Digital Sales & Marketing
Digital Sales & Marketing

Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

View all free coursesView all free courses

Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

Learn moreLearn more Watch past events on demandWatch past events on demand

Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

Learn moreLearn more
They Ask, You Answer
They Ask, You Answer

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

Take the course nowTake the course now

Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

Learn moreLearn more

Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

View case studiesView case studies

They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

Learn moreLearn more Buy the bookBuy the book
Virtual Selling
Virtual Selling

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

Learn moreLearn more

Virtual Selling Summit 2021

Your one-day virtual selling crash course! Today, sales reps are struggling to sell remotely. Learn how to close more deals in a virtual world.

Register NowRegister Now

Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

Take the course nowTake the course now

Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

Learn moreLearn more Buy the bookBuy the book

Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

Learn moreLearn more

Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

Watch on-demandWatch on-demand

HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

Learn moreLearn more
Web Design
Web Design

Website Optimization Summit

Learn how you may be unwittingly undermining the money-making potential of your website and how to fix it! Watch the opening keynote for free on-demand inside IMPACT+.

Watch on-demandWatch on-demand

Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

Learn moreLearn more

Smarketing: 5 Goals that will Align Your Sales & Marketing Stars

Smarketing: 5 Goals that will Align Your Sales & Marketing Stars Blog Feature

October 16th, 2015 min read


Are your Sales and Marketing teams buddy-buddy?

Let’s face it: There can be a lot of contention between Marketing and Sales teams, but studies from MarketingProfs show that companies with Sales and Marketing alignment can generate over 2x more revenue.

In this article, we will dive into how to turn your separate Sales and Marketing teams into a unified Smarketing team.

So, what goals can you set to getting your teams on the same page? And more importantly, what doors will open once they are?

Goal 1: Speak the same language

Define the terminology

If both teams aren’t speaking the same language you won’t be able to effectively communicate.  Seems fair, right? Let’s start by defining a few simple terms.  

What do you call a visitor to your site? What do you call someone that signs up for your blog?  How about someone who has shown interest in your product and your service? How about someone who has spoke with sales, but wasn’t quite ready to make a purchase?  

Gather a list of all the different terms that your Sales and Marketing teams are using and definitive means for each one.   

Whose responsibility?

Ok, so we have names.

Now let’s make sure someone is held accountable for them. Come to a fair agreement of where in the buyer’s journey a prospect will transition from a Marketing responsibility to that of Sales.

The idea is that leads should be handed from Marketing to Sales at a calculated point, not simply “when it feels right.”  For example, here at IMPACT a visitor becomes Marketing Qualified when they subscribe to our blog (do it!).  They are marketing's responsibility to help.  Once a Marketing Qualified Lead starts looking at our About Us page or fills out a consultation request they become a Sales Qualified Lead.  Give this article a read for a detailed breakdown of how this works.

Situations may arise where a “sales-ready” lead doesn’t turn out to be as ready as everyone thought.  Once you have the responsibilities mapped out, it will be easy to see how this lead would get passed back down to Marketing.

Define what a “good-fit” client is

“All the leads that I get from Marketing aren’t qualified!”

“Sales never follows up on my leads!”

Do these sound familiar?

Well let’s fix that by defining what a “good-fit” client is.  Not only will this allow Marketing to focus their content creation efforts on the right people, but it will ensure that the leads that make it to sales are qualified and worth their time.

When defining think about who your best clients are: what make them great and what made your relationship successful?  On the other hand, think about the relationships that didn’t work out: what made that happen?

Goal 2: Create open lines of communication

Hold weekly meetings

Why don’t we put these people in the same room once a week?  It may sound a scene from Office Space, but I can assure you it will be helpful.  Have a conversation about how each team’s goals are affecting the other. Use it as an opportunity for Sales and Marketing to get to know how much work each other are doing.

Encourage Sales and Marketing to share suggestions

Sales and Marketing teams often have valuable insight into each other's processes, but if that information never leaves their department it’s not much use.

Create a venue for these suggestions to shared.  For example, part of a good sales process is uncovering what is stopping prospects from achieving their goals.

Sale teams can leverage Marketing’s insight into buyer habits to better understand what really drives these prospects.

Goal 3:  Make an agreement

Create a Service Level Agreement (SLA)

You have a plan, make people responsible for their part in it.  A service level agreement will make Marketing and Sales’ responsibilities to each clear.  To quote HubSpot, “Establishing a Marketing-Sales service level agreement (SLA) leads to higher ROI. The presence of an SLA also correlates with budget and staff increases.

A great start is deciding on how many qualified leads (remember to make a strong definition of this) Marketing will deliver to Sales, and how quickly and intently Sales will follow up on these leads.  Here is a great guide that dives deeper into setting up your SLAs.

These responsibilities can serve as a jumping point for your weekly meetings.

Reward Sales and Marketing as one

The SLA is just a document. If it isn’t upheld it doesn’t mean much. You want your Marketing and Sales teams to understand they are just parts of something larger, and they should work together towards their goals.  

Best way to do this? Reward them as one.

If both teams uphold their side of the SLA, reward them, but if one team falls short, make sure that everyone shares the blame.

Goal 4:  Make everything transparent

Create a dashboard

You want all your information to be openly visible between both teams and frequently updated.

The best way to do this is to put it in one central location (HubSpot makes this super easy!).  Not only will this keep both teams honest and on-track, it is a great way to see how your new Smarketing team is performing.   

Ok, now what?

Your Sales and Marketing teams are no longer exchanging dirty looks, everyone is hitting their new goals, and all around, your prospects are enjoying a better sales process.

Should you sit back, legs on the desk, and admire your handy-work? Well yes, but only for a minute. You have so many opportunities that are now available.

In an upcoming article, I will be diving into the creation of sales enablement. Stay tuned.

Become the #1 sales professional in your industry

Join us LIVE on Tuesday, May 4th for The Virtual Selling Summit and learn how to stand out as a salesperson in today’s virtual world alongside 1,200 other sales professionals. Learn how to create emails that captivate your target buyers, improve your use of sales technology, and have faster sales cycles. In just one day, walk away armed and ready to close more deals digitally.

Presented by IMPACT and Vidyard, join some of the best virtual selling experts in the world like: Marcus Sheridan, Liz Moorehead, Tyler Lessard, Dr. Devan Kronisch, Anita Nielsen, Myriah Anderson, Chris Duprey, and more!

Get your ticket for only $59 now through April 23rd!

View agenda and register

May 4, 2021 | 10:00am - 5:00pm EDT

Presented by:

Vidyard IMPACT
In today's world, sales reps are struggling to sell remotely. Join 1,200 sales professionals and learn how to create emails that captivate your target buyers, improve your use of sales technology, and have faster sales cycles. In just one day, walk away armed and ready to close more deals digitally.
Hurry! Get your ticket for only $59 through April 23rd.
Early bird pricing ends in:
0: 22 : 17 : 9
View Agenda and Register
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to Click Here.

A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Learn how to stand out as a salesperson in today’s remote world at the Virtual Selling Summit on May 4th.
Learn More
Learn how to stand out as a salesperson in today’s remote world at the Virtual Selling Summit on May 4th.