AI services and CRM solutions. My goal is to make smarketing a reality in businesses through automation strategies.
I’m not announcing it to the masses yet—that’s why I’d love feedback since I’m still tweaking things.
If you’re open to that, click the button below to send me a quick reply with your thoughts!
By: Kathy Kent Toney, CEO & Founder of Kent Business Solutions
In our dynamic business world, the key to unlocking significant revenue lies in the collaboration between sales and marketing. Achieving a smooth partnership between these two teams is crucial.
In last week's blog, I discussed the benefits of integrating sales and marketing functions in organizations. This week, let's dive into five practical strategies that can align sales and marketing in a way that makes sense and leads to a substantial increase in revenue.
1. Set Common Goals for a Unified Approach
Start by envisioning sales and marketing as two teams working together towards common goals. The first strategy involves defining shared objectives such as lead generation, customer acquisition, and revenue growth. This alignment ensures everyone is on the same page, fostering unity and collaboration. It's about steering the ship in the same direction to reach success as a collective effort.
2. Foster Open Communication Channels
It’s crucial to foster transparent communication channels. It may involve a lot of conflict in the beginning, particularly if silos exist between the two organizations, but practice makes perfect. Regular virtual or in-person check-ins provide a space for sharing challenges and successes. Creating an environment where feedback flows freely helps break down barriers between marketing and sales, creating a more connected and effective team.
3. Craft a Seamless Customer Journey
In the intricate tapestry of business success, the customer journey is the thread that binds everything together. It’s essential to collaboratively craft and refine this journey. Picture marketing as the storyteller, setting the stage, and sales as the guide leading the customer through each step. Define and refine the lead lifecycle to ensure a smooth transition from marketing efforts to sales interactions. It's about creating a narrative where every lead feels valued and understood, translating potential into profit.
4. Embrace Technology Wisely
Technology plays a crucial role in bridging gaps and enhancing efficiency in this digital era. Finding a practical approach to implementing the right tools, such as a robust Customer Relationship Management (CRM) system, is crucial. This shared technological platform ensures real-time updates and provides insights for informed decision-making. Think of it as the shared language transforming sales and marketing into a harmonious collaboration, playing the melody of business success.
5. Recognize and Celebrate Achievements
It’s important to encourage a collective celebration of success. Mutual accountability and recognition take the spotlight. Celebrate both small and big victories as a united team. Recognize sales and marketing efforts, fostering a culture where success is a shared accomplishment. By acknowledging achievements together, you cultivate an environment of collaboration and commitment that drives unprecedented revenue growth.
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Speaking of integrating sales and marketing, I have an outstanding solution for that! One Inbox is a sales and marketing acquisition system that helps ensure this integration. Instead of paying for apps such as Simple Texting, Click Funnels, Mailchimp, Wix, Zapier, and Calendly (to name a few), these functionalities are all included in One Inbox for the low price of $300/month. Sales and marketing automations seamlessly connect the two disciplines to drive revenue growth.
Sound intriguing? I’d love to have a chat with you! If that sounds good, click the button below.
By: Kathy Kent Toney, CEO & Founder of Kent Business Solutions
In the dynamic business world, unleashing growth is akin to a strategic dance. Join me in exploring the pivotal role of integrating sales and marketing—a journey beyond data, focusing on tangible benefits to boost revenue. Think of it as a transformative exploration for businesses navigating growth twists. Ready for the ride?
1. The Cost of Misalignment
In financial terms, the misalignment between sales and marketing carries a substantial burden and introduces significant risk. SiriusDecisions underscores this by revealing that organizations may forfeit up to 10% of annual revenue due to misalignment. Additionally, insights from the Aberdeen Group indicate that sales teams might disregard a noteworthy portion of marketing content, ranging from 60-70%.
2. The Revenue Boost of Alignment
Shifting the focus to positive outcomes, organizations achieving a tightly aligned sales and marketing approach witness noteworthy advantages. Marketo's research demonstrates a 36% higher customer retention rate for companies adept at this alignment. Furthermore, HubSpot's findings emphasize that aligned teams can yield an impressive 208% more value from their marketing endeavors.
3. The Power of Shared Data
Consider the integration of data as a strategic game-changer. According to Forrester, companies leveraging integrated data experience a significant 35% increase in customer lifetime values. This statistic underscores the transformative potential of integrating data for a comprehensive view of the customer journey.
