CRM + Marketing Automation, the perfect bundle

Date 15/05/2020
Category Marketing Automation

Any expert related to the world of Marketing has heard of the concept CRM (Customer Relationship Management), a system that allows us to manage all the relationships with our clients and know their needs deeply. The goal of any CRM is simple: achieve and maintain a good number of satisfied users and for them to have a memorable and excellent experience with the company.

In an environment that is more competitive each day, where so many alternatives exist, the knowledge of the consumer becomes essential for any company. We all know how difficult it is to get and maintain a client that trusts our products or services. An ill-defined strategy can throw away the efforts of many people to achieve those previously set objectives.

However, as good as it sounds, from a practical standpoint, what can we do with a CRM?

Broadly speaking, we could say the following:

  • Tracking all the activities carried out with any user: calls, meetings, mails, contacts, etc.
  • Reports of opportunities with our buyers and follow-up of the status within the sales funnel.
  • Segmentation of the database according to the different characteristics of the users.
  • Definition of the sales strategy based on the reports and data we have from our clients.
  • Automation: processes, sales channels and services that benefit the consumer.
  • And many more.

Previous stages to launching a CRM system

If it isn’t managed correctly, a CRM system can become a mere database where the client’s information is stored. All that data must be distributed, organised and connected so the teams can access the information they require. This is why, in order to implement a CRM solution, we must keep certain essential aspects in mind when defining the project and before the launch:

  • Involve the different areas of the company. Define the objectives and roles of each department for the correct development of the project.
  • Analyse the sales strategy of the company, customer journey, processes to improve and the problems the CRM may solve.
  • Define the tasks our CRM wants to carry out and examine the different alternatives the market offers.
  • Focus on the client. Selling is indispensable, but long-term sustainability will not be a reality if the buyer isn’t satisfied.
  • Be conscious of the continuous evolution of the project. Interesting data extracted from CRM is medium/long-term. It is a living system that evolves with the company.

A step further: Sales Automation

We define Sales Automation as a sales methodology based on Marketing Automation technology and CRM that allows automating simple sales processes within the company, offering a 24/7 sales strength that offers immediacy and metrics, as well as freeing the sales team from tasks that are more simple and repetitive. 

This methodology allows us to get the most out of the combination of two very powerful tools.

However, how do we design a Sales Automation strategy?

  • Analyse your business processes. Marketing, clients, different stages of the opportunities and leads, etc.
  • Think about how to automate them. Define the customer journey for each client and stage of the sales funnel.
  • Adapt them to your platform. Integrate your database, CRM and website with the platform, design each impact, test and measure, analyse and take advantage of the behavioural data.

Tools to develop Sales Automation

Inside the field of CRM, we could talk about many different powerful tools, such as:

As Marketing Automation platform, we would like to mention Active Campaign, the leading marketing automation platform.

At Integra, we propose you a free demo to show all its potential. We are an Active Campaign Certified Agency, number 1 in implementations and marketing automation projects in Spain.


Both CRM and Marketing Automation tools provide us with an endless list of features. If we mix and integrate them, the possibilities multiply exponentially and generate a methodology that allow us to save time, redesign processes and focus our sales strength efforts in the critical stages of the process. This methodology is called Sales Automation.

If you want to know more about the integration of this type of platforms, as well as how to establish a Sales Automation strategy according to your company’s needs, at Integra we are happy to help and advise you.



Adrián Gimeno