Study: Marketing automation tech brings sales and marketing together

Improving communication and the overall relationship between sales and marketing has become a front-burner issue for many organizations, and a new study shows that marketing automation platform technology may help bring the two worlds closer together.

Salesfusion teamed with Learn Marketing Automation to poll nearly 700 B2B marketers on the value of marketing automation platforms, and they found that more than 60 percent of respondents said they are using marketing automation. Responding marketers listed more than 40 tech providers they are using for automation, with Act-On, Eloqua, HubSpot, Marketo, Pardot and Salesfusion the most common solutions reported.

The study also showed that respondents are looking for help with leads from marketing automation platforms.

"While there are a number of reasons indicated that companies choose marketing automation, leads are top of mind," the report reads. "Automating the nurture process (68 percent), increasing lead volume (63 percent) and improving lead quality (59 percent) are the most common reasons for investing in marketing automation."

Integration between CRM and marketing automation platforms, as well as establishing a service level agreement that defines marketing qualified and sales accepted leads, improves communications between marketing and sales teams. According to the study, 60 percent of responding marketers report strong or exceptional communications with these practices in place, compared to only 22 percent that have marketing automation but no supporting processes.

"Implementing a marketing automation platform is only the first step to improve your sales and marketing communication and lead quality," Malinda Wilkinson, CMO of Salesfusion, said in a statement. "Businesses see greater improvement in communication, efficiency and effectiveness when their MAP is tightly integrated with their CRM and there are specific processes surrounding the two."

Salesfusion found that respondents were more than two times as likely to be unhappy with their marketing automation solution if it was not integrated with CRM, so that's a tip to keep in mind to avoid marketing tech stack headaches.

For more:
- download this e-book highlighting the study's findings
- read the complete company statement