SMARTech Convergence

Today, it’s the smarter choice.

Tomorrow, it will be the only choice.

Are you following the money?

According to Adobe, more than 20% of consumers switch between devices while shopping. At the same time, 50% of companies are not using multi-channel attribution models (eMarketer).

This means that, despite the vast adoption of cutting-edge technology and the high level of automation in both Marketing and Sales, many companies are still unable to attribute each marketing dollar to a specific action or campaign.

In other words, they are unable to follow the movement of monies all the way from their budget out into their advertising spend, and back into their sales funnel.

The sales pipeline is unpredictable

Marketing is impeded by disparate data

Growing complexity and fragmentation among marketing technology has caused marketers to operate in data silos. Marketers lack a complete quantified overview of their impact which prevents them from understanding why certain leads are better than others.

Sales lacks key customer insights

Successful sales operations require in-depth insight about customer needs, wants, behavior, and stage of consideration. Marketing should be able to provide this insight, but the process is often disrupted by disjointed software platforms and data.

IT needs to service disparate systems

In theory, the role of IT is to support marketing and sales operations by enabling the sharing of data. However, this is extremely challenging when, in reality, most companies rely on overlapping and/or disparate systems that cause data integration issues.

Today’s customer demands a new approach

Besides internal challenges, companies are also facing an external challenge—influencing the modern tech-savvy customer who researches in-depth before buying. The new purchasing patterns demand new marketing and sales strategies.

Cooperation between
departments is not enough

In an attempt to solve these issues, we have seen an increase in the level of cooperation between Sales, Marketing, and Technology. That is why we witnessed the merge of marketing and technology into MarTech. For the same reason, Smarketing became a widely adopted concept.

While these solutions are driving positive change, there is an underlying business issue that they have not been able to remediate.

There is misalignment on a higher level

How can this problem be solved?

Internal integration +

Sales, Marketing, Technology all power the sales pipeline together. Technology needs to provide a unified platform so Marketing can measure and Sales can act on metrics.

Business integration +

To improve their bottom line, companies need to be able to measure every action and every marketing campaign against the high-level business goals.

External integration +

The sales pipeline needs to also integrate externally to account for factors such as customer needs, marketplace maturity, and competition landscape.

The solution is called
SMARTech Convergence.

SMARTech Convergence is a new philosophy that promotes the integration of technology, marketing, and sales operations so that they converge with business goals as well as with customer needs.

It goes beyond cooperation.

In a SMARTech-Converged company, Technology provides a common platform for Sales and Marketing to measure and set goals. All three departments are driven by the business goals and choose their tactics based on knowledge about the customers.

It goes beyond customer personas.

People are not personas and, empowered by today’s technology, we have the chance to finally understand and cater to the needs of the individual. Adopting a SMARTech Convergence strategy provides the foundation to market and sell to each customer in the most relevant way possible.

It goes beyond data sharing.

Implementing SMARTech Convergence eliminates disparate reporting and data silos because it unifies Sales and Marketing data into one shared location. This enables senior management to define the performance data that matters, such as churn, lifetime value, and cost per acquisition.

It goes beyond platform integration.

Implementing SMARTech Convergence puts an end to the draining process of integrating disjointed marketing and sales platforms. It puts an end to the competition for data ownership between these platforms while leaving fewer loose ends for Technology to manage.

Without SMARTech Convergence,
it’s still “Spray And Pray”

Implementing every new marketing tactic without insight about the target customer and without quantifying how it impacts the company’s bottom line is like trusting the old “Spray And Pray” marketing method.

Why do that when we can leverage today’s technology to measure the return for each marketing dollar?

Sales, Marketing and IT should work as ONE
to reach the right customer at the right time

Adopting the SMARTech Convergence philosophy enables companies to consolidate the funds and efforts allocated to customer acquisition across Sales, Marketing, and Technology departments. This way they are able to reach a specific customer at a specific stage of consideration with a relevant value proposition.

Today, implementing SMARTech Convergence gives companies a competitive edge.

Tomorrow, it can be the difference between being in business and being out of business.

Learn more about the business impact


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