Marketing Automation technology such as Salesfusion, is a platform for marketers to create, nurture, and pass leads to sales. Marketers use this technology to execute marketing campaigns in a scale that provides a customized experience to their audiences. But a MAP is only one half of the Sales and Marketing power couple.
We’d only be fooling ourselves if we said that from the beginning of time, sales and marketing have had the best relationship. But after years of having a symbiotic relationship, we’ve finally realized the benefits of sales and marketing alignment. According to SiriusDecisions, B2B organizations with tightly aligned sales and marketing operations achieve 24% faster three-year revenue growth and 27% faster three-year profit growth. And, organizations with tightly aligned sales and marketing functions enjoy 36% higher customer retention rates (according to MarketingProfs). Reaching power couple status wasn’t immediate for Brad and Angelina and it takes time for sales and marketing too. So how do you create a dynamic sales and marketing duo in your business?
The Answer: Marketing Automation & CRM Integration
Most marketing automation platforms (MAPs) have functions for email marketing, social media, contact list management, forms, landing pages, website tracking and reporting. There are also a number of marketing automation platforms that provide more in depth features such as:
- Automated and Dynamic Recipient LIsts
- Better Insights
- Nurtures and Triggers
However, the key to a lasting relationship is having a system that fully integrates with your CRM to make use of all the CRM data. The benefits to integrating CRM and marketing automation are primarily a three-fold:
- More Leads: A marketing automation platform will help you drive more leads for sales. Period. But a well integrated CRM and MAP will seamlessly transition leads from marketing to sales. Native integration arms sales reps with a view of all the activity a lead has taken to get to sales (i.e. engaging with email campaigns, filling out forms, visiting your website).
- Better Leads: Most MAPs offer lead scoring, enabling marketers to work hand-in-hand with sales to define what is truly sales ready. Sales reps can easily provide feedback on content, web pages, or email campaigns that they think qualified leads will engage with. Marketing can build a lead scoring profile with this information and pass only the leads that meet the minimum scoring threshold to sales, while sending the unqualified leads to be nurtured through the system.
- ROI on marketing spend: Marketers spend a lot of time filling the top of the sales funnel with leads. But what if those leads aren’t ready to buy? Your funnel is overflowing and nothing is coming out of the bottom. A well-integrated CRM and MAP allows a salesperson to indicate that marketing needs to nurture a lead more before they’re ready to talk to sales again. Essentially, the communication between your sales and marketing power couple ensures that you’re doing everything you can to produce a qualified lead and get the most out of the leads you’ve driven.
But now that you’ve integrated platforms, how do you integrate teams?
When you have the right MAP to go with your CRM, marketing and sales will need to sit down and decide on the process. Now that your teams are equipped with the technology to have a lasting relationship, how will everyone work together? Here are a few topics your teams, once technically able to integrate, should discuss to build the new process:
- Review the lead score profile together and identify the threshold for passing.
- Focus on remarketing and ask yourself why people are getting remarketed.
- Establish where you want to build sales steps into the marketing nurture.
- Figure out what fields you want to sync from the CRM to the MAP.
- Determine what MAP information sales people will want to see in the CRM.
Integrating your MAP and CRM tools is no longer a nice bonus. It’s a necessity. To have a sales and marketing power couple in your organization, from day one your team should be using a MAP and CRM that will communicate seamlessly. When marketing and sales can move beyond their differences and become a power couple, they have the ability to optimize their value and synchronize their efforts. With sales and marketing alignment, the whole company wins.
Set your sales and marketing power couple up on a first date today by asking a Sugar representative how your CRM can seamlessly integrate with Salesfusion’s marketing automation platform.