In fast-changing markets, vendarketing helps reduce friction and improve outcomes by strengthening sales and marketing alignment from lead generation through close.
With the integration between marketing and sales departments, your company can enhance its strategies and achieve the best results when qualifying its leads through the sales funnel.
To better understand how to implement this concept in your sales strategies, in this article, we will discuss what sales marketing actually is and how it can enhance revenue generation for your company.
Vendarketing to reduce noise and accelerate revenue
Vendarketing is the concept that unites sales and marketing to align goals, data, and processes from lead generation to closing. By formalizing agreements such as the ideal customer profile (ICP), qualified lead criteria (MQL and SQL), and an SLA with clear contact and feedback deadlines, the handoff becomes more predictable and friction is reduced. With collaborative work, teams can better interpret leads, create stronger action plans, and make safer decisions, contributing to more consistent qualification and progress through the sales funnel.
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Define the ideal customer profile (ICP) and align expectations between teams.
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Establish what a qualified lead is (MQL and SQL) to improve qualification.
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Create an SLA with clear contact and feedback deadlines to reduce friction.
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Centralize data in tools such as a CRM to reduce noise and bureaucracy.
What you will see in today’s content
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Why vendarketing reduces noise and accelerates results in fast changing markets.
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Definition of vendarketing and the goal of aligning sales and marketing to prospect and generate revenue.
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Connection to inbound sales and the use of goals and data about potential customers.
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Agreements to move alignment beyond talk, including ICP, MQL, SQL, and an SLA with deadlines.
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The importance of collaboration between teams for more consistent qualification and conversion.
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Strategies to unify teams, including team spirit, more collaboration, and less competition.
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Automation and data centralization, highlighting CRM use and reduced bureaucracy.
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LGPD care in data centralization and sharing between marketing and sales.
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How vendarketing impacts the buying journey, predictability, ROI, and CAC.
Good reading!
What is sales marketing?
In a simple definition, sales marketing is the fusion between the words “sales” and “marketing”, but more than that, it is the concept that promotes the union of these two departments within a company.
And the idea behind sales marketing is precisely to align both sectors, with the aim of prospecting more customers and generating revenue for the company. Therefore, the concept of sales marketing is linked to inbound sales, promoting a strategic and more analytical look at the sales and marketing teams, their goals and the data they collected about potential customers.
To make that alignment operational, define three simple agreements: ideal customer profile (ICP), what counts as a qualified lead (MQL and SQL), and an SLA with clear response times and feedback loops. This reduces friction, improves handoffs, and increases predictability by reinforcing sales and marketing alignment in daily execution.
Subsequently, an in-depth analysis of this data can greatly help teams to draw up more solid action plans and take more assertive and safer decisions when attracting customers.
Therefore, it is extremely important that both teams work collaboratively. Of course, each department still has its individual objectives, but priority should be directed towards cooperation between them, so that lead qualification is more cohesive and leads to conversion.
Finally, promoting this synergistic action between sales and marketing aims to increase revenue generation, but even so, other benefits are also part of it.these integration of processes, such as encouraging teamwork and a sense of cooperation among all employees.
To go further, check out our BrainTalks here, in which we talked about Revenue Ops and how process integration positively impacts department productivity.
Potential strategies
To better exemplify how to implement sales marketing concepts and practices in your company, we highlight some strategies that will be essential for unifying sales and marketing teams, as well as enhancing the capture of new leads and, ultimately, increasing your revenue!
1. Promoting a sense of team
The sales and marketing teams, although different from each other, are working hard to achieve a common goal, converting leads and generating revenue.
Even with the differences between teams, for the application of sales marketing to be successful, it is necessary to instill in the teams that the purpose for which they are working can be achieved in a more optimized way, from the moment they start working together.
The unification of these departments can be done by raising awareness among employees, so that they are aware of the greater purpose that everyone is seeking. In this way, some internal relationship practices can be of great help, such as:
- Promote integration dynamics between teams;
- Facilitate communication processes between departments;
- Establish coexistence actions between both teams;
Basically, to implement a successful sales strategy, you first need to build a strong team that feels good working as a team.
2. More collaboration, less competition
Complementing what we mentioned above, collaboration between teams is essential for the implementation and smooth running of your sales strategies.
