A playful term often used to describe the practice of aligning Sales and Marketing efforts is “smarketing.” In an ideal scenario, Marketing would seamlessly pass numerous fully qualified leads to the sales team, who would then successfully convert each lead into a sale every time. However, as reality often differs, it’s crucial for Marketing and Sales to collaborate and align their efforts to optimize their impact on the bottom line through coordinated communication.


An example of “smarketing” in action could be when the Marketing team at a software company generates a list of highly qualified leads through targeted campaigns. They then share this list with the Sales team, along with detailed insights into each lead’s interests and behavior. The Sales team uses this information to tailor their approach when reaching out to prospects, increasing the chances of successful conversions.

Additionally, the Sales team provides feedback to the Marketing team on the quality of leads and which messaging resonates best with prospects, enabling Marketing to refine their strategies further. This collaborative effort between Sales and Marketing exemplifies “smarketing” and leads to improved overall performance and revenue growth for the company.