Marketing and sales alignment is something every company strives for and is critical to business growth, but sometimes relations between the two teams can be strained. It’s easy for tensions to build with one side finger-pointing about not producing enough leads, and the other side not closing enough deals.

While marketing and sales may have different worldviews, there’s no reason the two groups can’t work harmoniously together. Leveraging each other’s strengths and advanced marketing technologies like marketing automation makes it easier than ever to break down the silos. Read on to find out why marketing automation technology integrated with Microsoft Dynamics CRM can help break down the barriers between the two groups and, more importantly, drive more revenue for your business.
How can an integrated platform help?

For sales, it can be frustrating to go into a call with a prospect with very little or no understanding of previous marketing communications the prospect has received, such as what messages they were sent and which search terms brought them to the company website in the first place.
This is where integration between your marketing automation platform and Microsoft Dyanmics CRM can provide significantly improved visibility into a prospect’s previous interactions with your company’s marketing campaigns. Because the sales team is already familiar and comfortable with the CRM, it’s easy for them to see what kind of interactions have taken place between your organization and the prospect, providing valuable insight for their one-on-one communications with them. In the instances where the prospect is not quite ready to make a purchase decision, it’s simple for a sales rep to drop them into a nurture program directly from the CRM. The prospect will then start receiving marketing messages from the automation system. This process eliminates prospects falling out of the funnel, and ensures that they are nurtured until they are ready to make a purchase.
What are a few quick tips for sales and marketing alignment?
  • Streamline sales alerts: Time can be critical when it comes to making a sale, so create sales alerts that will let reps know immediately when a lead changes from warm to hot. This lets the sales rep act on the lead right away. Consider using multiple forms of communication to convey the opportunity, including sending a sales alert to the rep’s email, a sales notification within Microsoft Dynamics CRM and/or a direct push to the individual sales rep’s lead queue.
  • Give sales full visibility into behavioral activities: Behavioral data allows that first phone call to a client or prospect to be much more personalized. It’s a nice conversation starter to say, “I see you’ve downloaded our multiscreen design eBook. Can I help you put together some plans for your mobile strategy?” To make this happen easily, the marketing team should make sure that behavioral data is being captured across channels and integrated into the CRM system.

  • Provide marketing templates for sales to use. Drop marketing approved email templates into the CRM user interface so salespeople can grab them at a moment’s notice if needed, send to a prospect and then track the results. The easy accessibility will build goodwill, help assure unified messaging across departments, and take advantage of your marketing automation platform’s superior deliverability.