Another Sales and Marketing Gap: Marketing Automation vs CRM

Another Sales and Marketing Gap: Marketing Automation vs CRM
Stephanie Tilton - Thu Nov 12, 2009 @ 05:05AM
Comments: 42

On November 4, I attended B2B Marketing University in Boston sponsored by Silverpop. Throughout the presentations, one question kept cropping up: "How can B2B marketers reconcile the use of CRM to manage prospects at the account level with use of marketing automation systems that enable one-to-one dialogue?" Mind the Gap

Considering that today's B2B organizations are largely selling to a committee or "buying unit," this question makes a lot of sense. After all, marketers need to address each relevant contact at a prospect's organization, and keep track of each interaction and the progression of the relationship. At the same time, their sales teams manage opportunities at the account level. The last thing any organization wants to do is duplicate efforts while interacting with prospects (and in the process let on that the left hand doesn't know what the right hand is doing). This challenge is clearly top of mind for many marketers – I saw lots of heads nodding in agreement whenever the question was posed.

I'm no expert on this topic, so I was glad to see David Raab (one of the presenters, and a great one, at that) address the "CRM vs marketing automation" issue on his blog. I strongly encourage you to read his in-depth and well-articulated post. Here are the points that caught my attention:

  1. Marketing automation and CRM systems are very different tools serving distinct needs.
  2. These two systems are likely going to merge. In fact, David points to marketing automation solutions aimed at smaller organizations that are already incorporating CRM functionality. On the flip side, he calls out marketing automation systems aimed at larger firms that enable sales folks to access information in those systems from a CRM solution.
  3. David concedes that: "account vs individual is one of the toughest issues in integrating marketing automation with CRM." Check out his response to my question in the comments section for a thorough explanation of the challenges.

By the way, Chris Koch and other folks at ITSMA have put lots of thought into account-based marketing, which ITSMA defines as "treating important customers as markets of one and building a relationship in which you help them articulate their needs." If you're looking for case studies, research results, and insightful thoughts on this topic, I suggest checking out the ITSMA site and Chris Koch's blog.

What are your thoughts on the marketing automation-CRM divide? How is your organization handling it?

Read more Savvy B2B posts from Stephanie.

Comments: 42


1.  |  my website   |   Thu Jun 06, 2013 @ 07:32AM

Be smart and make your business level first , At the time of necessary you can find best data by the help of internet It is very well technique to you visitors.

2. urwashi   |   Sat Jun 22, 2013 @ 06:59AM

Always be wise as well as make your business amount primary, Before required you'll find finest info by the help of net It is very well way to people site visitors.

3. Caren   |   Sat Sep 28, 2013 @ 04:04AM

Watch the gap and you'll gain a success)We are grateful to you for explaining us how B2B marketers reconcile the use of CRM to manage prospects at the account level with use of marketing automation systems that enable one-to-one dialogue. I've already implemented it in my .Hope it would be successful.

4. johnnieperro   |   Sat Oct 26, 2013 @ 02:21AM

I am going to follow David Raab on twitter for damage generation system. I read Chris Koch blog also he has included some very good marketing ideas.

5. kelivin   |   Wed Aug 20, 2014 @ 08:48AM

Great Job, keep updates regularly ,thank q. i am always using and for my online shopping

6. Ramya   |   Fri Aug 22, 2014 @ 11:20PM

Won wonderful blog, It s so great work, keep regular updates. i like it so much. My Blogs and

7. krishna   |   Wed Sep 03, 2014 @ 10:13PM

Thanks a lot for sharing the detailed list of Senate names of farm bill Conferees. Most of the members are new to me. This subject has interested me for quite some time. I have just started researching it on the Internet and found your post to be informative and

8. Annie gilson   |   Sat Sep 06, 2014 @ 01:48AM

You ever run the interesting and beneficial topics and absolutely helpful. Your post really captures the attention and sustains it!
Click Here:

9. lora farnandis  |  my website   |   Sat Sep 06, 2014 @ 06:45AM

<strong><a href="">Amazon.Com</a></strong>

In the post, you can emerge the full informative to constantly invite the visitors and attain refreshing reviews. I am very delightful to read and want that will add more in the future.

10. marry   |   Fri Nov 14, 2014 @ 07:38AM

i for being really thoughtful and also for deciding on writing certain guides, Anine Bing Id really anine bing love to stay around this website and be a part of where I can get a lot of valuable and beneficial advice

11. eid mubarak 2015  |  my website   |   Thu May 07, 2015 @ 07:36AM

also suggested that if you are part of a team blog such as Savvy one of the things we did in the early days was to comment on each others posts.

12. Stephen Amell Jacket  |  my website   |   Fri Jun 05, 2015 @ 02:53AM

Helpful suggestions for everyone

13. amine   |   Mon Jun 15, 2015 @ 10:44AM
14. Bruce Norris   |   Fri Jun 19, 2015 @ 12:59AM

Sharing information is one thing but sharing helpful information is really great. Thanks for this.
please Visit Trench Leather Blade Coat:

15. franklin   |   Wed Jun 24, 2015 @ 05:47AM

ive been examining this able to support its how can i include your feed to my rss reader as i need to observe you Thanks

16. Brazil Airport David Beckham Jacket  |  my website   |   Mon Jul 06, 2015 @ 12:25AM

I think, it’s a thoughtful posting and offering all the benefits tips for the guidance. Thanks much

17. Wesley Blade Coat  |  my website   |   Fri Jul 10, 2015 @ 03:23AM

Superb This is incredible put up for me and got plenty of information here. Keep sharing unique things!

18. juegos   |   Sun Sep 06, 2015 @ 07:23AM

Superb This is incredible put up for me and got plenty of information here. Keep sharing unique things!

