{"id":25991766,"date":"2025-02-21T13:07:39","date_gmt":"2025-02-21T12:07:39","guid":{"rendered":"https:\/\/marketingautomation.it\/2024\/05\/06\/crm-and-marketing-automation-strategic-advantages-of-integration\/"},"modified":"2024-05-07T22:38:53","modified_gmt":"2024-05-07T20:38:53","slug":"crm-and-marketing-automation-strategic-advantages-of-integration","status":"publish","type":"post","link":"https:\/\/marketingautomation.it\/en\/crm-and-marketing-automation-strategic-advantages-of-integration\/","title":{"rendered":"CRM and Marketing Automation: strategic advantages of integration"},"content":{"rendered":"\n

Generally, all advanced SMEs – and with a business consolidated over the years – are equipped with a CRM<\/strong> (Customer Relationship Management<\/strong>) system. But it is quite rare today to find SMEs with integrated CRM and Marketing Automation systems<\/strong>. <\/p>\n\n

As is known, CRM refers to a tool that allows the sales team to keep track <\/strong> of the relationship with its customers and potential customers. And with marketing automation, a tool that allows you to automate some of the repetitive communications on the marketing side. <\/p>\n\n

Yet, the topic is not that simple and is becoming increasingly topical: integrating CRM and Marketing Automation<\/strong> systems deserves much more than reflection, because it involves aspects linked to technologies<\/strong>, internal and external processes<\/strong> and the company’s customer relationship strategy<\/strong>.<\/p>\n\n

CRM and sales force management<\/h2>\n\n

The most widespread use of CRM therefore involves the manual entry by the salesperson of contacts, notes, appointments, opportunities, deadlines and offers<\/strong>, linked to the various lead, prospect and customer data sheets. <\/p>\n\n

To give an example: a salesperson can enter and store information on the contact card about a potential customer met during a sector event, such as the company’s turnover, the product or solution of interest, etc…<\/p>\n\n

The CRM, thus understood, is the very precious customer portfolio of the commercial team<\/strong>: a database or archive equipped with interactive and operational functions. If data collection is constant and updated, CRM allows us to have a clear vision of the company’s relationships with customers, suppliers, colleagues, partners or other subjects.<\/p>\n\n

The user who uses it has at his disposal the history and evolution of every single company-company contact interaction<\/strong>. <\/p>\n\n

Marketing Automation: governing growth<\/h2>\n\n

When we talk about Marketing Automation (we also wrote about it here<\/a>), we are generally referring to all those technologies that allow us to automate repetitive marketing actions<\/strong>. <\/p>\n\n

This definition today is reductive or in any case incomplete, even these systems allow us to activate complex processes such as the automation of repetitive business activities, the management of new leads<\/strong> up to the design of customer loyalty paths<\/strong>. The processes of managing interactions in this way are to be understood as signals of company growth. <\/p>\n\n

But the actions listed above, by way of example, are certainly activities linked to the customer relationship<\/em>, therefore they involve both the sales team and the marketing team, i.e. they push us towards the development of a shared strategy. <\/p>\n\n

While, on a technological level, starting from the definitions provided so far we can therefore state that: <\/p>\n\n