As a Marketing Automation user, you’re undoubtedly well aware of the potential of using your marketing automation platform (MAP) in conjunction with your CRM. The question is whether you’re getting the most out of it?

As a Marketing Automation User, you’re undoubtedly well aware of the potential of using your marketing automation platform (MAP) in conjunction with your CRM. The question is whether you’re getting the most out of it? Is your organisation falling foul of some of the more common issues faced by those with integrated platforms?

Trained eye

Integration of your CRM and marketing automation platform is like your car engine. It can be the driving force behind much of your business but just like a normal engine it requires regular and thorough maintenance. Monitoring your CRM and your MAP can be an overwhelming task and – without expertly trained eyes – it is possible that some elements will be overlooked. Improvements also need to be remembered, you may well be capable of monitoring both platforms, but are you aware of things that could be improved and upgraded?

Data concerns

Another issue that our client services regularly contend with is data and database restrictions. Modern, cloud based, CRMs and marketing automation platforms generally charge by data usage. Each lead takes up data within both platforms, this goes without saying, but you also have to consider activity logs and the multiplying effect that syncing data between platforms can have on your data package. It’s also worth noting that database issues are far easier to get right beforehand than to resolve after the fact.

Choosing the correct fields

Crucial to minimising unnecessary data transferral and usage, as well as the general optimisation of your CRM and your MAP, is ensuring that the correct fields are being synced. A common issue our client services team has to resolve is fields not updating correctly due to user error. If certain fields aren’t shared correctly between both platforms it serves little to no purpose, as both Sales and Marketing are receiving limited information from the other department.

Need for strategy

One final overriding issue that must be considered when looking to optimise your CRM and MAP integration it is that: your business needs to have a clear strategy. High level objectives need to be considered and it is recommended that you think of the integration as part of a wider lead lifecycle program. Strategy is crucial in all parts of business but even more so when dealing with costly and complex marketing technology. The key to any effective strategy is to ensure that your organisation is in agreement with it, all departments need to be pulling in the same direction, so to speak.

Integration of your CRM and marketing automation platform is like your car engine. It can be the driving force behind much of your business.