3 Reasons to Sync Your CRM and Marketing Automation Software

Written by Lacey Jackson on September 4, 2019

Posted in Workflow Automation

Because there’s no one tool that simply does it all, your organization runs on a variety of systems. You need your customer relationship manager (CRM) to monitor your sales team, a content management system (CMS) to operate your website, and a human resources management system (HRM) to keep track of your employees.

In a world where we can optimize any process with a software designed for a specific purpose, no organization is a stranger to data silos. We’re here to let you in on a little secret. There’s a way to streamline your most important systems so your marketing teams and sales team have access to the same data, even if they don’t have access to the same systems. 

We recently announced that our workplace productivity platform is expanding to include Formstack Sync, a feature built to automatically sync data between your most valuable systems. What is synchronization? How does data synchronization work? Formstack Sync offers users the ability to create an automated multi-object, bi-directional data sync to eliminate data silos between platforms. With our connector library, users can choose from a set of pre-built, expert level connectors. No coding experience required! 

Formstack Sync bi-directional sync connector library.

For creating, nurturing, and closing sales leads, your team relies heavily on two major tools: your marketing automation software and your CRM. These systems house some of your organization’s most valuable data, but you likely face recurring issues when your sales team doesn’t have context for leads or you need to transfer data between systems manually. 

With Formstack Sync, you can avoid issues like these and more by connecting your marketing automation software to your CRM. A great example of Formstack Sync in action is our Hubspot + NetSuite connection. It only takes a few clicks to integrate these two products and ensure your sales and marketing teams are on the same page. 

But, if you still need to be convinced that a bi-directional data sync can transform your business, here’s 3 reasons why you should sync your CRM and marketing automation software.


#1 Improve lead nurture. 

Your marketing team and the work they do is a critical part of your sales pipeline. We’ve all heard the statistics of the modern buyer’s journey. Before your potential buyers even reach out to your sales team, they are two thirds of the way through their decision process. This means your buyers are making their purchasing decisions based on information and content found on your website. Your marketing automation software is tracking customers as they interact with content on your site. Unfortunately, this information doesn’t always make it to your sales team. 

Once your integrate your marketing automation tool and your CRM, you’ll instantly improve your customer interactions. Instead of a fragmented view of your customers, you’ll begin to see their interactions with your brand more holistically. Integrating your tools helps you understand and analyze customer behaviors so your sales team can tailor the conversation to meet their needs.


#2 Eliminate data silos.

Rarely is there a good reason to hold two separate versions of the same or similar data. Not only does multiple systems make data management a nightmare, but important data is often lost or misplaced.

Integrating your marketing automation software and your CRM with Formstack Sync provides a unified view of contact information, communication history, and other lead/customer data across both platforms. With a solid integration, you can easily input, organize, and update data to create a single source of truth for your sales team. 


#3 Improve your reporting capabilities.

When your marketing automation system and your CRM are connected, you can access a much more comprehensive view of your campaign analytics. With Formstack’s bi-directional syncing, the campaigns you create in your marketing automation tool link back to your CRM. 

Now, it’s easier than ever to tie closed deals back to campaigns that originated the lead. Closed-loop reporting provides your team with insight on the campaigns that have the most valuable impact on your sales pipeline. With this understanding, you can prioritize efforts and direct resources to see the highest returns. 


Tired of dealing with inconsistent data between marketing and sales teams? Formstack Sync is here to help. Learn how to get started by contacting our sales team.