CRM vs. Marketing Automation: What's Better for Sales and Marketing Alignment?

SPOILER ALERTit’s a trick question!

On the surface, marketing often gets lumped with marketing automation tools, while sales often gets lumped with CRM. However, you do both of your departments a disservice by perpetuating this tired business stigma.

CRM vs. Marketing Automation: What's Better for Sales and Marketing Alignment?

CRM vs. Marketing Automation: What’s Better for Sales and Marketing Alignment?

Sales and marketing team members need to utilize both solutions equally to succeed as a collective.

By perpetuating this business stigma, you are telling sales and marketing they have separate programs, creating a disconnected organization.

That’s why it’s so important to align sales and marketing. You also need to align your marketing automation and CRM technology. Leaving these systems disconnected will leave your sales and marketing teams in the same state.

Sales and marketing must use both technologies to succeed. If they don’t use both, they will be missing out on a ton of key information. That’s why integrations and alignment is crucial!

Two disconnected systems create many inefficiencies and can result in lost opportunities.

You should involve your IT team, CRM partner, and other support systems to integrate these solutions and get the results you’re looking for.

While some of you reading this eBook may think integrating these systems has obvious benefits, that’s not the case for everyone, so let’s break it down.

Connecting your marketing automation system with your CRM will allow your sales and marketing teams to track leads from the start of your process to finish – from lead to opportunity!

By connecting CRM and marketing automation, your teams can determine how leads came to you, such as through a website visit, webinar, trade show, social campaign or referral, and so on.

Connecting these systems will show you exactly how your leads moved down your sales funnel and engaged with you along the way. You can gain a single source of the truth and see all their engagement and activity from both a sales and marketing perspective.

When you qualify leads, you can link the opportunities and revenue to your lead source or source campaign in CRM to be able to show your ROI from your marketing and sales activities. With attribution, you can even link revenue to more than one activity.

As sales connects with your leads over the phone, via email, or in-person, they will always be equipped with the important background information they need to start the lead to opportunity conversion process.

Sales will have insights into what the lead has been reading, downloading, watching, or sharing from your company with their networks.

When you connect CRM and marketing automation, you will set yourselves up to send high quality leads to sales. Move them from marketing-qualified to sales-qualified without difficulty.

When you connect CRM and marketing automation, you will set yourselves up to send high quality leads to sales. Move them from marketing-qualified to sales-qualified without difficulty. Click To Tweet

In one of our newest eBooks, we share insights on how to address common sales and marketing challenges that organizations face today, explain the benefits of and differences between CRM and marketing automation, refining your communication strategy and processes, how to define your target buyer, and much more.

Download your complimentary copy today and learn all about how CRM can be used to align your sales and marketing teams.

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