Your sales and marketing teams have goals in common, but it’s often a challenge to achieve them with gaps in communication. CRM integration puts everyone on the same page and gives them the same working knowledge of your audience as it connects your CRM and marketing Automation platform with your unified customer database.
Once a centralized database brings sales and marketing knowledge together within a single system, your marketers gain insight into how customers move through the pipeline to make a purchase, while sellers no longer spend their time nurturing leads who aren’t yet sales-ready.
Centralization
Setting up your database to connect to CRM platforms such as Salesforce, Sugar, or Microsoft Dynamics is the first step toward full integration.
Normalization
This step puts all your data in a single consistent format. For example, if your CRM stores contacts in one field “NAME” while your marketing database has contact names in two fields “FIRST_NAME” and “LAST_NAME” normalization will update all your records to match.
Optimization
Your results are only as good as your data, and optimization includes all the processes your database manager goes through to increase data quality. Data hygiene, enhancement, and roll-up processes fill in the blanks on customer records and keep your information up to date in real time.
Customization
Ultimately, selling comes down to a personal touch that builds necessary relationships with your audience. That concept is at the heart of personalization. We help you heighten the relevance of every aspect of your communication with the audience, enhancing the entire user experience.
Analysis
What are your customers’ buying signals? Which of them are likely to be ready for an upgrade or cross-sell? How can you take a more systematic approach to making your brand relevant to each of your potential customers? Analytics can supply the answers, but only if your sales and marketing all-stars have access to current, accurate, and fully integrated data.
Refinement
With every sale or service call, you add to your library of customer knowledge. Over time, sales/marketing integration will allow you to refine your approach, and your sales approach will appeal to your buyers in ways your competition can’t match.
