According to Gartner, most marketing automation implementations fail due to siloed data. In other words, this amazing new marketing database is collecting loads of customer data and intelligence – but not connecting to anything else at all. In other words, there’s no customer relationship management (or CRM)-marketing automation platform integration.
How little sense does that make? If one of the key value propositions of marketing automation software and platforms is the data synchronisation (via CRM integration) it should provide between marketing, sales and service teams , all your teams should have insight into who the lead or customer is and what the customer or prospect is doing across all channels of interaction, and have the ability to put the customer or lead into the correct email campaign or lead nurture campaign.
If your teams can’t easily sync and share that crucial data, it’s time to think about integration.
Most leading marketing automation technologies have been working on making CRM integration solutions easy to connect within their platforms. However, there are hundreds of CRM technologies on the market, making it nearly impossible for marketing automation vendors to have native connectors for everything!
Depending on your CRM and your marketing automation technology, you may be able to utilise an out-of-the-box solution for CRM integration (if you use one the main platforms such as Microsoft Dynamics, SalesForce.com, and SAP). If you can’t use one of those handy solutions, though, you’ll have to build your own solution or find an off-the-shelf solution that will simulate these native connectors.
Here are a just a few of the most common integrations:
Because CRM integration with marketing automation is such a valuable area of expertise for businesses, there are a number of plug-and-play solutions available to help you with CRM integrations. But if you’re looking into a custom database, you’ll have limited options – even though most of the major platforms have APIs which allow you to develop a custom CRM integration.
At JTF Marketing, we have plenty of experience at understanding requirements, custom development, and delivery of custom CRM integrations for marketing automation technologies. Delivered in either a hosted software-as-a-service (SaaS) model or as an on-premise solution, we can provide your marketing team with the options that work best for your enterprise infrastructure.
That age-old saying “How long is a piece of string?” applies here. We’d venture to say that most out-of-the-box CRM integration projects take up to ten days of work to specify, prepare, test and implement… but it can take a lot less, too, depending on the complexity of both your marketing automation platform and your customer relationship management platform. When they’re customised they can raise a few red herrings.
Depending on the requirements of custom CRM integrations, they can be ready in a few days to a few months – and again, this varies depending on the complexity of the systems that need to be integrated and the degree of integration needed.
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