Various types of Customer Relationship Management (CRM) software are amazing for keeping track of customers and prospects as well as closing the loop between sales activity and website activity.

However, in 2015 it’s not enough for a business to just have a great CRM system.

What really helps your CRM “shine” is the Marketing Automation tool with which you integrate it.

As Marketing Automation becomes more mature, I’m starting to see the lines blur between where Marketing Automation and web analytics stop and CRM begins — which makes it all that more important to invest in a great integration.

What makes a great CRM and Marketing Automation Integration?

A great integration is one that updates changes that your Sales Reps make to both tools simultaneously — meaning that when a Sales Rep adds more data or changes a prospect into a customer, that data is synced on the Marketing Automation side. Meanwhile on the Marketing Automation side, as prospects fill out web forms or visit the site and trigger other events, that data is presented to the Sales Rep on the CRM side.

How it can empower your business

Having this integration allows your Sales Team to create better segments and communicate with your ideal audience. The goal with any Marketing Automation is to communicate with a specific, targeted group of people rather than large amount. That’s where opportunity lies. That’s the biggest advantage to having that integration: the more information you can give the marketer, the better they can create segments, target prospects and start to see better results.

The next step with your integration is educating your team on what to look for and how to leverage what data is there. Look for opportunities to better align your team with their prospects — meaning that if you have sales territories or sales verticals, quickly segmenting those prospects into those verticals and territories will allow your Sales Team to not waste time and build a much quicker rapport.

We all want to make the most for our businesses and empower our teams to reach their goals. CRM and Marketing Automation solutions are a critical step towards generating a complete demand lifecycle that drives revenue for your business. Investing in these solutions is not only an investment for your staff, but also an investment in your company.

What to keep in mind when you get started

  • Don’t overthink it when starting off – Many people overthink what their needs are and overspend on what they think they need, or spend too long making decisions or creating a system that is too complicated to use. Think about what the minimum amount of information that you can start with is and grow from there, especially in the early stages. Sometimes “good” in the beginning can be better than “perfect” because as you start to gather information, your idea of what was “perfect” may change.
  • You’re never fully finished with your CRM – Once you have created the integration, that’s when the real work starts. This is where you start to build automated workflows, landing pages and more. You should never be finished with your CRM, and remember to always be testing!

In my years of experience in the marketing industry, I have seen several different types of CRM integrations. While every company is different in regards to how they integrate their CRM and Marketing Automation platform, they all have one goal in mind: to gain access to any piece of data that is going to help them communicate and sell better. No matter what CRM system and marketing automation software you choose to go with, remember that these systems are put in place to empower your Sales Team.

Interested in learning more about what the right CRM and Marketing Automation can do for your business? Contact Groove today!

 

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