For years, sales and marketing teams have gone head to head trying to figure out who’s missing out on qualified leads, and why certain leads are dropping out of the sales funnel. But with the rise of inbound marketing, a number of successful companies are starting to realize that rather than pitting sales and marketing against each other, putting them in the same room to collaborate and work together is producing even better results. Increased communication and collaboration with your company’s sales and marketing teams, especially when you’re implementing inbound marketing strategies, is called “smarketing.” And while it sounds complicated, it’s actually pretty simple. Check out this basic “smarketing” 101 rundown to help you get started:

Smarketing gets your sales and marketing teams in the same room

There’s no question that sales and marketing are two different departments, but it’s important for both teams to realize that they have a great deal in common, especially if your company is working to embrace inbound marketing. The sales team can communicate to the marketing team which sorts of leads are the most likely to convert, and the marketing team can talk about how they’re working to draw in leads in a warm way.

Smarketing means shared goals between sales and marketing

Once everyone’s more or less on the same page, and has a decent understanding of what the other team is doing for the cause, it’s time to set shared goals for the sales and marketing teams. What goals would mark success for both teams, and how can they work together to achieve those goals? One great example that comes from Hubspot is having your marketing team set up a service level agreement (SLA), where they commit to producing a certain number of qualified leads to send through the funnel to the sales team. Then, the sales team can agree to follow up on a certain percentage of those leads. By creating mutually agreed-upon goals, teams can work together and ensure that they’re each putting in an equal amount of work to get your company the number of qualified leads you want.

Smarketing doesn’t stop with goal-setting

Even after you set your goals, sales and marketing teams still aren’t done talking. There should be clear and open lines of communication at all times, so that each department is aware of what the other is working on at all times. Open communication ensures that no information is lost about each potential lead. It also helps both teams function at the highest level. For example, if a marketing employee passes on a lead to the sales team, you’ll want that employee to communicate with the sales person everything they know about the lead, from their professional position to their pain points to their goals. And communication works the other way too: salespeople can communicate to the marketing team which of their strategies are working really well to create happy potential leads, and which might be bugging the clients, or not as helpful.

Smarketing means regular evaluation

And when you keep clear, open lines of communication, it’s easy to schedule regular meetings to evaluate your team’s progress, to see how you can streamline the process. Quality smarketers have a monthly meeting where sales and marketing teams can work together to set new goals and refine their methods for the next month going forward. With constant communication and regular evaluation, you can continue to refine your smarketing methods to ensure you’re getting the highest volume of qualified, converting leads as possible.

If you’d like to know more about what smarketing could mean for your company, or if you’re interested in inbound marketing, feel free to get in touch with the team here at HA Digital Marketing. We’ve been in the inbound business for quite some time now, and would be happy to  answer any questions you’ve got. Shoot us an email at, or click on the link below for a free inbound evaluation: