Benefits for marketing
As a marketer, having access to data from your CRM can in many ways be a prerequisite. This is so that you can be more relevant in your communication. It can be as simple as knowing who in your contact list are existing customers and who are potential customers. It is very easy to argue why these target groups should receive different types of marketing.
Do you want to get a holistic view of where the customer is in the buying cycle, which of your website visitors have an active sales dialog right now and which leads have never been in contact with you before? Would this information allow you to create more relevant content or even be BETTER at your job? If the answer is yes, read on...
Benefits for sales
Imagine where you, as a salesperson, can get a holistic view of where the customer is in the buying cycle. What events they have signed up for, what blog posts and other marketing material they have read. Maybe even that marketing delivers leads based on a lead scoring model you have jointly set up? Would this allow you to have a more relevant dialog with your customer?
Way forward
The above example is possible if you integrate CRM data and marketing data, which today are collected in silos in different systems in the marketing department and the sales department. The purpose of integrating the systems is to enable both sales and marketing to generate more relevant leads and guide potential and existing customers through the entire customer journey.
By integrating sales and marketing data, both teams will gain a greater understanding of how customers interact with your company and products. This in turn will help you create more relevant content to support them through the buying journey.
Finally, it will also mean that you can work more effectively on marketing and sales activities because you have a shared understanding of the customer.
If you have more questions about CRM and marketing data, just contact us!
