Are You Smarketing or Smelling? Guest post by Gerry Moran

Great organizations’ sales and marketing teams converge to create a strategy, an approach, a culture called smarketing. The ones who do not do it so well are, well, are smelling.

And your Modern-Marketer customers don’t like smelling, This convergence is a natural evolution led by a better-informed and more-empowered customer.

Smarketing by Kenny Madden

Johann Wrede, a customer engagement specialist for SAP states, “Customers have less tolerance than ever for content-free interactions, and sellers are struggling to connect early enough in the buying journey to exert influence on the decision. To adapt, marketers and sellers need to assess and remix their skills, regardless of the organizational silo they happen to be in, rather than wait for organizational boundaries to change.” So, the customer and content is king.

Are you a smarketer or a smeller?
Why Smarketing Makes Sense

While there is no specific scorecard to discern the smarketers from the smellers, there is solid research to support the integration of sales and marketing strategy, content and activation makes sense.

Smarketing Drives Growth. Aberdeen research indicates companies who ‘get’ sales and marketing integration grow 20% faster than those who don’t. Smart marketers, right? No, smarketers!

Content Smarketing Generates Leads. HubSpot research suggests blogging companies generate 55% more leads than non-blogging companies.

Smarketing Gets Sales Reps Involved With The Buying Cycle Earlier. SiriusDecicions findings show 70% of the buying journey is completed before the buyer is recognized as a prospect and in the CRM ‘books’ by the selling organization.The key inference is that there is less chance to frame the sales opportunities and more chance to complete an RFP.

7 Guiding Principles For Smarketing Success

1. Move from silos to outcome-based activity. Day-to-day reality in many organizations manifests in managing daily call reports, creating marketing content for social media channels and communities, and closing sales for the quarter. Quarter after quarter this set of sales and marketing activities is a ‘wash, rinse, repeat’ cycle.” Rhonda Holloway, Founder and Senior Partner of Six20 Partners has a holistic solution to this chasm. Holloway states, “Sales and Marketing should be SMARKETING for the greater good, but the two roles are vastly different. Perhaps B2B companies should institute 3 month job rotations between Sales & Marketing. After the rotation, the salesperson should have a better understanding of how to partner with Marketing and better use the great content and Marketing should have a better understanding of the material that really makes a difference in the field. Both jobs are hard and I think the problem is we both think the other is easy – hence the chasm.”

2. Manage The Sales and Marketing Convergence. Corporate silos and fiefdoms (remember, the customers are in charge of the kingdom) need a strategic group or individual to bridge the gap and broker the convergence. This person is a Smarketing Director. Although I’ve not seen this official ‘Smarketing Director’ moniker, it is present in evolving smarketing organizations. They are the ones taking the leadership role by laying the foundation. They are bridging the gap between sales and marketing. Most start with a single project, like social selling awareness program or provide structured LinkedIn tune-ups to the sales and marketing departments.

3. A Sales, Marketing or Smarketing Playbook Drives Quicker Adoption. Sometimes the quickest way to drive adoption is to bake the ingredients into an established recipe, to make it new and improved! The fastest way to drive smarketing adoption is to co-opt native behavior and not to ask someone to do something completely different. Just integrate it into a smarketing play.

Smarketing 1 by Kenny Madden Are You Smarketing or Smelling?

4. Measure Smarketing Success To Monetize It. It is likely no smarketing KPIs exist for any organization. However, revenue, quota and efficiency are common KPIs. Getting out of bed isn’t a KPI either. However, you need to get out of bed and you need to use smarketing to reach revenue, quota and efficiency goals. Ultimately, success is measured and monetized by accelerated sales pipeline and fewer resources required to do the job. Heidi Schwande, Chief Digital Office For WSI World adds “Getting sales and marketing to see themselves as allies instead of rivals improves the company’s bottom line.”

5. Let Customers Guide You. Martin Weinberg, a Philadelphia-based digital leader states, “From the buyer’s perspective, it truly is one continuous journey, so this type of thinking is long overdue. Separately, it’s too easy for each department to generate activity instead of accomplishment by focusing on short-term metrics. One of the top benefits (of smarketing) would be an opportunity for more effective messaging by pre-handling real objections salespeople encounter within marketing communications. Now that most communication is digital, it’s more cost-effective than ever to take this approach, though the opportunity is often overlooked.” Kenny Madden, a Market Developer for Spiceworks, underlines the need for smarketing with the buyer, “You have to get through the 1st 50% of the sales cycle to get to the last 50%.” I’d call that “percentage smarketing!”

6. Content Marketing Strategy Is Key To Being A Smarketer. Marcy Hoffman, a Miam-based Independent Consultant who helps start-ups and small businesses who people start the process by looking for information often because they know their problem, but haven’t defined the solution; adding Knowledge/content at the beginning of the process helps identify the content creator as a leader in their industry which serves to reinforce the next stage.

7. Adapt and Adopt or Be Overlooked. Victor Clarke, principle for Clarke, Inc, a marketing services firm, states, “I have sold everything from Xerox copiers in the 80s to the first computers to be installed in the US House of Representatives and the US Senate in the 90s to marketing services currently. Sales has been turned upside down in the last 5 years with smarketing. SPIN selling is dead and sales folks either adapt or they are gone.” Mike Ausloos, Head of Business Development for Northern Concrete Construction stated “I don’t know how any system can be effective without operating with SMARKETING. Both are gathering market info & there needs to be collaboration to form the correct content, selling points, etc. seems to be missing a determiner before it.”Barbara Giamonco states in her book, The New Handshake: Sales Meets Social Media, “In the midst of this communication revolution sales must adopt a new approach that incorporates social media. When we overturn the old business practices, what emerges is something called “smarketing.” Sales and Marketing need to work in tandem, as Giamonco notes. However, some forced ‘hard wiring’ likely needs to happen for evolution to effectively occur.

