After taking enough action, that lead becomes a marketing qualified lead. After a while, let's say they request a demo and are officially a sales qualified lead.
Once this happens, the sales rep who's responsible for the demo goes to the marketing automation and CRM software to gather information on their interactions with the company.
They find out what offers the prospect has downloaded, what blogs they've read, who they are, and what company they work for.
This information informs the reps strategy for the demo call, so they're prepared to answer the right questions and personalize the sales call.
If the marketing automation and CRM weren't connected, your sales rep wouldn't be able to find that information easily. Perhaps they even ask the prospect during the demo call, which irritates the prospect because they've already given your company that information and they're repeating themselves.
That's why the two need each other.
While you might have a system or process in place for lead tracking, it's probably a manual process that comes with human error and prospects slipping through the cracks. You can't scale a system like that.
Your marketing automation and CRM should be connected so your sales team has the right tools to close a deal.
Additionally, by integrating marketing automation and CRM software, your marketing and sales teams can work together.
For example, your marketing team might leave notes for your sales reps in a contact record about a previous interaction.
Or maybe your sales reps help your marketing team determine which content leads find the most helpful.
Integrating these systems should help you understand the gaps and friction points in your marketing and sales process. It can help you discover why leads aren't moving from MQL to SQL or why prospects aren't closing.
Ultimately, by integrating your CRM and marketing automation software, your team can:
Generate more qualified leads
Offer better visibility to marketing and sales teams
Shorten the sales process
Provide consistent messaging
Unify your data management
Improve the customer relationship
Enhance pipeline management
Develop cross-department relationships
Overall, integrating your CRM and marketing automation will make your marketing team, sales team, and customers happier, by streamlining the marketing and sales process.
Originally published Mar 27, 2020 4:00:00 AM, updated March 27 2020