The integration of your marketing automation platform with your CRM is essential to the alignment of your sales and marketing teams. Automatically syncing data between your marketing solution and your sales tool allows for a smooth hand-off of leads, ensuring a unified funnel. Check out this 2 minute video to learn more about sales & marketing alignment.

Transcript of the Video

Finger pointing between sales and marketing is nothing new. But companies that excel have found a way for these two departments to collaborate. While it takes defined processes, communication and a willingness to partner, having technology to support these efforts is
essential for success.

The CRM in most companies is the system of record for all customer data. It’s where sales spends their time updating contacts, activities, and reporting. The marketing team spends their time working in a separate system to send emails, track prospect interactions, and manage events.

Without integrating the marketing automation platform with the CRM, a great disconnect is created. Sales and marketing lose visibility into each other’s efforts. Leads that are deemed ready for sales are submitted through the passing of spreadsheets or emails. Basically marketing throws leads over the fence and loses the ability to follow the outcome and efficiently track ROI of campaigns.

By not having a solid process for the handoff of leads, they can quickly leak out of the funnel and get lost.

That’s where integrating CRM and Marketing Automation can save the day. By automatically syncing data between the two solutions and creating a bi-directional workflow, you can ensure you have a unified funnel. You’ll be able to push leads to the CRM and route them to the right salesperson. Sales can send them back to the marketing team for further nurturing if the lead isn’t ready to buy–all from inside the CRM.

Not only does this approach to lead management keep sales and marketing on the same page, prospects will have a seamless and consistent buyer experience.

The best advice I have for alleviating misalignment between sales and marketing is to integrate your CRM and marketing automation platform. Without it, you don’t have a chance of getting on the same page.

Ben Lemmers, Integrations Specialist