Do you have a smarketing guiding principle or point to share? If so, please comment below. Or reach out to me directly at, LinkedIn, Twitter or Google+.

Combining sales and marketing to achieve company goals is key. If you do it right, then you are a smarketer. If you don’t do it right then you are a smeller. Which one are you? A smarketer, or a smeller?

Social Selling Doesn’t Work When It’s The Last Day Of The Quarter by Gerry Moran


Does using social selling techniques make sense when it’s late in the quarter and you need to achieve your quota? Especially when your sales manager is telling you to do everything to close your deals? Aberdeen Group research states that 31% more sales teams achieve quota when they use social selling techniques, so it makes sense. Well, social selling is good, but not THAT good that it can be instantly turned into sales. It’s no silver bullet when it comes to helping you close sales today, over the next five days, or whatever your timeline is. However, if you implemented a solid social selling strategy during the previous 90 to 180 days, then your last-minute calls today might be more successful. Or, those last-minute calls could even have been avoided! You see, the payout of your social selling strategy is more long-term than short-term.

#WESOE Social Selling Ben Martin Gerry Moran
“I should have started using social selling earlier.”

A good analogy is being hungry and addressing that urge. In the short term, you can run to the fast food restaurant to solve your hunger. However, that short-term solution is costly and is not sustainable. Alternatively, with proper planning, you can create a shopping list so you can visit a grocery store to buy healthier, less expensive and more food to eat for weeks. No, it’s not as convenient as running to McDonalds or Red Lobster, but it pays out in the long run for you – more food, cheaper food, more convenient food.

Social selling has its place in each part of the sales cycle. To maximize social media at the end of a quarter, you need to have been using it well before you need to close the deal!

5 Things To Do With Social Selling To Help You Meet Your Sales Quota

  • Improve Your Curbside Appeal Before You Try To Sell The House! Face it, when people meet you for the first time they check you out on social media. Whether they further investigate the credibility of your LinkedIn Group posts, emails, blog post or Tweets they check out the source, which is usually your LinkedIn profile, Twitter profile and Google search results. Make sure you tune up your profiles to your social brand’s curbside appeal is the best that it can be so you can advance your social selling customer relationship.
  • Establish Your Credibility As A Solver, Saver or Revenue Generator. Yes, you can try to meet you entire quota by sending emails and making phone calls. But he buyer journey has changed. 70% of the buying decision is made before a customer ever engages with you. They use blogs, tweets, LinkedIn and their network to help make this decision. And, 89% of them start their buying process using a search engine. So, you need to be present to win. And by winning I mean that you need be establishing you credibility with your current and future customers by delivering relevant content for which they are searching.
  • Connect With Your Customers On Their Terms And Show Them That You Get It. Your customers are on LinkedIn, Twitter and blogs, so you need to be there, too! There is no excuse that you do not know how to tweet, or how to use tools to find where your customers are engaging on social media. Put on you CSI hat and fire up your social selling forensic skills to surprise your customers to be where they are with a relevant and solving content. If they use Twitter, then be on Twitter. If they are a contributing member of a LinkedIn Group, then find and engage, in a non-selling way, in that Group. And if they blog, be a regular reader and commenter on that blog.
  • Get Your Customers To Do Something That Gets Them Closer To Making A Decision. Social media is the secret sauce of selling tools. It is a non-intrusive way to pass on customer-centric calls-to-action. Here are give things you can do to get your customer to move closer to a decision, whether it’s attending an event, a webinar or accessing content:
  1. Send a Twitter mention to a customer with a link to a registration page or blog post
  2. Reference a content or event link in your LinkedIn Group messaging
  3. Send a link to a blog post via a direct message on Twitter
  4. Use your two daily LinkedIn updates with a direct call to action to your followers
  5. Mention your customer in your tweets that reference content that will be helpful to your customers.
  • Help To Support Your Customer’s Decision With Social Selling Content. Once your customers are close to making a decision, they are still doing their last-minute vetting by checking blogs, communities and their personal network. Customers are searching for specific answers to specific requirements. They are asking questions to help them validate that they are making the best decision. Social sellers need to forward blog posts, tweets and any other socially delivered content on channels other than email and telephone to show them that they are making the best decision. Think of this content pass-along as a gentle reminder that will break through the barriers that standard communications channels pose.

Do you have another end-of-quarter tip to use social media to help others close on their quota? If so, then please share your idea below. Or, contact me directly on or @GerryMoran on Twitter.

If you found this social selling advice helpful, then you might also want to add these tools to your social selling tool kit:

  1. How to get found more easily on LinkedIn
  2. How to make sure your Linkedin profile picture is not scaring customers
  3. How to tweet better to sell more
  4. How to prospect with Twitter
  5. Social selling anatomy of the B2B decision maker

Social selling is not selling better; it’s selling differently. With the buyer journey changing, sellers need o be changing too and relying less on the stressful quarter-end tactics of phone calls and emails. Connect with your customers and prospects with social media early in the process and you will lay the foundation to your social selling success!

Author: Gerry Moran     Gerry Moran on the Web Gerry Moran on Twitter Gerry Moran on LinkedIn  Gerry Moran RSS Feed

For over 25 years I’ve helped tune viewers into simply the best television programs on HBO, helped furnish the homes of IKEA customers, markered up hundreds of whiteboards at the award-winning digital ad agencies of imc2, Digitas and Whittman-Hart (Band Digital), schooled up hundreds of young minds as an adjunct… View full profile