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How to Reap the Revenue Rewards of Smarketing

In most companies – especially B2B firms – sales and marketing don’t get along. Ultimately, both groups are tasked with the same revenue production goal, but their core skills and perceptions are different enough that much is lost in translation.

They sing the same song, but in very different ways. Yet, they are required to work together to accomplish company-wide objectives. This creates something of an awkward, arranged marriage, but with expense reports. It’s not always pleasant, according to the Corporate Executive Board:

87% of the terms sales and marketing use to describe each other are negative. (highlight to tweet)

And really, the whole construct doesn’t make a lot of sense. It’s a historical relic of a bygone age. If you were a space alien and were sent to Earth to observe the human race via how we buy and sell goods and services, you would be startled to learn that companies have two, separate groups (with different management, tasks, and compensation schemes) that each are charged with generating revenue.

WTF? would be your response (or whatever “WTF?” might be in your alien tongue).

The Power of Smarketing

But it doesn’t have to be this way. Sales and marketing can work together harmoniously, and doing so make enormous financial sense. Research from The Aberdeen Group found:

Aligned sales and marketing teams produce 400% higher annual growth than teams that are unaligned. (highlight to tweet)

This is the power of Smarketing: the harmonious alignment of sales and marketing teams.

Recently, I delivered a presentation at Cisco’s Marketin…

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