Smarketing – The collaboration between Marketing Automation and CRM

Smarketing – The collaboration between Marketing Automation and CRM

Having 5 different locations to manage all your marketing needs is confusing if nothing else. Your social media in one place, lead generation in another and email marketing as well. It’s no wonder you're struggling to keep track. And the reporting, oh that’s a whole other kettle of fish. It’s laborious to compare marketing channels to figure out which offers the best return of leads and engagement. But what if everything could be stored in one location? You could see at a glance what each of your leads has been doing.


As marketers, we can dream. It helps with the creative process after all. CRM gives us that opportunity, to manage all our marketing needs under one roof. But it’s not all about having one view for everything (although that is the main benefit), an almost equally important outcome where everyone is working from the same place. Access to all the necessary information when it’s needed, with multiple teams updating uncovered contact data.  

Channel your focus

With the potential to integrate every aspect of your marketing, the reach is far greater than simply email. Bring your marketing automation software into the equation to simplify the marketing process.  

  • Email: integrate your email marketing so you know what campaigns each contact has been sent, their opens, clicks and undeliverable status.  
  • Social Media: logging in separately to each social media channel takes precious time. Time that could be better used for crafting the perfect email. Record who has clicked on which post, all from your CRM.  
  • Events: they take a lot of work, but events are integral to proving you’re the top of your field. Take some of the load off by automating your event. Obviously, keep an eye on it, but let CRM record who’s booked, attended and follow up afterwards. 
  • Website Activity: Record where a lead is clicking on your website and when. Get lead scores so you know exactly how engaged leads are at all times.  

Transparency for collaboration

Having a singular view in which everyone works from promotes transparency across departments. Employees can see how each team contributes to the lead generation pipeline and beyond. With everyone pulling together the information they gather, future interactions become more personalised than ever.  


Data fluidity

Moving from one department to another can be frustrating for the customer and the teams involved. With CRM, miscommunications are reduced. Each team has access to all information the other holds on a contact. Handovers are easier, take less time, and require fewer documents to be passed across.  


Align departments

Sales and Marketing ultimately have the same end goal: for sales to see what marketing has sent to nurture a lead, and how the contact has responded. Marketing can identify web visitors and what they’ve been looking at to inform sales engagement. What’s more, marketing can create CRM lists which prioritize leads based on their engagement, so sales knows who are the top targets to focus on. And if sales can’t get through to a lead, they can put the contact into a marketing workflow to warm them up until they’re engaged enough for sales to step back in.  


Working together from one view can promote departmental cohesion, understanding and agreement. With CRM, you have the ability to make the process about the customer, while also making each team’s life easier. A small bonus from an already great system.

Want to know more? Contact Lauren King at or discuss this blog with other members of the SugarCRM community, please visit the SugarCRM Partner Corner.