"Smarketing is the process of integrating the sales and marketing processes of a business. The objective is for the sales and marketing functions to have a common integrated approach.”

Marketing and sales functions have rarely been the best of friends and even today they sometimes still don’t communicate with each other in the best way. Marketing may blame sales for not following up on leads in a timely manner, while sales may fault marketing for the quality of leads not being up to par. This cycle can keep going around and around.

However, a recent surge of the Chief Revenue Officers (CRO) role in companies, whose duty it is to look at the overall Revenue Cycle, shows that more and more companies are looking to mitigate these issues. The CRO helps sales and marketing teams align better by managing the entire revenue cycle from lead generation to closing the sale and beyond.