Integration of Marketing and Sales Technologies Pays Off

Loraine Lawson

What if an integration project could lead to a 24 percent increase in the bids your company wins? Or if your company could reap a nice 27 percent increase on its marketing investments due to a technology integration project?

That'd be pretty nice, right?

According to a December report from the Aberdeen Research Group, those are the kind of returns best-in-class companies see after integrating their marketing technologies -- which generally means e-mail marketing, Web analytics, search engine optimization and lead management technologies -- with the company's CRM systems.

Aberdeen studied how leaders, laggards and average companies handled integration of sales and marketing systems -- a relatively new trend in integration. The report reveals that this is definitely an area worth pursuing. While best-in-class companies reported the healthy percentages you read in the first paragraph, overall, integration between sales and marketing pays off for everybody, leading to:

  • a 21 percent on average increase in revenue per account;
  • a 21 percent increase in bid-to-win ratios;
  • a 12 percent degrees in average deal time; and
  • a 20 percent increase in return on marketing campaigns.

That's pretty sweet.


It also fits well with one of the B2B integration goals listed in an Enterprise Systems article I mentioned earlier this week. That article listed "stop dwelling on cost reduction and start thinking about increased sales and margins" as a goal for 2008, but offered little advice on how to achieve it. This gives you a concrete way to achieve at least half of that goal.


If you're just getting started, you'll be pleased to learn you can benefit from the lessons of veterans. As it turns out, best-in-class companies that had to create their own integration solutions now would opt to use one of the pre-built solutions or modules offered by marketing technology providers.


You can download the full Aberdeen Report for free online, but if you're short on time, you'll do just as well by reading the five-page synopsis published by e-Commerce Times this week. The e-Commerce Times looks at how you can develop a road map for this type of integration project, the technologies you'll need to integrate, and a list of integration recommendations.

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