How you integrate your various tool and how you utilize them can have a big impact on your business productivity and ROI.

Long gone those days when having a CRM and marketing automation were just an option or nice-to-haves. Today, any marketing team not having these two technologies will face a difficulty with cross-channel engagement along with customer journey.

While both these two provide value individually, they are infinitely more powerful when connected.

Integrating your CRM system and marketing automation platform is important for scaling up the return on your marketing efforts. This helps you to save your time that otherwise, you would have invested in inputting marketing leads into the CRM system. Doing various task manually is error-prone and can hinder productivity.

4 Reasons Why CRM-Marketing Automation Integration Matters

Although it is possible to work without CRM system and marketing automation integration but not integrating these two, leads to hinder overall productivity, limit the ROI of these solutions and will be a hassle to manage.

For example, if you don’t integrate you have to use two third-party tools to pass data between its CRM system and marketing automation platform. Resultant, the marketing team have to do several tasks (say transferring data) manually, which decrease productivity. Additionally, the need to use third-party tools to make the integration work added to the overall costs, which lowered ROI even further.

  1. Ensuring Sales Dept-Marketing Dept Alignment                                     Synchronization in the work of sales and marketing is the key to grow the business and attracting new customers. Everyone knows that sales and marketing team traditionally don’t get along, it is an age-old problem, for example, sales team feels that marketing team isn’t giving the quality leads, while the marketing team feels that the sales team isn’t properly following the leads that are given.                                                  However, as we move into a digital era, it helped to overcome this hindrance. Marketing automation platform help to fill the gap between these two team by making communication more seamless, improving accountability and creating single source for reporting. Marketing automation platform and CRM systems help to shorten or close the loop between sales and marketing team.                                                                      
  2. Allowing for true Automation                                                                         Today’s there are a lot of tasks that marketers have to perform, that it’s nearly impossible to do it all manually without any automation. For example, it’s hard for a marketer to manually see which leads have enough ability to pass to the sales department and then passing those leads manually, the integration between your marketing automation platform and CRM system can do this automatically with a native integration.                                                                                                    Through automation platform, you can stop spending time on tedious and error-prone manual work and start focusing on other relevant things like planning and strategizing.   
  3. Better Reporting                                                                                                 Reporting is of utmost importance to analyze your work. It helps you to determine what you’re doing well, what needs improvement. Marketing automation is a savior when it comes to reporting in two ways. Firstly it gives you a more clear picture of what’s going on by determining and connecting the happening of both the department like- how many leads qualified and how many that qualified lead gets close. Secondly, it automates this reporting so that you don’t have to spend weeks poring through data to see results and tout success to the rest of the organization.                                                                   
  4. Cost Effective                                                                                                        Last but not at all the least, CRM system-marketing automation integration can save your expenditures. If these two are not integrated natively then you’ll have to pay third-party system to get your work done, which increases your cost and lower your ROI.

Endnote                                                                                                                    Over the past several years, technology has become critical and important to achieving marketing success. a native integration between your CRM system and marketing automation platform is an absolute must for business growth. Not only does this integration cuts the costs, but it also exponentially increases productivity and overall value, ultimately delivering a much higher ROI.