Marketing and Sales departments both have a common goal – Conversions!

While the Marketing team is supposed to qualify a decent volume of leads, the Sales team is responsible for closing those leads. The operations of these departments vary but are definitely interrelated.

Sales and Marketing always go hand in hand. One can not take an element out of the duo, right?

Since both the departments of your business are so interrelated, why have 2 different operating software for their operations?

In most businesses, the marketing team is highly dependent on the marketing automation tool to generate and promote content and the sales team is dependent on the Customer Relationship Management (CRM) tool to streamline the sales process, manage the pipeline and close the sales.

Having 2 different tools for managing your teams is not the best idea when you can simply go for getting the best of both worlds in one tool – Integrating CRM with Marketing Automation Software.

In this blog today, we are going to make sure that you understand the benefits you can reap when you use CRM with Marketing Automation Software.

Benefits of Using CRM With Marketing Automation Software

Benefits of Using CRM With Marketing Automation Software

1. Helps you Get More Refined and Qualified Leads for your Sales

Did you know that your consumer actually makes 57% of his journey of purchase before even reaching your Sales representative?

You should know that it is your business’ marketing that plays this big part of your consumer’s purchasing process.

Well, that’s where your marketing automation comes into play!

The ultimate aim of any business is to get conversions. The more qualified your business’s leads, the better would be your conversion rate.

The Integration of CRM and Marketing automation tools ensures that the leads delivered to your sales team are qualified and refined which increases the probability of sales.

The marketing automation does a complete cleanse and enriches your leads too with the help of your CRM database in your system. A smart marketing automation tool will ensure that your sales team receives more informed data of leads through the polls, forms visitor tracking, pop-ups, subscriptions, and through other lead collecting activities.

2. It Keeps your Customers More Informed

Were you aware that your nurtured leads tend to make 47% larger purchases than your non-nurtured leads?

Lead nurturing is an extremely underestimated means for achieving your business’s goals.

By using your CRM with the Marketing Automation tool, all your leads are well informed and educated regarding your products and your brand’s next move. They are all well-bred and are kept in the loop through varying mediums such as emails, social media, etc. Such informed and nurtured leads channel their brand loyalty and satisfaction by making more purchases!

Not only that, it even trims down your marketing overhead of nurturing your leads.

So, you not only have the advantage of nurtured and well bred leads but also have an added bonus of lower operational costs.

3. Helps You Improve Your Company’s Overall Performance

Currently, your CRM can give you a report of how your Sales Team is performing but nothing on your marketing efforts!

For an overall progress in your operational cycle, you need a 360-degree view of what is going on and what’s working and what’s not.

With an integrated tool, you can assess how both of your sales and marketing teams are performing, which strategies seem to be effective and which seem to hurt your business and need to be dumped effectively.

Separate software reports only tend to confuse you more while a combined report will make it easy for you to assess. You would not be able to assess your business processes until you have a clear picture. An interdepartmental approach for assessing the overall performance slows down the growth while a wide approach helps you identify areas that can be improved and worked upon for better efficiency.

4. Helps You Gather More Data and Keep It Consistent

Benefits of Using CRM With Marketing Automation Software

If currently you have only one of the software, you do not have all the data you could have gathered. Even if you have both CRM and marketing automation tools, you are probably only toggling between the 2 sets of data of similar contacts from different platforms. This only adds on to the problem by confusing you more, consuming more of your time for segregation, and even misplaces your new data.

For any business, it is essential that the information is consistent. By integrating your CRM with the Marketing Automation tool, you have consistent information spread across all your teams. The data is managed in a better manner. With the data being organized perfectly, you can easily use the data, track progress, and even monitor and assess operations quickly.

Not only that, with a unified data from these 2 sources, your sales team can tailor its interactions with prospects and clients. This would not only help your sales team to have a smooth conversation with the clients but also appeal more to your customer’s interests, needs, and even pain points.

5. Helps You Track Interdepartmental Workflows and Improve Collaboration

Teamwork and collaboration are 2 pillars of a strong successful business.

Therefore, to aim for higher revenue, you need to ensure that your sales, marketing, and service teams are all running and working smoothly to contribute to business operations. To make that happen, you have to have a central hub for collaborating interdepartmental project workflows which is only possible if you have integrated software.

If your CRM and marketing automation software are not integrated, it becomes extremely tough to track the progress of different departments. By having an integrated software, it becomes easier for teams to participate and add in their inputs, point out areas and teams that are running behind and track each other’s progress. It increases your business’s operational efficiency by increasing your workflow transparency.

6. Help You Bring Back Old Customers Or Prospects

One of the most common reasons for a customer backing from making a purchase is – not getting enough information about the product/service when it is needed.

A customer lost today does not mean a customer lost forever. Often, customers who don’t buy from you at a point in time often buy from you at a later time but such customers are often lost in the process and thereby overlooked by the business.

Marketing Automation integrated with CRM can revitalise these lost leads by dripping information to them every now and then, giving them offers or reminding them about a new launch. This re-engages them with the buying process and brings you back those customers you thought you had lost.

7. Helps you Shorten your Sales Cycle and Maintain a Happy Customer Base

Ever heard the saying “Customer is the king” ?

Then, all you need to do is – Make sure the king is happy!

CRM with Marketing Automation focuses on having a short sales cycle which reduces the buying journey of the customers and significantly improves their purchase process. It does so by sending relevant information to your customers at optimal times.

A long process only makes the customer lose interest in your product or service. Such sales also leave a disappointing brand image and customers do not seem to be wanting to associate themselves with the brand later as well. An integrated software minimizes the ‘no interaction periods’ with your customers and ensures that all your customers are well engaged and are actively interacting with your company before and even after the purchase journey as well.

After all, a happy customer base is all a business should aim for, right?

Benefits of Using CRM With Marketing Automation Software

8. Helps you Improve Productivity by Prioritizing Leads

Learning about how your customer interacts with your business is extremely important. A personal connection with your customer makes them stick to your company and increases their loyalty towards your brand which often goes a long way.

Therefore, for making a conversion, your sales team needs to have some insight into your customer and his interaction with your brand. Marketing Automation when integrated with your CRM puts forward some useful consumer insights based on their historical data, their interactions, behaviours, and patterns.

These insights make it easier for your teams to categorize the leads and prioritize them based on the actions taken by them and their interest levels. This would ultimately help you save on time and ensure efficiency in your business’s operational cycle.

This takes away a lot of your burden and enhances your business’ performance by increasing productivity.


The only way you can progress in 2020 is by adopting stronger advanced strategies and by switching to technologies that take up multiple tasks of your business head-on and provide you with value for its cost.

Integrating CRM with Marketing Automation Software yields far better results than having two separate tools or just one of these. A switch to this integrated tool can have a huge impact on your business’s growth.

CRM and Marketing Automation software are 2 of the most powerful tools in the business arsenal and now that you are aware of the benefits you can reap by having these two together, it is time you bring about a change and see your business progressing!

Author Bio

Sara Williams – Sara is a Content Writer at PeppyBiz. She is not only a creative writer but also paints a beautiful canvas. She makes sure that you are left with no doubt about keeping up with marketing and sales.