19. siva   |   Wed Sep 23, 2015 @ 01:38AM
20. Muharram 2015 Quotes  |  my website   |   Tue Oct 20, 2015 @ 02:33PM

Hey Guys Must Check these :-

<a href=" "> I can do that live show </a>
<a href=" "> I can do that live telecast</a>
<a href=" "> I can do that Show live streaming </a>
<a href=" " > muharram 2015 Images </a>
<a href=" " > muharram 2015 Hd Wallpapers </a>
<a href=" " > Happy muharram 2015 Quotes </a>
<a href=" " > Muharram 2015 Slogans </a>
<a href=" "> muharram 2015 Karbala sms </a>
<a href=" "> Muharram 2015 Quotes</a>
<a href=" "> 10 muharram 2015 Talwar Matam Videos </a>
<a href=" "> Muharram 2015 Zanjeer Juloos Videos </a>
<a href=" "> muharram 2015 Poems </a>
<a href=" "> Hazrat Hussain Poetry 2015 </a>
<a href=" "> muharram 2015 Qawwali Mp3 </a>
<a href="" > 10 Muharram 2015 shayari </a>
<a href="" > Muharram 2015 Status </a>
<a href="" > Labbaik ya hussain mp3 Songs</a>
<a href="" > Hazrat Hussain Hd Images</a>
<a href=" ">Happy Childrens Day 2015 Images</a>
<a href=" "> Mastizaade Box Office Collection</a>
<a href=" "> Mastizaade Funny Scenes </a>
<a href=" "> Mastizaade hd Videos </a>
<a href=" "> Mastizaade Hot Scenes </a>
<a href=" "> Mastizaade Movie Review </a>
<a href=" "> Mastizaade Romantic Scenes </a>
<a href=" "> Mastizaade Songs</a>
<a href=" "> Mastizaade trailer film </a>
<a href=" "> World Aids Day 2015 Quotes</a>
<a href=" "> World Aids Day 2015 Posters</a>
<a href=" "> World Aids Day 2015 Themes</a>
<a href=" "> World Aids Day 2015 Slogans </a>

22. deepak  |  my website   |   Wed Dec 16, 2015 @ 01:01PM

here you guy the best christmas and happy new year 2016 wishes check this out guys: -
<a href="http:// "> Christmas Love Quotes </a>
<a href="http://// "> Christmas Love Messages</a>
<a href=" New Year 2016 Wishes/ ">HAPPY NEW YEAR 2016 WISHES, GREETINGS , THOUGHTS AND STATUS FOR FB </a>
<a href=" Christmas Wishes/ ">Merry Christmas Wishes Greetings and Quotes </a>
<a href=" christmas Images/ "Merry Christmas Images, Wallpapers & Profile Pics for whatsapp </a>
<a href=" chriatmas Status/ "Merry Christmas Status for Facebook, Whatsapp and Hike Messenger </a>

23. asdsf   |   Wed Jan 06, 2016 @ 03:01AM
24. ujjwal  |  my website   |   Wed Jan 06, 2016 @ 12:38PM

Blogger Templates

25. nick  |  my website   |   Wed Jan 06, 2016 @ 12:41PM
26. Steve  |  my website   |   Thu Mar 31, 2016 @ 06:16AM

I did so knowledge examining posts or perhaps critiques contributed the following. They may be basically excellent you can find a great deal of useful information.

27. Macman Johnson   |   Mon Apr 04, 2016 @ 03:04AM

We are not fully aware from the latest equiment. They mst open it for all

28. Angel c clemente   |   Thu Apr 07, 2016 @ 03:38AM
29. Steve Rogers Captain America Civil War jacket  |  my website   |   Thu Apr 07, 2016 @ 06:25AM

very surprising Fantastic article !!! time to let him go and look for someone else already..

30. Walt Carey  |  my website   |   Thu Apr 21, 2016 @ 06:06AM
31. Anonymous   |   Thu May 19, 2016 @ 01:12AM

are not fully aware from the latest equiment. They mst open it f

Survival Life Deals
Survive the end days
Surviving the final bubble
Survival Md
Family Survival System

33. Yoga Burn  |  my website   |   Sat May 28, 2016 @ 10:45AM

Great! It sounds good. Thanks for sharing..

34. blood sugar secret  |  my website   |   Mon Jun 13, 2016 @ 10:15PM

causing an ailment generally known as hypoglycaemia. Metformin on the other hand will not increase the concentration of insulin within the blood.

35. Fungus  |  my website   |   Sun Jun 19, 2016 @ 01:56PM

that's brought on by HSV and technically called "herpes zoster") and it is called "Zostavax". The other vaccine, called "Herpevac

36.  |  my website   |   Tue Jun 28, 2016 @ 08:37PM

Regular exercise is one of the most effective ways to remove surplus fat stores within the body.

38. Pratit   |   Wed Oct 19, 2016 @ 08:42AM
39. emawatson  |  my website   |   Thu Nov 03, 2016 @ 07:18AM

his post is very auspicious write up.All can simply know it. Thanks

40. Web hosting black friday   |  my website   |   Mon Nov 21, 2016 @ 04:17AM

This website is wonderful articles published for its visitors and readers always like these kinds of place where interesting data are shared with them.

41. Wonder Woman Leather Jacket  |  my website   |   Thu Jun 15, 2017 @ 12:31AM

I shared this article with my beastie; he thanked me a lot as he was really very worried about the information on this topic.

42. Wonder Woman Jacket  |  my website   |   Thu Jun 15, 2017 @ 12:35AM

This article helped me a lot to prepare my notes on this topic. I am going to recommend this article to my friends also.

Post a Comment

powered by Doodlekit™ Free Website Builder