SMARTech Convergence + EXECUTIVES

Increase the return per marketing dollar

Misalignment wastes money

Misalignment between Sales and Marketing operations has historically been a challenge to companies and, despite many improvements such as Service Level Agreements between Marketing and Sales departments, it continues to exist as an issue. What is more unsettling is that it’s a very costly issue.


The ever-increasing technology costs, disjointed platforms, the lack of unified sales and marketing metrics and attribution are the main factors that drive this internal misalignment and the associated leaks in company budgets.

The solution of these issues lies in the SMARTech Convergence philosophy because, today, Marketing, Sales and Technology are interdependent and need to operate as one. By integrating these three departments, senior leaders can eliminate internal misalignment and costs incurred by it, drive business goals more efficiently and gain thorough customer knowledge.


How can executives benefit from this new paradigm?

It provides early warning signs. Adopting SMARTech Convergence enables executives to receive early warning signs about poor performance and stop subsequent investments.

It helps quantify the impact of Sales + Marketing to the bottom line. In a SMARTech-Converged company, executives have access to unified metrics which are significant in business terms.

It helps reduce total customer acquisition cost. It enables senior management to track and measure returns on marketing spend, view a true LTV figure based on these metrics and, consequently, fine-tune the customer acquisition strategy.

It makes the sales pipeline predictable. Internal stakeholders know what types of leads they are getting, who they are going to, what type of salesperson is building those leads, and how they typically perform with those leads.

It provides comprehensive reports. The goal of SMARTech Convergence is to integrate Marketing and Sales reporting in order to provide senior leaders with a complete quantified overview about how the sales pipeline is performing.

It empowers decision making with reliable data. Integrating data between departments empowers executives to understand whether or not certain ideas have worked.

It lowers the blended cost of Marketing + Sales + IT. Within a SMARTech Convergence strategy funds typically belonging to Sales, Marketing, or Technology budgets can be shared to avoid overlapping expenses.

It gains a competitive edge. A SMARTech Convergence strategy is designed with a complete understanding of the target customer, the marketplace, and the competitors so that the company can create the most appealing value proposition for its customers.

Strategic growth demands
SMARTech Convergence

To steer the company in the right direction, executives need to understand the immediate impact of Sales, Marketing, and Technology operations on the business itself. They need to clearly see the financial element so as to be able to make investment decisions for the company, to discover new markets before the competition, and to have complete control over how each element of the sales pipeline is performing.

SMARTech Convergence ensures strategic growth through accurate measurement.

Therefore, it’s safe to say that adopting this new organizational philosophy—SMARTech Convergence, is going to enable executives to drive strategic growth.

SMARTech CONVERGENCE is smarter with budgets

With a SMARTech Convergence strategy, senior leaders can assign a customer-centric marketing budget that is aimed to acquire a certain type of customer at a certain stage of consideration. Sales and Marketing can share their knowledge about that particular customer and collaborate to attract and retain them.

By using this new budgeting philosophy and leveraging the integrated reporting that goes with it, executives can finally unravel the mystery as to why monies are going toward certain activities and what the exact return is to the business.

It’s the natural solution to executive challenges

The concept of SMARTech Convergence naturally converges with the goals of C-level managers because it goes beyond tactics and focuses on the two core objectives of any business—to lower cost and increase profit. Through SMARTech Convergence executives are able to make use of data to understand what strategies are working and what aren’t, to clearly see ways to improve ROI and to correct course as necessary.

A SMARTech Convergence strategy empowers senior leadership by answering:

Who are our customers?

Where is the marketplace going?

What marketing and sales tactics worked for us?

What is the yield on our marketing budget?

How to implement


This is a high-level overview of the proprietary process we use at CONDUIT to assist our clients in implementing SMARTech Convergence.

Understand the market.

It all starts with the customer, the stage of maturity of the marketplace as well as knowledge about the competition. By building your SMARTech Convergence strategy off of this basis, you are able to eliminate variables and reasons to fail.

Integrate Sales + Marketing + Technology.

A crucial aspect of implementing SMARTech Convergence is, of course, finding the common ground and facilitating collaboration between these three departments internally.

Choose the right marketing strategy.

This knowledge has to be synthesized + combined with your business objectives to form a relevant customer acquisition strategy, write RFP requirements and source qualified third-party vendors.

Close the loop. Measure returns.

The defining piece of a SMARTech Convergence Strategy is integrated reporting. It’s what enables executives to quantify marketing and improve their customer acquisition strategy as needed.

Dive into the details

Learn how to implement a SMARTech Convergence strategy and how a CONDUIT can make the process faster and more efficient.