I’m a huge Seinfeld fan and one of the episodes that sticks in my mind is when George complains about his “worlds colliding” (in this case his friends and his girlfriend).  I am in marketing and this topic continually raises questions with our relationship with sales.

Today’s B2B sales and marketing teams struggle with the overwhelming number of channels for finding and reaching new leads.  In traditional roles these two departments are at odds making any form of peace virtually impossible.  As most of us do from time to time, searching the internet for educational yet intriguing information, I ran across a term recently that I would like to share with you:

SMARKETING.  What happens when sales and marketing meet in the middle.   

This word caught my eye because it was a little bizarre, but I liked the philosophy. After all, sales and marketing have the same goal, (or least should have) to grow business and generate revenue, and though each department uses different mechanisms and tactics, both are vital to increasing the bottom line and eliminating the colliding worlds. They achieve more than when they work independently. A lot more. This efficiency makes SMARKETING an effective strategy to drive growth.

Anonymous web visitor platforms like VisitorTrack support the SMARKETING philosophy. Harmony between these two departments allows marketing to see who is engaged on their website without filling out a form, prioritizes prospects based on interest and can identify return visitors providing sales with a high quality lead.   In turn, a sales rep can see which products the prospect is interested in, have all the important contact information for the potential buyer at their fingertips and contact them before the competition, which allows deals to be closed faster. Thus, generating revenue which is the common goal, and eliminating the colliding worlds.

Imagine these formerly divided departments speaking the same language, maintaining open communication and relying on the same data! Crazy isn’t it?

When your salespeople are talking to and following up with the same target audience that marketing is engaging in advertising, social media and other channels, the results are bigger numbers, more deals, and a better return on investment as a result of this SMARKETING.

As much as I like the term SMARKETING, I am not sure it is going to catch on and become the new buzz word of the 21st century, however, it is a simple concept to bring two worlds together that before would always collide. I think even George would agree! #Smarketing!