Best practices for implementing Smarketing

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So far I have told you a little about the benefits, but how can you make it really work to obtain them?

There are some best practices for implementation that can hel email database canada p lay the foundation for optimal operation.

I'll tell you about them:


Smarketing - Best Practices Infographic
1.- Both teams must have full access to the objectives
This means that beyond having clear objectives for “your team”, all members must be able to know the group objectives, those of the marketing team and those of sales.

For example:

Shared monthly goal: 3 million euros.

Considering that the average sales contract was 15 thousand euros and the conversion rate from one stage to another was 50%, we would have the following objectives for each team:

Marketing team objectives:

6,400 new visitors to the website.

3,200 conversions of visitors to sales opportunities.

1,600 MQLs from sales opportunities.

Sales target:

800 MQL to SQL conversions.

400 SQL to Opportunity conversions.

200 customer opportunity closures.

With these conversions , the monthly goal of 3 million (200 sales for 15 thousand euros each) would be reached.

However, it must also be clear what quota each salesperson must reach, both in lead tracking and in conversions towards the end of the funnel.


Smarketing - Daily Leads Chart
There are several reasons why transparency of this information and real-time progress are key to implementation:

Both teams feel involved, committed and, why not, to a certain extent pressured because their objectives are known to everyone.

If during progress monitoring any party notices that it is not achieving its objective, it can quickly take action to remedy the situation.

It makes clear the responsibility of each person, eliminating the risk of internal disputes.

It allows both teams to collaborate with ideas and feedback to facilitate the other's achievement of their goal and thus both achieve the shared goal.

Something as simple as free access to information can generate radical changes in the way things are done and in the results that are generated.

2.- Confidence in the data
If a person on your team tells you that they are achieving their goals, you may or may not believe them.

But if you get this information directly from a system where all activities are recorded and progress is automatically updated, you will have no doubt that this is the case.

In this way, internal relationships are not fragmented and it allows all those involved to have confidence in the information they obtain and that the steps and actions they agree on among themselves are carried out on time.

To achieve this, it is critical to have software that everyone has access to and where they can view information and results panels.


Smarketing - Marketing and sales panel
3.- Communicate constantly and update shared knowledge
It is very common for information to flow when marketing and sales teams are formed or when there is a change in the leaders of said teams, however, in the process of daily activities, the exchange of information ends up being lost.

For this reason, there must be a set of internal rules that define, among other things:

How often should internal meetings be held with both teams present? They should be weekly and monthly.

The duration of these meetings, the weekly one should normally be short and the monthly one, since more information is discussed, a little longer, without being excessive in terms of time.

What type of information needs to be shared, by which team and who is responsible for doing so.

What topics or situations should be shared in meetings.

How often will group training sessions be held?

Which team or person is responsible for such training and what type of training.

What information or situation should not wait for a meeting to be