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Complete B2B Online Marketing by Lauren Vaccarello, Maura Ginty, William Leake

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Chapter 11

Integrating Marketing with CRM

There is an age-old struggle between sales and marketing. Sales blames marketing for any failed deals, shouting that the leads are crap. Marketing retaliates by claiming the sales organization isn’t doing its job closing the costly leads that marketing has provided to them. Can this struggle ever be solved? The answer is yes, with the help of a little marketing and CRM integration.

Chapter Contents

  • Understanding Your CRM
  • Types of Data Integration
  • Marketing Automation and CRM
  • Must-Have CRM Metrics

Understanding Your CRM

A customer relationship management (CRM) tool is the lifeline of most sales organizations. The sales team spends most of their time inside the company’s CRM system tracking and moving ...

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