Yes, a little competition has always been part of everyday life for sales and marketing departments. However, this should not be taken as a rule, as the objective is to promote unity and collaboration between them.
Both marketing and sales teams are already accustomed to a culture focused solely on goals and results, which ends up generating the idea that rivalry is part of the entire process.
For this reason, encouraging the deconstruction of this idea that teams must compete against each other is essential for sales marketing to be implemented successfully.
Clearly showing teams that their results can be optimized and processes can be facilitated as soon as they assume a more collaborative stance is a way to convince them to help each other more and more.
3. Automate marketing processes
Using tools that can facilitate both teams' access to important data about their customers and leads is a crucial practice for the good performance of their sales and marketing strategies.
No withholding information from the marketing department to the sales team and vice versa!
Both must be properly equipped with this data, as, with this information, they will be able to better interpret the leads and develop more effective action plans.
Therefore, adopting an automation tool that centralizes data for all teams is essential. The more aligned the teams, the less noise and complaints there will be in both deliveries.
Using a CRM platform, for example, the customer and lead management process eliminates unnecessary bureaucracy and makes access more dynamic.
Because this approach relies on shared data, CRM centralization should follow the Brazilian General Data Protection Law (LGPD): the right legal basis, recorded consent when applicable, role-based access, and clear controller and processor responsibilities. This reduces rework and protects the marketing to sales data flow across channels.
Read too:
- 4 tips for audiovisual production of digital content
- The 8 essential tips to improve your CRM. Check out now
- What is a diagnostic evaluation in marketing strategy
Ways to generate income
Now that the purpose of sales marketing is clear, we must understand how it can impact the generation of qualified leads and revenue for your company.
Basically, from the moment sales marketing is successfully applied to your sales strategies, internet sales or in other ways, your leads' perception of your company improves, as the optimization of processes, the elimination of bureaucracy and a more personalized service for each customer's needs are decisive factors for them to advance through the sales funnel and continue your shopping journey towards conversion.
Therefore, sales marketing, when well implemented, will be able to determine predictability in the processes and results of your strategies and campaigns, based on the opportunities generated by your marketing team and offering a much clearer view of your ROI (Return on investment) and CAC (Customer Acquisition Cost).
Summary:Vendarketing aims to unify sales and marketing departments, in order to facilitate internal processes, as well as provide better service to your customers and leads. Therefore, the main goal of implementing the sales marketing concept is to increase your company's revenue by offering better services that facilitate the purchasing journey of your leads.
To delve even deeper into the subject, check out our other post on Revenue Operations, how process optimization can be the key to increasing your revenue generation.
Frequently asked questions about vendarketing
What is vendarketing?
Vendarketing is the concept that promotes the union between the sales and marketing departments within a company.
What is the goal of vendarketing?
The goal of vendarketing is to align sales and marketing to prospect more customers and generate revenue for the company.
How can alignment between sales and marketing be formalized?
Alignment can be formalized with three simple agreements: the ideal customer profile (ICP), the definition of what a qualified lead is (MQL and SQL), and an SLA with clear contact and feedback deadlines.
What changes when there is an SLA between marketing and sales?
An SLA with clear deadlines reduces friction, improves the handoff, and brings predictability to shared revenue goals.
Why is shared data important in vendarketing?
Shared data makes it possible to better interpret leads and create more effective action plans, avoiding information being held back between departments.
What practices help build team spirit between marketing and sales?
Some practices include promoting integration activities, making communication processes easier between departments, and establishing joint coexistence actions between teams.
How does vendarketing deal with competition between teams?
Vendarketing encourages breaking down the idea of rivalry and reinforces that results and processes improve when teams take a more collaborative stance.
How can vendarketing processes be automated in practice?
Automation involves adopting a tool that centralizes data for all teams, such as a CRM platform, to make access more dynamic and eliminate unnecessary bureaucracy.
What LGPD care appears in centralizing data in a CRM?
Centralization should respect an appropriate legal basis, consent records when applicable, permission based access, and clear roles between controller and operator.
How does vendarketing impact revenue generation?
Vendarketing improves lead perception, optimizes processes, removes bureaucracy, and enables more personalized service, helping the lead move through the funnel and contributing to predictability, ROI, and CAC.
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