Every marketing article you read these days seems to be about data-based marketing and the role of analytics in decision-making.
It is true that marketers don't lack data. Data is easily accessed within our marketing automation platforms, our CRM platforms, our website analytics platforms, our data-management platforms, and our content management platforms.
As a consequence, many marketers are overloaded with data. Some may even feel data paralysis. But for the few marketers who have figured out how to bring their platforms together for a unified look at data, their situation is data heaven.
Integrating multiple platforms used to be time-consuming and resource-heavy. Moreover, integrating multiple solutions once required a team of developers or systems integrators, but today almost all cloud-based systems are built with an eye toward integration. Bringing them together is often as simple as entering an API key.
With technology no longer a barrier, let's explore a few of the benefits of unifying your marketing stack.
One Place to Store Analytics
Many marketers have already successfully integrated their marketing automation platform and their CRM. The integration of those two systems is a great example of how integrated analytics can dramatically improve the reporting of the individual platforms. When the data from these two systems is brought together, marketers can accurately report on email campaign success in relation to total sales. They can also break down conversion by sales stage, account manager, or sales territory.
More importantly, marketers can show their contribution to the pipeline. And because the individual contact records are updated with activity from marketing automation, sales is aware of which content has been consumed by prospects, making sales calls more targeted and productive.