Let's talk SMARKETING. (No, it’s not a typo.) For years, businesses have wrestled with one big challenge—bridging the gap between sales and marketing teams. But here's the truth: Aligning these two functions isn’t just a "nice-to-have" anymore; it’s essential. Why? Because the way consumers interact with brands has fundamentally changed.
Forget about the traditional marketing funnel—it no longer matches how people shop or make decisions today. Instead of following a linear path to purchase, consumers now jump across touchpoints, engaging with brands that deliver value when and where they need it. The result? Success depends on creating a continuous, connected customer experience, not on isolated strategies.
Enter SMARKETING—a unified, strategic approach where sales and marketing operate as one, and full-funnel marketing and commerce merge seamlessly. True alignment fuels the Infinity Loop, a dynamic model in an always-on marketplace, where traditionally upper-funnel tactics can drive commerce for accelerated growth. But pulling it off takes more than good intentions. It requires real integration, close cross-functional planning and collaboration, and a holistic view of the entire customer journey. Think that sounds ambitious? It is. But the rewards speak for themselves—better customer experiences, stronger brand loyalty, and business results you can measure.
Today, the sheer volume of media and content has exploded. And technology has turned virtually everything into a “shoppable” moment. Traditional “upper funnel tactics” like social platforms, streaming services, and influencer marketing now drive commerce across all demographics. These shifts create opportunities but also heighten the competition. Start-ups with lower barriers to entry crowd the marketplace, while subscription models shrink potential customer pools.
To adapt, full-funnel marketing and commerce must work hand-in-glove to build value across the entire customer engagement cycle. Every interaction—from influencers to retail media to product pages—is an opportunity to connect meaningfully and drive commerce.
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This brings us to the longstanding debate over brand building vs. performance marketing—it’s now settled, with both essential for growth. Brand equity drives long-term growth; if you focus solely on performance marketing, you erode your foundation. The good news? A well-managed Infinity Loop blends these approaches to deliver measurable results.
When helping our clients evolve to the SMARKETING approach, we start by uncovering brand-building moments that drive conversion. So, consider when and where consumers are spending the most time with your brand, and revisit how to engage more effectively. A purposeful, connected map of moments can ensure every interaction—from browsing to buying—becomes an opportunity to connect and sell.
Also, avoid pigeonholing tactics into funnel stages. Take retail media; it’s now a powerful tool for both branding and performance, thanks to its first-party data. And Connected TV, which combines the broad appeal of TV with targeting and measurability, seamlessly converts viewers into customers. Picture a consumer watching your ad while streaming, clicking to a product page, and purchasing—no friction, no missed opportunities.
Does an Infinity Loop approach really work?
Absolutely. Take the case of a wellness-focused functional food client struggling to grow by solely relying on conversion-driven tactics. By adopting a true SMARKETING approach, they refined their value proposition, built a truly integrated full-funnel marketing and commerce strategy, and fostered stronger retailer collaboration. The result? A successful national retail relaunch, delivering a remarkable 61% YOY growth and doubling new customer acquisition.
To thrive today, brands must rethink traditional playbooks. Every digital shelf, product detail page, social media post, and influencer program should double as a brand-building and consumer-driving opportunity. Make sure your team has moved from “talking at consumers” to building relationships. Brands now co-write their stories with consumers through user-generated content, reviews, experiences, and beyond—at every moment within the Infinity Loop.
And remember, deeper collaboration between brands and retailers is an essential part of the equation. Improve the shopping experience through enhanced discovery, streamlined education, a clear value proposition, and relevant communication, and you create significant value for both the retailer and your brand.
Ultimately, it all boils down to ensuring your commerce and full-funnel marketing efforts are truly integrated, whether done in-house or with external strategic partners. If they’re not integrated, you better find a solution fast, or you’ll struggle in today’s rapidly changing environment. I tell you, nothing good can happen by staying stuck in a siloed approach. (Shameless plug: This is our sweet spot; it goes to the heart of our business. If you need help, don’t be afraid to reach out for some advice.)
So let’s break down the wall between sales and marketing, and abandon the old marketing funnel once and for all. An integrated, full-funnel Infinity Loop strategy and a true SMARKETING approach are the certain path to deeper brand connections, greater conversion opportunities, and sustained growth. What are you waiting for?