Harvard Business Review: SMART innovation in sales and marketing

With 35 pioneering solutions in technology, SMART is known as an innovative company. And it’s not all about products – it’s about organisational innovation, too.

Recognising the limitations of simply “better aligning” their commercial functions, however, the team completely dismantled traditional sales, marketing, success, and service altogether and reconfigured them into what SMART calls the “Unified Commercial Engine” (UCE). Unlike traditional silos, mapped to internal processes, the UCE is built back from a careful mapping of customers’ buying journeys across a range of predictable “jobs to be done” as part of a typical educational technology purchase.