The roles and functions of marketing automation and CRM overlap and complement each other, and in many businesses, the two systems combine to maintain a consistent, detailed profile of an individual from contact to lead to prospect to customer.
Generally speaking, however, marketing automation tends to focus more on the automation of tasks for lead generation and lead nurture, with the ability to do this at significant scale. First, marketing automation gets a handle on prospect interest and handles lead generation and lead nurturing at scale by means of campaigns across a wide range of online and offline channels.
With a harmonised approach, sales staff can access information on a lead’s behaviour, the pages they visit and the content they download, for example, while marketing teams can see a customer’s past buying behaviour. And reporting and analytics across the closed loop between marketing automation and CRM allow businesses to hone campaigns to greater effectiveness.