What is the difference between crm and marketing automation

What is the difference between
CRM and Marketing Automation?
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Enterprise business and
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What is Marketing Automation and CRM
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Marketing Automation
A marketing automation system is a software platform and technology designed for marketing reps to
efficiently carry out marketing activities through various sources like email, websites, social media etc.
Customer Relationship Management
Customer Relationship Management is an approach in order to manage the company’s interaction with the
current customer. It is one such management process in which the companies can maintain a good
relationship and stay connected to the customers. In turn it also improves the profitability of the company.

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Purpose of Marketing Automation and CRM
The use of marketing automation system streamlines the sales and marketing by replacing
high-touch, manual, repetitive manual processes with automated marketing tools. It helps marketers
to plan, coordinate and manage their marketing campaigns. The marketing automation software
focuses on creation of more customers eligible for sales.
CRM records and maintain all the essential details of your business process. One can easily map and
monitor the sales activities. It provides up-to-date and easy access to any information. It helps
businesses to close deals faster as it helps to develop better communication between all the
departments and also ensures higher customer retention

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Basic goal of Marketing Automation and CRM
Marketing automation is used to pull inquiries to the right channel.
And a CRM Software helps to transform those inquiries into business corporation.

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Features of Marketing Automation and CRM
Marketing Automation Customer Relationship Management
1.Lead generation 1.Contact management
2. Lead nurturing 2. Lead management
3. SMS campaigns 3. Customer service management
4. Email campaigns 4. Task management
5. Segmentation 5. Sales forecasting
6. Landing page 6. Reporting
7. Social media marketing
8. Analytics
9. Multi-media marketing

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Beneﬁts of Marketing Automation and CRM
Benefits of Marketing Automation
● Eliminates repetitive tasks
● Enhances marketing productivity
● Increases flexibility
● Shortens sales cycle
● Maximizes customer relation
● Obtain new customers
Benefits of CRM
● Maintain long-term customer
relationship
● Centralized database
● Real time data availability
● Entrusted sales management
● Dependable reporting
● Task / activity management
● Monitor employees

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Signs your business requires Marketing Automation and CRM
● If your customer list is increasing gradually and you are unable to maintain manual records.
● If you need to feed more leads in order to increase your company’s sales.
● If you want to reach out to your customers through marketing tools like - blogging, social media
marketing, follow-ups and email campaigns etc.
● If you are unable to increase cross-sell and up-sell of products or services for your business.
Customer Relationship Management System
● If you wish to store and manage business data on a single platform.
● If you are unable to track your customers and create good customer relationship with your
customers.
● If you are unable to reach your unhappy customers and wish to provide better customer experience.
● If you are unable to track entire customer data and analyze the data such as purchase history,
interests and preferences, complaints etc with real time data accessibility.

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How to choose Marketing Automation and CRM
● Pick a marketing automation platform that
integrate with your CRM database. Two-way
data synchronization can make the difference
between a powerful business tool and an
expensive toy.
● During your purchase decision, focus on
features that make each product unique, like
build-in-social media tools, A/B testing or
progressive profile, email and SMS campaigns.
● Consult independent sources to get unbiased
advice and opinions.
CRM Software
● Make a list of your business requirements
and make sure you don't go for a
“one-size-fits-all” system as the
requirements of every business differs
from the other.
● Involve your relevant departments in the
evaluation process.
● Do not judge a CRM software with its face
value. Check out its features and test it
out!

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● See to that the system comes with
customization to change or develop template
as per your requirements.
● A Marketing Automation should be a cost
effective solution loaded with essential
marketing tools.
● Must have the ability to track, measure and
access insights.
● Able to align marketing with sales.
● Prioritize user explorance and choose a
system with a user-friendly interface.
● Finally, set reasonable goals after the
implementation of a CRM System.
● Make sure you are working with the
right vendor and provides a cost
effective cloud based solution.

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Role of Marketing Automation and CRM in buyer’s journey
The Marketing Automation Software helps you to create awareness about your products and services
to the buyers with the help of its marketing tools.
The Customer Relationship Management Software helps you to set up for the purchase of the products
or services by the buyers.

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Combining the Marketing Automation Software and CRM
Software
● Combining the Marketing Automation Software and CRM facilitates consistent
inter-departmental communication amongst each other.
● After the acquisition of lead, the lead can be nurtured with the help of the Marketing
Automation Software by the marketing team and further assessed and segmented by the sales
team in order to convert leads into sales.
● The customer data collected by the Marketing Automation software is further utilized by the
sales team to take better decisions with regard to the conversion of the lead.
● Once the sales representative has gathered the feedback regarding the customer’s pain points
by the customer during sales calls, the marketing team can work on creating new messages in
order to refine the product or services provided for future deals.

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Conclusion
Alignment of Marketing Automation and CRM System allows both sales and marketing departments
to work together as a team. The sales and marketing departments can work for each other with the
help of the Market Automation Software and CRM as the marketing team becomes responsible for
increasing the sales of the company and the sales team becomes responsible for improving the ROI
(Return on Investment) of marketing campaigns.
The business firms that focus on alignment of sales and marketing in order to work more productively
are the companies which are able to outshine in the market and push their competition into the
background.

What is the difference between crm and marketing automation

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