Robot types from the B2B world: 33. Smarketing – a connection that works
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It’s an interesting number. Salespeople from companies where sales and marketing teams are well-connected have a 103% higher chance of meeting their goals than salespeople from companies where this connection doesn’t work.
This figure appears in HubSpot’s 2024 State of Sales Report .
It clearly shows how important the collaboration between sales and marketing is – a connection for which the term smarketing is starting to be used.
And what specifically do salespeople need most from marketing? According to the survey, these are:
- Better quality leads (43% of respondents)
- Agreement on goals and strategy (39%)
- Better overview of the marketing content being created (35%)
A CRM system is a great helper in connecting sales and marketing.
Companies that actively use it have a 79% higher chance that their sales and marketing teams will work well together.
Previous robotip: Existing customers = 72% of sales
