why you should connect your crm with marketing automation


The advent of technology has brought with it many tools that help businesses better understand their customers and stay in constant communication with them. Many of these tools also help to automate certain business operational workflows, allowing for improved efficiency and effectiveness. Two such tools include Customer Relationship Management tools and Marketing automation tools. Whilst there are some differences between these two tools, it is advised that they should be synchronized or connected in order to harness their full potential. There are many reasons why this is advisable, but first, let us understand what these two tools are.

What is Marketing Automation?

Marketing automation is used to describe the process of streamlining, automating, restructuring and measuring marketing workflows and operations. Marketing automation tools are computer software or applications that help businesses achieve this. The aim of marketing automation is to make marketing more organized, resourceful and productive. Marketing automation is solely focused on marketing.

What is CRM?

Customer Relationship Management refers to the whole process of managing and handling all of a business’ interaction and communication with its existing and potential customers. A CRM software is one that helps businesses achieve this. The aim of CRM is basically to manage everything about the customer. A CRM tool or software saves all customer information including previous purchases, interactions with company, address, names, contact details and every single thing the business knows about the customer. CRM is mostly focused on sales.

Four Reasons to Connect Marketing Automation with CRM

Now that we have established the differences between Marketing Automation and CRM, we can now properly understand why it is advised to connect both these operations / software. We have expertly curated four reasons why it is beneficial to connect Marketing automation with CRM:

1. Better Data Management: Connecting both marketing automation and CRM will mean that there is a unified data management base, unlike having separate customer database. Integration of these two will ensure that data is organized, easy to interact with and quicker to analyse. Inputting new data and tracking customers’ activities becomes easy. This will also lead to reduced duplication of data which is common in CRM tools.

2. Improved Relationship between Customers: Since we have integrated sales and marketing tools, we can now better understand customers. Since both processes are focused on customers, they will work hand-in-hand when integrated to ensure an improved relationship with customers. The insight provided by one can be used by the order to improve effectiveness.

3. Track ROI: With an integrated marketing automation and CRM system, it becomes easy to track the return on investment spent on sales processes and marketing campaigns. Since both these two processes are mapped together, it becomes easier to identify possible relationships between them and optimize for a better ROI.

4. Better Sync between Various Teams: Both sales and marketing teams, as well as other teams sometimes, will have to work together since they share a unified data system. This is good for the company culture as it will reduce conflict and promote communication and teamwork.


Integrating both these processes and tools means that operational workflows become easy to prioritize and track. This will ensure businesses are more productive and can make better sales/marketing decisions. The backbone of every business lies in their customers. Integrating marketing automation and CRM helps you build this backbone.

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