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Marketing automation platforms are excellent for facilitating marketing processes; but if you want to take your experience to the next level, you need to integrate your platform with your customer relationship management (CRM) system. Tight integration with your CRM system will allow you to seamlessly transfer key product information between marketing and sales, ensuring you present the right messages at the right time. Better alignment between marketing and sales will improve the effectiveness of campaigns. Using one without the other is like playing an electric guitar without an amplifier. You certainly can, but you won't take full advantage of the instrument's capabilities, and the sounds you create are unlikely to qualify as music.

The integration between the marketing automation system and the CRM system should be two-way. In other words, the CRM system should interact with the marketing automation platform and vice versa. For example, if you have inserted the "Contact us" form on your web designs and development service website through the marketing automation platform you use, the data sent through this form must be replicated in your CRM system. On the other hand, if the organization is regularly updating its customer and prospect records within the CRM system, this data needs to be synchronized to the marketing automation platform. This ensures data consistency between the two systems.



New call-to-action How does the integration work? Start with a process of mapping fields from the CRM into the marketing automation system. Some marketing automation software vendors offer automated mappings with major CRMs (e.g. Salesforce.com or HubSpot), others will manually digitize CRM data into the marketing automation system. After the initial mapping, data added or changed in one system will automatically be updated in the other. This two-way synchronization can occur in real time, although large systems may update at intervals of up to 15 minutes.