No Two Integration are the Same - Part 2: CRM & Marketing Automation


In the first part of our integration series, we discussed the approaches taken to integrate between an ERP system and an eCommerce store. This week, we will dive into the procedure of integrating a Customer Relationship Management (CRM) and Marketing Automation (MA) system.

The steps we take when reviewing a prospect’s integration project is similar to other integrations. We start off by analyzing the prospect’s current business process, followed by showing them a demonstration of how the integration would work. However, the questions we ask and what specific core pieces the prospect is looking to incorporate is how a CRM and Marketing Automation integration diverges from other projects. In this case, we are dealing with two completely different systems from ERP and eCommerce.

One major difference with a CRM and MA integration is that teams from two separate departments (marketing and sales) would potentially get involved with the initial integration and interacting with both software. Marketing and sales personnel would need to collaborate and examine pre-existing processes on both sides in order for the Marketing Automation and CRM software to work in sync with one another.

Secondly, integration is bi-directional so prospects need to know what they want the integration between their Marketing Automation and CRM to do. What information do they want to go in the CRM or the Marketing Automation? We review this by asking a series of questions such as:

 • What is for marketing and what is for sales?
 • What is your sales capacity?
 • What naming mechanisms do you address certain interactions and how do  you determine this (i.e.  what is a lead or an opportunity)?
 • Does sales want existing leads and contacts from the CRM to be marketed through Marketing  Automation?
 • What results do you want to see come from your marketing campaigns?
 • What current rules do you want reflected in your Marketing Automation?
 • And finally, do you want opportunities created within your CRM or Marketing  Automation?


With a CRM and Marketing Automation integration project, sales and marketing teams need to understand that incorporating this system does not change either role in any way but instead will make their jobs more efficient and provide a simpler way for the two teams to communicate and synchronize their data.

Just like with an ERP and eCommerce integration, we work with a broad spectrum of industries when implementing a CRM and Marketing Automation integration project. The mid-market CRM software we typically work with are:

• SalesForce
• Infor CRM (formerly Saleslogix)
• Microsoft Dynamics
• Sage CRM
• Sugar CRM

Further, here is a list of common Marketing Automation we receive requests for:

• HubSpot
• Salesforce Pardot
• Marketo
• MailChimp
• Sales Fusion

As we mentioned in part one of our integration series, our integration method is unique as in how it is designed to work according to customers’ needs and the tool we use for this process can be easily extended without the need to custom code, making it easier to work with diverse organizations and systems.

Are you looking to integrate your CRM and Marketing Automation software or you are not satisfied with your current integration? Schedule a discovery call now!





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