Lack of data exchange between sales and marketing can mean that you miss out on valuable data that would ensure better lead nurturing and faster sales.

In fact, a survey conducted by LinkedIn shows that 60% of global respondents believed that a lack of collaboration and data exchange between sales and marketing can harm the financial performance of the company.

Paw Steffensen, who is General Manager at AlfaPeople, explains that a lack of cooperation between the sales and marketing departments makes it difficult to utilize data that is absolutely essential for running a successful company.

“Using this data is the fuel in your entire sales and marketing engine. And if you don’t take advantage of that data, you’re missing out on potentially great value. It is also difficult to set budgets and communicate to the board what the forecast is if you do not have the insight,” says Paw Steffensen.

Data exchange between sales and marketing ensures better collaboration

Data exchange is actually the key reason why a strong collaboration between sales and marketing is so important. Data provides insights that make the work of both the sales department and the marketing department easier and better.

“From a sales perspective, it’s all a matter of timing. And that timing is informed by data, and data equals activity. The more activity there is on a lead, the hotter it is. For sales, it is important to strike as soon as the lead is ready to buy. For marketing, it’s about getting data from sales, so they gain insight into which activities work and how to optimize their marketing,” says Paw Steffensen.

Are sales and marketing aligned? Answer 9 questions and find out.

If there is no exchange of data between the two departments, it is, according to Paw Steffensen, because sales and marketing work in two different systems that do not talk to each other.

“If there is no integration between different solutions and software in the departments, data will typically go to waste. But it may also be that the needs in the sales department have changed. So the CRM they are using no longer meets the expectations and requirements the salespeople have,” says Paw Steffensen.

One system for the benefit of both departments

With Microsoft Dynamics 365, data from marketing can be sent to sales easily and simply for the benefit of sales. But actually also to the benefit of the marketing department. Every marketing department is interested in spending their budget on the activities that generate the most sales. The benefits therefore go both ways.

For Microsoft Dynamics 365, you as a company can purchase a Marketing module and a Sales module, explains Marketing Lead, Gitte Højgaard Mouritsen at AlfaPeople.

“Microsoft Dynamics 365 Marketing is an all-round system where you can track all your marketing activities from website to event. You save time by having everything gathered in one place. As everything is gathered on one platform, all the data found in the Marketing module is also available in the Sales module, without you having to do anything. In this way, Microsoft Dynamics 365 supports a much closer collaboration and data exchange between sales and marketing,” says Gitte Højgaard Mouritsen.

Are sales and marketing aligned? Answer 9 questions and find out.

3 cool features in Microsoft Dynamics 365 Marketing

Forms – A marketing form defines a set of input fields arranged in a form layout. Via a form, users can sign up for an offer, update their contact information, manage mailing list subscriptions and much more. All that information is automatically registered by Microsoft Dynamics 365 Marketing and used immediately in your customer database.

Events – Live events and webinars are an important sales and marketing channel. But events and webinars can be complex to arrange, execute and follow up on. The function for event management in Microsoft Dynamics 365 Marketing helps you with all steps in the process. From initial planning and preparation of a budget to campaign and publication, participant registration, webinar broadcast, final analysis, lead generation and evaluation of ROI.

Lead Scoring – Microsoft Dynamics 365 Marketing can calculate points for each lead based on demographic information, firmographic details, and actions taken by the associated contact (or, for company-based leads, contacts belonging to the associated company). Point-giving interactions include e.g. opening an email, sending a landing page, visiting your website or attending an event.

Microsoft Dynamics 365 Marketing

Transform your business with Microsoft Dynamics 365 Marketing. Use AI to orchestrate personalized journeys in real-time across all touchpoints to strengthen relationships and achieve loyalty. Then analyze the entire customer lifecycle to create new business opportunities.