4. Unified Messaging for Impact
In branding, consistency across all channels emerges as a pragmatic approach. According to Demand Metric, maintaining a unified message can augment revenue by an impressive 23%. The integration of sales and marketing becomes pivotal in shaping and sustaining a cohesive brand image.
5. Technology as the Enabler
Introducing advanced tools, such as Customer Relationship Management (CRM) systems and Marketing Automation, brings a technological facet to our discussion. Salesforce's insights reveal that organizations utilizing CRM correctly experience a remarkable 41% increase in revenue per salesperson. These technologies serve as indispensable enablers, fostering seamless communication and collaboration.
In the end, integrating sales and marketing is crucial for revenue growth. Data-driven insights underscore the costs of misalignment and emphasize the transformative benefits of a unified approach. Aligning sales and marketing is essential for sustained success. Ready for the journey?
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Speaking of CRMs, have you invested significant amounts of money into your CRM, and the ROI falls far short of your expectations? Are your sales and marketing functions not at all aligned in your CRM?
If that's the case, I would love to connect with you! I’ve pivoted my business to start offering CRM deployment and optimization solutions. And for those of you who already have a CRM that serves you well, I offer automated revenue-generating solutions such as follow-up and appointment booking systems, database reactivation, and online reputation management, to name a few.
I hope to launch my new website next week, so stay tuned!
In the meantime, I’m offering a FREE 30-minute consultation in which I can give you some pointers on how you can improve your CRM or provide you with ideas for other solutions.
If that sounds good to you, click the button below!
By: Kathy Kent Toney, CEO & Founder of Kent Business Solutions
As the curtains close on the eventful chapters of 2023, it's evident that for many, bidding farewell to this year brings a collective sigh of relief. And I'm one of them! I'm thankful for a fresh start.
Why do I say that? There’s a good reason. Last year was full of multiple challenges, so 2024 feels like a new gift I get to open up and enjoy. However, 2023 was a year of tremendous personal and professional growth because I chose to grow through the challenges I faced. I've learned for myself that I grow the most when under fire.
So what has helped me grow during challenging circumstances? Here are three things that inspired my growth, three things I'll continue to do to make 2024 an amazing year:
1. Utilize a Mentor or Coach
I can't emphasize the importance of good mentors or coaches. I have three, and it's been game-changing for me. I can genuinely say that I'm not the same person I was before working with them, and I'm so grateful for their investment in my life.
A great mentor or coach can help you sort through challenges and give you an invaluable outside perspective. They're also great for helping you push through barriers in your mind to more effectively achieve your goals.
Steps You Can Take: If you don't have a mentor or coach, I recommend finding one! Your connections can be an excellent source for referrals to outstanding individuals. And if you are already working with one, fully engaging in the relationship to help ensure accountability is a perfect thing to do.
2. Seek Out and Surround Yourself with Rockstars
My reach into companies is exponential because of the rock star-caliber relationships I have in my life. They make me better at what I do.
A great example is my partnership with Michael Cantu, my process automation strategic partner. Before working with him, I did solo gigs as a process improvement consultant, and they are a dime a dozen in Kansas City. Now I have a steady pipeline of work due to this one relationship.
Steps You Can Take: If you're a business owner or gig worker, your connections can also introduce you to rockstars in your community that can supplement the value you can provide companies. If you're an employee, seek out people in your company with whom you can provide support for each other. If you're a manager or business leader, your employees can be a great source of recommendations for new hires.
3. Push Through Hard Times to Reach Your Goals
In light of the craziness in our world, I've written several blogs on this topic. Here's one of my favorites about my terrible stint as a wedding singer.
Steps You Can Take: It all comes down to having a don't-give-up attitude, a decision to persevere. Just decide not to give up and go after your goals no matter what comes your way!
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I hope these ideas gave you some food for thought to help make 2024 your best year yet!
And I have a feeling this is going to be a great year for me. I have all kinds of things up my sleeve which I will tell you in the upcoming weeks, so stay tuned!
In the meantime, I'd love for you to check out my 5-Step CRM Guide that will help show you what steps you can take to optimize your CRM.
If that sounds good, click the button below to get started!
Click the button below to download your FREE 5-Step CRM Guide!