04Programs & consultancy
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 business more efficient, customer oriented with better results and happy successful team. This programme helps organisations to succeed in that integration through activities, processes and systems, organisational culture and structure
Small businesses/companies initially do not have formally marketing but marketing ideas that comes from sales staff, managers, or agencies. When a small company starts to grow and has become successful, it usually launch their 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 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 becomes structured, flexible, but with clear boundaries between sales and marketing. Sales will understand and use marketing terminology, and marketing will recognise 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 has become completely blurred, the development and implementation have become a common matter, and the culture emphasised 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 realised by companies that have structurally integrated marketing and sales sectors with annual revenue growth of up to 20%.
It is a one of a few great reasons to implement smarketing model.