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3 min read

One Step Further Than Smarketing - Making An ‘If Only…’ A ‘What If...?’

“I coined ‘smarketing’ in 2007. It started as a funny way to say that sales and marketing have to be aligned, that they need to be in constant connection… Smarketing is the concept of working together in one big funnel, where you’re leading toward long-term quality engagement.”


The idea of sharing expertise and the notion that ‘two heads are better than one’ are not new trends. Moreover, they promote the natural evolution of harmonious practice and the unification of resources and brainpower. Dan Tyre’s simple yet ingenious ‘smarketing’ term is a great example of two separate departments joining forces in the workplace – teamwork with common goals in mind. 


Does your company encourage interdepartmental communication?


If a ‘smarketing’ approach is effective in enhancing relations between marketing and sales departments, then surely open communication channels across an entire business could yield countless benefits. Leaders who exercise a willingness to build bridges and facilitate interaction across departments could also tap into previously unknown opportunities for success.


Now is the time to ask yourself whether your sales teams and other groups actually know what one another is doing and when (where appropriate, of course). If they’re blind to each other’s activities, then this could potentially hinder the aforementioned ‘long-term quality engagement,’ with regard to maximising performance and attainment.


Who else could I connect and how? 


The minefield of availability of performance related software covers many bases and serves the needs of various departments. However, what many programs and packages perhaps fail to offer, is the ability to track and analyse data representing diverse company layers, without having to log in to specific pages or devices. For example, different departments may actually use separate systems to access and monitor KPI’s, with no real way to communicate internally. 


Furthermore, opting for individual, isolated systems often becomes the bane of a manager’s existence – a constant headache and provoker of ‘If only…’ scenarios. 


Using the ‘smarketing’ analogy: 


If only my salespeople were creating workable content for my marketers…”

If only my marketers understood which content is most useful to sales…”


Both situations are ridiculously easy to rectify – with COMMUNICATION! It’s astounding to hear so many companies struggling due to a lack thereof, including juggling different systems to access the very same KPI’s. The inefficiency and unnecessary complexity that pursues both wastes time and causes stress – not to mention the resulting failure to perform adequately. 


Let’s consider the possibility of connecting even more departments and thus expand the fantastic ‘smarketing’ idea further…


‘Smarketing’ + ‘Multitasking’ = Optimal Solutions


Given that numerous organisations, particularly in the sales category, are operating a range of tools at any one time, the need to find the correct combination, or indeed a combined tool is forever more important. The winning team of sales professionals and marketers has already been covered, but the inclusion of other departments could favour the longevity of success even further, hence making a business more functional and competitive. 


Let’s revisit the point about the same KPI being explored by a specific department using dissimilar systems. Managers, sales staff and marketers may not be the only ones trying to access it. HR, the finance department, customer services or otherwise, may also need the same information in order to make smart business decisions and move forward. 


The smartest performance management providers have actually created apps to help companies overcome such challenges, allowing them to multitask, rather than rely on multiple tools, applications and systems. All departments can track, analyse, communicate, interact and work more efficiently – it’s like having VIP access at all times to everything they need (in the palm of a hand!)


What else can a combined system offer?


The integration of a SMART app to bring all activity under one umbrella, not only makes daily work life easier, but also sets you apart from the rest to lead competitors. Making the change to a bespoke platform (see last week’s blog: Could Embracing ‘CHANGE’ Make You Market Leader?) goes beyond efficiency and productivity, but also takes care of staff wellbeing and development. For example, engaging sales competitions, information hubs and employee surveys value a ‘professional family’ dynamic. 


Additionally, the same app can also offer web page design and detailed activity trackers. Gone is the need to burden inhouse developers with time-consuming and costly projects, along with the necessity to employ further outside help, once again removing ‘If only…’ from the equation – if you have it all at your fingertips, you’ll never need anyone or anything else to operate smoothly. 


Summary - 'What If...?'


The beauty of ‘smarketing’ and harmoniously working departments is reflected when measuring performance, rentability and success. Any production line relies on sound communication, so it should come as no surprise that software leaders have developed apps to promote just that – a ‘constant connection’


So many businesses suffer from regret and poor figures – often easily avoidable. The haunting sentiment and ‘If only…’ clause can really hold us back and prevent future progress. Just because so many apps and software choices exist, it doesn’t mean that we need them all – in fact, the employment of too many, can actually result in a company’s demise and consequential disappointment. 


'What if we had an app which worked company-wide?’


This question could be the first of many ‘What if…?’ scenarios, for businesses who choose to make the change to a collective app to facilitate KPI tracking, communication, running sales competitions or educating staff (to name but a few perks).  Embracing this change opens up a world of opportunity, allowing leaders to consider what they could do next:


‘Thanks to the new app, what if we open a new territory?’ 

'What if we set higher targets?'

'What if we create a new product?'


The list is endless – all that remains is to ask yourself, which ‘What if’s…?’ you’d like to consider, as opposed to looking back with an ‘If only…’ stance.


Join us next time to explore collective resources further. 

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