For a variety of reasons, sales and marketing teams are often siled in most organizations. More recently, many growing companies have struggled to align the two departments. Chron refers to this type of alignment as a vertical marketing system and recommends it as a much more effective marketing force. One of the most effective ways to start this alignment is to connect the marketing and sales systems that each of them uses to get their jobs done. With connected systems, collaboration tends to be more natural.

Connect marketing and sales systems

Integrating your marketing and sales systems will give you the benefit of combined data. It is a barrier that inadvertently tends to separate the two groups.

It’s easy to implement tools that inherently combine marketing and business information, tasks, documents and more and will result in many benefits for your organization. More powerful CRM software can provide that and put you on the path to success. If you need more conviction, these benefits are outlined below.

Benefits of connecting marketing and sales systems:

The importance of connecting these systems is undeniable when you look at the benefits. Getting two of the most important revenue-driven services to work as one can ultimately increase your bottom line. Here’s how:

1. Better understanding of the customer and their journey

Marketers and salespeople tend to have different expertise when it comes to understanding customers. For example, a marketer can understand how a customer can choose one organization over another because of their commitment to the community or the environment. During this time, a sales representative will know exactly how to close a deal by explaining to them how specific features will benefit them individually. Now imagine combining these forces!

Likewise, by being able to more fully map the customer journey with a better understanding of all perspectives, organizations have a much better understanding of the experience from a customer perspective. This translates into the ability to target customers much more effectively.

2. Integrated customer feedback

Marketing and sales both receive customer feedback, some good and some not so good. If marketers hear about specific issues or preferences, but the sales team doesn’t hear about them, nothing useful will happen. However, if all the information that each group receives is located in the center, so that all can see it, good things will inevitably result.

With these marketing and sales feedback in hand, the symbiotic relationship will lead to a higher likelihood of implementing customer feedback. Marketing may have discovered a prospect’s preference for communication, for example, and can easily pass it on to sales. Or sales may determine that a customer would benefit more from the other products or services that you provide so that you can send them to marketers for more information about the other products.

3. Better support

With a combined tool for sales and marketing to collaborate on, leadership has a complete view of the progress teams can make together. A full understanding of the effectiveness of collaboration will turn leadership into champions for your departments. They will likely do what they can to help make the partnership sustainable. It may even help them understand how greater integration between other departments can contribute to profitability and remove even more silos that may exist in organizations.

Having more transparency on the achievements of your teams will necessarily have a greater impact on all the other departments as well. Maybe they will have a better understanding of how they should interact with each other or should have interacted with the sales and marketing groups.

4. Better collaboration between sales and marketing

Of course, using the same tool between the two teams instead of separate marketing and sales systems will naturally lead to better collaboration between them. It goes beyond doing tasks together and generating leads with shared information. It’s more about creating good rapport between team members, which translates into a more positive work life, more productivity and increased motivation. Happy employees are good employees.

5. Strategy more aligned and better defined

Any marketing strategy must be supported by the sales strategy and vice versa. But what if the strategies are born from an integrated sales and marketing team, thus aligning them perfectly? The combination of strengths will result in a much more well-defined and cohesive plan, from promotion and distribution to purchase without having to develop a transfer strategy.

The strategy itself will be easier to create with the joint system in place and most of the tools available to teams in one place.

6. Bigger budget

Of course, combining sales and marketing teams has another important implication: you can now combine budgets! With a larger combined budget, it can be much easier to put your resources where you need them most at all times. Removing any conflicting resource pool can eliminate some of the natural competition that can also occur between departments. Since both budgets are part of the larger business development process, it makes sense to be able to move resources as needed at any time.

7. Better marketing content

According to LinkedIn 81% of companies with aligned sales and marketing teams collaborate on marketing content, compared to only 25% of non-aligned companies. A big difference. Through better communication and collaboration between the two groups, marketers are better able to deliver the messages that customers and prospects need and want to hear.

Once silos are removed and all relevant information centralized and accessible by both teams, it’s impossible to say how much great content can be created and distributed.

All-in-one marketing and sales software

The most efficient way to combine these systems is to use all-in-one marketing and sales software that offers everything both teams need to do their own jobs, access information provided by the other group. and collaborate on all the projects needed to drive sales. You can try to take two separate software systems and combine them, but ultimately it will be more work. Software that combines the efforts of both teams in the same software is a more powerful option.

Agile CRM has an all-in-one solution that completely combines sales and marketing for easier alignment between teams. It includes all of the contact management needed to generate sales that are also accessible to marketing teams. Most importantly, it includes marketing automation features that will allow your marketing team to automate and accomplish their tasks in the same software as sales. Sales reps can have access to all of the marketing materials they distribute so that they can participate directly in the warranty.

Enabling Agile CRM’s sales and marketing automation can be an important first step towards more effective alignment of your teams. Additionally, with the ability to include more workplace productivity apps in the Infinity Suite 500apps, you can prepare all your teams for success.


Having an aligned team with aligned customer focused strategies, budgets, materials and service will surely make your business more successful. Combining marketing and sales systems is one of the most important steps you can take to align your sales teams. Using more robust CRM software will be essential. Agile CRM can help.

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