Practical ways of using company information in Smarketing

In a nutshell, smarketing is about having sales and marketing collaborate to win more happy customers and grow the business. A necessity for this to be possible is that the two departments agree on a shared description of their ideal customer profile. An ideal customer profile should be based on company data, as this minimizes the risk of missing many of the less obvious indicators of accounts that you and your team should ideally target.

Today, salespeople can access a tremendous amount of company information that goes beyond basic firmographics, like location and revenue. Knowing a company’s technology stack, their general web presence, and other technographics, and understanding relevant events in the organization by looking at recently sent out buying signals can make all the difference when creating a top-notch ideal customer profile.

Company information lays the ground for sales and marketing collaboration by

  • Helping sales and marketing define a shared ideal customer profile and with that specify what characterizes a high-quality marketing qualified lead.
  • Understand the entirety of the sales funnel, allowing marketing to improve their lead nurturing activities and helping sales be more relevant in their outreach by tracking the right buying signals.


In a perfect world, marketing sets sales up for success, and sales gives marketing the insights they need to remain relevant to buyers. Reaching this utopia is the purpose of smarketing.

The secret sauce is active and open communication between both departments. Setting a common framework for sales and marketing requires an investment in both time and resources from everyone working in these departments.

To establish sales and marketing alignment, you should:

  1. Make sure your sales and marketing team speak the same language and maintain daily communication between both teams. Everyone should agree on what defines your ideal customer profile, a lead, and a prospect.
  2. Give both marketing and sales visibility of the others actions, objectives, and progress.
  3. Let them share the same funnel, and define the lead transfer process.
  4. Establish an SLA that defines the expectations that sales has for marketing with regards to lead quantity and lead quality and the expectations that marketing has for sales on how deeply and frequently sales will pursue each marketing qualified lead.
  5. Ensure that sales and marketing have access to the same data and make everyone support their claims with data.

Benefits of integrating Smarketing into your business include

  1. Marketing will deliver more high-quality leads
  2. Sales will be better equipped, and motivated to actively process these leads into paying customers
  3. ROI will increase in both your sales and marketing department
  4. Higher revenue and employee satisfaction throughout your organization

Vainu collects an enormous amount of information from millions of open data sources, and our machine learning algorithms analyze it so you can implement it into your aligned sales and marketing efforts. Insights from company information should be the basis when you define your ideal customer profile. If you want to know more about Vainu, don’t hesitate to contact us.

Topics: Sales and Marketing Alignment

Erika Granath

Vainu's Content Marketing Manager. Grew up next to Sweden's largest cookie factory. Love cookies (of course), ping pong tournaments and word jokes.