Trends Report

CRM And Marketing Automation: Better Together

Lead-To-Revenue Management Requires More Power Than Customer Relationship Management Offers

May 15th, 2015
Kate Leggett, VP, Principal Analyst
Kate Leggett VP, Principal Analyst
Lori Wizdo, null
Lori Wizdo
With contributors:
Stephen Powers , Arelai Ephraim

Summary

Application development and delivery (AD&D) professionals who support marketing have traditionally leveraged CRM solutions to identify prospective customers and manage active deals. But buyers use an increasing array of channels to research their purchases. Marketing teams match changing buyer behavior with increased investment in digital and social marketing to drive inbound traffic and nurture leads through long, complex, or highly considered buying processes. Yet many CRM capabilities don't support multichannel customer engagement across the buying process. A new category of marketing automation software, lead-to-revenue management (L2RM) automation, has emerged to fill the void. This report outlines what AD&D pros must know about how CRM and L2RM solutions can work together to better engage with customers across the entire customer journey.

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