SMarketing: Mastering Sales and Marketing Alignment w/ Dan Tyre

After walking an empty 'Hynes 302' Room and realizing that (Yes! I do remember  that there had been room changes), I found my way into Ballroom A on the 3rd floor of the Hynes Convention Center. This being only the second session of the conference I was still purposefully not making eye contact with the people sitting around me for fear of an actual conversation. This concept was fleeting as a kid from Vermont sat in the seat next to me - with the entire row wide open and proceeded to ask me about my pen, yes my pen - And the well rehearsed elevator pitch's were exchanged, and yes, you guessed it...Business Cards too. Right at the moment when we both were running out of things to say and start talking about the weather... Dan Tyre gave his mic a "Test, Test" and my delightful interaction had come to an end.

I sought out this session because of the title - Smarketing. As with many of the session titles at Inbound, it was crafted to draw people in. Dan Tyre has been using this self-coined term for quite some time. Dan touched on the fact that in many organizations Sales and Marketing teams work independently form each other and can sometimes have an imaginary wall between them - then he got into how to change that and the results it can bring.

What I found most important from Dan Tyre about Smarketing:

• The advantages of aligning a companies marketing and sales efforts results in 20% higher growth 
• Marketing needs to become part of a companies core; not remain a line item on a financial statement
• Rely on data and facts to measure marketing success and impact
• Alignment will maximize ROI and close leads faster
• In educating customers through marketing conversion rate increases dramatically for sales
• It is not always true that more leads equals more sales, quality of leads plays a large role
• A series of ping are needed to nurture a lead - Emails and Phone calls. 
• Lead intelligence occurs with integrating marketing into sales
• Closed Loop Marketing will allow customers to 'move at their own pace' while companies can track and qualify by following signs of buying behavior. Knowing when a lead comes back to a website, or posts relevant content to social media will send signals to a company as to where that customer is in the sales funnel and what kind of marketing/sales process is needed. (The topic of Closed Loop Marketing has always impressed me - endless possibilities in my mind)
• By the time the leads are ready to talk to a sales person/moved into the bottom part of the funnel they have become highly convertible and ready to say yes. 

Dan really did a great job of holding my attention through the entire presentation, as I am sure every one else in the audience felt too. I am really looking forward to applying the concepts he discussed and continue learning the most efficient ways to align sales and marketing. 

Follow me @JNLaBrecque and Follow Dan Tyre @DanTyre

*I hope Dan doesn't mind me using that picture of him