By now, B2B leaders understand sales and marketing alignment is essential for growth. As we’ve discussed in previous posts, sales and marketing alignment isn’t a new concept – yet, many companies still struggle to establish a strong connection between the two departments.
Today, we unpack a hidden culprit behind poor sales and marketing alignment—technology. Hear us out.
Both sales and marketing departments rely heavily on software to operate effectively. For sales, a CRM (customer relationship management) tool is the software of choice, while marketing often relies on automation tools. When two departments operate differently, communication becomes difficult. So, what’s the solution?
Choose Platforms that Integrate
In short, the easiest way to bridge the communication gap between sales and marketing is to choose tools that integrate with each other. Sure, you can force your sales and marketing teams to learn entirely new systems, but why not save yourself the headache?
Integration will allow the two teams to continue to use the software they are comfortable with, while simultaneously allowing the two systems to speak directly with one another. Often times, both CRM and marketing automation platforms will have multiple integration capabilities. However, if you find that your current platforms are not compatible, there are typically third party integrations available.
There are many benefits when it comes to integration. Once each team’s tools work together, both departments will have better insight into the other’s activities, best practices, and pain points.
Choosing systems that integrate is just the starting point to closing the communication divide between sales and marketing. Continue reading for other tips to ensure your integration is a success:
Increase Team Adoption
Companies invest large amounts of money into sales and marketing solutions, but adoption can be a struggle. To increase adoption, set specific goals and processes for each team and phase in the implementation. With both sales and marketing teams using the tool, your organization will see the most success.
Establish Mutually Beneficial Goals
For integration to be effective, it’s important that sales and marketing establish specific goals to promote their individual and joint objectives, such as lead scoring. Often, CRM and marketing automation platforms treat customers differently, which results in discrepancies, miscommunication, and competing goals. Together, determine a new system for scoring leads that works for both departments.Establishing goals will ensure both departments get the most out of the integration.
Make Data Quality a Priority
You may have heard the phrase: “Garbage in, garbage out.” And it is true. Data issues are often overlooked, but it is the lifeblood of your entire B2B marketing and sales tech stack; check out our recent blog on why data is still king in the B2B world. Ultimately, you will see the most success with your marketing automation and CRM integration if there is current, correct, and consistent data used throughout the workflow.
There is no denying that these two technologies are key to sales and marketing productivity. Once your CRM and marketing automation solutions work together, you can streamline processes and ultimately create more revenue for your organization.
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