Marketing automation systems that have the best integration with CRM systems allow for bi-directional information synchronization. A sales rep can add qualification or prospecting attributes to a lead in the CRM system and pass the lead back to marketing for further lead nurturing. Additionally, sales reps can add their own contacts into sales-led nurturing campaigns using a defined library of high value content that will help them progress the lead closer to a sale. Tight integration with bi-directional synchronization ensures these efforts are well coordinated.
A sales organization that has the training and methodology implemented with their teams to effectively utilize CRM has a competitive advantage. Without showing the interaction and behavior prior to sales engagement, a representative is essentially selling cold.