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Impact of Marketing Automation in CRM Software


Day-to-day sales & marketing process can be maddeningly manual and repetitive. These manual and repetitive activities consume a lot of productive time of sales and marketing reps that can be utilized in core sales and marketing tasks. To get rid of all such issues CRM software with its marketing intelligence feature acts as a bliss that drive all these daily manual and repetitive tasks. Automating the sales and marketing process is not simple and can take time, to prove automation worthwhile, manual and repetitive activities should be common or complex enough that automating them bring a noticeable change and ROI. CRM software with its marketing intelligence feature not only enhances business productivity but also facilitates sales and marketing reps establishing better connect with customers resulting in increased sales.


CRM software is designed for customer relationship management which helps you to understand your clients and improves your relations with them. The CRM-customer relationship management tool manages leads or contacts, guides the sales reps, tracks the progress of leads, and enhances productivity. It doesn’t matter you belong to sales or client-centric company, the more you know about your prospects and clients, the opportunities for your business become brighter and it will keep your staff and customers happy.

The cut-throat competition exists in the market nowadays and many times for companies it becomes very challenging to make its presence and sustain in the market. The biggest challenges they face are transforming leads into clients and give the right product or service at the right time. To drive their sales and marketing efforts, business needs powerful CRM software with marketing automation that streamlines their sales and marketing efforts, develops brand presence and generate higher ROI. Thus, the scope of CRM software and marketing automation in sales & marketing is endless; businesses have no option but to automate their sales and marketing process to provide proactive, powerful and highly personalized services to clients.

As we know CRM software is essential for any firm today. But, marketing automation with its marketing intelligence features is comparatively a new concept as compared to CRM but equally important. Both technologies have their importance and can create wonders if integrated. Let’s look into details:

CRM in the Absence of Marketing Automation:
CRM software stores lead or customer’s information and channelize the sales cycle. It monitors the sales funnel but limits you to track the buyer’s journey. Without marketing automation, you fail to track the source of your prospects; you don’t have any idea what are the demands of prospects and their past records. It becomes a tough task to nurture leads successfully. Moreover, in the absence of marketing automation, you fail to personalize your conversation with prospects as you are not well prepared for the first interaction.

Marketing Automation in the Absence of CRM:
Your all efforts of connecting with the leads go in vain if you fail to transform them into clients. Without integrating your marketing automation with CRM software it becomes difficult to manually import prospects to your sales database, also, you fail to analyze the exact conversion rate.

So, it’s like marketing automation and its marketing intelligence is an inseparable part of CRM software. Using either one of them without the other is like not using these technologies to their full potential. Hopefully, now we have a better understanding of how marketing automation works in CRM software. The benefits of marketing automation with marketing intelligence features in CRM software are endless; it acts as a master key to unlock sales and marketing opportunities. It doesn’t matter you are in a sales or client-centric firm, the more you know about your leads and customers, the opportunities for business become brighter and it will keep customers happy.

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