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  • Writer's pictureAzelle Lee

Breaking Down Silos: How CRM Connects Sales and Marketing

Updated: Dec 7, 2023

It's not uncommon for businesses to use a mix of various marketing technologies, each serving a specific purpose. Modern marketing requires us to look at data from multiple sources—websites, social media, advertising, email, and the list goes on. And while each of these tools is valuable, they frequently function independently, making it much easier to lose sight of critical data and correlations scattered across different systems. As marketers, we aim to communicate the right messaging at the right time to the right people. But without information about the customers' profiles, preferences, or patterns of how they interact with our brand, we lose the ability to connect with our audience effectively and build personalized relationships.

The vital role of CRM in marketing

A common misconception of CRM is that it is only for sales teams or customer support. However, marketing teams can gain as many benefits from leveraging CRM systems as their frontliners. Below are three pivotal functions of CRM in marketing and how these can make or break your campaigns.

CRM enhances customer understanding

Each person in your organization interacts with customers in one way or another. By consolidating information across all touchpoints, you get a powerful 360-degree unified view of each customer.

Understanding how your leads and customers interact with your marketing activities gives you valuable data. This data helps refine your strategies and can give you insights that will improve customer experience.

CRM plays a crucial role in B2B marketing. A holistic view of customer information gives you the power to make data-driven decisions and provides your teams with the capabilities they need to do their work better.

Connect sales and marketing to streamline the lead management process

In B2B industries, where long and complex sales cycles are standard, a CRM can facilitate effective lead generation and improve the lead nurturing process. It acts as the central platform to share insights, coordinate efforts, track leads, and nurture prospects throughout the marketing funnel and within your sales pipelines.

CRM bridges the gap between sales and marketing teams. It eliminates silos, builds stronger cross-functional collaboration, and ensures that customer-facing functions align with a common goal. Best of all, you can automate processes and workflows based on your set definitions. This helps your team stay on top of their objectives while reducing the hours spent on administrative tasks. For example, a task to contact a lead can be automatically created for your sales team once it hits a lead-scoring threshold. The team will also get all the necessary information to close that deal.

Create personalized experiences at every channel through every stage of the journey

Building long-lasting relationships with customers includes providing them with personalized experiences throughout the customer journey—one that you can only do if you have the right information.

With CRM's centralized data, you can tailor your marketing campaigns and content based on business needs, customer preferences, and engagement history. This knowledge allows you to personalize your communications to address specific pain points and provide relevant solutions at every customer journey stage. Whether it's identifying potential leads, nurturing prospects, or retaining existing customers, CRM ensures data and insights back up each interaction and activity. As a result, it increases customer satisfaction and trust, and fosters long-lasting B2B partnerships.

Overcoming common challenges in CRM integration

Integrating CRM across your organization is expected to come with challenges, as it requires movements and changes that may disrupt your business operations. Below are some of the most common challenges in integrating CRM into your marketing stack and ways to overcome them.

Choose a CRM solution that can scale with your business.

As your business grows, your CRM should have the means to adapt to its increasing demands. Assess your system's performance regularly to know when it's time to upgrade or migrate.

Develop a change management strategy.

Organizational changes, which a new CRM can bring, can be met with resistance. Be clear about communicating the benefits of CRM and set expectations regarding the changes. Be open to feedback and iterations.

Clean customer data before migrating.

Garbage in, garbage out. Clean and standardize your customer data before using a CRM tool or migrating from one. Your analytics will suffer if the data you import contains duplicates and is outdated, inconsistent, or disorganized. Make sure to enforce good database housekeeping to keep your data accurate.

Ensure data synchronization across tools.

Marketing teams use multiple tools, making disparate data sources too complex for integration. Leveraging connectors to ease data flow can help ensure data accuracy.

Centralize and standardize reporting across various data sources.

Creating unified dashboards and standardized templates that use different data sources is essential to providing a robust view of marketing campaigns and coming up with the next best action.

Give enough time for proper training.

Reduce friction by gradually rolling out changes in your organization and training the people who will use your CRM platform. You can only leverage the full potential of CRM if the people who will use it are on the same page and know exactly what they need to do and how to do it.

Overcoming these common challenges is imperative in maximizing the full potential of your CRM system. Careful planning, adaptability, and commitment to results ensure your tech stack integrates well with your CRM platform. In doing so, you encourage a more agile, efficient, and customer-centric approach as catalysts to long-lasting relationships.

Leave it to the Bees

Integrating your marketing stack into CRM systems is transformative. However, the path to seamless CRM integration is riddled with hurdles, from setting the system up according to your operations, enforcing best practices, and knowing where and how to start. Doing it the right way the first time means saving you and your organization the headache of learning and testing.

Our team of marketing experts can help you make the most of your CRM so you can start harnessing valuable customer data to make informed marketing decisions that convert. Read more about our CRM and Marketing Automation service and book a consultation today.


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