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.
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.
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