The 7 Major Benefits of Sales and Marketing Teams Using the Same Software

Business Growth

May 15

Far too often, sales and marketing teams operate in a silo apart from each other. They stick to their own tasks in their own departments -- and in their own software and tools.

But this isn’t always what’s best for each team -- or the organization as a whole.

When sales and marketing teams use the same software, it can create a variety of benefits for the entire organization.

Combine Your CRM and Marketing Software to Lead to More Success

Many organizations select “sales” software for their sales team and “marketing” software for their marketing team.

Sales teams typically use customer relationship management (CRM) software designed to help qualify, engage, nurture, and manage leads and customers.
Marketing teams typically use a mix of marketing software designed to help build brand awareness, generate leads, build customer loyalty, and manage marketing campaigns through email, social media, website content, PR, and paid promotions, among other tasks.

Sales and marketing software are often separate, but there are software options that combine the best of CRM and marketing tools.

Our favorite software that combines CRM and marketing tools is HubSpot. HubSpot has a variety of tools called “hubs” that support both marketing and sales teams. It gives each department what they need while offering the ability to collaborate through one connected platform. You can also use HubSpot to connect to other more traditional CRMs. For example, you can connect HubSpot to Salesforce to unite sales and marketing information.

Whatever software you choose, your organization will reap benefits when your sales and marketing teams use one tool for better alignment, collaboration, and communication.

7 Benefits of Sales and Marketing Using the Same Software

When marketing and sales teams use one software, each side reaps a variety of benefits.

1. Stronger connection between sales and marketing

Using one software for marketing and sales teams allows each department to work together more effectively and efficiently. It leads to better communication, support, and collaboration.

Each department can see what each other is doing and prioritizing.
Teams can work together to set shared goals and expectations.
Visibility allows teams to eliminate duplicate efforts.
Each department can better understand the other’s needs, tactics, and KPIs.
Teams can acknowledge and celebrate wins together.

2. One comprehensive profile for customers

A customer is one person. But when there are separate systems for sales, marketing, and even customer service, a profile is created in multiple places with varied, conflicting, or incomplete data. One software used for marketing, sales, and customer service (which HubSpot also supports) creates one comprehensive profile for each individual customer.

3. Better ability to identify, qualify, and nurture leads (and drive sales)

One comprehensive platform also creates single profiles for leads. All of the data and touchpoints tracked by marketing and sales are documented on an individual lead profile. A single profile allows marketing teams to learn more about leads that convert to customers. It also helps sales teams make more conversions by having more robust access to data that allows them to identify, qualify, and nurture the best leads.

4. More opportunities to use hypertargeting and personalization

Having comprehensive lead and customer data creates opportunities to connect with individuals on an individual level. You can leverage hypertargeting and create campaigns based on customer actions, habits, interests, and trends. You can also send communications or campaigns that are personalized to deliver exact match information to leads and customers.

5. Automated funnels throughout the entire buyer’s journey

Marketing teams drive brand awareness and generate leads, and sales teams turn the leads into sales. Their activities work in the same funnel, yet many marketing and sales departments operate independently. When marketing and sales work from the same platform, they can collaborate to create automated funnels that move a lead through the entire buyer’s journey. This helps sales have higher close rates while marketing nurtures them best before handing them to sales.

6. Better marketing and sales content

When marketing and sales work together, they can learn from each other. Marketing can get a wealth of knowledge from what sales hears during sales calls, demos, and communication with leads. This insight can help marketing produce better content to support the sales funnel. Together, the teams can identify:

Characteristics of leads most likely to become customers
Customer hesitations
Customer goals and pain points
Up-sell and cross-sell opportunities

7. More robust analytics to drive better insights and performance

Sales and marketing teams can learn from each other and from the data they collect. When all sales and marketing analytics are tracked within one platform, you get a comprehensive look at marketing metrics. From the insights, you can:

Make better business decisions with a single view of all data
Set and measure more useful KPIs
Create better campaigns
Create a more accurate marketing budget

Unite Your Sales and Marketing Departments

Sales and marketing may have different tactics, but they have the same goal. Drive interest, demand, and sales for the organization. To make it easier for both sides to reach their goals, don’t keep the departments in a silo.

Connect marketing and sales, share information and insights, work together toward a common goal, and use one software to manage the process.

If you need help connecting CRM and marketing software, SpotOn is here to help. Whether you choose HubSpot or another software, our team can help you set up a connected system that allows marketing and sales to work together seamlessly. Contact us today to learn more.

Raubi Perilli