I accept the privacy policy

The information you send through this form is of a personal nature and, therefore, we need to remind you of the rights you have in terms of data protection. The responsible. We inform you that your data will be processed by BCM Marketing Industrial S.L. as responsible for this website. Purpose. We ask for your name, email and telephone number in this form to be able to answer your question; By sending this information you will NOT be subscribing to any mailing list nor will you receive commercial news periodically. Legitimation. By checking the checkbox that appears above, you are giving your consent for your data to be treated in accordance with the purpose of this form that appears in our privacy policy.

Smarketing: how to successfully integrate business marketing

Smarketing: how to successfully integrate business marketing

Integrating sales and marketing for business success

In the competitive business world, both marketing and sales play a crucial role in the success of a company. However, there has often been a perceived gap between these two teams, which can hinder growth and hinder the overall service level of the organization.

To overcome this challenge, a third element comes into play, called "smarketing", which seeks close integration and collaboration between sales and marketing. In this article, we will explain in detail the concept of smarketing, its benefits and how to implement it in a company.


What is Smarketing?

The term "smarketing" is derived from the combination of the words "sales" and "marketing". It refers to the practice of aligning and collaborating closely between the sales and marketing departments to achieve a common goal: company growth.

Rather than operating as separate entities, sales and marketing teams work together, sharing information, goals and strategies to maximize the impact of their efforts.

Smarketing is based on the premise that the lines between sales and marketing activities have become increasingly blurred in today's business environment. Potential customers and consumers interact with multiple channels and platforms before making a decision to purchase a product or service, which means that marketing and sales must collaborate to provide a consistent and seamless experience throughout the process.


Benefits of Smarketing

  1. Improve communication: Smarketing encourages open and constant communication between sales and marketing teams. By sharing information, data and experiences, both teams can better understand customer needs and expectations, enabling them to create more effective and personalized strategies.
  2. Greater alignment of objectives: By establishing shared objectives, sales and marketing teams can work together towards common goals. This helps to avoid internal competition and foster collaboration, which in turn improves the effectiveness of both departments.
  3. Improve lead generation: Smarketing enables more effective and qualified lead generation. By collaborating early in the lead generation process, the marketing team can provide valuable information about the profile of the ideal customer or buyer persona and the ideal inputs to meet customer needs. In turn, the sales team can provide insight into the interactions and challenges faced in the sales closing process. This collaboration helps generate more qualified leads and optimize conversions.
  4. Increase customer retention: By working together, the two teams can develop more effective customer retention strategies. Marketing can provide relevant, personalized content to keep customers engaged, while the sales team can provide insights into customer needs and wants that can help create more effective marketing strategies.
  5. Improved analysis and measurement: The integration of marketing techniques (inbound marketing, Email marketing, SEM, SEO...), and sales facilitates data collection and analysis. By sharing metrics and results, the effectiveness of campaigns and strategies can be more accurately assessed, allowing for continuous adjustments and improvements.


Implementing Smarketing in a Company

Below are some key steps to successfully implement smarketing in a company:

  1. Encourage communication and collaboration: Establish open communication channels between sales and marketing teams, such as weekly meetings, sharing documents and using collaborative tools. Encourage the exchange of ideas and experiences to strengthen collaboration.
  2. Define shared objectives: Establish clear and shared goals between sales and marketing teams. This may include goals for lead generation, conversion rates, revenue generated, customer retention, among others. Aligning goals will help avoid conflict and keep the focus on business results.
  3. Data sharing and analysis: Facilitate the exchange of relevant data and analysis between the two teams. This includes information on ideal customer profiles, effectiveness of marketing campaigns, sales performance, pain points in the sales process, among others. Access to this data will help both teams make better decisions.
  4. Create a common language: Establish a shared glossary of terms between sales and marketing teams to ensure that everyone understands key metrics and concepts. This will help avoid misunderstandings and improve alignment in discussions and evaluations.
  5. Use appropriate technology: Implement tools and systems that enable more effective collaboration, such as a shared CRM (Customer Relationship Management), marketing automation, lead tracking, social media, among others. The right technology can facilitate communication and information sharing between teams.



Smarketing has become a key strategy for companies that want to stay competitive and maximise growth. By integrating sales and marketing teams, a powerful synergy is created that enables more effective lead generation, stronger customer retention and faster, more effective business analysis and results.

By embracing the smarketing strategy and fostering a collaborative culture, companies have the opportunity to achieve unprecedented levels of success and establish a more effective position in today's demanding marketplace.

Manage Consent Preferences

Technical cookies are strictly necessary for our website to function and for you to navigate it. These types of cookies are what, for example, allow us to identify you, give you access to certain restricted parts of the site if necessary, or remember different options or services you have already selected, like your privacy preferences. Therefore, they are activated by default, and your authorization is not necessary for them. Through your browser settings, you can block or alert the presence of this type of cookies, but such blocking will affect the proper functioning of the various features of our website.

Analytical cookies allow us to study the navigation of users on our website in general (for example, which sections of the site are most visited, which services are used the most and if they work correctly, etc.). From the statistical information about navigation on our website, we can improve both the performance of the site itself and the various services it offers. Therefore, these cookies do not have an advertising purpose, but only serve to make our website work better, adapting to our users in general. By activating them, you contribute to this continuous improvement. You can activate or deactivate these cookies by checking the corresponding box, being deactivated by default.

Functionality cookies allow us to remember your preferences, to personalize certain features and general options of our website each time you access it (for example, the language in which the information is presented to you, the sections marked as favorites, your type of browser, etc.). Therefore, these types of cookies do not have an advertising purpose, but by activating them, you will improve the functionality of the website (for example, adapting it to your type of browser) and the personalization of it based on your preferences (for example, presenting the information in the language you have chosen in previous occasions), which will contribute to the ease, usability, and comfort of our page during your navigation. You can activate or deactivate these cookies by checking the corresponding box, being deactivated by default.

Advertising cookies allow us to manage the advertising spaces included on our website based on criteria such as the content displayed or the frequency at which the ads are shown. For example, if the same ad has been shown to you several times on our website, and you have not shown personal interest by clicking on it, it will not appear again. In summary, by activating this type of cookies, the advertising shown on our website will be more useful and diverse, and less repetitive. You can activate or deactivate these cookies by checking the corresponding box, being deactivated by default.

Behavioral advertising cookies allow us to obtain information based on the observation of your browsing habits and behaviors on the web, in order to be able to show you advertising content that better matches your personal tastes and interests. To put it very simply, we'll give you a fictional example: if your last searches on the web were related to suspense literature, we would show you advertising about suspense books. Therefore, by activating this type of cookies, the advertising we show you on our website will not be generic, but will be oriented towards your searches, tastes, and interests, thus being exclusively tailored to you. You can activate or deactivate these cookies by checking the corresponding box, being deactivated by default.

Cookie Settings

We use our own and third-party cookies to analyze our services and show you advertising related to your preferences based on a profile made from your browsing habits (for example, pages visited). You can accept all these cookies by clicking the ACCEPT button, or configure them or reject their use by clicking on the section COOKIE SETTINGS.

If you want more information, consult the Cookie Policy and List of Cookies on our website.