Sales Best Practices

Why Integrating Your Sales and Marketing Tech Stack is Critical

Audrey Weber's Avatar

Audrey Weber

Associate Content Editor

Nothing thrills as much as a well-oiled engine. You get maximum mileage for every drop of fuel. Every trip is a joy ride.

Same thing with business. Your revenue machine generates maximum value when all its component parts move in perfect timing, coordination, and rhythm. When all your customer-facing operations are synchronized, high performance and target profits are achievable. When inbound complements outbound ops, profitability scales up to the next level. When sales and marketing have a unified strategy, growth happens. (This guide shows how to get all of these done.)

But when each team does its own thing, uses incompatible tools, and executes disjointed strategies — operational gaps widen and corporate dysfunction follows. A clunky revenue machine loses opportunities well before they even get into the pipeline. Worse, such a profit-bleeding engine loses even low-hanging deals that could have been easily closed if there had been no operational gaps between sales and marketing - if they had the right playbooks, sequences, and messaging strategically in place at the right time - if overstretched sellers had been able to meet customers at critical moments when human touch makes all the difference.

High Tech Leads To Big Sales

As always, technology helps fill the gaps left open by process inefficiencies, operational misalignment, and human limitations. But it takes more than a CRM platform and Marketing Automation to overhaul and revitalize a sputtering revenue engine.

CRMs and Marketing Automation are awesome tools and will remain crucial assets on the sales floor. But the days of squeezing every Salesforce feature dry and making do with regular Marketing Automation to accelerate your outbound and inbound efforts are over.

These days, the most successful sales organizations use three fundamental technology assets: CRM, Marketing Automation, and a Sales Engagement Platform (SEP).

For dramatically transforming the mechanics of selling, SEPs are sending ripples of buzz across industries. But they are not meant to replace CRMs and Marketing Automation software. Instead, SEPs are designed to bridge operational gaps, build alignment, and spark synergies between your revenue-focused operational teams. They are meant to integrate seamlessly with CRMs and Marketing Automation to make life a lot easier for human sellers and give salespeople more time to do what they do best: sell.

Make your CRM, MA, and SEP a revenue-driving trifecta.

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This is neither theory nor wishful thinking. There are already a number of well-documented success stories that make a resounding case for SEPs. Companies of all shapes and sizes such as DocuSign, Neo4j, InterviewJet, and AdRoll see groundbreaking and measurable changes after harnessing the sales-enhancing capabilities of Outreach, the lead player in the exploding Sales Engagement market.

Using Outreach —

  • Neo4j created a successful sales program from scratch on a shoestring budget, merged inbound and outbound ops seamlessly, and delivered numbers far above the industry average.
  • InterviewJet produced the equivalent output of a 100-person team with just ten people by using native features for persona-based messaging and follow-up sequences.
  • Showpad created effective sequences for both inside and outside sales teams; established a higher level of collaboration between Sales and Marketing; and achieved successful business outcomes through integrated content marketing campaigns and sales sequences.
  • DocuSign gained visibility into all stages in their marketing and sales funnel; and made their CRM (Salesforce) even more effective because Outreach eliminates manual tasks and automatically tracks all outbound activities.
  • AdRoll created an in-house automated follow-up sequence; streamlined their SDR organization; achieved higher response rates by personalizing email sequences; and almost doubled appointment rates for inbound leads.

As real-world data shows, the era of Sales Engagement has finally arrived. The good news is that while the finest SEPs are driven by sophisticated AI, you don’t need a data scientist or a dedicated IT team to manage the platform. Designed specifically for salespeople, leading SEPs are as easy to use as email, allowing even the most technologically-inept to configure and deploy campaigns and sequences.

The only question is: how do you leverage an SEP to fully benefit your specific organization?

The Sales and Marketing Operations Guide to Integrating Your Inbound and Outbound Sales Strategies shows you —

  1. How Sales Engagement extends and complements the capabilities of your CRM and Marketing Automation.
  2. How to sync all three systems to drive unexpected levels of process efficiencies and business outcomes.
  3. How to achieve omni-channel connection with customers using SEPs.
  4. The step-by-step process for creating an automated system for handling inbound leads in less than five minutes.

Final Takeaway

As more and more stories of early adopters spread, your competitors are likely considering to upgrade their sales stack with a new SEP, if they aren’t tinkering with one already. You can still drive competitive advantage by learning everything you need to know fast. This handy leadership guide on sales and marketing technology will get you ahead of the curve.

Need a Sales Engagement Platform?

Yes, desperately!