Marketing Software + CRM = More Reliable Data!We all know how difficult it can be to get sales and marketing teams to work together towards a common goal. There is usually a history of miscommunication and blame between the two departments, whether or not it is merited.

For most companies, the story goes that sales thinks marketing isn’t getting them qualified enough leads, while marketing doesn’t think sales is working the leads they provide as well as they could be.

In reality, these two groups should be acting in tandem to create a unified Smarketing team, which works to achieve overarching company goals rather than individual department objectives.

For companies that do follow the five steps to Smarketing success, it is well worth the effort as they see an average 20 percent growth in revenue (as well as having a higher company morale).

Smarketing boils down to good communication between sales and marketing and incorporates measurable, time-bound objectives for both. (Yes, marketing needs a number, too!) Start by examining your company’s current data to monitor progress toward goals, analyze lead quality, and measure marketing return on investment.

Closed-Loop Reporting

Once you have an idea of the analytics behind your business, the next step in creating a unified Smarketing team is to establish a closed-loop reporting system. This will track both marketing and sales metrics on an ongoing basis.

There are two measurement types that go into a closed-loop reporting system:

1)   Marketing software, which will manage your lead generation and return on investment

2)   Customer relationship management, or CRM, which is a system that tracks sales activity

These two systems will monitor a lead’s campaign engagement, download history, social media presence, website visits, email responses, and other trigger actions, such as requesting to speak with a salesperson.

Make sure these two data systems are integrated to monitor every lead and client from opportunity to close!

Integrated Reporting

Along with measuring the success metrics behind each side of your Smarketing team, make sure that the data is also being shared between both types of software. You want everyone on the Smarketing team to be on the same page about where each lead and opportunity falls within the sales funnel.

When looking for a system for your company, choose one with a two-way auto synchronization between the marketing platform and the CRM. Both systems should also be monitoring a lead’s activity within the site using their email address and tracking information. That way the entire Smarketing team will have a comprehensive snapshot of each lead within the sales funnel.

Include the history of each lead, aka when and how frequently they have visited your site and what they do when they are there, as well as email alerts for any new lead activity. This way there will be no confusion as to how interested a lead is in your products or services.

The software is also useful in sharing any new contact the sales team makes with leads, any lead status updates, and revenue numbers within the entire Smarketing team. You will also be able to monitor your most successful marketing channels, such as paid or organic searches, social media, or email marketing.


When it comes to converting leads, it takes the entire team. Not just sales or marketing, everyone. Your Smarketing team.

That’s why they need a closed-loop reporting system measuring both sales and marketing metrics while simultaneously integrating both systems to make a lead’s activity to clear to everyone within the team.

Use of the two systems together will make your data as reliable as possible, while making it easier to nurture and convert those leads into sales!