Smarketing: Breaking Down Silos Between Marketing and Sales

The End of Traditional Roles

In many B2B companies, traditional thinking still prevails: marketing generates leads, and sales closes the deal. But in today’s digital world, shaped by self-directed buyer journeys and an increasing number of touchpoints, this model falls short. 

The more complex the decision-making process and the more channels involved, the more critical it becomes for marketing and sales to work in close alignment. Without this coordination, leads are often left untouched, goals are misaligned, and silo structures block efficient handovers. This is exactly where smarketing comes in: a modern strategy that brings marketing and sales together to drive measurable results. In this article, we’ll explore how silo thinking undermines lead quality and how forward-looking B2B teams are aligning their processes for greater success. 

What Is Smarketing – and Why Is It Essential Today?

Smarketing refers to the strategic and operational alignment of sales and marketing, all working toward a shared goal: revenue responsibility and measurable success across the entire B2B funnel. Instead of simply handing off leads, both teams collaborate continuously to create a seamless buyer experience. 

Why is this so important today? Because B2B purchasing decisions are no longer linear. Companies now deal with: 

• self-directed buyers who conduct extensive research before first contact 

• complex buying centers involving multiple stakeholders 

• multichannel communication that must be coordinated across various touchpoints 

Smarketing is more than just improving the lead handover process. It’s a critical approach to optimizing B2B lead processes. Sales and marketing no longer operate in silos: they align around shared KPIs such as the lead score (to assess lead quality), the conversion rate throughout the funnel, and forecast accuracy, which measures how closely sales projections match actual outcomes. 

The impact is clear: 

• Shorter sales cycles 

• Higher win rates 

• Clearly defined responsibilities 

To grow in today’s B2B landscape, you don’t need two strong teams – you need one integrated system. 

Optimizing B2B Lead Processes: Better Leads Through Shared KPIs and Clear Handoffs 

• When marketing and sales work with different metrics, friction is almost inevitable. While marketing often focuses on MQLs (Marketing Qualified Leads), sales cares primarily about whether a lead has real potential to convert – that is, whether it qualifies as an SQL (Sales Qualified Lead). Without shared definitions, this misalignment can lead to conflict, frustration, and inefficiencies. To optimize B2B lead processes, companies need clear goal structures and well-defined handoff points. These include: 
  • Shared KPIs such as pipeline contribution (the share of marketing-sourced leads in the sales pipeline), win rate (the percentage of won opportunities), and time-to-conversion (the time from first contact to qualification or deal closure) 
  • Clear handover criteria, such as a standardized lead scoring system that automatically rates and prioritizes leads based on predefined attributes 
  • Binding service-level agreements (SLAs) to define response times and lead handling responsibilities between teams 

Real-World Example: When Handoffs Fail 

Marketing hands over around 50 leads to sales every week. However, there’s no consistent scoring system or clear lead profile. Some contacts have only downloaded an e-book, while others were collected at trade shows without further interaction or follow-up. The entire list is passed on without prioritization, context, or qualification. 

The consequences:
Sales has to evaluate which leads are truly relevant, often based on gut feeling or individual judgment. This leads to delays, missed opportunities, and wasted effort. Trust in lead quality declines, and responsibility gets bounced between departments. 

A better way:
A clearly defined handoff could look like this: the lead has reached at least 70 points in the scoring model, completed the double opt-in (i.e., actively confirmed their email after registration), and fits the target company profile. Only leads meeting these criteria are automatically passed to sales. This ensures that only truly qualified contacts enter the sales follow-up. 

Want to learn how modern B2B companies manage their lead processes effectively? 
Our free e-book offers practical insights into today’s strategies, from smarketing to demand generation and customer journey design. 

Connecting Tools and Systems – Data Bridges Instead of Tool Chaos

Smarketing only works efficiently when systems are seamlessly integrated. In the B2B environment, smooth data flows between CRM, marketing automation, and analytics platforms are essential. True optimization of B2B lead processes is only possible when all teams work from the same set of data. 

What’s required: 

• A central source of data (single source of truth) 

• Automated handovers from marketing to sales 

• Clearly defined roles and responsibilities for data management and use 

• Regular alignment meetings, such as weekly smarketing syncs 

An integrated system landscape helps reduce manual errors, automate follow-ups, and orchestrate touchpoints along the lead journey. Tools like lead scoring, tracking, and campaign planning only deliver full value when they are aligned—both technically and organizationally. 

Breaking down silos not just between people, but between systems, creates the foundation for a lead journey that is seamless, measurable, and scalable. 

Smarketing with ALEX & GROSS and EVERLEAD

At ALEX & GROSS, we connect marketing and sales through a holistic 360° approach based on digital technologies, artificial intelligence, and data-driven processes. We implement scalable structures that break down silos and make the entire lead process measurable and transparent. 

Our solution combines: 

• Digital campaigns for lead generation across all relevant channels 

• Automated lead scoring and smart segmentation 

• Lead qualification through our Inside Sales team 

EVERLEAD builds on this foundation as a central platform for data-driven lead management. The platform systematically connects marketing and sales in an automated, transparent, and fully integrated way across the entire lead journey. 

This makes smarketing an operational reality and turns it into a powerful driver of growth and efficiency. 

Conclusion & Outlook: From Collaboration to Growth Power 

Smarketing is not an isolated project but a strategic approach that breaks down silos and enables sustainable growth. When marketing and sales stop working side by side and start working truly together, the results are measurable: higher lead quality, shorter sales cycles, and improved conversion rates. 

Our recommendation: Assess how well your teams are already aligned and where a fully integrated smarketing approach could unlock untapped potential.