Smarketing: 3 Ways to Align Sales and Marketing Teams

Smarketing: 3 Ways to Align Sales and Marketing Teams

Written by Alexis Caporusso

Alexis studies marketing at the University of Florida and works as a Sales Development Representative at The Selling Factory. Upon graduation, she hopes to leverage her determination for learning and developing relationships to pursue a career in market research. She is one who loves weird fun facts and the color yellow. If she’s around, you’ll either hear Maverick City or a podcast playing.

Photo by Kaboompics .com from Pexels

Sales and marketing teams are often two separate departments within a company, and this can cause setbacks for a business’s sales funnel. Generating an insufficient amount of qualified marketing leads or weak follow-up from the sales team may occur because of a disconnect between departments. 

The solution is simple: use “smarketing” strategies that align sales and marketing for better cohesion and increased revenue growth.


Hubspot defines smarketing as the “alignment between your sales and marketing teams created through frequent and direct communication between the two.” In other words, instead of having separate departments that compete with one another, your sales and marketing teams collaborate in a shared space for the betterment of the company.

Because the teams work together, better strategies for lead generation, optimizing the sales funnel.


Smarketing is quantifiable. A report by Outfunnel found that revenue growth is “70% more common among companies where sales and marketing teams collaborate.” 

That same report notes that almost 90% of companies surveyed said communication between the two departments was poor-to-average, suggesting that companies that do align sales and marketing have a serious advantage over their peers.


1. Close Proximity Helps Align Marketing and Sales Goals

Put your marketing and sales teams in the same room. Being present in a shared space will naturally foster communication and collaboration.  As marketing brings in leads, sales can follow through knowing how to personalize each outreach attempt, which can boost efficiency.  

Close collaboration helps marketing understand what counts as a qualified lead and sales can be aware of the brand and messaging that marketing has developed. And since feedback from leads, customers, or coworkers is streamlined, there is less chance of losing vital information. 

In the end, this instant feedback loop powers continuous improvement. 

2. Defined Roles Enhance Lead Generation for B2B and B2C Applications

To avoid confusion and miscommunication, marketing and sales roles must be explicitly stated.  

First, all stages of the sales funnel must be established (along with noting which department “owns” each stage). Ownership can vary based on what your company defines as qualified marketing leads and qualified sales leads.

After a template for a sales funnel has been established, performance indicators and respective goals must be defined. This keeps both teams accountable and makes it possible to pinpoint which sales pipeline stage is having problems (if any should arise).  

After the sales and marketing framework is in place, achieving set goals should be celebrated by both teams. This improves camaraderie, which ultimately improves production.

3. Transparency Improves Collaboration Between Teams

Sales teams should be allowed access to leads while marketing campaigns are ongoing. With this transparency, sales teams can decrease the time between a prospect’s initial interest and when they are considered to be a qualified lead. In doing so, there is a smaller chance that the potential customer will lose interest.

More specifically, marketing should allow sales to see how prospects interact with the campaign and what has sparked their interest. This may add context for sales teams that can help them know the right time to reach out for follow-up. 

Alex Avritch, director of marketing at CLASH Scavenger Hunts, shares that, in order to achieve Smarketing is to “get on sales calls.” Data can only get you so far, but by speaking directly to their leads, the marketing team can better craft marketing campaigns to their ideal customers’ needs and wants.  

Align Sales and Marketing, Then Reap the Rewards Together

If your company has not bridged the gap between sales and marketing, start working on it. Simply put: sales and marketing teams are collectively much more effective when they collaborate as one unit instead of competing as separate departments.

Above all, smarketing lets the company get to know the customer better with a consistent and personalized approach. In turn, that improved relationship often leads to revenue growth for the company as a whole.

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Victoria Zamitalo

Campaign Manager

Victoria received a BA in History and Economics from the University of Florida in May 2023. She is a driven sales professional with over 5 years combined experience in customer service, consumer relations and outbound sales, and is deeply passionate about fostering close relationships between consumers and sellers. She aims to train the next generation of sales professionals in not only the tricks of the trade, but also interpersonal skills that make sales the exciting and ever-changing industry that it is.

