Combining Sales and Marketing Automation: How Both Departments Benefit

Sales and marketing automation tools are obviously good for sales and marketing teams, respectively — but that doesn’t mean the usefulness of these types of resources is siloed by department.

There is a fair amount of crossover between the two, which means marketing can benefit from sales automation and sales can benefit from marketing automation. Here, we’ll take a closer look at this interaction and see what it might look like in practice. Let’s go.

What is Sales and Marketing Automation?

“Sales and marketing automation” refers to a productive interaction between sales and marketing departments that can be achieved by leveraging sales and marketing automation tools in tandem. This allows for better cross-departmental alignment, sharper campaigns, higher quality leads, and other mutual benefits.

The value of sales and marketing automation lies in the ability of your resources to deliver mutually beneficial information across departments. Sales and marketing automation toolsare most valuable to both sides of the business when providing insight into prospect and customer behavior.

The insights you accumulate through sales automation can inform more comprehensive and targeted marketing efforts – and vice versa. Let’s take a closer look at what this interaction might look like for the two departments.

What are sales gaining from marketing automation?

Marketing Automationessentially refers to a collection of tools that companies use to simplify and streamline upper and mid-funnel activities. The term encompasses a range of resources, including:

  • Web tracking and analytics

  • Campaign construction and monitoring

  • Lead Scoring Resources

So what does sales have to gain from well-executed marketing automation? Well, a lot of it comes down to locking in the right prospects. Using marketing automation tools often leads to higher quality, better nurtured leads, as well as a deeper understanding of customer preferences and behavior.

Web tracking and analytics

Image source: HubSpot

Your sales department has a lot to gain by tracking prospects’ web activity. How potential customers interact with your web presence provides invaluable insight into their needs, interests, and inclinations.

If your sales reps have an idea of ​​which aspects of your website save more than others, they can get a clearer picture of what benefits they should be emphasizing in their sales conversations.

Campaign construction and monitoring

Image source: HubSpot

Building and analyzing marketing campaigns can provide actionable insights into which prospects are most interested in your brand. Like web analytics and tracking, these types of activities allow you to see who is engaging with your business and where that engagement is coming from. This sharp insight can inform more thoughtful, specific, and effective sales efforts from your reps.

Lead Scoring Resources

Image source: HubSpot

Predictive lead-scoring resources can help marketing and sales departments by distinguishing high-quality leads from low-quality leads through automation and machine learning. These tools facilitate the transfer between departments and allow for simpler and more efficient sales efforts.

Now that we have an idea of ​​the impact of marketing automation on sales, let’s see how the reverse works.

What does marketing gain with sales automation?

Sales Automationrefers to resources that facilitate the mechanization of manual sales tasks – using things like machine learning to streamline and simplify the responsibilities of sales professionals. And while these types of programs are obviously meant to help sales departments, marketing teams also have a lot to gain.

Some common sales automation tools that marketers can learn from include:

  • CRM

  • Order processing software

In the same vein as how marketing automation can help with sales, the value that sales automation offers to marketing departments is mainly related to the free sharing of information between the two sides of the business.


A customer relationship management (CRM)is a multi-faceted piece of software that allows your business to track and monitor its interactions with customers. At its core, a CRM is a resource for improving customer experience and boosting sales – but that doesn’t mean it doesn’t have serious benefits for marketing departments.

A CRM helps you collect information about who your customers are, their defining qualities, their preferences, the people within your organization they interact with, and other key information about prospect behavior and trends. All of this can be leveraged to help structure more thoughtful and locked-in marketing materials and campaigns.

Execution of orders

Order processing software is especially useful for B2C sales and marketing efforts. These types of programs track data related to individual e-commerce or physical sales. Beyond that, they can allow for more organized inventory management.

While order fulfillment software typically falls under “sales automation”, it can also help marketing departments see which products are selling particularly well – giving them a more accurate picture of which parts of their product suite are on which they should focus on when creating ads. , marketing materials or other promotional materials.

Companies that use sales automation tools exclusively for sales and marketing automation tools exclusively for marketing are selling themselves short. When used in tandem, these types of resources can help you get the most out of both departments.

If your company has invested in sales and marketing automation programs, be sure to consider how the insights and analytics you collect with one can feed into the other. When used correctly, these tools can improve the operations of both departments, resulting in more informed and effective sales and marketing efforts.

Originally posted Mar 3, 2022 8:00:00 AM, updated Mar 03, 2022

Don’t forget to share this post!