Soda, Pop, Coke and Pepsi are different words that refer to the same product.The same logic is generally applied when referring to CRM and Marketing Automation. But they are NOT one and the same – they are two different software which are complementary to each other.

Frustrated Marketer

The primary differentiator of CRM and Marketing Automation is their target audience. Marketing Automation software such as Act-On targets the marketing user whilst the CRM is focused on the sales side of things.

However, there are a number of benefits of syncing your CRM and Marketing Automation software. Here are some of them:

Prioritizing: Leads that are processed through marketing automation tools such as Act-On are assigned a lead score, and this score is assigned to them based on their recorded activities. These scores gauge their level of interest and intent to buy.

Understanding the Customer Journey: Marketing Automation tools like Act-On help companies understand the buyer journey, the areas to focus on and what triggers the buying decision. It helps marketers feel the pulse of the target audience

Reduces Sales Cycle: Marketing Automation tools reduce sales cycle by providing the sales teams with sales ready leads. These are leads that are ready to be closed, which leads to lesser effort from both – sales and marketing teams.

Reports: Reports generated from syncing both marketing automation and CRM can give you a complete understanding of what is working and what is not. It gives you an insight as to which of your campaigns are performing and which ones aren’t, aiding in the allocation of resources to the right area.
79% of top-performing companies are using Marketing Automation

-Gleanster, August 2013

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