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blog | February 28, 2018

What’s the Difference Between CRM & Marketing Automation Software?

What are the primary differences between CRM and Marketing Automation? Customer relationship management (CRM software) and marketing automation software are separate tools, but work best when bundled together. CRM software is used...

By WorkWiseSoftware

What are the primary differences between CRM and Marketing Automation?

Customer relationship management (CRM software) and marketing automation software are separate tools, but work best when bundled together. CRM software is used to build relationships with customers with the intention of increasing sales, while marketing automation software is solely marketing focused.

Many would argue that the two platforms really don’t reach their full potential until they are being used together. To get a better understanding of both software solutions, let’s take a deeper look at a few key differences and similarities between the two.

Purpose

In it’s simplest form, CRM is a sales and lead management tool, and marketing automation is a sales and lead generation tool.

CRM software is built to help make the sales process easier and more convenient for your sales reps and the service functions faster and more efficient for the customer service reps. It is focused on one-on-one interactions with a prospect or customer.

Marketing automation focuses on targeting a mass number of potential prospects. It is designed to make it fast and easy to send out mass communications and see when a potential prospect does something like fill out a form, visit your website, etc.

Managing the Sales Cycle

While both tools will store information like company and contact name, phone numbers, emails, addresses, etc., CRM software is built to turn a prospect into a customer through easy tracking of communications and saving of important data and information.

Marketing automation software is built to send out mass communications to the contacts and record any feedback, including data that would indicate the contact is ready to be considered a prospect.

Sales vs Marketing

While a customer relationship management solution aims to collect customer-centric data through building relationships between sales reps and prospects, marketing automation collects data through the internet, your business’s website, etc. to establish some sort of rapport.

CRM focuses on selling through person-to-person automation—marketing automation relies on the internet, email marketing, etc. to push out content and get noticed.

While they have their differences in approach and style, at the end of the day CRM and marketing automation are deployed to help make selling and business development easier for your business.

A powerful customer relationship management solution will help track and manage existing customers and prospect lists, while marketing automation will help fill those lists and bring in more opportunities for your sales reps.

Benefits of Marketing Automation Software

Marketing automation software features many benefits that can bring about positive changes to your business. Here are some of the benefits businesses will begin to notice upon implementation:

Benefits of CRM Software

CRM software is designed to help strengthen the relationship between a business and their customers. Because customers are a huge priority for businesses, you need as much help as possible from a software to create those close ties. Here are CRM software benefits:

So, which one should I get?

You should be using both. You can’t manage leads if you are unable to generate them, and you can’t close a sale if you are unable to properly manage the leads you are generating.

For smaller companies and upstarts, budget can surely be an issue when investing in a new software tool. But with vendors like WorkWise combining CRM and marketing automation tools into a single native solution, budget should be less of a barrier.

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