Enter smarketing – the new buzzword that is finally pulling together the worlds of sales and marketing. The key to the future of smarketing, like anything else, rests in the brands driving the change. That means hiring smart people who are flexible, adaptable and open to change.
Amanda Setili remembers it as a teaching moment. After a string of strong revenue growth inexplicably began to plateau, her company’s sales and marketing teams were working amid a deadlocked, awkward silence. Nothing either team did seemed to be able to revive the once robust numbers. “Diversity of thought and varying backgrounds of individuals is important. Different approaches to looking at problems and problem solving give you a wide variety of ideas and opinions for getting to yes. When everyone is aligned around your vision, mission and values, you’re pulling in the same winning direction. That’s a lot of power and a competitive advantage that’s not easily duplicated.”
by Charles Lunan
A few years ago, it was common for the retail sales force at MillerCoors to spend their Sundays pulling data from up to eight different Excel spreadsheets to build reports for their weekly sales visits.
Convinced it could boost sales if it could find a better way of sharing its insights with retailers, MillerCoors partnered with Tableau Software to roll out cloud-based analytics tools to its sales force.
Last May, as sales were taking off at his company in Salt Lake City, Cotopaxi founder and CEO Davis Smith was milling about a train station on the border of Slovenia and Croatia awaiting a train jammed with refugees from Syria. His mission was to learn what he could about their needs before traveling on to Istanbul to join 5,000 other people attending the World Humanitarian Summit.