Meetings & Alignments

You may have heard the terms “smarketing” or “sales and marketing alignment” but do you really know what these terms entail when it comes to implementation? For many organizations, there are a variety of reasons why it is difficult to align the sales and marketing departments. This is especially true for larger organizations that may have several locations across the company or even across the globe that make meeting more difficult.

One of the most difficult components of a sales and marketing alignment strategy is maintaining an ongoing momentum. Clear communication and collaboration between teams requires consistent prioritization and management of your efforts.

One of the most effective ways to tackle this issue is by delivering periodic sales and marketing alignment (also known as "smarketing") meetings. Within these meetings you will be able to dedicate time for both teams to develop a more communal understanding of goals, content, expectations, and strategy.


There are two types of smarketing meetings that you will need to implement. The first is a management smarketing meeting which is intended for management to design and maintain SLA’s and goals for both teams. This meeting should be held on a frequent basis to keep an eye on the progress of both teams towards your revenue goals.

More importantly, this meeting is utilized to plan out the content and agenda for the second type of meeting which involves the entirety of each team. Below are six possible agenda items you can think about incorporating into your full scale smarketing meetings.

Smarketing Meeting Agenda Items
Presentation of SLAs

If your management team has recently outlined new SLAs for each team to work towards, this meeting is the perfect venue for announcing what the SLAs are why they are in place. Be sure to include information about strategically how each team should be working towards these SLA goals and where to find reports to keep track of the SLA progress. It’s important that these SLAs are presented as formalized ways of measuring and monitoring the progress of your company. These SLAs should not be seen as a method of determining where to place blame if they are not met. The intention of a SLA is to create clarity and specificity in your goals and not to further divide your teams.