Combining Sales & Marketing Automation: How Both Departments Benefit

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Sales and marketing automation tools obviously suit sales and marketing teams, respectively — but that doesn’t mean that the utility of those kinds of resources is siloed by department.

There’s a fair amount of crossover between the two — meaning marketing can benefit from sales automation and sales can benefit from marketing automation. Here, we’ll take a closer look at that interplay and see what it might look like in practice. Let’s jump in.

The value of sales and marketing automation rests on your resources’ ability to provide mutually beneficial intel between departments. Sales and marketing automation tools are most valuable to both sides of the business when they provide insight into prospect and customer behavior.

The information you accrue through sales automation can inform more complete, pointed marketing efforts — and vice versa. Let’s take a closer look at what that interplay might look like for both departments.

What does sales gain from marketing automation?

Marketing automation essentially refers to a sum of tools businesses use to simplify and streamline top- and middle-of-the-funnel activities. The term encompasses a series of resources, including:

  • Web tracking and analytics
  • Campaign construction and tracking
  • Lead scoring resources

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