CRM and Marketing Automation: Better When Together

By CIOReview | Friday, June 14, 2019

FREMONT, CA: Marketing automation software is becoming a necessity in the enterprise. The automation aspect affects the effectiveness and efficiency in marketing processes. Marketing processes are reshaping almost every idea of marketing and opening up new perspectives on how to communicate with customers and understand their needs. Many organizations view this process as a customer relationship management tool. It strives to improve communication like CRM, coordinate processes across systems and produce data that can drive processes. There are many reasons why a separate marketing automation tool kit should be bought if it is included in an already-deployed CRM suite.

• Corporate Culture   

In business, sales drive marketing or marketing drives sales is a significant question. It is usual to develop and actively mine lead sources. This diversity is multichannel and makes a complex lead scoring, which is a central feature of marketing automation. If automation has to function well, this will be a huge problem. If marketing drives sales, it may be best to centralize lead inputs in an independent marketing automation deployment and feed the results to sales.

• Limitations

It is standard and insufficiently customizable when CRM packages feature marketing automation functionality. The importance of automation and possibilities for customizing and incorporating machine learning is increasing. Flexibility is better and almost invariably more flexible than canned modules.

• Multiple Lines of Business

High-end enterprise operations require different business units to share software platforms as a matter of practicality and cost control. This can often lead to compromise and concession when it comes to functionality. In exchange for the flexibility and versatility, the arrangement usually ends up being more beneficial to incur the extra expense of maintaining separate CRM and marketing automation deployments and custom integrations between them.

Marketing automation is a software platform and technology designed marketing departments and organizations to more effectively market on multiple channels online and automate repetitive tasks. Customer relationship management (CRM) is a strategy to manage a company's interaction with potential consumers. It will use data analytics about customers' history with a company to improve business relationships with customers focusing on customer retention and ultimately driving sales growth.