The Importance of Consistent Data Between Sales and Marketing

In an ideal world, your sales and marketing teams are perfectly aligned. Marketing gives sales high-quality leads and your sales reps have everything they need to close deals that go on to become long-term customers. However, it’s not always that simple. When there’s a lack of consistent data between sales and marketing, problems arise and collaboration quickly crumbles.

Here’s why consistent data between sales and marketing is so crucial – and most importantly, how you can achieve it in your company for better results across the board.

What Consistent Data Looks Like

How can you know if your data is aligned between sales and marketing? There are a few indicators that show when you’re on the right track:

  • Your marketing and sales tools match up perfectly and enhance each other
  • You have the same contacts in all systems, without any duplicates
  • Your team can quickly find the data they need and have few complaints about the tools they are using
  • Your tools update automatically when a contact’s life-cycle stage changes

When you have consistent data between sales and marketing, you’re in the best position to boost your performance in every area. Marketing can understand the types of leads that convert to customers and attract more of these. And in sales, your team can benefit from a 360-degree view of the leads that your marketers pass to them and know how to sell to them.

If you’re not there just yet, don’t worry. With the tools available to you, it’s easier than ever to get your data in sync and nurture greater consistency between sales and marketing. Keep reading to get your data quality up to scratch and synchronized across the tools that matter to your business…

3 Steps to Consistent Data Between Sales and Marketing

1. Know the data that is important to each department

Before putting in the effort to make your data more consistent, you need to know what is important to your company. Start by asking these questions:

What does marketing need to know about a lead to qualify them? This could include annual revenue, the number of employees, industry type, B2B/B2C, budget, goals and pain points. By knowing your target customer persona, you can collect information to best assess whether a lead is a good match.

What does sales need to know about a lead to sell to them? Make sure your marketing data is transparent so that sales reps aren’t left in the dark when they are handed a new and pre-qualified lead. How did the lead find your company? What is their goal? Why do they think your product is a good fit? Make sure your sales team can easily answer those questions and have easy access to the information they need.

What data is useful for the longer-term customer journey? If a lead decides to buy your product or service, make sure you have the data at hand to provide the best service. By knowing their goals, pain points, and industry type, you can take actions that reduce churn and also deliver targeted promotions to encourage up-sells.

2. Optimize your Data Collection Channels

After identifying the data that is important to you, ensure you can collect it seamlessly. This will likely be through your website forms (including demo request or callback forms), but your team might also input data into your CRM manually. 

To begin with, look at all your data collection channels and check if there is anything missing – or, alternatively, if there is anything irrelevant that wastes your time or your audience’s. Make adjustments to build the best picture of your contacts without asking too much at once or too soon. Your contacts’ time is precious and you don’t want them to bounce from key conversion pages.

3. Synchronize your Sales and Marketing Tools

Once you’re collecting the right data in sales and marketing, let your tools work together. With two-way contact sync using PieSync, you can ensure that your tools save you time rather than adding confusion. Map out the tools you’re currently using and think about where connections would make the most sense. You could sync ActiveDEMAND with your CRM to ensure sales know what marketing channels their prospects are engaging with, or move contacts bi-directionally between any of your other favourite apps. See how to integrate your sales and marketing tools here.

By making a conscious effort to gather and synchronize consistent data between sales and marketing, your business will be in the best position to thrive. Fortunately, it’s easier than ever with the tools and integrations available to you.

About the author:

Lucy Fuggle writes for PieSync, the two-way contact sync tool for hundreds of apps. She also works with her clients to make their brand matter with a content-rich marketing strategy.