B2B Marketing Zone

Successful SMB Habit #6: Urge Increased Collaboration Between Sales and Marketing

Successful SMB Habit #6: Urge Increased Collaboration Between Sales and Marketing

Successful SMB Habit #6: Urge Increased Collaboration Between Sales and Marketing

7-Marketing-Habits-of-Todays-Highly-Successful-SMBsIf you’re a consistent reader of our blog, you’ve probably heard us emphasis the importance of marketing and sales alignment. However, this collaboration between marketing and sales isn’t just helpful, it’s essential to the success of small to medium-sized business.

According to our recent survey with Forrester Consulting, Top Performers – that is, SMBs exceeding their own revenue goals – are more likely to collaborate with sales on a deeper level than Bottom Performers. In fact, this trend one of the “7 Marketing Habits of Today’s Highly Effective SMBs” revealed by this study.

Habit #6: Urge increased collaboration between sales and marketing.

Communication between marketing and sales is extremely important. The more communication between the two teams, the more likely marketing can deliver what’s needed by sales in a timely and effective manner.

So how do these two teams work more effectively together? One tool to help is marketing automation.

Using marketing automation allows marketers to manage leads based on behavior; it also allows sales people to:

  • Access touch points and scores to see exactly why a lead has been qualified and assigned to them
  • Use shared, real-time intelligence about a prospect’s interests and activities to inform conversations starting at demonstrated wants and needs
  • Prioritize prospects to decide the best potential customers to contact first


Sharing intelligence and working toward a unified goal creates cohesion between the two teams, making it more that likely marketing can deliver what sales needs in a timely and effective manner. And a well-equipped sales force is the key to success.


Up Next: Maintain marketing budgets during a difficult economy.


Can’t wait for Habit #7? Download “7 Marketing Habits of Today’s Highly Successful SMBs” today.


Paige Musto is Director of Communications at Act-On Software. She brings over 12 years of experience in public relations, marketing and social media for high technology companies in the IT Security and SaaS industries. In this position she heads up all PR/AR and Social Media programs, driving the company’s brand and product awareness as well as leveraging social media to optimize lead generation. Prior to joining Act-On, Paige was Manager, Public Relations at NetSuite (NYSE: N) where she drove corporate, channel and partner PR and thought leadership programs, as well as established the company’s social media program. Paige has held various communication roles at companies including VeriSign (NASDAQ: VRSN), Check Point Software (NASDAQ: CHKP), and RSA, the security division of EMC (NYSE: EMC). Paige holds a Bachelor of Arts (BA) in Communication from the University of California at Davis and a Master of Business Administration (MBA) with an emphasis in Marketing Management from California State University-East Bay. In her spare time, Paige enjoys shopping, reading and watching sports—Go Niners!