Mia Semel

Campaign Manager

Before graduating with a B.A. in Sustainability Studies, Mia took on multiple roles while interning at The Selling Factory, including sales development, recruiting, and leading campaigns. She is an active listener and effective communicator, specializing in fostering genuine connections and finding common ground among differing perspectives. She aims to find practical, creative solutions regarding sustainable development, biodiversity and the climate crisis.

Kira Grieve

Senior Campaign Manager

Kira graduated from the University of Florida and received her Master of Science in Entrepreneurship. She is passionate about helping businesses grow and connecting with new people. Some of her hobbies include traveling and hiking. She hopes to visit all of the National Parks one day!

Jared Glosser

Vice President

After graduating from UF in 2014 with a B.A. in history, Jared started his professional career Fundraising for a non-partisan political lobby in South Florida. In 2016, Jared moved back to Gainesville to work for a non-profit, recruit students for international travel opportunities, and pursue his MBA at UF. Jared has been with The Selling Factory since 2019 focusing on operations, client onboarding, and client success.

Ian Massenburg

Chief Operating Officer

A graduate of University of Florida (B.A. 2001), Ian Massenburg brings over 18 years of sales executive and sales management experience to The Selling Factory. Before coming on-board, Ian worked alongside Brad at Infinite Energy, and then spent his next 3 years as VP of Partnerships selling SaaS products B2B. Ian brings his vast knowledge and experience to the team and to our partner companies served.

Damien Paulk

Campaign Manager

Damien is a University of Florida graduate that recently joined the team full time after working as a Sales Development Intern for one year. As a Campaign Manager, Damien looks forward to contributing to the growth and success of The Selling Factory. When Damien is not at work he enjoys exploring Gainesville with his girlfriend and dog or watching the Gators dominate college football.

Brendan Viehman

Campaign Manager

Brendan graduated from Liberty University with a Bachelor of Science in Business Administration and Project Management. For the past 5 years, he has enjoyed working with blockchain technology and cryptocurrency development. In his free time, he surfs and makes personal finance videos for his YouTube channel.

Savannah Howard

Campaign Manager

A graduate from the University of Florida’s College of Journalism and Communications, Savannah obtained her Bachelor of Science in public relations with a concentration in French. After almost two years as a sales development intern for The Selling Factory, she joined the leadership team in 2021 taking on the role of Campaign Manager. In her free time, Savannah enjoys going to concerts and festivals and cooking for her friends and family.

Zack Kampf

Campaign Manager

Zack is a creative technologist with experience in advertising, event planning, and game design. He started as an SDR in 2018 and has been with TSF ever since. Upon graduating UF in 2019 he became a campaign manager and is currently seeking a master's degree from NYU. In his spare time, you can find him at the intersection of Art & Technology!

Josiah Blakemore

Growth Manager

Josiah has over 10 years of sales experience, worked with Brad and Ian at Infinite Energy, and also spent time selling SaaS as Director of Partnerships at SharpSpring. He’s always been very competitive and has a love for sports and games. He enjoys solving problems and coaching team members to do the same!

Sue-Ming Frauenhofer

Marketing Manager

Sue-Ming received both her B.S. in Psychology and M.S. in Management from The University of Florida. As a student, she took on multiple roles while interning at The Selling Factory, including sales development, marketing, and recruiting, eventually leading to her current role as Marketing Manager. She enjoys refining her taste in music and visual art, engaging in mindfulness and meditative practices, and frolicking outside with her sidekick pup.

Adam Grossman

Chief Development Officer

Adam is an ordained rabbi, who has founded multiple ventures focused on workforce development. Hired as CEO by a failing non-profit, in over 5 years, his ingenuity saved the organization, which led to recognize it as one of North America’s most innovative Jewish non-profits. His expertise to identify, cultivate, and on-board talent ensures our student teams meet our partners’ needs.

Brad Gamble

Chief Executive Officer

After graduating from UF in 1999 with a B.S.B.A, Brad Gamble has dedicated himself to sales management, branding, coaching, and building companies. He served as the VP of Sales & Marketing for Infinite Energy until 2014, when he founded The Selling Factory. He has dedicated himself to teaching critical skills to tomorrow’s leaders, and helping companies achieve sales success and revenue growth.